The mediating role of customer awareness to enhance the relationship between using social media tools and post-purchase behavior upon electrical devices buyers in Jordan

Abstract

This study examined the effect of social media on post-purchase behavior on electrical device buyers in Jordan. Drawing on resource-based and knowledge-based previous studies, the mediating effects of customer awareness were also tested. Data were collected from 385 participants from the segment targeted group of customers in Jordan, and hypotheses were tested through partial least squares structural equation modeling using Smart PLS 4.0. The results showed that the mediating role of customer awareness influences enhancing the relationship between social media and promotion mix on the one hand, and post-purchase behavior (exit, voice, and loyalty) on the other hand. Our findings contribute to the existing literature by explaining and strengthening this relationship, which is also referred to as the black box through the mediation of customer awareness. Marketers should recognize the importance of this relationship to develop modern promotional tools in multiple social media to positively enhance the customers’ post-purchase behavior by giving them a competitive advantage.