Leveraging electronic word-of-mouth to enhance mobile app consumer satisfaction: the mediating role of brand awareness
This study aimed to examine the influence of electronic word-of-mouth (Ewom) on consumer satisfaction with mobile apps, and the mediating role of brand awareness. Data was collected through a questionnaire of 494 WeChat users in China. The results showed volume, valence, and source of Ewom signif...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Success Culture Press
2024
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/112116/ http://psasir.upm.edu.my/id/eprint/112116/1/Vol.11.No.2.12.pdf |
| Summary: | This study aimed to examine the influence of electronic word-of-mouth (Ewom)
on consumer satisfaction with mobile apps, and the mediating role of brand awareness. Data
was collected through a questionnaire of 494 WeChat users in China. The results showed
volume, valence, and source of Ewom significantly predicted consumer satisfaction.
Furthermore, brand awareness mediated the relationship between Ewom and satisfaction. The
findings suggest businesses should actively manage Ewom and focus on improving brand
awareness and trust to enhance customer satisfaction with their mobile apps. Specific
measures are proposed such as prompt response to Ewom and brand building through social
media engagement. |
|---|