Document Type : Original Research Manuscripts

Authors

1 Ph.D. Candidate, Department of Management, UAE Branch, Islamic Azad University, Dubai, United Arab Emirates

2 Assistant Professor, Department of Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran

3 Associate Professor, Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

4 Assistant Professor Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

10.22034/kps.2022.357430.1045

Abstract

This paper explores the intricate mechanisms underlying knowledge transfer in Electronic word-of-mouth (eWOM) campaigns and their far-reaching implications for brand equity in the digital era. The aim is to interpret how eWOM channels facilitate the strategies that can optimize knowledge transfer in eWOM campaigns to the benefit of brand equity. Through an extensive review of the existing literature and expert interview analysis, 187 codes were identified. Using 410 Likert questionnaires, the quantitative method was employed to test the proposed model. Exploratory factor analysis and PCA (Principal Component Analysis) method were used by SPSS software. By AMOS software, first and second-order confirmatory factor analyses were conducted to ensure a consistent factor structure between the items and structures. CR criterion was used to assess reliability. The AVE, GOF, TLI, CFI, NFI, and RFI indices were also used to evaluate the model. Understanding the underlying mechanisms of knowledge transfer in eWOM campaigns is essential for brand managers and marketers seeking to bolster brand equity in the digital landscape. Leveraging these mechanisms effectively can enhance brand reputation, customer loyalty, and overall business success. This research emphasizes the critical importance of eWOM strategies as a key driver of brand equity in the contemporary marketing landscape.

Keywords

Main Subjects

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