文章基本信息

标题：The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention
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作者：Jassim Ahmad Al-Gasawneh ; Abdullah Matar Al-Adamat
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2020
卷号：10
期号：8
页码：1701-1708
DOI：10.5267/j.msl.2020.1.010
语种：English
出版社：Growing Science
摘要：The current paper was a quantitative study examining the mediating role of E-WOM when it comes to content marketing and its connection with green purchasing intentions in Jordan. The underpinning theory in this study was the social communication (SC) theory. A survey questionnaire was used to collect relevant data, after being distributed to the general managers. Overall, 202 questionnaires were used in this paper's data analysis, and the outcomes were investigated through partial least squares structural equation modeling. The results of the analysis denoted that the E-WOM controlled the relationship of content marketing with green purchasing intentions. As a result, this paper offers practical findings that companies in Jordan could boost customer intention to purchase green products, by achieving word of mouth and presenting suitable marketing content.