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Impact of electronic word-of-mouth on brand awareness in the video game sector: a study on Digital Happiness

Author

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  • Sam'un Jaja Raharja
  • Anindita Citra Dewakanya

Abstract

Electronic word-of-mouth (e-WOM) plays a vital role in marketing. By using technology, it is much easier for the consumer to share about brand, product or service. The purpose of this study is to analyse the impacts of e-WOM on the brand awareness of the video game developed by Digital Happiness, the company with international audience. Here, the research method used is of quantitative type. Data were collected from literature studies and questionnaires. Sample size is 63 respondents from whom the data were collected using random sampling. The data were analysed using simple regression analysis. Results show that e-WOM affects brand awareness. Any increase of e-WOM will increase the brand awareness.

Suggested Citation

  • Sam'un Jaja Raharja & Anindita Citra Dewakanya, 2020. "Impact of electronic word-of-mouth on brand awareness in the video game sector: a study on Digital Happiness," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 13(1), pages 21-30.
    • Handle: RePEc:ids:ijtrgm:v:13:y:2020:i:1:p:21-30
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    Cited by:

    1. Dr. Rana Muhammad Shahid Yaqub & Muhammad Aqeel Atif & Fawad Waseem & Ehtisham, 2023. "Unveiling The Dynamics: Exploring The Stimulus-Organism-Response (Sor) Model In The Context Of Social Media Influencer Marketing, Electronic Word Of Mouth, And Purchase Decisions, With A Focus On The ," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(2), pages 427-438.

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