E-WOM Impact on Brand Loyalty of Organic Food by Igniting Perceived Quality Mediation

Abstract

Digital marketing development has had an impact on the way consumers communicate with brands. With the rise of e-WOM communication, consumers now have a platform to share the branded product quality and perception experience that may lead to increased brand loyalty to products that prioritize safety and health, which is relevant for organic food. This study scrutinized perceived quality mediation in the nexus of e-WOM communication and brand loyalty concerning organic food. The population consisted of the consumers of branded organic food in the Asir region area in the South of the Saudi Kingdom. The study pretested 40 questionnaires among academicians. The study sample consisted of regular and occasional reliable shoppers of branded organic food. The study used a designed questionnaire to collect data and only analyzed 435 valid questionnaires. The results exhibited that e-WOM communication impacted the perceived quality and brand loyalty regarding organic food. In Addition, perceived quality affected brand loyalty regarding organic food. Finally, perceived quality partially mediated the relationship between e-WOM communication and brand loyalty concerning organic food brands. In turn, the study findings were interesting concerning consumers who prefer consuming branded organic food, which is beneficial for consumers looking to make informed decisions about their food choices considering the studied variables. Additionally, producers and marketers should take note of the roles of e-WOM communication and perceived quality when planning their marketing strategies, policies, and campaigns to ignite brand loyalty and foster various stakeholders' benefits.