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Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers' Purchase Intentions

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Listed:
  • Basma El-Sayed El-Baz

    (Ain Shams University, Cairo, Egypt)

  • Reham Ibrahim Elseidi

    (Ain Shams University, Cairo, Egypt)

  • Aisha Moustafa El-Maniaway

    (Ain Shams University, Cairo, Egypt)

Abstract

Electronic communication has become an essential part of consumers' everyday lives. Consumers rely on the internet as an alternative source of information pertaining to brands that can be accessed easily. As a result, electronic word of mouth (e-WOM) has become a force to be reckoned with that needs to be understood in order to be properly managed. This research investigates how the credibility of the brand as a source of information might be influenced by consumers' engagement in e-WOM and whether this influence subsequently reflects on their purchase intentions. The research findings indicate that indeed there is a relationship between e-WOM and brand credibility that reflects both directly and indirectly on the consumer's purchase intentions. Based on this, several recommendations are developed to help managers navigate their online presence in a way that specifically suits their consumers' internet usage patterns, in order to effectively manage available e-WOM on their brands.

Suggested Citation

  • Basma El-Sayed El-Baz & Reham Ibrahim Elseidi & Aisha Moustafa El-Maniaway, 2018. "Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers' Purchase Intentions," International Journal of Online Marketing (IJOM), IGI Global, vol. 8(4), pages 1-14, October.
    • Handle: RePEc:igg:jom000:v:8:y:2018:i:4:p:1-14
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2018100101
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    Cited by:

    1. Dr. Irene Samanta & Dr. Panagiotis Kaldis & Konstantinos Papageorgiou, 2022. "Consumer’s Engagement in Social Media and Implications in Trusting e-Word of Mouth," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 12(1), pages 37-48.
    2. Brzozowska-Woś Magdalena & Schivinski Bruno, 2019. "The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 27(3), pages 2-27, September.

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