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Digital Content Marketing and EWOM: A Mediational Serial Approach

Author

Listed:
  • Hasani Vjollca Visoka

    (1 Faculty of Economics, AAB University, Pristina, Kosovo)

  • Zeqiri Jusuf
  • Todorovik Teodora

    (2 Faculty of Business and Economics, South East European University, Tetovo, North Macedonia)

  • Jaziri Dhouha

    (3 Faculty of Economic Sciences and Management, University of Sousse, FsegSo, Cité Riadh, Sousse, Tunisia)

  • Toska Asdren

    (4 Faculty of Business and Economics, South East European University, Tetovo, North Macedonia)

Abstract

In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention.

Suggested Citation

  • Hasani Vjollca Visoka & Zeqiri Jusuf & Todorovik Teodora & Jaziri Dhouha & Toska Asdren, 2023. "Digital Content Marketing and EWOM: A Mediational Serial Approach," Business Systems Research, Sciendo, vol. 14(2), pages 24-43, December.
    • Handle: RePEc:bit:bsrysr:v:14:y:2023:i:2:p:24-43:n:2
    DOI: 10.2478/bsrj-2023-0010
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    More about this item

    Keywords

    Brand awareness; customer engagement; customer retention; digital content marketing; e-WOM; purchase intention;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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