2020
DOI: 10.1504/ijimb.2020.111144
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The effect of e-WOM and content marketing on customers' purchase intention

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Cited by 19 publications
(20 citation statements)
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“…Brand image is good or bad according to the information or reviews discussed. This is in line with research conducted by Kajtazi and Zeqiri (2020) and Mansour and Farmanesh (2020), shows that Brand image is able to mediate the influence of electronic word of mouth on purchasing decisions.…”
Section: The Ninth Hypothesis: the Mediating Effect Of Brand Image On The Effect Of Electronic Word Of Mouth On Purchasing Decisionssupporting
confidence: 90%
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“…Brand image is good or bad according to the information or reviews discussed. This is in line with research conducted by Kajtazi and Zeqiri (2020) and Mansour and Farmanesh (2020), shows that Brand image is able to mediate the influence of electronic word of mouth on purchasing decisions.…”
Section: The Ninth Hypothesis: the Mediating Effect Of Brand Image On The Effect Of Electronic Word Of Mouth On Purchasing Decisionssupporting
confidence: 90%
“…(Reza Jalilvand & Samiei, 2012) examines how e-WOM affects product choice using an experimental study of consumers' use of online recommendation sources. (Kajtazi & Zeqiri, 2020;Mansour & Farmanesh, 2020) shows that lack of effective information to differentiate products increases purchase risk. E-WOM will be a very important reference for consumers to build their purchasing decisionmaking process (Choi, 2020;Bu et al, 2021).…”
Section: Electronic Word Of Mouth On Brand Image and Purchasing Decisionmentioning
confidence: 99%
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“…The ease of spreading social word of mouth on social media provides a space to easily share positive or negative experiences that have been felt before to influence a person's decision, including interest in visiting (Herrando, C. et al,2018). This is also reinforced based on previous research conducted by Kajtazi & Zeqiri (2020) that electronic word of mouth positively impacts purchasing decisions, both directly and indirectly, through brand image, and digital content marketing has a negative and significant effect on purchasing decisions. Its influence indirectly through brand image has a positive and significant impact.…”
Section: Digital Content Marketing Social Word Of Mouth and Visiting ...mentioning
confidence: 93%
“…The questionnaire consists of 24 questions that measure consumers' attitudes toward online shopping. The first questions address the characteristics issues of the respondents, such as gender, age, income, education, online shopping and are borrowed from the authors (Kajtazi and Zeqiri, 2020;McCloskey, 2006;Zeqiri et al, 2020) it must be specified that McCloskey (2006) helps us to specify the age of older adults in this research. Questions 6-8 were borrowed and adapted from (Cho and Fiorito, 2009;Ishfaq and Mengxing, 2021) and address the perceived usefulness of social media on online purchase intention.…”
Section: Samples and Data Collectionmentioning
confidence: 99%