Leveraging electronic word-of-mouth to enhance mobile app consumer satisfaction: the mediating role of brand awareness

• 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/112116/1/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
• Institution: Universiti Putra Malaysia

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...