{"id":"https://openalex.org/W4409436797","doi":"https://doi.org/10.21608/csj.2025.368017.1599","title":"The Impact of Electronic Word of Mouth (E-WOM) on the Relationship between Brand Awareness and Customer Loyalty: Evidence from Egypt","display_name":"The Impact of Electronic Word of Mouth (E-WOM) on the Relationship between Brand Awareness and Customer Loyalty: Evidence from Egypt","publication_year":2025,"publication_date":"2025-04-06","ids":{"openalex":"https://openalex.org/W4409436797","doi":"https://doi.org/10.21608/csj.2025.368017.1599"},"language":"ar","primary_location":{"id":"doi:10.21608/csj.2025.368017.1599","doi":"https://doi.org/10.21608/csj.2025.368017.1599","is_oa":true,"landing_page_url":"https://doi.org/10.21608/csj.2025.368017.1599","pdf_url":null,"source":{"id":"https://openalex.org/S4210206613","display_name":"\u0645\u062c\u0644\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629","issn_l":"2356-9255","issn":["2356-9255","2356-9263"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0645\u062c\u0644\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.21608/csj.2025.368017.1599","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5027242401","display_name":"\u062d\u0633\u0627\u0645 \u0627\u0644\u062f\u06cc\u0646 \u0641\u062a\u062d\u0649 \u0645\u062d\u0645\u062f","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210159313","display_name":"International Academy for Engineering and Media Science","ror":"https://ror.org/05f93c840","country_code":"EG","type":"education","lineage":["https://openalex.org/I4210159313"]}],"countries":["EG"],"is_corresponding":false,"raw_author_name":"\u062d\u0633\u0627\u0645 \u0627\u0644\u062f\u064a\u0646 \u0645\u062d\u0645\u062f","raw_affiliation_strings":["\u0634\u0639\u0628\u0629 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0639\u0645\u0627\u0644 \u2013 \u0627\u0644\u0627\u0643\u0627\u062f\u064a\u0645\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0644\u0644\u0647\u0646\u062f\u0633\u0629 \u0648\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0639\u0644\u0627\u0645"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"\u0634\u0639\u0628\u0629 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0639\u0645\u0627\u0644 \u2013 \u0627\u0644\u0627\u0643\u0627\u062f\u064a\u0645\u064a\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0644\u0644\u0647\u0646\u062f\u0633\u0629 \u0648\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0639\u0644\u0627\u0645","institution_ids":["https://openalex.org/I4210159313"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5023767661","display_name":"Walid Aboubakr Abouzeid","orcid":"https://orcid.org/0000-0002-7621-7949","observed_orcids":["https://orcid.org/0000-0002-7621-7949"]},"institutions":[{"id":"https://openalex.org/I4210159313","display_name":"International Academy for Engineering and Media Science","ror":"https://ror.org/05f93c840","country_code":"EG","type":"education","lineage":["https://openalex.org/I4210159313"]}],"countries":["EG"],"is_corresponding":false,"raw_author_name":"Walid Abouzeid","raw_affiliation_strings":["International Academy of Engineering and media Sciences, (IAEMS) Egypt"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"International Academy of Engineering and media Sciences, (IAEMS) Egypt","institution_ids":["https://openalex.org/I4210159313"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5117144687","display_name":"Yasser El-Tayeb","orcid":"https://orcid.org/0000-0001-7812-8328","observed_orcids":["https://orcid.org/0000-0001-7812-8328"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Yasser El-Tayeb","raw_affiliation_strings":["Higher Institute for Managerial Sciences \u2013 Janaklees, El-Beheira, Egypt"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Higher Institute for Managerial Sciences \u2013 Janaklees, El-Beheira, Egypt","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"0","issue":"0","first_page":"0","last_page":"0"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/electronic-word-of-mouth","display_name":"electronic word of mouth","score":1.0},{"id":"https://openalex.org/keywords/brand-awareness","display_name":"brand awareness","score":0.9950000047683716},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":1.0},{"id":"https://openalex.org/keywords/moderating-effect","display_name":"moderating effect","score":0.796999990940094},{"id":"https://openalex.org/keywords/mediating-effect","display_name":"mediating effect","score":0.9959999918937683},{"id":"https://openalex.org/keywords/purchase-decision","display_name":"purchase decision","score":0.6679999828338623},{"id":"https://openalex.org/keywords/online-brand-management","display_name":"online brand management","score":0.6959999799728394},{"id":"https://openalex.org/keywords/egyptian-consumers","display_name":"Egyptian