The effect of selected marketing activities and promotions on the consumers buying behavior
Abstract
The core purpose of this study is to determine the impact of electronics marketing (word of mouth), perceived value, and social networking on customer buying behaviour through customer trust in the context of cosmetic industry of Jordan. To accomplish the main research objective, the study has followed SEM technique for analysing collected data. For data collection, the use of survey questionnaire has been made, in which data was collected from total 223 respondents. The results of this study confirm the significant impact of perceived value on customer trust and customer buying behaviour, whereas electronic marketing (word of mouth) was found to have insignificant impact on both customers buying behaviour and customer trust. Findings also revealed the significant impact of social networking networks on customer buying behaviour. However, its impact on customer trust was insignificant. With respect to mediating effect, customer trust significantly mediates the association between perceived value and customer buying behaviour.
Keyword : perceived value, electronic marketing (word of mouth), social networking networks, customer buying behaviour, customer trust
How to Cite
Alhalalmeh, M., Alkhawaldah, R. A., Mohammad, A., Al-Quran, A., Hijjawi, G., & Al-Hawary, S. (2022). The effect of selected marketing activities and promotions on the consumers buying behavior. Business: Theory and Practice, 23(1), 79–87. https://doi.org/10.3846/btp.2022.13929
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Al-Hawary, S. I., & Al-Menhaly, S. (2016). The quality of e-government services and its role on achieving beneficiaries satisfaction. Global Journal of Management and Business Research: A Administration and Management, 16(11), 1–11.
Al-Hawary, S. I., & Metabis, A. (2012). Service quality at Jordanian commercial banks: What do their Customers say? International Journal of Productivity and Quality Management, 10(3), 307–334. https://doi.org/10.1504/IJPQM.2012.048752
Al-Hawary, S. I., Al-Nady, B. A., & Alolayyan, M. (2013). Effect of brand name and price on Business to Business (B2B) success: an empirical study on sample of food hypermarket retailers in Amman City. International Journal of Information and Coding Theory, 2(2/3), 115–139. https://doi.org/10.1504/IJICOT.2013.059728
Al-Hawary, S. I. S., Alhamali, R. M., & Alghanim, S. A. (2011). Banking service quality provided by commercial banks and customer satisfaction. American Journal of Scientific Research, 27, 68–83.
Alolayyan, M., Al-Hawary, S. I., Mohammad, A. A., & Al-Nady, B. A. (2018). Banking service quality provided by commercial banks and customer satisfaction. A structural equation modelling approaches. International Journal of Productivity and Quality Management, 24(4), 543–565. https://doi.org/10.1504/IJPQM.2018.093454
Alshurideh, M., Al-Hawary, S. I., Batayneh, A. M., Mohammad, A., & Al-Kurdi, B. (2017). The impact of Islamic banks’ service quality perception on Jordanian customers loyalty. Journal of Management Research, 9(2), 139–159. https://doi.org/10.5296/jmr.v9i2.10664
Altarifi, S., Al-Hawary, S. I. S., & Al Sakkal, M. E. E. (2015). Determinants of e-shopping and its effect on consumer purchasing decision in Jordan. International Journal of Business and Social Science, 6(1), 81–92.
Can, L., & Kaya, N. (2016). Social networking sites addiction and the effect of attitude towards social network advertising. Procedia – Social and Behavioral Sciences, 235, 484–492. https://doi.org/10.1016/j.sbspro.2016.11.059
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Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Gupta, R. (2020). A study of impulse buying behavior and factors influencing it with reference to beverage products in retail stores. International Journal of Management, 31(16), 223–230.
