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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...

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Bibliographic Details
Main Authors:	Hua, Xiangzhou, Mohd Hasan, Nurul Ain, De Costa, Feroz
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

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