Hanaysha, J R (2021) Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth. Business Perspectives and Research, 9 (3). pp. 446-461. ISSN 2278-5337
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The purpose of this article was to test the effects of social media marketing, corporate social responsibility, and price promotion on word of mouth in the fast-food industry. Only a few scholars tested the mutual effect of the selected factors on word of mouth for global fast-food brands, mainly in the Asian region. The data were gathered from several fast-food restaurants’ visitors at different spots in east coast Malaysia through a survey tool. All of the filled questionnaires were analyzed using partial least square method. The analysis revealed that corporate social responsibility and social media marketing have a significant positive impact on consumers’ word of mouth. The findings also established that price promotion has a significant positive impact on word of mouth. These results enrich our understandings with regards to the importance of these marketing strategies in shaping word of mouth for fast-food restaurants in Malaysia.
Affiliation: | Skyline University College |
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SUC Author(s): | Hanaysha, J R ORCID: https://orcid.org/0000-0002-6290-6006 |
All Author(s): | Hanaysha, J R |
Item Type: | Article |
Uncontrolled Keywords: | Consumer behavior, corporate social responsibility, social media marketing, price promotion, word of mouth |
Subjects: | A Business and Management > AP Marketing |
Divisions: | Skyline University College > School of Business |
Depositing User: | Mr Veeramani Rasu |
Date Deposited: | 16 Feb 2022 14:09 |
Last Modified: | 16 Feb 2022 14:09 |
URI: | https://research.skylineuniversity.ac.ae/id/eprint/109 |
Publisher URL: | https://doi.org/10.1177/2278533721989839 |
Publisher OA policy: | |
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