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The effect of selected marketing activities and promotions on the consumers buying behavior

Verslas: teorija ir praktika, 2022-01, Vol.23 (1), p.79-87

COPYRIGHT 2022 Vilnius Gediminas Technical University ;2022. This work is published under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1648-0627 ;EISSN: 1822-4202 ;DOI: 10.3846/btp.2022.13929

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Title:
The effect of selected marketing activities and promotions on the consumers buying behavior
Author: Alhalalmeh, Mohammad ; Alkhawaldah, Reyad Abdallah ; Mohammad, Anber Abraheem ; Al-Quran, Ali ; Hijjawi, Ghufran ; Al-Hawary, Sulieman Ibraheem
Subjects: Business Economy / Management ; Cosmetics industry ; customer buying behaviour ; Customer relations ; customer trust ; Data entry ; Electronic marketing ; electronic marketing (word of mouth) ; ICT Information and Communications Technologies ; Marketing ; Marketing / Advertising ; Mediation ; perceived value ; social networking networks ; Social networks ; Social research
Is Part Of: Verslas: teorija ir praktika, 2022-01, Vol.23 (1), p.79-87
Description: 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.
Publisher: Vilnius: Vilnius Gediminas Technical University
Language: English;German;Lithuanian
Identifier: ISSN: 1648-0627
EISSN: 1822-4202
DOI: 10.3846/btp.2022.13929
Source: Open Access: DOAJ Directory of Open Access Journals
AUTh Library subscriptions: ProQuest Central
CEEOL: Open Access

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The effect of selected marketing activities and promotions on the consumers buying behavior

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