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Business Systems Research Journal
Volume 14 (2023): Issue 2 (December 2023)
Open Access
Digital Content Marketing and EWOM: A Mediational Serial Approach
Vjollca Visoka Hasani
Vjollca Visoka Hasani
,
Jusuf Zeqiri
Jusuf Zeqiri
,
Teodora Todorovik
Teodora Todorovik
,
Dhouha Jaziri
Dhouha Jaziri
and
Asdren Toska
Asdren Toska
| Apr 25, 2024
Business Systems Research Journal
Volume 14 (2023): Issue 2 (December 2023)
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Published Online:
Apr 25, 2024
Page range:
24 - 43
Received:
Sep 21, 2022
Accepted:
Nov 28, 2023
DOI:
https://doi.org/10.2478/bsrj-2023-0010
Keywords
Brand awareness
,
customer engagement
,
customer retention
,
digital content marketing
,
e-WOM
,
purchase intention
© 2023 Vjollca Visoka Hasani et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Vjollca Visoka Hasani
Faculty of Economics AAB University
Pristina, Kosovo
Jusuf Zeqiri
Faculty of Business and Economics South East European University
Tetovo, North Macedonia
Teodora Todorovik
Faculty of Business and Economics South East European University
Tetovo, North Macedonia
Dhouha Jaziri
Faculty of Economic Sciences and Management University of Sousse, FsegSo, Cité Riadh
Sousse, Tunisia
Asdren Toska
Faculty of Business and Economics South East European University
Tetovo, North Macedonia