文章基本信息

标题：Social Media Marketing and Committed Customer: Analyzing the Underlying Role of Customer Commitment in Developing Country Context
本地全文：下载
作者：Hafiz Muhammad Usman Khizar ; Rana Muhammad Shahid Yaqub ; Tasawar Javed 等
期刊名称：Journal of Business and Social Review in Emerging Economies
印刷版ISSN：2519-089X
电子版ISSN：2519-0326
出版年度：2020
卷号：6
期号：4
页码：1277-1295
DOI：10.26710/jbsee.v6i4.1503
语种：English
出版社：CSRC Publishing
摘要：This study aims at finding the effect of “Traditional Media Marketing”, “Social Media marketing”, and “Word of Mouth” on the customers’ “Intention to Purchase” (ITP) through their Commitment to specific Mobile phone brand Samsung mobile in Pakistan. The data was collected by using quantitative approach specifically from those professional accountants who were using Samsung mobile brand through simple random sampling technique. Total 450 questionnaires were distributed while 390 were returned as entirely filled generating a response rate of 86%. Data was analyzed using software SPSS 24 and AMOS 25, by performing structural equation modelling, confirmatory factor analysis, correlation, and regression and mediation tests. Barron and Kenny test was applied to analyze that whether the mediation is full or partial. Results explain that Traditional Media Marketing, Social Media Marketing, and Word of Mouth has a significant positive impact on Intention to Purchase. Similarly results demonstrate that Customer Commitment has a significant positive impact on Intention to Purchase. Finally, Customer Commitment (CC) mediates the relationship among the Traditional Media Marketing (TMM), Social Media Marketing (SMM), Word of Mouth (WOM) and Intention to Purchase (ITP). It is also concluded that there exists a partial mediation between the SMM, TMM and ITP. Further it is analyzed that there is no mediation among the WOM and ITP. This study focused on Pakistan due to some limitations while there were budgetary limitation and time constraints.
关键词：Social Media Marketing;Traditional Media Marketing;Word of Mouth;Customer Commitment;Professional Accountant;Intention to Purchase;and Pakistan