Influence of Social Network Websites over Women Consumers from Islamic Religion: A Structural Equation Modelling Approach
The paper intends to design and test the influence of pertinent variables i.e. internal (marketing mix) information variables, and external information variables obtained through social network websites over women consumers buying behaviour from Islamic religion in Middle Eastern countries. The constructs focus on testing the impact on the aforesaid aspects. The paper uses structural equation modelling to find the influence and the results revealed that (i) external information variables found to have more influence than that of internal information variables (ii) It is found society, brand reputation and reference groups exert more influence over women consumer buying behaviour through social media websites.
Sakkthivel AM and B. Sriram