The Impact of Social Media Marketing on the Relationship Among Dynamic Capabilities and Performance

This empirical study aims to explore the relationship between brand engagement and social media marketing among the students of higher education institutions in Chennai city of Tamil Nadu. This research study adopts primary survey method with the help of structured questionnaire collected from 388 students those who uses social media networking sites. The result indicates that Integration, E-WoM, Social Media Advertisement, Social Media Interaction and Brand Attitude are the major factors determining the brand engagement among students. The cluster classification and discriminant functions shows that two groups are significantly form namely, low brand engagement groups and high brand engagement groups in their order of dominance. To conclude, it is necessary to create interaction between the customer and brand and consumer to consumer to identify the impact of communication on brand equity.

Is Social Media Marketing Really Working?

E-Marketing in Developed and Developing Countries ◽

10.4018/978-1-4666-3954-6.ch011 ◽

2013 ◽

pp. 174-193 ◽

Cited By ~ 1

Author(s):

Felipe Uribe Saavedra ◽

Josep Rialp Criado ◽

Joan Llonch Andreu

Keyword(s):

Social Networks ◽

Social Media ◽

Online Social Networks ◽

Business Performance ◽

Dynamic Capabilities ◽

Social Media Marketing ◽

Marketing Tool ◽

Use Of Social Media ◽

Marketing Intensity ◽

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Is Social Media Marketing Really Working?

Digital Arts and Entertainment ◽

10.4018/978-1-4666-6114-1.ch061 ◽

2014 ◽

pp. 1260-1279 ◽

Cited By ~ 1

Author(s):

Felipe Uribe Saavedra ◽

Josep Rialp Criado ◽

Joan Llonch Andreu

Keyword(s):

Social Networks ◽

Social Media ◽

Online Social Networks ◽

Business Performance ◽

Dynamic Capabilities ◽

Social Media Marketing ◽

Marketing Tool ◽

Use Of Social Media ◽

Marketing Intensity ◽

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Four Dissemination Pathways for a Social Media–Based Breastfeeding Campaign: Evaluation of the Impact on Key Performance Indicators (Preprint)

10.2196/preprints.14589 ◽

2019 ◽

Author(s):

Kassandra Harding ◽

Rafael Pérez-Escamilla ◽

Grace Carroll ◽

Richmond Aryeetey ◽

Opeyemi Lasisi

Keyword(s):

Social Media ◽

Performance Indicators ◽

Performance Indicator ◽

Low Cost ◽

Social Media Marketing ◽

Campaign Evaluation ◽

Indicator Data ◽

And Performance ◽

Top 40 ◽

BACKGROUND Social media utilization is on the rise globally, and the potential of social media for health behavior campaigns is widely recognized. However, as the landscape of social media evolves, so do techniques used to optimize campaign dissemination. OBJECTIVE The primary aim of this study was to evaluate the impact of 4 material dissemination paths for a breastfeeding social media marketing campaign in Ghana on exposure and engagement with campaign material. METHODS Campaign materials (n=60) were posted to a Facebook and Twitter campaign page over 12 weeks (ie, baseline). The top 40 performing materials were randomized to 1 of 4 redissemination arms (control simply posted on each platform, key influencers, random influencers, and paid advertisements). Key performance indicator data (ie, exposure and engagement) were extracted from both Facebook and Twitter 2 days after the material was posted. A difference-in-difference model was used to examine the impact of the dissemination paths on performance. RESULTS At baseline, campaign materials received an average (SD) exposure of 1178 (670) on Facebook and 1071 (905) on Twitter (n=60). On Facebook, materials posted with paid advertisements had significantly higher exposure and engagement compared with the control arm (<italic>P</italic><.001), and performance of materials shared by either type of influencer did not differ significantly from the control arm. No differences in Twitter performance were detected across arms. CONCLUSIONS Paid advertisements are an effective mechanism to increase exposure and engagement of campaign posts on Facebook, which was achieved at a low cost.

SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

Ekonomska misao i praksa ◽

10.17818/emip/2021/2.8 ◽

2021 ◽

Vol 30 (2) ◽

pp. 475-492

Author(s):

Adelina Emini ◽

◽

Jusuf Zeqiri

Keyword(s):

Social Media ◽

Purchase Intention ◽

Transition Economy ◽

Social Media Marketing ◽

Brand Awareness ◽

Primary Data ◽

Survey Tool ◽

Brand Engagement ◽

The Impact ◽

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.

