期刊名称：International Journal of Data and Network Science
印刷版ISSN：2561-8148
电子版ISSN：2561-8156
出版年度：2020
卷号：4
期号：3
页码：329-336
DOI：10.5267/j.ijdns.2020.5.001
出版社：Growing Science
摘要：The development of the internet infrastructure has generated a new phenomenon and lead to some changes in business strategies as it allowed two-way communications among consumers and companies. At present, social media play a key role in communicating information to people around the world and clearly play a vital role in increasing interaction and awareness in an important way. At present, awareness of diseases has disappeared with new methods. Social networking sites like Twitter, Snapchat and Facebook may change the roles the mean-ings of information delivery and play a superior in that scope. This research investigates the main factors of the power of social media activities (customization, and e-WOM) towards in-creasing Saudi’s awareness on using m-healthcare apps. The results indicate that customization had a positive and direct influence on increasing Saudi’s awareness towards using m-healthcare apps (Brand Awareness). e-WOM had a positive and direct influence on increas-ing Saudi’s awareness toward using m-healthcare apps (brand awareness), confirming that the power of social media activities was an imperative contributor to brand equity (brand awareness).
关键词：e-WOM;
Customization; Saudi Arabia; m-healthcare apps; Consumer Satisfaction; Marketing activities
