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Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention

dc.contributor.authorErkan I.
dc.contributor.authorElwalda A.
dc.contributor.authorRahman M.
dc.contributor.authorDoğan S.
dc.contributor.authorNardali S.
dc.date.accessioned2020-06-21T09:05:56Z
dc.date.available2020-06-21T09:05:56Z
dc.date.issued2019
dc.identifier.issn1477-5212
dc.identifier.urihttps://doi.org/10.1504/IJIMA.2019.102558
dc.identifier.urihttps://hdl.handle.net/20.500.12712/2424
dc.description.abstractThe aim of this research is to examine the impacts of MWOM conversations in mobile messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the information acceptance model (IACM). Data collected from 385 participants were analysed using structural equation modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention. Copyright © 2019 Inderscience Enterprises Ltd.en_US
dc.language.isoengen_US
dc.publisherInderscience Enterprises Ltd.en_US
dc.relation.isversionof10.1504/IJIMA.2019.102558en_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectIACMen_US
dc.subjectInformation acceptance modelen_US
dc.subjectMessaging applicationsen_US
dc.subjectMobile purchase intentionen_US
dc.subjectMobile word of mouthen_US
dc.subjectMWOMen_US
dc.subjectWhatsAppen_US
dc.titleText me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intentionen_US
dc.typearticleen_US
dc.contributor.departmentOMÜen_US
dc.identifier.volume13en_US
dc.identifier.issue3en_US
dc.identifier.startpage218en_US
dc.identifier.endpage234en_US
dc.relation.journalInternational Journal of Internet Marketing and Advertisingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US


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