عناصر مشابهة

The Relationship Brand Credibility and E-WOM Dimensions: Empirical Study on Mobile Phone Sets Clients of Students from Egyptian Universities

تفصيل البيانات البيبلوغرافية
المصدر:مجلة الدراسات والبحوث التجارية
الناشر: جامعة بنها - كلية التجارة
المؤلف الرئيسي: Abdel Hamid, Tallat A. (مؤلف)
مؤلفين آخرين: Abdel Latif, Mohamed M. (Co-Author), Mohammed, Radwa Radwan (Co-Author)
المجلد/العدد:س38, ع3
محكمة:نعم
الدولة:مصر
التاريخ الميلادي:2018
الصفحات:865 - 886
ISSN:1110-1547
رقم MD:1182918
نوع المحتوى: بحوث ومقالات
اللغة:English
قواعد المعلومات:EcoLink
مواضيع:
رابط المحتوى:
الوصف
المستخلص:The aim of this study is identifying the relationship between the Brand Credibility and the dimensions of E. Word-of-mouth. The researcher used a questionnaire to achieve the aim of the study and applied this tool on all mobile phones Clients of students from Egyptian universities: The researcher depend on a random sample (384) individual. The Independent variable was Brand Credibility according to (Hassan, 2013; Abd elhamid el al., 2013) and the dependent variable was The E. Word-of-mouth, which includes three dimensions (E-WOM Quality, E-WOM Quantity, Sender’s Expertise) according to (Lin et al, 2013). The results of the study indicated that : There is statistically significant correlation between Brand Credibility and the dimensions of the E. Word-of-mouth at 0.01 (P < 0.01), it illustrated that the correlation between Sender’s Expertise and Brand Credibility have the highest correlation coefficient value = (0.483), then E-WOM Quality With a correlation coefficient value = (0.450), and finally E-WOM Quantity With a correlation coefficient value = (0.400), All of which are significant positive medium correlation coefficients. Based on- the previous statistical results, it is clear that there is a significant correlation between Brand Credibility and all dimensions of E. Word-of-mouth, which means rejecting the null hypotheses (H1 H1a, H2 , H2a) and acceptance of the alternative hypothesis, which means: "There is a significant correlation between Brand Credibility and all dimensions of E. Word-of-mouth".