The role of the advertising message strategy in the buying decision process through the mediating role of content marketing and word of mouth marketing (Analytical study of the opinions of a sample of customers who use thesocial networking site (Facebook)

The current study aims to test the correlation and influence relationships between the design of the advertisingmessage strategy and the consumer buying decision-making process through the mediating role of bothcontent marketing and word of mouth marketing , the questionnaire was used as a tool to collectinformation about showing the nature of the relationships between the study variables that weredistributed to a sample it consists of (۳۹) people who are users of the Facebook program, the studyfound through statistical analysis of the sample answers and by using the statistical program SPSS theexistence of correlation and influence relationships between the study variables that were conducted inthe holy city of Karbala in the Republic of Iraq.

کلیدواژه ها:

Advertising Message Strategy ، Buying Decision Process ، Content Marketing ، Word of Mouth Marketing ، Facebook Users