The mediating role of electronic Word of Mouth (E-WOM) in testing the effect of celebrities on the consumer’s decision to Brand Switching: An applied study on YouTube app users in Mansoura city

Abdelrahman, Amira Ibrahim; Bahrez, Ahmed Yousef Abdel Salam; Elnazer, Alaa Abd Elkader Mohamed Elsaid

doi:10.21608/cfdj.2023.289031

المجلة العلمیة للدراسات والبحوث المالیة والتجاریة

2023

DOI: 10.21608/cfdj.2023.289031

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The mediating role of electronic Word of Mouth (E-WOM) in testing the effect of celebrities on the consumer’s decision to Brand Switching: An applied study on YouTube app users in Mansoura city

Amira Ibrahim Abdelrahman¹,

Ahmed Yousef Abdel Salam Bahrez²,

Alaa Abd Elkader Mohamed Elsaid Elnazer

Abstract: The mediating role of electronic Word of Mouth (E-WOM) in testing the effect of celebrities on the consumer's decision to Brand Switching: An applied study on YouTube app users in Mansoura city, Scientific

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The mediating role of electronic Word of Mouth (E-WOM) in testing the effect of celebrities on the consumer’s decision to Brand Switching: An applied study on YouTube app users in Mansoura city

Abstract: The mediating role of electronic Word of Mouth (E-WOM) in testing the effect of celebrities on the consumer's decision to Brand Switching: An applied study on YouTube app users in Mansoura city, Scientific

Cited by 0 publications

References 15 publications

No citations

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