The effect of selected marketing activities and promotions on the consumers buying behavior
The core purpose of this study is to determine the impact of electronics marketing (word of mouth), perceived value, and social networking on customer buying behaviour through customer trust in the context of cosmetic industry of Jordan. To accomplish the main research objective, the study has foll...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius Gediminas Technical University
2022-03-01
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| Series: | Business: Theory and Practice |
| Subjects: | |
| Online Access: | https://jcem.vgtu.lt/index.php/BTP/article/view/13929 |
| _version_ | 1797335512784044032 |
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| author | Mohammad Alhalalmeh Reyad Abdallah Alkhawaldah Anber Mohammad Ali Al-Quran Ghufran Hijjawi Sulieman Al-Hawary |
| author_facet | Mohammad Alhalalmeh Reyad Abdallah Alkhawaldah Anber Mohammad Ali Al-Quran Ghufran Hijjawi Sulieman Al-Hawary |
| author_sort | Mohammad Alhalalmeh |
| collection | DOAJ |
| description |
The core purpose of this study is to determine the impact of electronics marketing (word of mouth), perceived value, and social networking on customer buying behaviour through customer trust in the context of cosmetic industry of Jordan. To accomplish the main research objective, the study has followed SEM technique for analysing collected data. For data collection, the use of survey questionnaire has been made, in which data was collected from total 223 respondents. The results of this study confirm the significant impact of perceived value on customer trust and customer buying behaviour, whereas electronic marketing (word of mouth) was found to have insignificant impact on both customers buying behaviour and customer trust. Findings also revealed the significant impact of social networking networks on customer buying behaviour. However, its impact on customer trust was insignificant. With respect to mediating effect, customer trust significantly mediates the association between perceived value and customer buying behaviour.
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| first_indexed | 2024-03-08T08:39:19Z |
| format | Article |
| id | doaj.art-77dccb0facfa4534bd8ea2abb4a66abc |
| institution | Directory Open Access Journal |
| issn | 1648-0627 1822-4202 |
| language | English |
| last_indexed | 2024-03-08T08:39:19Z |
| publishDate | 2022-03-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Business: Theory and Practice |
| spelling | doaj.art-77dccb0facfa4534bd8ea2abb4a66abc2024-02-02T00:04:21ZengVilnius Gediminas Technical UniversityBusiness: Theory and Practice1648-06271822-42022022-03-0123110.3846/btp.2022.13929The effect of selected marketing activities and promotions on the consumers buying behaviorMohammad Alhalalmeh0Reyad Abdallah Alkhawaldah1Anber Mohammad2Ali Al-Quran3Ghufran Hijjawi4Sulieman Al-Hawary5Business Administration Department, Amman University College for Financial and Administrative Sciences, Al-Balqa Applied University, P. O. Box 206, 19117 Al-Salt, JordanBusiness Administration Department, Amman University College for Financial and Administrative Sciences, Al-Balqa Applied University, P. O. Box 206, 19117 Al-Salt, JordanMarketing Department, Faculty of Administrative and Financial Sciences, Petra University, P. O. box 961343, 11196 Amman, JordanDepartment of Business Administration, Faculty of Economics and Administrative Sciences, Al al-Bayt University, P. O. box 130040, 25113 Mafraq, JordanBusiness and Finance Faculty, The World Islamic Science and Education University (WISE), P. O. box 1101, 11947 Amman, JordanDepartment of Business Administration, Faculty of Economics and Administrative Sciences, Al al-Bayt University, P. O. box 130040, 25113 Mafraq, Jordan The core purpose of this study is to determine the impact of electronics marketing (word of mouth), perceived value, and social networking on customer buying behaviour through customer trust in the context of cosmetic industry of Jordan. To accomplish the main research objective, the study has followed SEM technique for analysing collected data. For data collection, the use of survey questionnaire has been made, in which data was collected from total 223 respondents. The results of this study confirm the significant impact of perceived value on customer trust and customer buying behaviour, whereas electronic marketing (word of mouth) was found to have insignificant impact on both customers buying behaviour and customer trust. Findings also revealed the significant impact of social networking networks on customer buying behaviour. However, its impact on customer trust was insignificant. With respect to mediating effect, customer trust significantly mediates the association between perceived value and customer buying behaviour. https://jcem.vgtu.lt/index.php/BTP/article/view/13929perceived valueelectronic marketing (word of mouth)social networking networkscustomer buying behaviourcustomer trust |
| spellingShingle | Mohammad Alhalalmeh Reyad Abdallah Alkhawaldah Anber Mohammad Ali Al-Quran Ghufran Hijjawi Sulieman Al-Hawary The effect of selected marketing activities and promotions on the consumers buying behavior Business: Theory and Practice perceived value electronic marketing (word of mouth) social networking networks customer buying behaviour customer trust |
| title | The effect of selected marketing activities and promotions on the consumers buying behavior |
| title_full | The effect of selected marketing activities and promotions on the consumers buying behavior |
| title_fullStr | The effect of selected marketing activities and promotions on the consumers buying behavior |
| title_full_unstemmed | The effect of selected marketing activities and promotions on the consumers buying behavior |
| title_short | The effect of selected marketing activities and promotions on the consumers buying behavior |
| title_sort | effect of selected marketing activities and promotions on the consumers buying behavior |
| topic | perceived value electronic marketing (word of mouth) social networking networks customer buying behaviour customer trust |
| url | https://jcem.vgtu.lt/index.php/BTP/article/view/13929 |
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