Multidimensionality of visual social media marketing and its impact on customer purchase intention on the real estate market

被引:1
作者
Al-Gasawneh, Jassim Ahmad [1 ]
AlZubi, Khalid N. [2 ]
Hasan, Mohammad [1 ]
Ngah, Abdul Hafaz [3 ]
Ahmad, Alaeddin Mohammad Khalaf [4 ]
机构
[1] Appl Sci Private Univ, Mkt Dept, Amman, Jordan
[2] Al Balqa Appl Univ, Fac Business, Dept Management Informat Syst, Salt, Jordan
[3] Univ Malaysia Terengganu, Fac Business, Econ & Social Dev, Kuala Terengganu, Malaysia
[4] Prince Sumaya Univ Technol, Dept E Mkt & Social Media, Amman, Jordan
关键词
marketing; purchase intentions; electronic word-of-mouth; reliability; real estate; conceptual model; mediator; Jordan; WORD-OF-MOUTH; ENGAGEMENT BEHAVIOR; INFORMATION; TOURISM; TRUST; BRAND; HOSPITALITY;
D O I
10.21511/im.19(1).2023.09
中图分类号
F [经济];
学科分类号
02 ;
摘要
The modern real estate industry, including real estate market in Jordan, is highly com-petitive and challenging. This descriptive study aims to examine the effect of visual social media marketing (VSMM) on customer purchase intentions of Jordanian real estate companies. The paper used electronic word-of-mouth (e-WOM) as a media-tor and reliability as a moderator of the relationship between e-WOM and customers' purchase intention. A conceptual model comprised VSMM dimensions (informative content, entertainment content, and remunerative content), which affect the purchase intention of customers, mediated by thee WOM construct. The construct of reliability moderated the link between e-WOM and purchase intention. Questionnaires were dis-tributed through Google Forms to respondents selected by convenience sampling; as a result, 250 responses were received. PLS-SEM was used to analyze the data and test the hypotheses. The results confirmed a significant impact of VSMM and e-WOM on pur-chase intentions. In addition, the study found that e-WOM mediates the relationship between VSMM and purchase intention, and reliability moderates the link between e-WOM and purchase intention. The results can help Jordanian real estate companies employ VSMM to increase their customers' purchase intentions.
引用
收藏
页码:101 / 112
页数:13
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