The Impact of Electronic Word of Mouth on The Brand Image of CHERY Cars Among Algerian Consumers According to the Elaboration Likelihood Model

Abstract

This research paper have studied the impact of E-WOM elements, represented by Message Quality, Source Credibility, Information Volume, Information Consistency, Information Sidedness on brand image of CHERY car among algerian consumers, based on ELM model. To process the questionneries, SPSS 26 was used to analyse the sample descriptive, as well as SmartPls 4 to analyse the study model and the hypothesis. The results showed a significant impact of the message quality dimension on brand image, while the other dimensions of Electronic Word of Mouth did not