Electronic word of mouth quality and Customer Engagement: The mediating role of Emotional Contagion.

This paper investigates how electronic word of mouth quality and customer interaction drive emotional contagion among Egyptian buyers of electronic equipment. Data were acquired from 312 Egyptians who were represented by users of electronic gadgets and clients of social networking sites. To evaluate the hypotheses, partial least squares structural equation modelling (PLS-SEM) was used. The findings revealed that consumer involvement and emotional contagion were highly influenced by perceived electronic word of mouth quality. Furthermore, the findings revealed that emotional contagion positively affected consumer involvement. Finally, the association between electronic word of mouth quality and consumer involvement was mediated by emotional contagion.