The effect of digital marketing on purchase intention: Moderating effect of brand equity
This study aims to investigate the effect of digital marketing, social media marketing and electronic word-of-mouth EWOM, on the purchase intention with moderating effect of brand equity. A quantitative research approach was used to achieve the research objectives. The data was collected fr...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2022-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol6/ijdns_2022_27.pdf |
| _version_ | 1818060509616799744 |
|---|---|
| author | Maher Alwan Muhammad Turki Alshurideh |
| author_facet | Maher Alwan Muhammad Turki Alshurideh |
| author_sort | Maher Alwan |
| collection | DOAJ |
| description | This study aims to investigate the effect of digital marketing, social media marketing and electronic word-of-mouth EWOM, on the purchase intention with moderating effect of brand equity. A quantitative research approach was used to achieve the research objectives. The data was collected from a sample consisting of 254 online shoppers of IKEA Jordan. By using a random sampling technique, the data was collected through an electronic questionnaire. Statistical analyses were conducted such as data normality and scale reliability by using IBM SPSS 21 software, followed by measurement model and hypothesis testing by using Smart PLS3 software. The results assessed the validity of the measurement model, structural model as well moderation analysis that was conducted based on the study objectives. The findings confirmed the assumptions which stated the digital marketing had a positive significant effect on purchase intention, and the moderating effect of brand equity revealed a significant effect. The study has contributed to the existing literature by providing future research suggestions and directions linked to this topic in the context of Jordan social media marketing and shopping. |
| first_indexed | 2024-12-10T13:33:33Z |
| format | Article |
| id | doaj.art-56e132e19e354912aa391dc58852f031 |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-12-10T13:33:33Z |
| publishDate | 2022-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-56e132e19e354912aa391dc58852f0312022-12-22T01:46:54ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562022-01-016383784810.5267/j.ijdns.2022.2.012The effect of digital marketing on purchase intention: Moderating effect of brand equityMaher AlwanMuhammad Turki Alshurideh This study aims to investigate the effect of digital marketing, social media marketing and electronic word-of-mouth EWOM, on the purchase intention with moderating effect of brand equity. A quantitative research approach was used to achieve the research objectives. The data was collected from a sample consisting of 254 online shoppers of IKEA Jordan. By using a random sampling technique, the data was collected through an electronic questionnaire. Statistical analyses were conducted such as data normality and scale reliability by using IBM SPSS 21 software, followed by measurement model and hypothesis testing by using Smart PLS3 software. The results assessed the validity of the measurement model, structural model as well moderation analysis that was conducted based on the study objectives. The findings confirmed the assumptions which stated the digital marketing had a positive significant effect on purchase intention, and the moderating effect of brand equity revealed a significant effect. The study has contributed to the existing literature by providing future research suggestions and directions linked to this topic in the context of Jordan social media marketing and shopping.http://www.growingscience.com/ijds/Vol6/ijdns_2022_27.pdf |
| spellingShingle | Maher Alwan Muhammad Turki Alshurideh The effect of digital marketing on purchase intention: Moderating effect of brand equity International Journal of Data and Network Science |
| title | The effect of digital marketing on purchase intention: Moderating effect of brand equity |
| title_full | The effect of digital marketing on purchase intention: Moderating effect of brand equity |
| title_fullStr | The effect of digital marketing on purchase intention: Moderating effect of brand equity |
| title_full_unstemmed | The effect of digital marketing on purchase intention: Moderating effect of brand equity |
| title_short | The effect of digital marketing on purchase intention: Moderating effect of brand equity |
| title_sort | effect of digital marketing on purchase intention moderating effect of brand equity |
| url | http://www.growingscience.com/ijds/Vol6/ijdns_2022_27.pdf |
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