Journal of Innovations in Digital Marketing ◽

10.51300/jidm-2020-11 ◽

2020 ◽

Vol 1 (1) ◽

pp. 1-10

Author(s):

Tamer Sharawneh

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Mediating Effect ◽

Social Media Marketing ◽

Telecommunication Industry ◽

Mediating Role ◽

Marketing Activities ◽

Brand Affect ◽

The Impact ◽

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.

The influence of perceived social media marketing activities on brand loyalty

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-10-2015-0154 ◽

2017 ◽

Vol 29 (1) ◽

pp. 129-144 ◽

Cited By ~ 56

Author(s):

Ahmed Rageh Ismail

Keyword(s):

Social Media ◽

Undergraduate Students ◽

Brand Loyalty ◽

Social Media Marketing ◽

Convenience Sample ◽

Content Type ◽

Value Consciousness ◽

Marketing Activities ◽

The Impact ◽

Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

Journal of Management and Business ◽

10.24123/jmb.v15i2.281 ◽

2018 ◽

Vol 15 (2) ◽

Cited By ~ 1

Author(s):

Archie Edrick Hermanus

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Mediation Effect ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Value ◽

Value Consciousness ◽

The Impact ◽

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

Four Dissemination Pathways for a Social Media–Based Breastfeeding Campaign: Evaluation of the Impact on Key Performance Indicators

JMIR Nursing ◽

10.2196/14589 ◽

2019 ◽

Vol 2 (1) ◽

pp. e14589

Author(s):

Kassandra Harding ◽

Rafael Pérez-Escamilla ◽

Grace Carroll ◽

Richmond Aryeetey ◽

Opeyemi Lasisi

Keyword(s):

Social Media ◽

Performance Indicators ◽

Performance Indicator ◽

Low Cost ◽

Social Media Marketing ◽

Campaign Evaluation ◽

Indicator Data ◽

And Performance ◽

Top 40 ◽

Background Social media utilization is on the rise globally, and the potential of social media for health behavior campaigns is widely recognized. However, as the landscape of social media evolves, so do techniques used to optimize campaign dissemination. Objective The primary aim of this study was to evaluate the impact of 4 material dissemination paths for a breastfeeding social media marketing campaign in Ghana on exposure and engagement with campaign material. Methods Campaign materials (n=60) were posted to a Facebook and Twitter campaign page over 12 weeks (ie, baseline). The top 40 performing materials were randomized to 1 of 4 redissemination arms (control simply posted on each platform, key influencers, random influencers, and paid advertisements). Key performance indicator data (ie, exposure and engagement) were extracted from both Facebook and Twitter 2 days after the material was posted. A difference-in-difference model was used to examine the impact of the dissemination paths on performance. Results At baseline, campaign materials received an average (SD) exposure of 1178 (670) on Facebook and 1071 (905) on Twitter (n=60). On Facebook, materials posted with paid advertisements had significantly higher exposure and engagement compared with the control arm (P<.001), and performance of materials shared by either type of influencer did not differ significantly from the control arm. No differences in Twitter performance were detected across arms. Conclusions Paid advertisements are an effective mechanism to increase exposure and engagement of campaign posts on Facebook, which was achieved at a low cost.

Social media marketing, shoppers' store love and loyalty

Marketing Intelligence & Planning ◽

10.1108/mip-05-2021-0164 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Riaz Uddin Ahmed

Keyword(s):

Social Media ◽

Grocery Store ◽

The Body ◽

Social Media Marketing ◽

Equation Modeling ◽

Store Loyalty ◽

Content Type ◽

The Impact ◽

PurposeThis study investigates the impact of social media marketing activities (SMMA) on shoppers' store love and the impact of store love on store loyalty in grocery retail. Moreover, it explores the mediating and moderating role of store love and social media usage intensity (SMUI).Design/methodology/approachA survey was conducted among grocery shoppers and social media users in Norway. A total of 177 valid responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe study discovered that SMMA impacts store love, and store love affects store loyalty. Store love serves as a mediator between SMMA and store loyalty. SMUI positively moderates the relationship between SMMA and store love; however, the relationship between store love and store loyalty is not moderated by SMUI.Research limitations/implicationsDespite having limited generalizability from a cross-sectional study, this study provides literary additions to the body of knowledge in grocery retail and enhances the cognitive appraisal theory (CAT) and the attachment theory (AT).Practical implicationsThe findings of this study will help grocery shoppers, store managers and grocery chain marketers to comprehend the role of SMMA in building emotional attachment with a grocery store and help make better decisions.Originality/valueFor the first time, this study incorporated SMUI as a moderator in the relationship between SMMA, store love and store loyalty in grocery retail. The study also proposes a new explanation for the relationship between SMMA and store loyalty by highlighting the mediating role of store love.