The Relationship between Augmented Reality Apps and Electronic Word of Mouth “An Empirical study on Augmented Reality Apps users in Egypt”

نوع المستند : المقالة الأصلية

المؤلفون

1 Professor and Head of Business Administration Department

2 Lecturer of Business Administration at Faculty of Commerce Mansoura University- Egypt

3 Demonstrator at Business Administration Department Faculty of Commerce - Mansoura University

المستخلص

This research aims to investigate the relationship between Augmented Reality Apps and Electronic Word of Mouth. Data were collected from 402 users of Augmented Reality Apps in Egypt. Path analysis is utilized to test the research hypotheses using Warp PLS 7.0. Findings revealed that Augmented Reality Apps had a significant positive effect on Electronic Word of Mouth. Regarding implications, Companies that develop or use AR Apps should Encourage satisfied users to share their experiences through EWOM by creating campaigns that incentivize sharing reviews, feedback, or experiences online. Limitations and conclusions were also provided.

الكلمات الرئيسية

الموضوعات الرئيسية

ملفات

شارك

إرسال الاستشهاد إلى

الإحصائيات