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How Online Video Marketing Can Lead to Consumer Online Purchase Intention of Beauty and Healthcare Products in KSA

How Online Video Marketing Can Lead to Consumer Online Purchase Intention of Beauty and Healthcare Products in KSA

Bandar Khalaf Alharthey
Copyright: © 2021 |Volume: 11 |Issue: 1 |Pages: 25
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781799862369|DOI: 10.4018/IJOM.2021010102
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MLA

Alharthey, Bandar Khalaf. "How Online Video Marketing Can Lead to Consumer Online Purchase Intention of Beauty and Healthcare Products in KSA." IJOM vol.11, no.1 2021: pp.14-38. http://doi.org/10.4018/IJOM.2021010102

APA

Alharthey, B. K. (2021). How Online Video Marketing Can Lead to Consumer Online Purchase Intention of Beauty and Healthcare Products in KSA. International Journal of Online Marketing (IJOM), 11(1), 14-38. http://doi.org/10.4018/IJOM.2021010102

Chicago

Alharthey, Bandar Khalaf. "How Online Video Marketing Can Lead to Consumer Online Purchase Intention of Beauty and Healthcare Products in KSA," International Journal of Online Marketing (IJOM) 11, no.1: 14-38. http://doi.org/10.4018/IJOM.2021010102

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Abstract

The main emphasis of this research study is to examine that how online video advertisement can lead to consumer online purchase intention of beauty and healthcare products in KSA while customer satisfaction will be assessed as a mediator between online video advertising and customer purchase intention. The nature of the research study is quantitative, and a correlational design has been selected for the study. Primary data was collected from a sample of 452 people who buy beauty and health care products online in major cities of Saudi Arabia. SPSS and Smart PLS are used to run different statistical techniques to test the proposed model. The results of the study shows that online video advertisements positively impacts customer satisfaction which in turn positively affects intentions of customers to buy online; also, gender, age, and profession act differently as a moderator in developing online shopping intention of beauty and healthcare products.

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