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

Rahayu, Fatik and Ekasari, Ayu and Pratomo, Luki (2022) The Roles of Source Characteristics in Building an Effective Digital Marketing Communication. In: LePALISSHE 2021, 3 August 2021, Malang, Indonesia.

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Abstract

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.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: source characteristics; purchase intention; moderating effect; mediating effect
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 29 Mar 2022 08:19
Last Modified: 29 Mar 2022 08:19
URI: https://eprints.eudl.eu/id/eprint/9961

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