Does nationality affect eWOM? Factors affecting customer satisfaction and eWOM in Indonesian Online Clothing Brands

ABSTRACT

During COVID-19 pandemic online shopping gained importance. One aspect of online shopping is customers recommending products to each other. Also named electronic word of mouth (EWOM), this type of marketing is effective in online marketing. Based on a survey of 206 Indonesian customers, this research examined which factors affect customer satisfaction and EWOM. The results show that price value, brand awareness, and country ethnocentricity were significantly affecting customer satisfaction. On the other hand, customer satisfaction had significant effect on EWOM. © 2022 IEEE.