scholarly journals The Usage of Emoji in Tourism-Related Instagram Posts: Suggestions from a Marketing Perspective

2022 ◽  
pp. 134-145
Author(s):  
Viktoria Distel ◽  
Roman Egger ◽  
Ugljesa Petrovic ◽  
Viet Linh Phan ◽  
Simon Wiesinger
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Positive Emotions ◽  
Online Survey ◽  
User Interaction ◽  
Social Media Marketing ◽  
Research Approach ◽  
Experimental Setting ◽  
Online Platforms

AbstractThe relevance of emoji in social media marketing has attracted tremendous interest from academics and marketing professionals alike ever since emoji became a fixed component in user-to-user and business-to-user communication on online platforms such as Instagram and Facebook. Using a quantitative research approach in the form of a self-administered online survey in an experimental setting, the purpose of this study is to investigate what type of emoji positively impacts consumer behaviour, purchase intention, and user interaction in tourism-related Instagram posts. This research is novel in that it bridges the usage of emoji in the context of social media and tourism. The findings support tourism managers in the practical use of emoji for social media marketing campaigns on Instagram and show that (positive) face emoji evoke more positive emotions than non-face emoji.

Assessing SME Perceptions of Using Green Social Media Marketing

2021 ◽  
Vol 6 (1) ◽  
pp. 65-72
Author(s):  
Shelley B Beck ◽  
Ayanda P Deliwe ◽  
Elroy E Smith
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Jel Classification ◽  
Green Marketing ◽  
Social Media Marketing ◽  
Research Approach ◽  
Eastern Cape Province ◽  
Eastern Cape ◽  
Nelson Mandela ◽  
Marketing Social

Objective - SMEs often fail to market their business and their green marketing initiatives effectively. This paper assesses how the promotion of green social media marketing could provide a possible solution to SMEs failed marketing efforts within the metropoles of Nelson Mandela Bay and Buffalo City in the Eastern Cape Province of South Africa. Methodology/Technique - An empirical study was conducted following a descriptive quantitative research approach in which 150 self-administered structured questionnaires were distributed to respondents. Findings - It was found that most SMEs do not make use of green social media marketing but are aware of the benefits it could offer. Novelty - The study provides guidelines to the owners of SMEs on how to successfully implement green social media marketing. Type of Paper: Empirical. JEL Classification: M31, M39. Keywords: Green marketing; social media marketing; green initiatives; social media; SME’s Reference to this paper should be made as follows: Beck, S.B; Deliwe, A.P; Smith, E.E. (2021). Assessing SME Perceptions of Using Green Social Media Marketing, Journal of Management and Marketing Review, 6(1) 65 – 72. https://doi.org/10.35609/jmmr.2021.6.1(7)

The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Massoud Moslehpour ◽  
Alaleh Dadvari ◽  
Wahyudi Nugroho ◽  
Ben-Roy Do
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Research Findings ◽  
The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

scholarly journals Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli

2021 ◽  
Vol 4 (2) ◽  
pp. 712-730
Author(s):  
Natalia Suwarsih ◽  
Theresia Gunawan ◽  
Istiharini Istiharini
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Commercial Activity ◽  
Generation Z ◽  
Social Media Platforms ◽  
Positive Effect

Currently half of the world's population uses various social media platforms, so social media is a source of commercial activity. This study aims to determine the effect of social media marketing on brand image on purchase intention of generation Z at a university with brand image as a mediation variable. The method used in this research is to use descriptive quantitative analysis, descriptive that is to explain, analyze and find out the value of a variable against other variables. While the quantitative research method is to examine the population or sample where the sample is taken randomly to collect data with research instruments to test a hypothesis. The results of this study are that there is a positive effect of social media marketing on brand image, there is a positive effect of brand image on purchase intention of generation Z, there is a positive effect of social media marketing on purchase intention of Generation Z, and there is also a positive influence of social media on generation Z purchase intentions by mediating brand image Keywords: Social Media Marketing, Brand Image, Purchase Intention, Generation Z

scholarly journals Effect of Social Media Marketing Practices of Personal Care Brands on Consumer Purchase Intention

2019 ◽  
Vol 8 (3) ◽  
pp. 3575-3580
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Conceptual Framework ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
User Interaction ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling

The purpose of the study is to test the effect of social media marketing practices (SMMPs) of personal care brands on user interaction, brand awareness and purchase intention. The study also aims to propose the model of integrated social media marketing practices thereby showing how SMMPs can influence the purchase decision among consumer and also ensuring that the model should be adaptable to the need of multiple industries planning to create social commerce impact. The findings of the study reveal significant relationship among social media marketing practices, user interaction, brand awareness, brand image and purchase intention of the consumer. For the conceptual framework, three indicators such as information, campaign, and electronic word of mouth were selected as social media marketing practices whereas user interaction, brand awareness and brand image were selected as the “value creation” asset for the brand which all impacts the purchase intention of the consumer. Factor analysis and Structural equation modeling were used to test the conceptual framework. The average variance extracted (AVE) has validated the reliability of selected factors as satisfactory whereas the Cronbach’s alpha value was also found to be good for internal consistency of the data. The multiple fit indices of structural equation modeling and parsimonious model fit have also satisfied the acceptable norms to consider the conceptual model as good fit. The values of R2 and path coefficients have shown the significant and positive relationship between indicators of SMMPs and purchase intention.

