Which are the Most Influential? Direct or Indirect Communication: A Study on Jordanian Buyers of Electrical Products

Dr. Iyad A. Al-Nsour; Hassan M. Al-Somili

Abstract: The study aims to investigate the effect of direct and indirect communication using the WOM and TV advertising respectively. The study population consists of all Jordanians buyers who living in the four large cities (Amman, Zarqa, Balqa, and Irbid). The population size reaches 4592680 citizens and a stratified random sampling method is used. The calculated sample size is 387 people. The direct communication using WOM is the most influential on the purchase decision and indirect communication using TV is less used. There are statistical differences in the effect of direct communication, but there are no such differences in indirect communication. The research population consists of Jordanian buyers over the age of 20 years old and who living in one of the four large cities in Jordan (Amman, Balaqa, Irbid, and Zarqa). The study recommends a set of marketing implications that enhance effective communication and some recommendations are presented.

FULL TEXT PDF 1-13] DOI: 10.30566/ijo-bs/2019.106

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