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

Sam'un Jaja Raharja and Anindita Citra Dewakanya

International Journal of Trade and Global Markets, 2020, vol. 13, issue 1, 21-30

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. (search for similar items in EconPapers)
Date: 2020
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