The Impact of Electronic Word-of-Mouth on Consumer Purchase Intention and Brand trust in the Egyptian Market

Abstract

This study aims to assessing the impact of Electronic Word of Mouth (eWOM) on consumer purchase intention and brand trust in the Egyptian market, and it was revealed through the integration of quantitative and qualitive data concerning the Egyptian market, by conducted an extensive survey via google forum involving 404 active online shoppers.The study indicated a compelling relationship between eWOM and purchase intention, with correlation coefficients ranging from 0.339 to 0.398, underscoring the considerable influence of eWOM dimensions on consumer decision-making. Also, that brand trust significantly moderates these relationships.