Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity
Journal Title: Eurasian Journal of Business and Economics - Year 2019, Vol 12, Issue 23
Abstract
Social media is forming an increasingly central part of how companies communicate their marketing strategies to their customers. This study aims to provide an empirical analysis of the impact social media communication has on brand equity and purchase intention using linear regression. Before conducting the analysis, a systematic literature review has been carried out in order to understand how the dimensions of social media create word of mouth i.e. electronic word of mouth (eWOM) on social media platforms and how this e-WOM further influences brand equity and customers’ purchase intention of domestic brands in Bosnia and Herzegovina. 300 data sets were collected through a standardized online survey and analyzed in SPSS with the conclusion that all the constructs identified in this research have a significantly high correlation and impact on a customer’s decision to buy a domestic product The results of the empirical study showed that both firmcreated and user-generated social media communication influence brand equity which creates of a fully mediated effect between e-WOM and the purchase intention.
Authors and Affiliations
Mersid POTURAK, Sumeja SOFTIĆ
Budget Deficits and Interest Rates: An Empirical Analysis for Turkey
The aim of this study is to analyze causality between budget deficits and its ratio to gross domestic product and interest rate in the Turkish economy during years between 2006 and 2011. By doing so, we investigate the v...
Exploring Knowledge Sharing in a Professional Network: A Central Eurasian Case
Increasingly, managers of global teams are faced with the challenge of how to foster knowledge sharing within a virtual or hybrid community. In this study, we replicate Chiu, Hsu, and Wang’s (2006) study of the influence...
Negative Marketing in Political Campaigns and Its Effect on the Voting Decision of the Indian Millennial
In an unprecedented event, the current ruling party of India – the BJP - won the UP election in 2017 after 15 years of domination by the Congress. In 2016, when all the pollsters and pundits statistically analyzed the on...
Decomposition of Technical Change and Productivity Growth in Indian Agriculture Using Non-Parametric Malmquist Index
The present study endeavors to analyze the rate of total factor productivity growth and technical progress of Indian Agriculture between the period 1971 to 2004, using a Data Envelopment Analysis. It has been observed th...
An Important Antecedent of Ethical / Unethical Behavior: Religiosity
In This study, we aimed to explore the relationship between religiosity and business ethics. Two dimensions of religiosity – intrinsic and extrinsic- were studied. We have tested two hypotheses related to the relationshi...