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The role of the advertising message strategy in the buying decision process through the mediating role of content marketing and word of mouth marketing (Analytical study of the opinions of a sample of customers who use the social networking site (Facebook)

12/02/2021

Received: 20 October 2021
Revised: 21 November 2021
Accepted: 19 December 2021

Abeer M. Mahdi AL-shammari, Muntadher kadhim shamran, ALI TUAMA HASSAN ALBDAIRI

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Abstract

The current study aims to test the correlation and influence relationships between the design of the advertising message strategy and the consumer buying decision-making process through the mediating role of both content marketing and word of mouth marketing, the questionnaire was used as a tool to collect information about showing the nature of the relationships between the study variables that were distributed to a sample it consists of (39) people who are users of the Facebook program, the study found through statistical analysis of the sample answers and by using the statistical program SPSS the existence of correlation and influence relationships between the study variables that were conducted in the holy city of Karbala in the Republic of Iraq.

Keywords: Advertising Message Strategy, Buying Decision Process, Content Marketing, Word of Mouth Marketing, Facebook Users.

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Publication Information

Journal of Practical Auditing and Accounting

ISSN: 2783-2902

Publisher
Rose Scientific Publication
Melbourne, Australia


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