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004
Harahap, A., Zuhriyah, A., & Rahmayanti, H. (2018). Relationship between knowledge of green product, social impact and perceived value with green purchase behavior. In E3S Web of Conferences (Vol. 74, p. 04002). EDP Sciences. https://doi.org/10.1051/e3sconf/20187404002
Harb, A. A., Fowler, D., Chang, H. J. J., Blum, S. C., & Alakaleek, W. (2019). Social media as a marketing tool for events. Journal of Hospitality and Tourism Technology, 10(1), 28–44. https://doi.org/10.1108/JHTT-03-2017-0027
Heath, S. (2019). System and method for social networking interactions using online consumer browsing behavior, buying patterns, advertisements and affiliate advertising, for promotions, online coupons, mobile services, products, goods and services, entertainment and auctions, with geospatial mapping technology. U.S. Patent 10,217,117. https://patents.google.com/patent/US10217117B2/en
Hong, J. C., Lin, P. H., & Hsieh, P. C. (2017). The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch. Computers in Human Behavior, 67, 264–272. https://doi.org/10.1016/j.chb.2016.11.001
Husnain, M., & Toor, A. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian Journal of Business and Accounting, 10(1), 167–199.
Hussaini, M., Nor, S. A., Ahmad, A., Mustapha, R., & Abdulateef, A. F. (2019). A conceptual model of producer mobility support for named data networking using design research methodology. IAENG International Journal of Computer Science, 46(3), 1–11.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage Publications Limited.
Kunja, S. R., & Acharyulu, G. V. R. K. (2018). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs). Management Research Review, 43(3), 245–269. https://doi.org/10.1108/MRR-04-2017-0128
Liang, X. (2020). Prior sensitivity in Bayesian structural equation modeling for sparse factor loading structures. Educational and Psychological Measurement, 80(6), 1025–1058. https://doi.org/10.1177/0013164420906449
Lim, H., & Kumar, A. (2019). Variations in consumers’ use of brand online social networking: A uses and gratifications approach. Journal of Retailing and Consumer Services, 51, 450–457. https://doi.org/10.1016/j.jretconser.2017.10.015
Liu, Y., Segev, S., & Villar, M. E. (2017). Comparing two mechanisms for green consumption: Cognitive-affect behavior vs theory of reasoned action. Journal of Consumer Marketing, 34(5), 442–454. https://doi.org/10.1108/JCM-01-2016-1688
Maximova, S. G., Noyanzina, O. Y., Omelchenko, D. A., Maximov, M. B., & Avdeeva, G. C. (2016). Methodology of diagnostics of interethnic relations and ethnosocial processes. International Journal of Environmental and Science Education, 11(11), 4885–4893.
Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related subjects. Journal of Economic Development, Environment and People, 7(1), 23–48. https://doi.org/10.26458/jedep.v7i1.571
Moran, G., & Muzellec, L. (2017). eWOM credibility on social networking sites: A framework. Journal of Marketing Communications, 23(2), 149–161. https://doi.org/10.1080/13527266.2014.969756
Mordor Intelligence. (2019). Saudi Arabia beauty and personal care market – growth, trends and forecasts (2020–2025). https://www.mordorintelligence.com/industry-reports/saudi-arabia-beauty-and-personal-care-market
Naeem, M. (2019). Do social networking platforms promote service quality and purchase intention of customers of service-providing organisations? Journal of Management Development, 38(7), 561–581. https://doi.org/10.1108/JMD-11-2018-0327
Nghi, L. C. (2018). Factors affecting customer buying behavior of canmake cosmetic brand in Ho Chi Minh city [Doctoral dissertation, International University-HCMC].
Nolcheska, V. (2017). The influence of social networks on consumer behavior. Cataloging-In-Publication Data.
Ong, M. R., Kaharian, K. R., & Llorente, M. X. (2019). Factors affecting consumers’ buying decision in the selection of an instant coffee brand. Innovative Journal of Business and Management, 8(11), 195–214.
Ørngreen, R., & Levinsen, K. (2017). Workshops as a research methodology. Electronic Journal of E-learning, 15(1), 70–81.
Permarupan, P. Y., Mohan, M., Al-Mamun, A., & Zainol, N. R. B. (2014). Consumer perceived value and buying behavior of store brands. International Business Management, 8(2), 136–141.
Phakiti, A. (2018). Confirmatory factor analysis and structural equation modeling. In The Palgrave handbook of applied linguistics research methodology (pp. 459–500). Palgrave Macmillan. https://doi.org/10.1057/978-1-137-59900-1_21
Putra, A. H. P. K., Said, S., & Hasan, S. (2017). Implication of external and internal factors of mall consumers in Indonesia to impulsive buying behavior. International Journal of Business Accounting and Management, 2(4), 1–10.
