The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Article 59, Volume 14, Issue 4, October 2023, Pages 2602-2634 PDF (768.47 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2023.337572 | ||
| Authors | ||
| Shahenda A. Ghnamm* 1; Talaat A. Abdel Hamid* 2; Ahmed Alsamadicy* 3 | ||
| 1Researcher at Arabic Academy for Science ,Technology ,and Maritime Transport | ||
| 2Prof. of Marketing,Faculty of Commerce,Mansoura University , | ||
| 3Prof. of Marketing, Arabic Academy for Science ,Technology ,and Maritime Transport. | ||
| Abstract | ||
| In recent times, the interplay between electronic word of mouth (e-WOM) and customer brand engagement has garnered substantial attention in academic research. This study aims to explore the influence of various dimensions of e-WOM on customer brand engagement within the context of women's ready-to-wear brands in Egypt. The central inquiry of this study revolves around understanding the extent to which e-WOM affects online consumer engagement. To address this query and fulfill the study's objectives, a survey was administered to 385 respondents, resulting in 283 valid responses for analysis. The findings unveil a positive correlation between all e-WOM dimensions and the dimensions of customer brand engagement. Moreover, the study underscores the significant impact of e-WOM dimensions on overall customer brand engagement. | ||
| Keywords | ||
| Electronic Word of Mouth; Customer Brand Engagement; Emotional Attachment; Rational Attachment | ||
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