Title: Impact of electronic word-of-mouth on brand awareness in the video game sector: a study on Digital Happiness

Authors: Sam'un Jaja Raharja; Anindita Citra Dewakanya

Addresses: Department of Business Administration, Universitas Padjadjaran, Sumedang 45363, West Java, Indonesia ' Graduates Business Administration, Universitas Padjadjaran, Sumedang 45363, West Java, Indonesia

Abstract: Electronic word-of-mouth (e-WOM) plays a vital role in marketing. By using technology, it is much easier for the consumer to share about brand, product or service. The purpose of this study is to analyse the impacts of e-WOM on the brand awareness of the video game developed by Digital Happiness, the company with international audience. Here, the research method used is of quantitative type. Data were collected from literature studies and questionnaires. Sample size is 63 respondents from whom the data were collected using random sampling. The data were analysed using simple regression analysis. Results show that e-WOM affects brand awareness. Any increase of e-WOM will increase the brand awareness.

Keywords: electronic word-of-mouth; brand awareness; DreadOut; Digital Happiness.

DOI: 10.1504/IJTGM.2020.104908

International Journal of Trade and Global Markets, 2020 Vol.13 No.1, pp.21 - 30

Received: 28 Nov 2018
Accepted: 23 Apr 2019
Published online: 06 Feb 2020 *

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