Community Based Social Media Fashion Branding: Do Fashion Brands Heritage and Prestige Affect Consumers’ Brand Loyalty Intention?

2018 ◽  
pp. 53-65
Author(s):  
Gemma Nesi ◽  
Riccardo Rialti ◽  
Lamberto Zollo ◽  
Cristiano Ciappei
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Community Based ◽  
Loyalty Intention

Does Social Media Engagement Moderate Brand Engagement and Brand Loyalty? Evidence from Young Consumers of Malaysian Modest Fashion Industry

2020 ◽  
Vol 24 (02) ◽  
pp. 2500-2508
Author(s):  
Zulkarnian Ahmad ◽  
Ami Suhana Menon ◽  
Cordelia Mason ◽  
Mohd Farid Shamsudin ◽  
Ilham Sentosa
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Fashion Industry ◽  
Brand Engagement ◽  
Social Media Engagement ◽  
Young Consumers

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

scholarly journals Peningkatan Ekonomi Kreatif Digital Desa Betokan Kabupaten Demak melalui Manajemen Bisnis, Pemanfaatan Teknologi Digital, dan Sistem Informasi

2020 ◽  
Vol 2 (2) ◽  
pp. 135
Author(s):  
Arizqi Arizqi ◽  
Diah Ayu Kusumawati ◽  
Ratna Novitasari
Keyword(s):  
Social Media ◽  
Product Development ◽  
Community Service ◽  
Business Management ◽  
Creative Economy ◽  
Community Based ◽  
The Public ◽  
Online Purchases ◽  
Star Fruit ◽  
Questions And Answers

Desa Betokan merupakan salah satu desa yang memiliki potensi besar, mengingat desa Betokan adalah desa penghasil buah jambu dan belimbing terbesar di Kabupaten Demak. Buah jambu dan belimbing sendiri merupakan buah khas kota Demak. Meskipun demikian, sebagian besar pelaku usaha penjual jambu dan belimbing yang ada di Desa Betokan tersebut masih terkendala dalam hal manajemen usaha terutama dalam hal pemasaran dan pengembangan produk. Sehingga kegiatan pengabdian masyarakat dilakukan guna meningkatkan Ekonomi kreatif� berbasis Digital masyarakat di Desa Betokan dari usaha yang telah dimiliki sehingga dapat meningkatkan pendapatan dan kesejahteraan warga desa Betokan. Metode dalam pelaksanaan pengabdian masyarakat ini antara lain penyampaian materi penyuluhan, tanya jawab dan diskusi, dilanjutkan dengan praktik. Dari pelaksanaan pengabdian masysrakat dapat disimpulkan bahwa masyarakat antusias dalam pelaksanaan penyuluhan yang dilakukan, terlebih pada saat penyampaian materi dan praktik pembuatan akun media sosial dan juga akun E-commerce seperti akun facebook, instagram, dan juga shopee. Terlebih pada masa pandemi Covid-19 seperti sekarang ini, masyarakat selaku konsumen banyak yang beralih dari pembelian secara langsung (offline) ke pembelian online. Dari adanya akun media sosial dan e-commerce ini juga pelaku usaha dapat lebih mengembangkan pasar yang ada.Betokan is one of the villages that has great potential, considering that Betokan is the largest producer of guava and star fruit in Demak Regency. Guava and star fruit are the typical fruits of Demak city. Even so, most of the guava and starfruit selling business actors in Betokan are still constrained in terms of business management, especially in terms of marketing and product development. So that community service activities were carried out to improve the community-based digital creative economy in Betokan, Demak from the business that has been owned so that it can increase the income and welfare of Betokan villagers. Methods used in this community service included the delivery of extension materials, questions and answers and discussions, followed by practice. From the implementation of community service, it can be concluded that the public is enthusiastic about the implementation of the counseling carried out, especially when delivering material and practices for creating social media accounts and also e-commerce accounts such as Facebook, Instagram, and shopee accounts. Especially during the Covid-19 pandemic like now, many people as consumers have switched from direct (offline) purchases to online purchases. From the existence of social media and e-commerce accounts, business actors can further develop existing markets.

Impact of social media advertisement on brand loyalty With reference to soft drink marketing situations in Chitwan district

2021 ◽  
Vol 1 ◽  
pp. 22-29
Author(s):  
Mahesh Prasad Upadhyay
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Soft Drink ◽  
Factors Affecting

Social media advertisement has great impact on the consumers loyalty. Factors affecting brand loyalty are quality of product as well as effective and entertaining social media advertisement. In the views of consumers best social media is Face Book rather than Instagram and Messengers most liked advertisement is Coke due to it entertaining advertisement in social media.

Brand Anthropomorphism

2018 ◽  
pp. 39-61
Author(s):  
Tamara L. Wandel
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Entertainment Industry ◽  
Marketing Communication ◽  
Promising Tool ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Brand Attributes

This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals and those in the sports and entertainment industry. Interviews were conducted with personnel associated with mascots to gain insights into the concept of brand anthropomorphism. Also, an online survey was conducted on mascot brand attributes and results were presented. The ability to personify a brand has significant managerial implications, and this chapter demonstrates how social media platforms may drive brand loyalty.

Social Media Advertising Influence on Users' Responses

2021 ◽  
Vol 11 (1) ◽  
pp. 1-13
Author(s):  
Heba Sadek
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Deep Understanding ◽  
Vital Role ◽  
Structured Interviews ◽  
Research Directions ◽  
Emotional Appeal ◽  
Social Media Advertising ◽  
Clear Information

This research aims to extend the knowledge of social media advertising by providing a deep understanding of the elements of social networking sites advertising (SNS ad) effectiveness that help create favorable users' responses via their attitude toward empathy expression in the Egyptian context. Qualitative research was developed. Sixteen semi-structured interviews were conducted which were analyzed by using thematic analysis. Findings indicate that the crucial elements that generate an effective SNS ad in Egypt particularly on Facebook are the advertising creativity and simplicity, followed by the advertising entertainment specifically the emotional appeal of joy, the interactivity, the clear information, and the trustworthiness derived from users' generated content. These elements influence on users' attitude toward empathy expression and lead to favorable users' responses. Additionally, it has been found that brand loyalty plays a vital role on influencing users' responses. Based on these findings, this research offers implications and proposes further research directions.

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