Scholarlink

This research paper investigates the influence of emoji-supported user generated content (ESUGC) on customer buying intentions, while exploring the mediating role of brand image on this influence in the context of beauty centers in Jordan. PLS-SEM was used to analyze a dataset of 276 responses collected from a convenient sample of beauty centers customers in Jordan. The findings indicate that ESUGC has a statistically significant positive impact on both customer buying intentions and the brand image of beauty centers. Furthermore, a strong brand image is shown to significantly boost customer buying intentions. Notably, the study confirms that brand image mediates the relationship between ESUGC and customer buying intentions. These results highlight the importance of leveraging emojis as a marketing tool to enhance brand image and driving customer behavior in beauty industry. The study provides valuable insights for marketers and business owners in the beauty industry to optimize their digital strategies and customer relationship management.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Generating a More Expressive Electronic Word of Mouth: Implications to Brand Image and Customer Buying Intentions Towards Beauty Centers in Jordan

  • 会议论文

  • 发表日期：

    2025年

查看全文
  • Nawras M. Nusairat,
  • Noor Abo Alhomos,
  • Qais Hammouri,
  • Mahmoud Alkailani,
  • We’am Khalayleh,
  • Jassim Al-Gasawneh

摘要

This research paper investigates the influence of emoji-supported user generated content (ESUGC) on customer buying intentions, while exploring the mediating role of brand image on this influence in the context of beauty centers in Jordan. PLS-SEM was used to analyze a dataset of 276 responses collected from a convenient sample of beauty centers customers in Jordan. The findings indicate that ESUGC has a statistically significant positive impact on both customer buying intentions and the brand image of beauty centers. Furthermore, a strong brand image is shown to significantly boost customer buying intentions. Notably, the study confirms that brand image mediates the relationship between ESUGC and customer buying intentions. These results highlight the importance of leveraging emojis as a marketing tool to enhance brand image and driving customer behavior in beauty industry. The study provides valuable insights for marketers and business owners in the beauty industry to optimize their digital strategies and customer relationship management.