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September 10, 2025European Economic Letters (EEL)

Decoding the Demographic Mosaic: Effects on e-WoM, Brand Image, Value Co-Creation, and Purchase Intentions in Smartphone Consumers

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Authors

BKBala Khanna

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Overview

Cross-sectional survey shows demographics affect e-WoM and brand image in smartphone consumers, indicating targeted marketing is essential.

Key Points

  • Demographics significantly influence purchase intentions in the smartphone market, showing a strong correlation with consumer behaviour.
  • Results indicate that age, income, and nationality affect e-WoM and brand image among smartphone users.
  • Using descriptive and inferential analysis, the study illustrates the effects of demographic diversity on value co-creation.
  • Targeted marketing strategies are recommended based on demographic insights to improve engagement and sales in the smartphone industry.

Cite This Study

Bala Khanna (2025) studied this question.

synapsesocial.com/papers/68c1a5eb54b1d3bfb60df44dhttps://doi.org/10.52783/eel.v15i1.3485
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