Social Media Marketing and Committed Customer: Analyzing the Underlying role of Customer Commitment in the relationship between Marketing Media, Word of Mouth, and Intention to Purchase in Developing Country Context

Social Media Marketing and Committed Customer: Analyzing the Underlying role of Customer Commitment in the relationship between Marketing Media, Word of Mouth, and Intention to Purchase in Developing Country Context

This study aims at finding the effect of “Traditional Media Marketing”, “Social Media marketing”, and “Word of Mouth” on the customers’ “Intention to Purchase” (ITP) through their Commitment to specific Mobile phone brand Samsung mobile in Pakistan. The data was collected by using quantitative appr...

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Bibliographic Details
Main Authors: Hafiz Muhammad Usman Khizar, Rana Muhammad Shahid Yaqub, Tasawar Javed, Shanayyara Mahmood
Format: Article
Language:English
Published: CSRC Publishing 2020-12-01
Series:Journal of Business and Social Review in Emerging Economies
Subjects:
Social Media Marketing, Traditional Media Marketing, Word of Mouth, Customer Commitment, Professional Accountant, Intention to Purchase, and Pakistan.
Online Access:https://www.publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1503

Internet

https://www.publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1503

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