Consumers’ Exposure to the Inexpedient Message: A Systematic Analysis to Evaluate the Consequences on Brand Reputation in Social Media

Napolitan, Matteo; Pantano, Eleonora; Stylos, Nikolaos; Pietro, Michela De

doi:10.1007/978-3-030-89883-0_6

Cited by 1 publication

(1 citation statement)

References 39 publications

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“…According to the results, the mediating impact of brand popularity between consumer buying behavior and digital marketing is significant and positive. The results align with the study conducted by Napolitan et al (2022), who found that brand popularity can act as a mediating variable when it comes to improving consumer buying behavior with the help of digital marketing. On the other hand, Omkar (2022) considered brand trust and brand popularity as mediating variables.…”

Section: H4: Brand Popularity Mediates the Relationship Between Digit...supporting

confidence: 89%

The Impact of Digital Marketing on Consumer Buying Behavior in Saudi Arabia: Brand Popularity as a Mediator

Alanmi,

Alharthi

2023

JBMR

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The purpose of this research was to analyze the impact of digital marketing on consumer buying behavior, consumer purchasing decisions, and brand popularity. The aim of the results is to provide the importance of digital marketing in the current business environment. The current research adopted a quantitative research approach with primary data collected from 200 respondents. The research used data from a questionnaire circulated among the research respondents who were surveyed online, and data were analyzed through SPSS software. The outcomes of the research reflect that digital marketing has a positive and significant impact on brand popularity, consumer buying behavior, and consumer purchasing decisions in Saudi Arabia. The current research outcomes can be applied to improve the digital marketing strategy of any organization. Managers can modify their digital marketing business strategy to improve brand popularity. Only one independent variable was used in the current study: digital marketing through social media (Snapchat, TikTok, and Twitter) in Saudi Arabia. Future studies can be conducted via integrating different digital marketing variables.

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Section: H4: Brand Popularity Mediates the Relationship Between Digit...supporting

confidence: 89%

The Impact of Digital Marketing on Consumer Buying Behavior in Saudi Arabia: Brand Popularity as a Mediator

Alanmi,

Alharthi

2023

JBMR

View full text Add to dashboard Cite

show abstract

Consumers’ Exposure to the Inexpedient Message: A Systematic Analysis to Evaluate the Consequences on Brand Reputation in Social Media

Cited by 1 publication

References 39 publications

The Impact of Digital Marketing on Consumer Buying Behavior in Saudi Arabia: Brand Popularity as a Mediator

The Impact of Digital Marketing on Consumer Buying Behavior in Saudi Arabia: Brand Popularity as a Mediator

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