Purchase decision in terms of content marketing and e-WOM on social media

IF 1.6 Q3 BUSINESS

Journal of Eastern European and Central Asian Research Pub Date : 2023-11-05 DOI:10.15549/jeecar.v10i6.1502

Raeni Dwi Santy, Reggina Andriani

引用次数: 0

Abstract

This study examined how Generation Z consumers decide whether or not to buy skincare products based on Marketing Content and Electronic Word-of-Mouth (e-WOM) on Instagram. The study was conducted quantitatively, employing descriptive and verification research techniques. The study employed analytical techniques such as multiple linear regression analysis to discover that, while e-WOM had no influence on purchase decisions, marketing content had a moderate influence. However, a simultaneous examination of marketing content and electronic word-of-mouth revealed a significant influence on purchasing decisions. As a result, when viewing skincare products online, potential customers' perceptions of content marketing and e-WOM would influence their decision-making process, potentially leading to a purchase decision.

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基于内容营销和社交媒体e-口碑的购买决策

这项研究调查了Z世代消费者如何根据营销内容和Instagram上的电子口碑(e-WOM)来决定是否购买护肤品。该研究是定量进行的，采用描述性和验证性研究技术。本研究采用多元线性回归分析等分析技术发现，e-口碑对购买决策没有影响，而营销内容对购买决策有中等影响。然而，对营销内容和电子口碑的同时调查显示，它们对购买决策有重大影响。因此，当在线浏览护肤品时，潜在客户对内容营销和e-WOM的看法会影响他们的决策过程，从而可能导致购买决定。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Eastern European and Central Asian Research Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

2.50

自引率

43.80%

发文量

审稿时长

8 weeks

期刊介绍： Journal of Eastern European and Central Asian Research (JEECAR) is a multi-disciplinary journal related to the Eurasia regional economics, finance, management, marketing, international affairs, and other business-related disciplines. By Eastern Europe and Central Asia, the IEECA refers to Russia, Ukraine, Belarus, Moldova, Armenia, Azerbaijan, Estonia, Latvia, Lithuania, Poland, Slovakia, Hungary, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo, Macedonia, and five post-Soviet Central Asian states: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan. The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics. Any paper submitted to the journal must be original, previously unpublished, and currently not under consideration for publication elsewhere. All articles in the printed version of the journal are peer-reviewed. The review process is a double-blind process. Neither the authors nor the reviewers know who wrote or reviewed the article. Per standard practice, only the Editor assigned to handle a paper knows the identity of the authors and the reviewers.