Ramya, N., & Ali, S. M. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76–80.
Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 74–82. https://doi.org/10.1080/08961530.2016.1236311
Sandes, F. S., & Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: Exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181–197. https://doi.org/10.1080/08961530.2013.780850
Schultz, C. D. (2016). Insights from consumer interactions on a social networking site: Findings from six apparel retail brands. Electronic Markets, 26(3), 203–217. https://doi.org/10.1007/s12525-015-0209-7
Tien, D. H., Rivas, A. A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/j.apmrv.2018.06.003
Tyndall, I., Waldeck, D., Pancani, L., Whelan, R., Roche, B., & Dawson, D. L. (2019). The acceptance and action questionnaire-II (AAQ-II) as a measure of experiential avoidance: Concerns over discriminant validity. Journal of Contextual Behavioral Science, 12, 278–284. https://doi.org/10.1016/j.jcbs.2018.09.005
Wang, E. S. T., & Yu, J. R. (2016). Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal, 118(12), 2963–2980. https://doi.org/10.1108/BFJ-03-2016-0128
Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). British Food Journal, 121(2), 320–332. https://doi.org/10.1108/BFJ-01-2018-0027
Xu, W., Deng, S., Su, W., Zhang, Y., Zhao, L., & Yu, Z. (2018). How to approach Carnot cycle via zeotropic working fluid: Research methodology and case study. Energy, 144, 576–586. https://doi.org/10.1016/j.energy.2017.12.041
Yzer, M. (2017). Theory of reasoned action and theory of planned behavior. The International Encyclopedia of Media Effects, 1–7. https://doi.org/10.1002/9781118783764.wbieme0075
Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: The role of browsing and impulsiveness. Internet Research, 28(3), 522–543. https://doi.org/10.1108/IntR-12-2016-0377
Adiono, T., Putra, R. V. W., Fathany, M. Y., Lawu, B. L., Afifah, K., Santriaji, M. H., & Fuada, S. (2016). Rapid prototyping methodology of lightweight electronic drivers for smart home appliances. International Journal of Electrical & Computer Engineering, 6(5), 2114–2124. https://doi.org/10.11591/ijece.v6i5.11279
Ahmad, S., Zulkurnain, N. N. A., & Khairushalimi, F. I. (2016). Assessing the validity and reliability of a measurement model in Structural Equation Modeling (SEM). Journal of Advances in Mathematics and Computer Science, 15(3), 1–8. https://doi.org/10.9734/BJMCS/2016/25183
Al-Hawary, S. I. (2013a). The role of perceived quality and satisfaction in explaining customer brand loyalty: Mobile phone service in Jordan. International Journal of Business Innovation and Research, 7(4), 393–413. https://doi.org/10.1504/IJBIR.2013.054848
Al-Hawary, S. I. (2013b). The roles of perceived quality, trust, and satisfaction in predicting brand loyalty: The empirical research on automobile brands in Jordan market. International Journal of Business Excellence, 6(6), 656–686. https://doi.org/10.1504/IJBEX.2013.056724
Al-Hawary, S. I., & Al-Menhaly, S. (2016). The quality of e-government services and its role on achieving beneficiaries satisfaction. Global Journal of Management and Business Research: A Administration and Management, 16(11), 1–11.
Al-Hawary, S. I., & Metabis, A. (2012). Service quality at Jordanian commercial banks: What do their Customers say? International Journal of Productivity and Quality Management, 10(3), 307–334. https://doi.org/10.1504/IJPQM.2012.048752
Al-Hawary, S. I., Al-Nady, B. A., & Alolayyan, M. (2013). Effect of brand name and price on Business to Business (B2B) success: an empirical study on sample of food hypermarket retailers in Amman City. International Journal of Information and Coding Theory, 2(2/3), 115–139. https://doi.org/10.1504/IJICOT.2013.059728
Al-Hawary, S. I. S., Alhamali, R. M., & Alghanim, S. A. (2011). Banking service quality provided by commercial banks and customer satisfaction. American Journal of Scientific Research, 27, 68–83.
