The Impact of Marketing Activities on e-Word of Mouth Through Social Network Sites, and the Impact this has on Brand Image and Purchase Intention in the Context of Saudi Arabia.

Abstract

The aim of this study is to identify the factors of social media marketing involved in creating electronic word of mouth (e-WOM) via social networking sites (SNSs), and the impact e-WOM has on brand image and purchase intention. A proposed integrated model was developed in accordance with theoretical background. Structural equation modelling was applied to analyze the data obtained from 622 social media users in Saudi Arabia to test our research model. The results indicate that social media marketing activities have a significant positive direct effect on creating e-WOM. The research findings also show the impact of e-WOM on generating a positive brand image. In addition, a positive brand image initiated by e-WOM communication promotes intention to purchase among social network users. This research contributes to broadening the scope of the literature by providing a comprehensive and empirical model with integrated variables. In practical terms, the current study offers insight, to social media marketing managers, in terms of improving the effectiveness of their business decisions, developing successful communication channels, and continuously refining their marketing strategies for the competitive arena of social network sites based on the research model and findings.