Konferenzbeitrag
The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement
The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation modeling was used for assessing the proposed theoretical model. The bootstrapping technique was used to test the hypotheses and the mediating effects of brand awareness and brand engagement. The findings revealed a positive indirect impact of social media marketing on purchase intention and a full mediating effect of brand awareness and brand engagement in the relationship between social media marketing and purchase intention. The contribution of this study is that it provides insights into the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economies. Moreover, it highlights the impact of social media marketing on enhancing brand awareness, brand engagement, and purchase intention in emerging economies in general and in particular in Kosovo. On a practical level, research results provide customers' insights relevant for designing effective social media marketing strategies for their potential prospects in transition economies.
- Sprache
-
Englisch
- Erschienen in
-
In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021 ; Year: 2021 ; Pages: 256-266 ; Zagreb: IRENET - Society for Advancing Innovation and Research in Economy
- Klassifikation
-
Wirtschaft
Marketing and Advertising: General
Marketing
- Thema
-
social media marketing
brand awareness
brand engagement
purchase intention
transition economy
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Emini, Adelina
Zeqiri, Jusuf
- Ereignis
-
Veröffentlichung
- (wer)
-
IRENET - Society for Advancing Innovation and Research in Economy
- (wo)
-
Zagreb
- (wann)
-
2021
- DOI
-
doi:10.54820/FDOR9238
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:45 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Konferenzbeitrag
Beteiligte
- Emini, Adelina
- Zeqiri, Jusuf
- IRENET - Society for Advancing Innovation and Research in Economy
Entstanden
- 2021
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