The Relationship between Augmented Reality Apps and Electronic Word of Mouth “An Empirical study on Augmented Reality Apps users in Egypt”
Aziz Ali Hassan, P., Mahmoud Elsayed, D., Elshafei Abdallah, I. (2025). The Relationship between Augmented Reality Apps and Electronic Word of Mouth “An Empirical study on Augmented Reality Apps users in Egypt”. EKB Journal Management System, 4(13), 513-554. doi: 10.21608/rijcs.2025.323014.1172
Prof. Dr. Abd Al- Aziz Ali Hassan; Dr. Ahmed Mohamed Mahmoud Elsayed; Ibrahim Mamdouh Elshafei Abdallah. "The Relationship between Augmented Reality Apps and Electronic Word of Mouth “An Empirical study on Augmented Reality Apps users in Egypt”". EKB Journal Management System, 4, 13, 2025, 513-554. doi: 10.21608/rijcs.2025.323014.1172
Aziz Ali Hassan, P., Mahmoud Elsayed, D., Elshafei Abdallah, I. (2025). 'The Relationship between Augmented Reality Apps and Electronic Word of Mouth “An Empirical study on Augmented Reality Apps users in Egypt”', EKB Journal Management System, 4(13), pp. 513-554. doi: 10.21608/rijcs.2025.323014.1172
Aziz Ali Hassan, P., Mahmoud Elsayed, D., Elshafei Abdallah, I. The Relationship between Augmented Reality Apps and Electronic Word of Mouth “An Empirical study on Augmented Reality Apps users in Egypt”. EKB Journal Management System, 2025; 4(13): 513-554. doi: 10.21608/rijcs.2025.323014.1172

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, Pages 513-554    PDF (571.38 K)
Document Type: المقالة الأصلية
DOI: 10.21608/rijcs.2025.323014.1172
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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