IDEAS home Printed from https://ideas.repec.org/a/ids/ijtrgm/v13y2020i1p21-30.html
   My bibliography  Save this article

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

Author

Listed:
  • Sam'un Jaja Raharja
  • Anindita Citra Dewakanya

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.

Suggested Citation

  • Sam'un Jaja Raharja & Anindita Citra Dewakanya, 2020. "Impact of electronic word-of-mouth on brand awareness in the video game sector: a study on Digital Happiness," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 13(1), pages 21-30.
    • Handle: RePEc:ids:ijtrgm:v:13:y:2020:i:1:p:21-30
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=104908
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijtrgm:v:13:y:2020:i:1:p:21-30. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=130 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.