IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v11y2021i1p14-38.html
   My bibliography  Save this article

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

Author

Listed:
  • Bandar Khalaf Alharthey

    (Business Administration College, Marketing Department, Taif University, Saudi Arabia)

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.

Suggested Citation

  • Bandar Khalaf Alharthey, 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), IGI Global, vol. 11(1), pages 14-38, January.
    • Handle: RePEc:igg:jom000:v:11:y:2021:i:1:p:14-38
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2021010102
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yating Chen & Luqi Li & Zhiji Tan & Chengcheng Ma & Binyan Wang & Qing Guo & Li Li, 2022. "Effects of Social Support and Loneliness on the Irrational Consumption Tendencies of Healthcare Products among the Elderly: A Structural Equation Model," IJERPH, MDPI, vol. 19(21), pages 1-13, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jom000:v:11:y:2021:i:1:p:14-38. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.