The Roles of Source Characteristics in Building an Effective Digital Marketing Communication

. Studies have been conducted to analyze the role of source characteristics on purchase intention, yet results remain inconsistent. This present study was conducted to explore the intervening roles of some variables (attitude toward sources and attitude toward the brand) in mediating the relationship between source characteristics and purchase intention. Purposive sampling was administered to select respondents who had seen marketing communication in social media. SEM analysis was employed to determine the model of the relationship. The results showed that attitude toward sources and the brand intervened with the relationship between source characteristics and purchase intention. This study offers novel insights into the relationship model between source characteristics and purchase intention.