The role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children's dietary supplements

Purpose This study aims to examine and validate the role of electronic word of mouth (eWOM), a mediating factor between the marketing mix elements (product, price, place and promotion) and women's purchasing intention of children's dietary supplements in the Jordanian environment culture context. Design/methodology/approach The data of the research was collected through online and offline questionnaires using a connivance sample of 370 women who have children and live in Amman, the largest city in Jordan. Findings The findings showed a partial effect of the eWOM as mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements. The findings also revealed significant positive effects of price and place as marketing mix elements on women's purchasing intention of children's dietary supplements, while the product and promotion elements were found insignificant. Originality/value This paper contributed to consumer buying behaviour theories by filling a gap in the literature regarding the role of eWOM as a mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements in a developing country like Jordan for the first time.