The Relationship between Augmented Reality Apps and Electronic Word of Mouth “An Empirical study on Augmented Reality Apps users in Egypt” | ||||
مجلة راية الدولية للعلوم التجارية | ||||
Volume 4, Issue 13, April 2025, Page 513-554 PDF (571.38 K) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/rijcs.2025.323014.1172 | ||||
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Authors | ||||
Prof. Dr. Abd Al- Aziz Ali Hassan* 1; Dr. Ahmed Mohamed Mahmoud Elsayed* 2; Ibrahim Mamdouh Elshafei Abdallah* 3 | ||||
1Professor and Head of Business Administration Department | ||||
2Lecturer of Business Administration at Faculty of Commerce Mansoura University- Egypt | ||||
3Demonstrator at Business Administration Department Faculty of Commerce - Mansoura University | ||||
Abstract | ||||
This research aims to investigate the relationship between Augmented Reality Apps and Electronic Word of Mouth. Data were collected from 402 users of Augmented Reality Apps in Egypt. Path analysis is utilized to test the research hypotheses using Warp PLS 7.0. Findings revealed that Augmented Reality Apps had a significant positive effect on Electronic Word of Mouth. Regarding implications, Companies that develop or use AR Apps should Encourage satisfied users to share their experiences through EWOM by creating campaigns that incentivize sharing reviews, feedback, or experiences online. Limitations and conclusions were also provided. | ||||
Keywords | ||||
Augmented Reality Apps (AR Apps); Electronic Word of Mouth (EWOM) | ||||
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