文章基本信息

标题：The effect of selected marketing activities and promotions on the consumers buying behavior
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作者：Mohammad Alhalalmeh ; Reyad Abdallah Alkhawaldah ; Anber Mohammad 等
期刊名称：Business: Theory and Practice
印刷版ISSN：1648-0627
出版年度：2022
卷号：23
期号：1
DOI：10.3846/btp.2022.13929
语种：English
出版社：Vilnius Gediminas Technical University
摘要：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.
关键词：perceived value;electronic marketing (word of mouth);social networking networks;customer buying behav iour;customer trust.