2023
DOI: 10.54940/ss95331919
|View full text |Cite
|
Sign up to set email alerts
|

The Impact of Marketing Activities on e-Word of Mouth Through Social Network Sites, and the Impact this has on Brand Image and Purchase Intention in the Context of Saudi Arabia.

Abstract: The aim of this study is to identify the factors of social media marketing involved in creating electronic word of mouth (e-WOM) via social networking sites (SNSs), and the impact e-WOM has on brand image and purchase intention. A proposed integrated model was developed in accordance with theoretical background. Structural equation modelling was applied to analyze the data obtained from 622 social media users in Saudi Arabia to test our research model. The results indicate that social media marketing activitie… Show more

Help me understand this report

This publication either has no citations yet, or we are still processing them

Set email alert for when this publication receives citations?

See others like this or search for similar articles