The Impact of Electronic Word-of-Mouth on Consumer Purchase Intention and Brand trust in the Egyptian Market

Document Type : Original Article

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Abstract

This study focuses on assessing the impact of electronic Word-of-Mouth (eWOM) on customers' purchase intention in the Egyptian market. It also investigates the mediating role of trust in this relationship. Additionally, the study explores how quality, quantity, and legitimacy of eWOM content affect customer purchase intention and brand trust.

To gather data, a quantitative method was employed, involving the administration of a questionnaire to a representative sample of 404 Egyptian customers.

The findings reveal the significant influence of eWOM on Egyptian customers' purchasing intentions and brand trust. Notably, eWOM directly affects customers' intent to buy even without the mediation of trust. However, when trust is introduced as a mediator, the direct relationship weakens, leading to full mediation.

These results are substantiated through extensive statistical analysis, highlighting the intricate interplay of quality, quantity, and credibility in shaping customer decisions and brand trust in the complex Egyptian market. This comprehensive study provides valuable insights into eWOM's role in consumer behavior.

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