Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention

The advent of social media has changed consumers’ role into a more active one, and this has necessitated the need to understand their behaviours on social media platforms better. These platforms have inadvertently culminated in co-creation and resulting in more complexity as customers, business part...

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Main Author:	Saad, Ebtiessam Ali Labib
Format:	Thesis
Language:	English
Published:	2019
Subjects:	HF5001-6182 Business
Online Access:	http://eprints.usm.my/48100/1/full%20thesis%20by%20EBTIESSAM%20cut.pdf
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id	my-usm-ep.48100
record_format	uketd_dc
spelling	my-usm-ep.481002021-01-14T03:34:39Z Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention 2019-08 Saad, Ebtiessam Ali Labib HF5001-6182 Business The advent of social media has changed consumers’ role into a more active one, and this has necessitated the need to understand their behaviours on social media platforms better. These platforms have inadvertently culminated in co-creation and resulting in more complexity as customers, business partners, and suppliers simultaneously collaborate. Due to the critical significance of social media marketing activities to drive business success, this study aims to identify the extent to which social media marketing activities affect Small-to-Medium Enterprises’ (SMEs’) customer purchase intention in developing countries like Saudi Arabia where purchasing power is one of the highest. Therefore, this study assesses the impact of entertainment, interaction, trendiness and word of mouth as social media marketing activities on purchase intention with co-creation as the moderator and trust and commitment as the mediators in a research framework based on Commitment-Trust Theory. A total of 833 validated questionnaires was used in this study, which was collected using purposive quota sampling and assessed with PLS-SEM. Findings showed that social media marketing activities has positive and significant relationships with trust, commitment, and purchase intention. Entertainment, trendiness, and word of mouth were positively and significantly related to trust, while interaction was not. Co-creation strengthened the relationship between social media marketing activities and trust. It was also found that social media marketing activities impact on purchase intention indirectly with the mediation of trust via commitment. 2019-08 Thesis http://eprints.usm.my/48100/ http://eprints.usm.my/48100/1/full%20thesis%20by%20EBTIESSAM%20cut.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Siswazah Perniagaan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Saad, Ebtiessam Ali Labib Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention
description	The advent of social media has changed consumers’ role into a more active one, and this has necessitated the need to understand their behaviours on social media platforms better. These platforms have inadvertently culminated in co-creation and resulting in more complexity as customers, business partners, and suppliers simultaneously collaborate. Due to the critical significance of social media marketing activities to drive business success, this study aims to identify the extent to which social media marketing activities affect Small-to-Medium Enterprises’ (SMEs’) customer purchase intention in developing countries like Saudi Arabia where purchasing power is one of the highest. Therefore, this study assesses the impact of entertainment, interaction, trendiness and word of mouth as social media marketing activities on purchase intention with co-creation as the moderator and trust and commitment as the mediators in a research framework based on Commitment-Trust Theory. A total of 833 validated questionnaires was used in this study, which was collected using purposive quota sampling and assessed with PLS-SEM. Findings showed that social media marketing activities has positive and significant relationships with trust, commitment, and purchase intention. Entertainment, trendiness, and word of mouth were positively and significantly related to trust, while interaction was not. Co-creation strengthened the relationship between social media marketing activities and trust. It was also found that social media marketing activities impact on purchase intention indirectly with the mediation of trust via commitment.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Saad, Ebtiessam Ali Labib
author_facet	Saad, Ebtiessam Ali Labib
author_sort	Saad, Ebtiessam Ali Labib
title	Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention
title_short	Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention
title_full	Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention
title_fullStr	Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention
title_full_unstemmed	Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention
title_sort	co-creation as a moderator between social media marketing activities and trust on smes’ customers purchase intention
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Siswazah Perniagaan
publishDate	2019
url	http://eprints.usm.my/48100/1/full%20thesis%20by%20EBTIESSAM%20cut.pdf
_version_	1747821880290574336

Co-Creation As A Moderator Between Social Media Marketing Activities And Trust On Smes’ Customers Purchase Intention

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