This research aims at evaluating the traditional communication channels, and the possible impact that it may have on consumers purchase decision, particularly toward their choices of restaurants in Palestine. To achieve this purpose, two main hypotheses, and the total of four sub-hypotheses were derived based on literature review. Descriptive analytical methodology and inductive quantitative approaches were found most suitable to the nature of the research. The population of the research consisted of consumers who make the purchase decision in choosing restaurants either for themselves or on behalf of others. A self-administrated questionnaire was designed based on previous studies and primary data was collected over non-probability accidental sample (restaurants intercept). 470 questionnaires were distributed in Nablus, Ramallah and Bethlehem, 500 valid questionnaires were retrieved within a timeframe of 25 days, from 24th of June till 18th of July 2018, forming a response rate of 83.6%. Based on the statistical analyses, there is a statistically significant impact of traditional communication channels on purchase decision for Palestinian restaurants, the strength of the effect is moderate. Also, each traditional communication channels (Television, Radio, Newspaper and Outdoor) has, separately, a significant positive impact on consumer purchase decision. The strength of the effect ranged from weak to moderate, the study found that outdoors advertisements had the highest impact on purchase decision, followed by television, radio, and newspapers, respectively. Discussion and recommendations are provided based on the study findings.

This paper investigates the impact of post-purchase user generated content (UGC) and traditional reference groups on the purchase intentions for electronic products (e-products) among young consumers in Jordan. To achieve this, a descriptive methodology was adapted, with a quantitative approach and survey strategy utilizing a five-point Likert scale questionnaire distributed to 450 university and college students in Jordan. 400 filtered and screened copies underwent statistical analyses. SPSS version 21 was utilized to describe and analyze the data. The results revealed a strong impact of post-purchase UGC on purchase intentions of e-products among young consumers. The results also revealed that traditional reference groups have a lower significant impact on the purchase intentions of young consumers, indicating that young consumers rely on online communities more than they rely on family, friends, colleagues, and other social organizations. The findings are discussed with a view to their implications, with recommendations for future research.