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

نوع المستند : المقالة الأصلية

المؤلفون

1 شعبة إدارة الاعمال – الاكاديمية الدولية للهندسة وعلوم الاعلام

2 International Academy of Engineering and media Sciences, (IAEMS) Egypt.

3 Higher Institute for Managerial Sciences – Janaklees, El-Beheira, Egypt.

المستخلص

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.

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