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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
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Author(s): Bandar Khalaf Alharthey (Business Administration College, Marketing Department, Taif University, Saudi Arabia)
Copyright: 2021
Volume: 11
Issue: 1
Pages: 25
Source title: International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 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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