scholarly journals The influence of Brand trust, Social Media Marketing and e-WOM on interest purchasing in Snake Socks products in Surabaya

2019 ◽  
Vol 1 (1) ◽  
pp. 150-156
Author(s):  
Moch Rifan Al faizin
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Data Retrieval ◽  
Linear Analysis ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Brand Trust

The purpose of this research are for known as brand trust, social media marketing, electronic word of mouth and purchase intention of Snake socks consuments product in Surabaya. .This research is a quantitave. The population and samples are based upon questionnaire that had been given to 100 respondents of Snake Socks consuments product in Surabaya. Data retrieval techniques by interview, observation and questionnaire. The method used is quantitative research method. For the method of data analysis using Path Analyze) with IBM SPSS 23.0 Data analysis that had been use are validity test, reability test, classic assumption test, and multiple linear analysis test. The result of his study showed that partially brand trust (X1), social media marekting (X2),electronic word of mouth (X3) has positive significant positive significant toward purchase intention (Y). While brand image gives impact toward two variables electronic word of mouth and purchase intention as the intervening variable.The research has a significant correlation towards employe performance (Y) the value is < 0,05.

scholarly journals Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator

2021 ◽  
Vol 6 (8) ◽  
pp. 518-531
Author(s):  
Nadia Ambar Shofiya ◽  
Ira Fachira
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Small And Medium Enterprises ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
The Social ◽  
Medium Enterprises

Social media has become an inseparable part of marketing, particularly for small and medium enterprises. However, there is a limited knowledge on how it helps small and medium enterprises in selling probiotic products. This study aims to explore how social media marketing influences the purchase intentions of probiotic chicken customers. This research uses a quantitative approach to collect data through an online survey from 215 participants. The results show that the factors of entertainment, trendiness, and e – word of mouth of social media marketing, alongside customer engagement, significantly affect customers’ purchase intentions. Data analysis reveals that the factors of social media marketing have greater influence towards purchase intention when mediated by customer engagement, compared to their direct influence towards purchase intention. Therefore, improving the quality of the social media marketing factors enhances customer engagement. Hence, customer engagement also plays an important role in social media marketing by directly influencing the customers’ purchase intentions.

scholarly journals Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

2021 ◽  
Vol 10 (1) ◽  
pp. 28-37
Author(s):  
Ismat Ara Eti ◽  
Mohammad Abu Horaira ◽  
Mohammad Murshedul Bari
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Social Media Marketing ◽  
Primary Data ◽  
Survey Method ◽  
Significant Stimulus ◽  
Confirmatory Factor ◽  
Consumer Purchase Intention ◽  
Structured Questionnaire

The study was motivated by the need to highlight the roles played by social media marketing on consumers' purchase intention during the COVID-19 pandemic. Since it was a quantitative study, hypotheses were tested to generate findings. We used IBM SPSS 25.0 software to analyze using reliability statistics, descriptive statistics, and IBM SPSS Amos 26.0 software was used to do confirmatory factor analysis for the purpose of developing hypothesis, and SEM used for trying to fit the model. The primary data was mustered by personal interview in an online survey method through a structured questionnaire with five-point Likert scales from 240 Bangladeshi online consumers. These findings publicized that social media marketing (Facebook, Instagram, and YouTube) a significant stimulus on consumers purchase intention during COVID-19, and all factors except discount or coupon offer and brand awareness had an epoch-making and constructive connection with consumers’ purchase intention during the coronavirus malady (COVID-19) epidemic in Bangladesh.

scholarly journals Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia

2021 ◽  
Vol 17 (3) ◽  
pp. 51-62
Author(s):  
Anshul Garg ◽  
◽  
Jeetesh Kumar ◽  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Sampling Technique ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Daily Lives ◽  
Perceived Trust ◽  
Boutique Hotel ◽  
Boutique Hotels

As of January 2020, global social media users have exceeded 3.8 billion, accounting for 49% of the world’s total population. Internet and social media have become an indispensable part of people’s daily lives worldwide. However, most previous research only focuses on social media marketing in other businesses, and there is less research about the development of boutique hotel social media marketing. This study investigates the relationship between different social media marketing practices and customers’ purchase intention in Malaysia’s boutique hotels. The article also explores how to properly conduct social media marketing to increase the customer purchase intention of boutique hotels and promote the boutique hotels’ development in Malaysia. The non-probability random sampling technique 309 response was collected from Malaysian social media users using an online survey. Findings of the research found out that factors including marketing activities and eWOM significantly impact customer purchase intention of the boutique hotels in Malaysia through the mediating variable perceived usefulness and the mediating variable perceived trust. The study offers implications for the development of social media marketing in boutique hotels.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

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