The Impact of Electronic Word of Mouth (E-WOM) on the Relationship between Brand Awareness and Customer Loyalty: Evidence from Egypt
محمد, ., Abouzeid, W., El-Tayeb, Y. (2025). The Impact of Electronic Word of Mouth (E-WOM) on the Relationship between Brand Awareness and Customer Loyalty: Evidence from Egypt. EKB Journal Management System, 11(20), 579-623. doi: 10.21608/csj.2025.368017.1599
حسام الدين محمد; Walid Abouzeid; Yasser El-Tayeb. "The Impact of Electronic Word of Mouth (E-WOM) on the Relationship between Brand Awareness and Customer Loyalty: Evidence from Egypt". EKB Journal Management System, 11, 20, 2025, 579-623. doi: 10.21608/csj.2025.368017.1599
محمد, ., Abouzeid, W., El-Tayeb, Y. (2025). 'The Impact of Electronic Word of Mouth (E-WOM) on the Relationship between Brand Awareness and Customer Loyalty: Evidence from Egypt', EKB Journal Management System, 11(20), pp. 579-623. doi: 10.21608/csj.2025.368017.1599
محمد, ., Abouzeid, W., El-Tayeb, Y. The Impact of Electronic Word of Mouth (E-WOM) on the Relationship between Brand Awareness and Customer Loyalty: Evidence from Egypt. EKB Journal Management System, 2025; 11(20): 579-623. doi: 10.21608/csj.2025.368017.1599

The Impact of Electronic Word of Mouth (E-WOM) on the Relationship between Brand Awareness and Customer Loyalty: Evidence from Egypt

مجلة الدراسات التجارية المعاصرة
Volume 11, Issue 20, April 2025, Page 579-623  XML PDF (517.39 K)
Document Type: المقالة الأصلية
DOI: 10.21608/csj.2025.368017.1599
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Authors
حسام الدين محمد email orcid 1; Walid Abouzeid2; Yasser El-Tayeb3
1شعبة إدارة الاعمال – الاكاديمية الدولية للهندسة وعلوم الاعلام
2International Academy of Engineering and media Sciences, (IAEMS) Egypt.
3Higher Institute for Managerial Sciences – Janaklees, El-Beheira, Egypt.
Abstract
In the digital era, electronic word of mouth (e-WOM) has emerged as a powerful force influencing consumer behaviour and brand perceptions. This study examines the impact of e-WOM on the relationship between brand awareness and customer loyalty in the Egyptian market. Employing a mixed-methods approach, the research integrates quantitative survey data and qualitative insights to assess the moderating and mediating roles of e-WOM. Findings reveal that brand awareness significantly enhances customer loyalty, with e-WOM acting as both a moderator and a mediator in this relationship. Positive e-WOM amplifies the effect of brand awareness on loyalty, whereas negative e-WOM weakens it. Additionally, the influence of e-WOM on customer loyalty is more pronounced in Egypt due to the widespread reliance on digital platforms for consumer decision-making. These findings provide valuable theoretical and managerial implications, emphasizing the need for businesses to strategically manage online brand conversations, leverage positive e-WOM, and mitigate the risks associated with negative digital feedback. The study contributes to the growing body of literature on digital marketing and brand management in emerging markets.
Keywords
Brand Awareness; Loyalty; (e-WOM); Digital Marketing; Consumer Behaviour
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