IMPACT OF ADVERTISING MESSAGES ACROSS SOCIAL NETWORKS ON CONSUMERS' PURCHASING BEHAVIOR OF MOBILE PHONES: A STUDY AMONGST YOUTH IN JORDAN
Journal Title: International Journal of Sales & Marketing Management Research and Development (IJSMMRD) - Year 2017, Vol 7, Issue 2
Abstract
The aim of this paper is to explore the relationship between three key variables, namely message content, message properties and means media and customer purchase behavior in mobile phone industry in Jordan. The researcher used a questionnaire survey to elicit data from the participants of the study. The sample included 480 questionnaires. Out of 480 questionnaires, 418 were returned by the end of Dec, 2016. They were distributed over a number of youth in Jordan, particularly in the capital city “Amman”. The results of the study showed that there is a positive effect of message content, message properties and means media, on customer purchase behavior. This has confirmed the Hypothesis of the study (H1, H2 and H3) in terms of being significantly and positively related to customer purchase behavior.
Authors and Affiliations
KHALED TAWFEQ AL ASSAF
Keywords
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