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Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth

Jalal Rajeh Hanaysha

Business Perspectives and Research, 2021, vol. 9, issue 3, 446-461

Abstract: The purpose of this article was to test the effects of social media marketing, corporate social responsibility, and price promotion on word of mouth in the fast-food industry. Only a few scholars tested the mutual effect of the selected factors on word of mouth for global fast-food brands, mainly in the Asian region. The data were gathered from several fast-food restaurants’ visitors at different spots in east coast Malaysia through a survey tool. All of the filled questionnaires were analyzed using partial least square method. The analysis revealed that corporate social responsibility and social media marketing have a significant positive impact on consumers’ word of mouth. The findings also established that price promotion has a significant positive impact on word of mouth. These results enrich our understandings with regards to the importance of these marketing strategies in shaping word of mouth for fast-food restaurants in Malaysia.

Keywords: Consumer behavior; corporate social responsibility; social media marketing; price promotion; word of mouth (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1177/2278533721989839

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