Alolayyan, M., Al-Hawary, S. I., Mohammad, A. A., & Al-Nady, B. A. (2018). Banking service quality provided by commercial banks and customer satisfaction. A structural equation modelling approaches. International Journal of Productivity and Quality Management, 24(4), 543–565. https://doi.org/10.1504/IJPQM.2018.093454
Alshurideh, M., Al-Hawary, S. I., Batayneh, A. M., Mohammad, A., & Al-Kurdi, B. (2017). The impact of Islamic banks’ service quality perception on Jordanian customers loyalty. Journal of Management Research, 9(2), 139–159. https://doi.org/10.5296/jmr.v9i2.10664
Altarifi, S., Al-Hawary, S. I. S., & Al Sakkal, M. E. E. (2015). Determinants of e-shopping and its effect on consumer purchasing decision in Jordan. International Journal of Business and Social Science, 6(1), 81–92.
Can, L., & Kaya, N. (2016). Social networking sites addiction and the effect of attitude towards social network advertising. Procedia – Social and Behavioral Sciences, 235, 484–492. https://doi.org/10.1016/j.sbspro.2016.11.059
Cheung, C. M., Lee, M. K., & Thadani, D. R. (2009, September). The impact of positive electronic word-of-mouth on consumer online purchasing decision. In World Summit on Knowledge Society (pp. 501–510). Springer. https://doi.org/10.1007/978-3-642-04754-1_51
Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Gupta, R. (2020). A study of impulse buying behavior and factors influencing it with reference to beverage products in retail stores. International Journal of Management, 31(16), 223–230.
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004
Harahap, A., Zuhriyah, A., & Rahmayanti, H. (2018). Relationship between knowledge of green product, social impact and perceived value with green purchase behavior. In E3S Web of Conferences (Vol. 74, p. 04002). EDP Sciences. https://doi.org/10.1051/e3sconf/20187404002
Harb, A. A., Fowler, D., Chang, H. J. J., Blum, S. C., & Alakaleek, W. (2019). Social media as a marketing tool for events. Journal of Hospitality and Tourism Technology, 10(1), 28–44. https://doi.org/10.1108/JHTT-03-2017-0027
Heath, S. (2019). System and method for social networking interactions using online consumer browsing behavior, buying patterns, advertisements and affiliate advertising, for promotions, online coupons, mobile services, products, goods and services, entertainment and auctions, with geospatial mapping technology. U.S. Patent 10,217,117. https://patents.google.com/patent/US10217117B2/en
Hong, J. C., Lin, P. H., & Hsieh, P. C. (2017). The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch. Computers in Human Behavior, 67, 264–272. https://doi.org/10.1016/j.chb.2016.11.001
Husnain, M., & Toor, A. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian Journal of Business and Accounting, 10(1), 167–199.
Hussaini, M., Nor, S. A., Ahmad, A., Mustapha, R., & Abdulateef, A. F. (2019). A conceptual model of producer mobility support for named data networking using design research methodology. IAENG International Journal of Computer Science, 46(3), 1–11.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage Publications Limited.
Kunja, S. R., & Acharyulu, G. V. R. K. (2018). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs). Management Research Review, 43(3), 245–269. https://doi.org/10.1108/MRR-04-2017-0128
Liang, X. (2020). Prior sensitivity in Bayesian structural equation modeling for sparse factor loading structures. Educational and Psychological Measurement, 80(6), 1025–1058. https://doi.org/10.1177/0013164420906449
Lim, H., & Kumar, A. (2019). Variations in consumers’ use of brand online social networking: A uses and gratifications approach. Journal of Retailing and Consumer Services, 51, 450–457. https://doi.org/10.1016/j.jretconser.2017.10.015
Liu, Y., Segev, S., & Villar, M. E. (2017). Comparing two mechanisms for green consumption: Cognitive-affect behavior vs theory of reasoned action. Journal of Consumer Marketing, 34(5), 442–454. https://doi.org/10.1108/JCM-01-2016-1688
Maximova, S. G., Noyanzina, O. Y., Omelchenko, D. A., Maximov, M. B., & Avdeeva, G. C. (2016). Methodology of diagnostics of interethnic relations and ethnosocial processes. International Journal of Environmental and Science Education, 11(11), 4885–4893.
Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related subjects. Journal of Economic Development, Environment and People, 7(1), 23–48. https://doi.org/10.26458/jedep.v7i1.571
Moran, G., & Muzellec, L. (2017). eWOM credibility on social networking sites: A framework. Journal of Marketing Communications, 23(2), 149–161. https://doi.org/10.1080/13527266.2014.969756
Mordor Intelligence. (2019). Saudi Arabia beauty and personal care market – growth, trends and forecasts (2020–2025). https://www.mordorintelligence.com/industry-reports/saudi-arabia-beauty-and-personal-care-market
Naeem, M. (2019). Do social networking platforms promote service quality and purchase intention of customers of service-providing organisations? Journal of Management Development, 38(7), 561–581. https://doi.org/10.1108/JMD-11-2018-0327
Nghi, L. C. (2018). Factors affecting customer buying behavior of canmake cosmetic brand in Ho Chi Minh city [Doctoral dissertation, International University-HCMC].
Nolcheska, V. (2017). The influence of social networks on consumer behavior. Cataloging-In-Publication Data.
Ong, M. R., Kaharian, K. R., & Llorente, M. X. (2019). Factors affecting consumers’ buying decision in the selection of an instant coffee brand. Innovative Journal of Business and Management, 8(11), 195–214.
Ørngreen, R., & Levinsen, K. (2017). Workshops as a research methodology. Electronic Journal of E-learning, 15(1), 70–81.
Permarupan, P. Y., Mohan, M., Al-Mamun, A., & Zainol, N. R. B. (2014). Consumer perceived value and buying behavior of store brands. International Business Management, 8(2), 136–141.
Phakiti, A. (2018). Confirmatory factor analysis and structural equation modeling. In The Palgrave handbook of applied linguistics research methodology (pp. 459–500). Palgrave Macmillan. https://doi.org/10.1057/978-1-137-59900-1_21
Putra, A. H. P. K., Said, S., & Hasan, S. (2017). Implication of external and internal factors of mall consumers in Indonesia to impulsive buying behavior. International Journal of Business Accounting and Management, 2(4), 1–10.
Ramya, N., & Ali, S. M. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76–80.
Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 74–82. https://doi.org/10.1080/08961530.2016.1236311
Sandes, F. S., & Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: Exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181–197. https://doi.org/10.1080/08961530.2013.780850
Schultz, C. D. (2016). Insights from consumer interactions on a social networking site: Findings from six apparel retail brands. Electronic Markets, 26(3), 203–217. https://doi.org/10.1007/s12525-015-0209-7
Tien, D. H., Rivas, A. A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/j.apmrv.2018.06.003
Tyndall, I., Waldeck, D., Pancani, L., Whelan, R., Roche, B., & Dawson, D. L. (2019). The acceptance and action questionnaire-II (AAQ-II) as a measure of experiential avoidance: Concerns over discriminant validity. Journal of Contextual Behavioral Science, 12, 278–284. https://doi.org/10.1016/j.jcbs.2018.09.005
Wang, E. S. T., & Yu, J. R. (2016). Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal, 118(12), 2963–2980. https://doi.org/10.1108/BFJ-03-2016-0128
Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). British Food Journal, 121(2), 320–332. https://doi.org/10.1108/BFJ-01-2018-0027
Xu, W., Deng, S., Su, W., Zhang, Y., Zhao, L., & Yu, Z. (2018). How to approach Carnot cycle via zeotropic working fluid: Research methodology and case study. Energy, 144, 576–586. https://doi.org/10.1016/j.energy.2017.12.041
Yzer, M. (2017). Theory of reasoned action and theory of planned behavior. The International Encyclopedia of Media Effects, 1–7. https://doi.org/10.1002/9781118783764.wbieme0075
Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: The role of browsing and impulsiveness. Internet Research, 28(3), 522–543. https://doi.org/10.1108/IntR-12-2016-0377