The Effect of Electronic Word of Mouth Advertisement on Brand Especial Value with Structural Equation Modeling

Abstract

The goal of this study is considering the effect of electronic word of mouth advertisement on brand especial value. Current research is descriptive and regarding goal it is applied. Regarding data collection it is counted field. Tools of data collection in this research are questionnaire that includes 22 questions for assessing all variables of research. For assessing variables 5-spectrum of Likert test is used. Validity of questionnaire has been confirmed by viewpoint of professors and experts and its reliability was confirmed by Cronbach alpha. Statistical society of current research is all customers of Sepah bank in Guilan province. By using Cochran formula 384 people were considered as final sample of research. For testing hypothesis structural equation modeling was used. The result showed that word of mouth advertisement has meaningful effect on brand especial value.