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E-Word of Mouth and Purchase Intention: The Mediating Role of Attitude Towards Social Media Advertising and Consumer Engagement
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Author(s): Manoj Kumar Mishra (O.P. Jindal University, India), Nidhi Sharma (Rukmini Devi Institute of Advanced Studies, India)and Sunil Kumar (GITAM University (Deemed), India)
Copyright: 2023
Pages: 9
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch014
Purchase
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Abstract
The aim of the study is to investigate the effect of e word of mouth, consumer engagement, and attitude towards social media advertising on purchase intention of consumers towards organic food products. Analysis of data includes descriptive statistics, correlation, regression using SPSS version 22. CFA and structural equation modeling were conducted using AMOS 22 on the sample of 251 which was collected from Delhi and NCR using convenience sampling method. The result of the study suggests that e word of mouth, consumer engagement, and attitude towards social media advertising have a significant positive relationship with consumer purchase intention towards organic food products. Organic products are getting momentum in the world market as well as in the Indian market. Therefore, the study helps to accelerate this momentum for the organic food industry to execute and help them to align their marketing strategies.
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