The Impact of Electronic Word of Mouth on Purchase Intention of Egyptian Internet Users in the Fashion Industry

Abstract

Customers depend on electronic word of mouth (e-WOM) to acquire knowledge concerning the latest fashion trends. Examining this phenomenon contributes to the existing marketing literature and guides professionals in designing their strategies and understanding their customers. This study investigates the influence of e-WOM on the purchase intention of Egyptian internet users. A quantitative research design was employed using 415 valid questionnaire responses. Pearson correlation and linear regression analyses were conducted to test the hypotheses using SPSS version 26.0. The findings of the study confirmed that all the e-WOM dimensions (sender’s expertise, quantity, and quality) positively influence the purchase intention of Egyptian internet users in fashion industry. Moreover, e-WOM quantity exerts the greatest effect on purchase intention, whereas e-WOM quality has the lowest impact. Accordingly, fashion marketers should incorporate e-WOM into their strategies to leverage its effect on purchase intention.