The impact of zero moment of truth on consumer buying decision: An exploratory research in Turkey

Ertemel, Adnan Veysel; Başçı, Ahmet

doi:10.24289/ijsser.421732

Cited by 2 publications

(1 citation statement)

References 8 publications

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“…FGC and UGC will be pushed intelligently to the target audience based on profile matching using the artificial intelligent algorithm in light of advanced digital capabilities. As FGC and UGC are created online, this information will become available to other consumers through interpersonal connections, searchable results, or suggestions (Ertemel and Peyk, 2018). The Zero Moment of Truth (ZMoT) indicated by consumers' exposure to a market stimulus and start searching for information online illustrates the importance of distribution intensity in social media platforms.…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic

Wei,

Huat,

Thurasamy

2023

IMR

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PurposeThis study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.Design/methodology/approachA total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.FindingsThe authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.Originality/valueThis study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.

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Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%