Mediating Role of E-Word of Mouth on the Relationship between Visual Social Media Marketing and Customer Purchase Intention in Jordanian Real Estate Companies

Abstract

This research examines the effect of visual social media marketing on customer purchase intention in Jordanian real estate companies while considering the mediating role of electronic word of mouth. Jordanian real estate companies are currently dealing with difficult marketing conditions and an environment that is becoming more competitive. A thorough study of the prior and current literature served as the foundation for the conceptual model of the investigation. The research model includes the visual social media marketing dimensions (informative content, entertainment content, and remunerative content) as independent variables that influence customers' purchase intentions as a dependent variable through electronic word of mouth as a mediating factor. The research uses descriptive and analytical techniques. To collect 300 questions disseminated via Google Forms, a convenience sample strategy was used. Received 225 replies. To analyze data and assess hypotheses, PLS was used in structural equation modeling (SEM). The findings of the hypothesis demonstrate a strong influence of visual social media marketing and electronic word of mouth on purchase intention. The association between visual social media marketing and purchase intention is mediated through electronic word of mouth. The findings offer Jordanian real estate companies' insights into the most effective ways to use visual social media marketing to entice customer to make purchases.