Hani Al-Dmour, Sheeraz Al-Qawasmi, Rand Al-Dmour and Eatedal Basheer Amin
This study aims to examine and validate the role of electronic word of mouth (eWOM), a mediating factor between the marketing mix elements (product, price, place and promotion…
Abstract
Purpose
This study aims to examine and validate the role of electronic word of mouth (eWOM), a mediating factor between the marketing mix elements (product, price, place and promotion) and women's purchasing intention of children's dietary supplements in the Jordanian environment culture context.
Design/methodology/approach
The data of the research was collected through online and offline questionnaires using a connivance sample of 370 women who have children and live in Amman, the largest city in Jordan.
Findings
The findings showed a partial effect of the eWOM as mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements. The findings also revealed significant positive effects of price and place as marketing mix elements on women's purchasing intention of children's dietary supplements, while the product and promotion elements were found insignificant.
Originality/value
This paper contributed to consumer buying behaviour theories by filling a gap in the literature regarding the role of eWOM as a mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements in a developing country like Jordan for the first time.
Details
Keywords
Hani Al-Dmour, Nour Saad, Eatedal Basheer Amin, Rand Al-Dmour and Ahmed Al-Dmour
This paper aims to examine factors influencing the practices of big data analytics applications by commercial banks operating in Jordan and their bank performance.
Abstract
Purpose
This paper aims to examine factors influencing the practices of big data analytics applications by commercial banks operating in Jordan and their bank performance.
Design/methodology/approach
A conceptual framework was developed in this regard based on a comprehensive literature review and the Technology–Environment–Organization (TOE) model. A quantitative approach was used, and the data was collected from 235 commercial banks’ senior and middle managers (IT, financial and marketers) using both online and paper-based questionnaires.
Findings
The results showed that the extent of the practices of big data analytics applications by commercial banks operating in Jordan is considered to be moderate (i.e. 60%). The results indicated that 61% of the variation on the practices of big data analytics applications by commercial banks could be predicated by TOE model. The organizational factors were found the most important predictors. The results also provide empirical evidence that the extent of practices of big data analytics applications has a positive influence on the bank performance. In the final section, research implications and future directions are presented.
Originality/value
This paper contributes to theory by filling a gap in the literature regarding the extent of the practices of big data analytics applications by commercial banks operating in developing countries, such as Jordan. It empirically examines the impact of the practices of big data analytics applications on bank performance.