consumers","score":0.7020000219345093},{"id":"https://openalex.org/keywords/emerging-markets","display_name":"emerging markets","score":0.7350000143051147}],"concepts":[{"id":"https://openalex.org/C137913393","wikidata":"https://www.wikidata.org/wiki/Q15737157","display_name":"Word of mouth","level":2,"score":0.6970908045768738},{"id":"https://openalex.org/C2780144342","wikidata":"https://www.wikidata.org/wiki/Q1900653","display_name":"Brand loyalty","level":2,"score":0.6665764451026917},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.580544114112854},{"id":"https://openalex.org/C2776967331","wikidata":"https://www.wikidata.org/wiki/Q1132131","display_name":"Loyalty","level":2,"score":0.5763794183731079},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.5566429495811462},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5214231014251709},{"id":"https://openalex.org/C146897074","wikidata":"https://www.wikidata.org/wiki/Q1932925","display_name":"Loyalty business model","level":4,"score":0.5089540481567383},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4365118145942688},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.32481300830841064},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.05347919464111328},{"id":"https://openalex.org/C140781008","wikidata":"https://www.wikidata.org/wiki/Q1221081","display_name":"Service quality","level":3,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.21608/csj.2025.368017.1599","doi":"https://doi.org/10.21608/csj.2025.368017.1599","is_oa":true,"landing_page_url":"https://doi.org/10.21608/csj.2025.368017.1599","pdf_url":null,"source":{"id":"https://openalex.org/S4210206613","display_name":"\u0645\u062c\u0644\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629","issn_l":"2356-9255","issn":["2356-9255","2356-9263"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0645\u062c\u0644\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.21608/csj.2025.368017.1599","doi":"https://doi.org/10.21608/csj.2025.368017.1599","is_oa":true,"landing_page_url":"https://doi.org/10.21608/csj.2025.368017.1599","pdf_url":null,"source":{"id":"https://openalex.org/S4210206613","display_name":"\u0645\u062c\u0644\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629","issn_l":"2356-9255","issn":["2356-9255","2356-9263"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0645\u062c\u0644\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4391279883","https://openalex.org/W4390284591","https://openalex.org/W7128365656","https://openalex.org/W4396862342","https://openalex.org/W4294553928","https://openalex.org/W2891057239","https://openalex.org/W7160583590","https://openalex.org/W4403614999","https://openalex.org/W2500367408","https://openalex.org/W2963050707"],"abstract_inverted_index":{"In":[0],"the":[1,24,29,38,45,56,88,101,115,133,148,159],"digital":[2,119,153,165],"era,":[3],"electronic":[4],"word":[5],"of":[6,26,61,90,103,162],"mouth":[7],"(e-WOM)":[8],"has":[9],"emerged":[10],"as":[11,75],"a":[12,42,77,80],"powerful":[13],"force":[14],"influencing":[15],"consumer":[16,122],"behaviour":[17],"and":[18,34,51,58,79,129,146,167],"brand":[19,32,66,91,141,168],"perceptions.":[20],"This":[21],"study":[22,156],"examines":[23],"impact":[25],"e-WOM":[27,73,86,97,104],"on":[28,93,105,118,164],"relationship":[30],"between":[31],"awareness":[33,67,92],"customer":[35,70,106],"loyalty":[36,107],"in":[37,82,111,170],"Egyptian":[39],"market.":[40],"Employing":[41],"mixed-methods":[43],"approach,":[44],"research":[46],"integrates":[47],"quantitative":[48],"survey":[49],"data":[50],"qualitative":[52],"insights":[53],"to":[54,114,137,158],"assess":[55],"moderating":[57],"mediating":[59],"roles":[60],"e-WOM.":[62],"Findings":[63],"reveal":[64],"that":[65],"significantly":[68],"enhances":[69],"loyalty,":[71,94],"with":[72,151],"acting":[74],"both":[76],"moderator":[78],"mediator":[81],"this":[83],"relationship.":[84],"Positive":[85],"amplifies":[87],"effect":[89],"whereas":[95],"negative":[96,152],"weakens":[98],"it.":[99],"Additionally,":[100],"influence":[102],"is":[108],"more":[109],"pronounced":[110],"Egypt":[112],"due":[113],"widespread":[116],"reliance":[117],"platforms":[120],"for":[121,135],"decision-making.":[123],"These":[124],"findings":[125],"provide":[126],"valuable":[127],"theoretical":[128],"managerial":[130],"implications,":[131],"emphasizing":[132],"need":[134],"businesses":[136],"strategically":[138],"manage":[139],"online":[140],"conversations,":[142],"leverage":[143],"positive":[144],"e-WOM,":[145],"mitigate":[147],"risks":[149],"associated":[150],"feedback.":[154],"The":[155],"contributes":[157],"growing":[160],"body":[161],"literature":[163],"marketing":[166],"management":[169],"emerging":[171],"markets.":[172]},"counts_by_year":[],"updated_date":"2026-09-26T08:19:03.415552","created_date":"2025-04-15T00:00:00"}
