The Impact Of Electronic Word Of Mouth (ewom) On Customer Preferences: An Empirical Study On A Sample Of Social Media Users

Abstract

This study aims to examine the impact of Electronic Word of Mouth (eWOM) in its various dimensions (credibility, source, nature, and interactivity) on the preferences of social media users in Algeria. To address the research problem, the descriptive-analytical method was employed. An electronic questionnaire was designed to collect data from a random sample of 179 social media users across Algeria. The Statistical Package for the Social Sciences (SPSS 27) was used to analyze the data and test the hypotheses. The study reached several findings, the most important of which is the presence of a statistically significant positive effect of electronic word of mouth, in all its four dimensions, on the preferences of social media users in Algeria