THE PERCEIVED VALUE OF SOCIAL MEDIA MARKETING: AN EMPIRICAL STUDY OF ONLINE WORD OF MOUTH IN SAUDI ARABIAN CONTEXT

被引：35
|
作者：
Ajina, Ahmed S. [1 ]
机构：
[1] Prince Sattam Bin Abdulaziz Univ, Coll Business Adm, Al Khar, Saudi Arabia
来源：
ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES | 2019年 / 6卷 / 03期
关键词：
Consumer behavior; Social media marketing; Online word of mouth; Perceived Value; Customer Loyalty; USER-GENERATED CONTENT; DYNAMICS; COMMUNICATION; CHATTER; MATTER;
D O I：
10.9770/jssi.2019.6.3(32)
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Despite the dramatic increase in the use social media marketing and huge business investments allocated to online marketing, little is known about consumers' perceived value of social media marketing. The perceived value concept is key factor in traditional consumer behavior. However investigations into online channels have not been done intensively. The present work has succeeded in demonstrating the role of perceived value on online consumer behavior and its influences on online word of mouth (OWOM) and behavioral loyalty. Based on a sample of 525 respondents who were social media users, the study used Partial Least Squares (PLS) technique to analyze the data. The study has succeeded in filling various gaps of knowledge and literature. The gaps addressed by the present work includes aspects pertaining to perceived value of social media marketing, online word of mouth, behavioral loyalty on online channels, etc.
引用
收藏
页码：1512 / 1527
页数：16
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