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Text Me on WhatsApp, Let Us Talk About Brands! The Power of Mobile Word of Mouth on Mobile Purchase Intention

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dc.authorscopusid56956895800
dc.authorscopusid57006790100
dc.authorscopusid57212184327
dc.authorscopusid57211265299
dc.authorscopusid57211272316
dc.contributor.authorErkan, I.
dc.contributor.authorElwalda, A.
dc.contributor.authorRahman, M.
dc.contributor.authorDoǧan, S.
dc.contributor.authorNardali, S.
dc.date.accessioned2020-06-21T09:05:56Z
dc.date.available2020-06-21T09:05:56Z
dc.date.issued2019
dc.departmentOndokuz Mayıs Üniversitesien_US
dc.department-temp[Erkan] Ismail, Department of Business Administration, İzmir Kâtip Çelebi Üniversitesi, Izmir, Turkey; [Elwalda] Abdulaziz, Department of Business Management, Misurata University, Misrata, Libya; [Rahman] Mushfiqur, School of Business, Brunel University London, Uxbridge, Middlesex, United Kingdom; [Dogan] Seden, Department of Tourism Guidance, Ondokuz Mayis Üniversitesi, Samsun, Turkey; [Nardali] Sinan, Department of Business Administration, İzmir Kâtip Çelebi Üniversitesi, Izmir, Turkeyen_US
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. © © 2019 Inderscience Enterprises Ltd.en_US
dc.identifier.doi10.1504/IJIMA.2019.102558
dc.identifier.endpage234en_US
dc.identifier.issn1477-5212
dc.identifier.issn1741-8100
dc.identifier.issue3en_US
dc.identifier.scopus2-s2.0-85073256704
dc.identifier.scopusqualityQ3
dc.identifier.startpage218en_US
dc.identifier.urihttps://doi.org/10.1504/IJIMA.2019.102558
dc.identifier.volume13en_US
dc.language.isoenen_US
dc.publisherInderscience Publishers editor@inderscience.comen_US
dc.relation.ispartofInternational Journal of Internet Marketing and Advertisingen_US
dc.relation.journalInternational Journal of Internet Marketing and Advertisingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_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
dspace.entity.typePublication

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