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Information Sciences Letters

Information Sciences Letters

Abstract

The goal of this research is to see how online consumer reviews affect brand equity. Customers of Jordanian online clothing stores make up the study population. Due to the difficulty of reaching all members of the population, an appropriate sampling approach was used, which is often used in research conditions. Appropriate sampling is a non-random sampling method that uses people who are easily accessible. A structured online survey was used to gather primary data. This survey was conducted among Jordanian customers of online clothes retailers. Customers were thus encouraged to take part in the survey by text messages, official websites, and social media channels. The research hypotheses were tested using structural equation modeling. The study results showed that the majority of online review dimensions had an impact on brand equity except for reviews time. However, social impact had the highest impact on brand equity. According to the study’s conclusions, marketers must connect with internet marketing methods, particularly social media, and include them into their marketing strategy.

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