The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt
A. Ghnamm, S., A. Abdel Hamid, T., Alsamadicy, A. (2023). The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt. EKB Journal Management System, 14(4), 2602-2634. doi: 10.21608/jces.2023.337572
Shahenda A. Ghnamm; Talaat A. Abdel Hamid; Ahmed Alsamadicy. "The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt". EKB Journal Management System, 14, 4, 2023, 2602-2634. doi: 10.21608/jces.2023.337572
A. Ghnamm, S., A. Abdel Hamid, T., Alsamadicy, A. (2023). 'The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt', EKB Journal Management System, 14(4), pp. 2602-2634. doi: 10.21608/jces.2023.337572
A. Ghnamm, S., A. Abdel Hamid, T., Alsamadicy, A. The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt. EKB Journal Management System, 2023; 14(4): 2602-2634. doi: 10.21608/jces.2023.337572

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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