The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus ,

This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers’ intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social me-dia platforms sites (i.e. Facebook, Twitter)

The effect of market-sensing capability on knowledge creation process and innovation Evidence from SMEs in Jordan

This article aims to investigate the effect of market-sensing capability among knowledge creation and process and product innovation in small and medium-sized enterprises (SMEs) in Jordan. We propose that market-sensing capability will influence knowledge creation and process as well as product innovation. The study develops a model that contributes to the flourishing marketing management literature, i.e. the higher the knowledge creation, the higher the performance of SMEs. Data are collated from valid (n=183) respondents of Jordanian SMEs. The study uses structural equation modeling (SEM) to explore the analysis and the results indicate a positive effect of market-sensing capability on knowledge creation, and process and product innovation. Knowledge creation process has also maintained a positive effect on process and product innovation. Knowledge creation process mediated the link between market-sensing capability and process and product innovation. The study suggests that market sensing abilities of an enterprise are important for SME’s improvement which requires learning-positioning for firm effectiveness. In addition, managers need to harmonize their procedures concerning market sensing and learning. Future study can streamline the findings with a longitudinal design and insights can be acquired by exploring the impact of environmental factors surrounding strategic entrepreneurial orientation

The effect of social media influencers on purchase intention: Examining the mediating role of brand attitude

The rapid growth of social media platforms has revolutionized marketing communications, and the recent trend of how people use social media led to the inception of the term "influencer marketing" as an increasingly popular approach for brands across markets. This development has been driven by the unparalleled increase in influencers’ presence on social media platforms, which has generated new venues for companies to connect with their desired demographic and interact with them in a more genuine and significant manner. Understanding the factors that drive the effectiveness of influencers has become increasingly important for both marketers and researchers. Numerous studies have been conducted on the topic of celebrity endorsements. However, the use of "traditional" celebrities is losing its appeal in the digital era of social media, as brands increasingly turn to social media influencers instead. Nonetheless, there is still a lack of understanding about how marketers can effectively utilize this new marketing phenomenon. This study aims to examine the role of trustworthiness, expertise, and information quality of social media influencers in shaping consumer purchase intention, with a specific focus on the mediating role of brand attitude. A total of 309 complete responses were collected via convenience sampling between January and February 2023 then the model examined by using SPSS and AMOS software. The results showed that all attributes of the influencers are affecting brand attitude as well as purchase intention, while brand attitude partially mediated the relationships. Implications, limitations and future research have also been discussed