Abstract
Electronic word of mouth (eWOM) is the digital heartbeat of online shopping, influencing consumer decisions based on shared experiences. This investigation evaluated the effect of eWOM on eReputation within the realm of mobile application-based shopping. It incorporated key marketing frameworks which were relationship marketing, SET and the co-creation theory. The collected data highlighted the interplay between eWOM constructs and eReputation, and the moderating effect of Review helpfulness on the relationship between valence and eReputation. A total of 594 usable responses were analysed by using exploratory factor analysis and multiple regression analysis to predict the relationships between eWOM independent variables and eReputation as the dependent variable. Valence has the strongest effect on eReputation, followed by content quality, degree of influence and Review helpfulness' moderating effect on the relationship between valence and eReputation. The findings indicated a positive relationship between all tested hypotheses and equip mobile commerce stakeholders with valuable insights into the role of eWOM and eReputation, aiding in understanding consumer behaviour.