2017
DOI: 10.33844/mbr.2017.60267
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The influence of social media behavior of university students in Lebanon on their purchasing habits: The mediating effect of e-Word-of-Mouth

Abstract: Consumers are increasingly seeking information through Social Media (SM) platforms to guide their future purchasing decisions. Electronic Word-of-Mouth (eWOM) through the ever popular SM, especially among young consumers, can have great influence on consumers' perception and buying intention. In this paper, we analyze consumer behavior of university students in Lebanon through studying the effect of their SM habits and impact of eWOM on their purchase habits and intentions. SM considered Facebook, Twitter, Ins… Show more

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