The perceived value of social media marketing: an empirical study of online word-of-mouth in Saudi Arabian context

Ahmed S. Ajina ()
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Ahmed S. Ajina: Prince Sattam Bin Abdulaziz University, Saudi Arabia

Entrepreneurship and Sustainability Issues, 2019, vol. 6, issue 3, 1512-1527

Abstract: 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.

Keywords: consumer behavior; social media marketing; online word of mouth; perceived value; customer loyalty (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:6:y:2019:i:3:p:1512-1527

DOI: 10.9770/jesi.2019.6.3(32)

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