| dc.contributor.author | Mokua, Juniter K | |
| dc.contributor.author | Owino, Edward O | |
| dc.date.accessioned | 2024-01-30T12:33:09Z | |
| dc.date.available | 2024-01-30T12:33:09Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | https://scholar.google.com/scholar_url?url=https://researchbridgepublisher.com/index.php/ijsshr/article/download/65/64&hl=en&sa=X&d=16735571897533642388&ei=tn21ZeODKb6Py9YPupq-2As&scisig=AFWwaeb2P-Ntr-841KBCdY5wF__C&oi=scholaralrt&hist=nLZeX1EAAAAJ:8060367806589325257:AFWwaeb-z5rxCh38Woal4Sl5Cdme&html=&pos=0&folt=art | |
| dc.identifier.uri | https://repository.kcau.ac.ke/handle/123456789/1493 | |
| dc.description.abstract | This study examines the moderating effect of social media on online reviews and consumer purchasing
intentions in Kenya. Data were collected from a convenient sample of his 304 consumers who had
made previous purchases based on online reviews. The results show that online reviews have a
significantly positive impact on consumer purchasing intentions. Additionally, social media platforms
can positively influence consumer purchasing intention, amplifying the impact of online reviews.
However, the relationship between online reviews and consumer purchasing intention has been
moderated by social media, with less impact for consumers who use social media platforms more.
These findings suggest that Kenyan businesses and marketers should monitor and act on online
reviews on social media platforms to increase their influence on consumer purchasing intentions.
Additionally, businesses should target consumers who are less likely to use social media platforms to
maximize the impact of online reviews on purchasing intention. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | KCA University | en_US |
| dc.subject | Social Media, Online Reviews, Consumer Purchasing Intention | en_US |
| dc.title | The Moderating Effect of Social Media Usage on Online Reviews and Consumer Purchasing Intention in Kenya | en_US |
| dc.type | Article | en_US |
