International Journal of Behavioral Analytics, 2022
This study examines the mediating role of electronic word of mouth (E-WOM) on the relationship be... more This study examines the mediating role of electronic word of mouth (E-WOM) on the relationship between digital marketing activities and intention to buy among Shopee's customers in Thailand. Digital marketing activities comprise content marketing and electronic promotion (E-Promotion). The online questionnaires of four hundred and twenty-five (425) Shopee's customers in Thailand were employed for the quantitative study through convenience sampling. The collected data were analysed using the SPSS Version 27 and PLS-SEM program. The results show that E-Promotion can explain E-WOM better than content marketing. E-WOM is significantly influencing customers' intention to buy. Moreover, E-WOM is a significant mediator between digital marketing activities (content marketing and E-Promotion) and customers' intention to buy via the Shopee platform in Thailand. Digital marketers should consider content marketing and E-Promotion because these factors significantly influence E-WOM and indirectly affect customers' intention to buy via Shopee. The recommendation is to expand more sampling to study other online marketplaces. Therefore, the customers' intention to buy is related to digital marketing and a growing trend in this sector.
International Journal of Behavioral Analytics, 2022
This study examines the mediating role of electronic word of mouth (E-WOM) on the relationship be... more This study examines the mediating role of electronic word of mouth (E-WOM) on the relationship between digital marketing activities and intention to buy among Shopee's customers in Thailand. Digital marketing activities comprise content marketing and electronic promotion (E-Promotion). The online questionnaires of four hundred and twenty-five (425) Shopee's customers in Thailand were employed for the quantitative study through convenience sampling. The collected data were analysed using the SPSS Version 27 and PLS-SEM program. The results show that E-Promotion can explain E-WOM better than content marketing. E-WOM is significantly influencing customers' intention to buy. Moreover, E-WOM is a significant mediator between digital marketing activities (content marketing and E-Promotion) and customers' intention to buy via the Shopee platform in Thailand. Digital marketers should consider content marketing and E-Promotion because these factors significantly influence E-WOM and indirectly affect customers' intention to buy via Shopee. The recommendation is to expand more sampling to study other online marketplaces. Therefore, the customers' intention to buy is related to digital marketing and a growing trend in this sector.
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