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The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

This research aims to examine the effects of two viral marketing attributes; namely viral advertising and E-WOM on customer purchase intention. In particular, the authors contemplate the prima facie nature of the relationship by examining brand image and age as contingent boundary conditions (moderator role). The population of the study consists of graduate students in a private Cypriot university. | The relationship between viral marketing and consumer purchase intention the moderator role of brand image and age Evidence from smartphone users in North Cyprus .den color inherit .ttnd ol .ttnd ul .ttnd dl padding 0 0px 0 20px .ttnd hr margin 10px 0px .ttnd a href javascript void 0 .ttnd a href color inherit dtextscript p text-align left dtextscript img vertical-align middle Management Science Letters 10 2020 1307 1320 lt br gt lt br gt lt br gt lt br gt Contents lists available at GrowingScience lt br gt lt br gt lt br gt Management Science Letters lt br gt homepage www.GrowingScience.com msl lt br gt lt br gt lt br gt lt br gt lt br gt The relationship between viral marketing and consumer purchase intention the moderator role lt br gt of brand image and age Evidence from smartphone users in North Cyprus lt br gt lt br gt Dima Anwer Sawaftaha Cemal Çalıcıoğlua and Razan Ibrahim Awadallahb lt br gt lt br gt lt br gt a lt br gt Girne American University Marketing Department via Mersin 10 North Cyprus Turkey lt br gt b lt br gt Girne American University Business Management Department via Mersin 10 North Cyprus Turkey lt br gt CHRONICLE ABSTRACT lt br gt lt br gt Article history This research aims to examine the effects of two viral marketing attributes namely viral advertising lt br gt Received October 25 2019 and E-WOM on customer purchase intention. In particular the authors contemplate the prima facie lt br gt Received in revised format No- nature of the relationship by examining brand image and age as contingent boundary conditions lt br gt vember 20 2019 lt br gt moderator role . The population of the study consists of graduate students in a private Cypriot lt br gt Accepted November 22 2019 lt br gt Available online university. A sample size of 177 participants is recruited using a convenience sampling technique. lt br gt November 22 2019 Multiple linear regression and analysis of variance are the statistical analyses employed to test the lt br gt Keywords