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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Success Culture Press
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/112116/1/Vol.11.No.2.12.pdf http://psasir.upm.edu.my/id/eprint/112116/ https://www.aasmr.org/liss/Vol.11/No.2/Vol.11.No.2.12.pdf |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |