Influence of Social Network Websites over Women Consumers from Islamic Religion: A Structural Equation Modelling Approach

Sakkthivel Am () and B. Sriram
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Sakkthivel Am: Professor of Marketing and Assistant Dean Academic and Research, Sur University College, Sur, Sultanate of Oman
B. Sriram: Director Quality Assurance Department and Faculty Member- Information Systems and Technology Department, Sur University College, Sur, Sultanate of Oman

Journal of Internet Banking and Commerce, 2015, vol. 20, issue 02, 01-19

Abstract: The paper intends to design and test the influence of pertinent variables i.e. internal (marketing mix) information variables, and external information variables obtained through social network websites over women consumers buying behaviour from Islamic religion in Middle Eastern countries. The constructs focus on testing the impact on the aforesaid aspects. The paper uses structural equation modelling to find the influence and the results revealed that (i) external information variables found to have more influence than that of internal information variables (ii) It is found society, brand reputation and reference groups exert more influence over women consumer buying behaviour through social media websites.

Keywords: Information variables; Internal and external; Social network websites; Women consumers; Consumer buying behaviour; Structural equation modelling; Islamic religion; Middle eastern countries (search for similar items in EconPapers)
JEL-codes: A11 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0229

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