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

This study aimed at testing the mediating role of electronic word of mouth (E-WOM) in testing the effect of celebrity’s on the consumer’s decision to brand switching. in all of the study hypotheses, the researchers employed the descriptive approach, which involves gathering data, applying statistica...

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Bibliographic Details

Published in:	المجلة العلمية للدراسات و البحوث المالية و التجارية : علمية محكمة. Vol. 4; no. 2، p. 1; pp. 771 - 826
Main Authors:	Abd al-Rahman, Amirah Ibrahim Abd al-Ghani, Bahriz, Ahmad Yusuf Abd al-Salam Ali, al-Nazir, Alaa Abd al-Qadir Muhammad Yusuf
Format:	Journal Article
Language:	Arabic English
Published:	دمياط، مصر جامعة دمياط، كلية التجارة 01.07.2023
ISSN:	2682-3403, 2682-4531
Online Access:	Get full text
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