Authors : Mehran Rezvani and Nousha Safahani
Abstract: This study aim to understand how site quality influence electronic Word of Mouth (e-WOM) marketing as well as moderate effect of customer satisfaction e-WOM marketing in the Tiwall culture and art social network online shop. Questionnaires were designed to measure variables. The samples were selected randomly. Also, Atlas T, SPSS and Amos software were used to analyze data and test hypotheses. Studies show that customer satisfaction tends to behave as mediator on influence site quality that correlate to positive influence e-WOM. The study found that site quality affects customer satisfaction and customer satisfaction is one of the most effective factors influencing e-WOM marketing in the Tiwall culture and art social network online shop. While, this study outlines ways to effectively promote e-WOM marketing through customer satisfaction, there is a substantial research stream that examines marketing of consumers= goods and an increasing literature on product marketing, little is known about e-WOM marketing in the context of site quality and online communications. This study extends existing measurement of e-WOM marketing to a new setting, namely site quality. This study provides valuable insight into the measurement of site quality; customer satisfaction and e-WOM marketing in the Tiwall culture and art social network online shop and offers a foundation for future product marketing research.
Mehran Rezvani and Nousha Safahani, 2016. The Effect of Site Quality on Electronic Word of Mouth Marketing Through Mediating Variable of Customer Satisfaction (Case Study: Tiwall Culture and Art Social Network Online Shop). International Business Management, 10: 592-598.