Title: Does social media advertising value influence women's dietary supplement purchase intentions? The mediating role of eWOM

Authors: Hani Al-Dmour; Shatha Awni Sweiti; Farah Shishan; Rand Al-Dmour; Manaf Al-Okaily

Addresses: University of Jordan, School of Business, Amman, Jordan ' University of Jordan, School of Business, Amman, Jordan ' University of Jordan, School of Business, Amman, Jordan ' University of Jordan, School of Business, Amman, Jordan ' School of Business, Jadara University, Irbid, Jordan

Abstract: This study aims to investigate the role of electronic word of mouth (eWOM) as a mediating factor between the value of social media advertising (informativeness, entertainment, and credibility) and women's dietary supplement purchasing intentions. The convenience sample included 317 women who use social media platforms and live in Amman, Jordan's capital and largest city. Data was obtained using an online survey and analysed using multiple regression analysis and ANOVA. The research showed that the value of social media advertising and eWOM has a strong positive impact on women's dietary supplement purchasing intentions. Furthermore, it revealed the partial effect of eWOM on the relationship mentioned above. This research contributes to the gap in the literature about the role of eWOM as a mediating factor in the relationship between social media advertising value and women's purchasing intentions in developing countries.

Keywords: eWOM; social media advertising value; informativeness; entertainment; credibility; purchase intention.

DOI: 10.1504/IJBIS.2025.148795

International Journal of Business Information Systems, 2025 Vol.50 No.2, pp.258 - 280

Received: 09 Jul 2021
Accepted: 07 Jan 2022
Published online: 25 Sep 2025 *

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