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Does social media advertising value influence women's dietary supplement purchase intentions? The mediating role of eWOM

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  • Hani Al-Dmour
  • Shatha Awni Sweiti
  • Farah Shishan
  • Rand Al-Dmour
  • Manaf Al-Okaily

Abstract

This study aims to investigate the role of electronic word of mouth (eWOM) as a mediating factor between the value of social media advertising (informativeness, entertainment, and credibility) and women's dietary supplement purchasing intentions. The convenience sample included 317 women who use social media platforms and live in Amman, Jordan's capital and largest city. Data was obtained using an online survey and analysed using multiple regression analysis and ANOVA. The research showed that the value of social media advertising and eWOM has a strong positive impact on women's dietary supplement purchasing intentions. Furthermore, it revealed the partial effect of eWOM on the relationship mentioned above. This research contributes to the gap in the literature about the role of eWOM as a mediating factor in the relationship between social media advertising value and women's purchasing intentions in developing countries.

Suggested Citation

  • Hani Al-Dmour & Shatha Awni Sweiti & Farah Shishan & Rand Al-Dmour & Manaf Al-Okaily, 2025. "Does social media advertising value influence women's dietary supplement purchase intentions? The mediating role of eWOM," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 50(2), pages 258-280.
    • Handle: RePEc:ids:ijbisy:v:50:y:2025:i:2:p:258-280
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