口头传述的
晋升(国际象棋)
企业社会责任
营销
广告
社会化媒体
业务
社交媒体营销
公共关系
政治学
数字营销
政治
法学
标识
DOI:10.1177/2278533721989839
摘要
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.
科研通智能强力驱动
Strongly Powered by AbleSci AI