The impact of digital media advertising on consumer behavior intention: The moderating role of brand trust

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dc.authorid0000-0002-1909-4284en_US
dc.contributor.authorEnehasse, Assia
dc.contributor.authorSağlam, Mehmet
dc.date.accessioned2021-02-08T09:27:36Z
dc.date.available2021-02-08T09:27:36Z
dc.date.issued2020en_US
dc.departmentFakülteler, İşletme Fakültesi, İşletme Bölümüen_US
dc.description.abstractThe present investigation was done to distinguish the impact of the digital media marketing, brand trust on consumer behavior. Additionally, the moderating impact of the brand trust on the connection between the digital media advertising and the consumer behavior was examined. The consumers of brand client in turkey were the members of this examination. The information were gathered utilizing the convenience sampling and through the survey procedure. 150 questionnaires were appropriated among the consumers. The confirmatory factor analysis and the structural equation model technique was used to examine the information. The outcomes demonstrated that the digital media advertising had a noteworthy and beneficial outcome on the consumer behavior. Also, brand trust moderated the connection between the digital media marketing and the consumer behavior. In the greater part of the examination considers, the moderating impact of brand trust has been overlooked in the earlier investigations, and the present investigation has filled this gap. The current investigation had a few confinements, and toward the finish of proposition further proposals have likewise been given.en_US
dc.identifier.doi10.7176/JMCR/68-04en_US
dc.identifier.endpage32en_US
dc.identifier.startpage22en_US
dc.identifier.urihttps://hdl.handle.net/11467/4673
dc.identifier.urihttps://doi.org/10.7176/JMCR/68-04
dc.identifier.volume68en_US
dc.language.isoenen_US
dc.publisherIISTEen_US
dc.relation.ispartofJournal of Marketing and Consumer Researchen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - İdari Personel ve Öğrencien_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectBrand trusten_US
dc.subjectDigital media advertisingen_US
dc.subjectConsumer behavior intentionen_US
dc.titleThe impact of digital media advertising on consumer behavior intention: The moderating role of brand trusten_US
dc.typeArticleen_US

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