scholarly journals Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image

2018 ◽  
Vol 30 (5) ◽  
pp. 1222-1238 ◽  
Author(s):  
Mehmet Gökerik ◽  
Ahmet Gürbüz ◽  
Ismail Erkan ◽  
Emmanuel Mogaji ◽  
Serap Sap
Keyword(s):  
Social Media ◽  
University Students ◽  
Structural Equation ◽  
Brand Image ◽  
Adoption Process ◽  
Content Type ◽  
Managerial Implications ◽  
Guerrilla Marketing ◽  
New Perspective ◽  
Acceptance Model

Purpose The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on brand image. Design/methodology/approach A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students. Findings The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image. Research limitations/implications This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study. Practical implications This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on “brand image”. It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media. Originality/value Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.

How information acceptance model predicts customer loyalty?

2020 ◽  
Vol 33 (1) ◽  
pp. 60-73
Author(s):  
Tiwa Park
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Information Quality ◽  
Information Need ◽  
Content Type ◽  
Acceptance Model ◽  
Information Adoption ◽  
Information Acceptance

Purpose This study aims to explore the influence of electronic word of mouth (eWOM) in social media on customer loyalty by using the information acceptance model (IACM). For this purpose, this study identified the relationship of attitude towards information, information credibility, information quality and information with information usefulness. Later, the relation of information usefulness and information adoption was examined. According to the IACM, this information adoption and attitude towards information can affect behavioural outcomes of customer, and the authors used customer loyalty as a behavioural outcome. Design/methodology/approach This study collected the data from students enrolled in different universities of Thailand. More specifically, those students were considered appropriate for study who were active Facebook users. Therefore, a questionnaire was posted in 83 different Facebook groups of university students, from which 771 students responded properly. SPSS and AMOS 24 were used to conduct data reliability, descriptive and correlation analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM). Findings The study found that credibility, quality, usefulness and adoption of information, need of information and attitude towards information are the key factors of eWOM in social media that influence consumers’ loyalty. Practical implications This study will be helpful for marketing managers in studying patterns of customer loyalty because many studies have previously examined purchase behaviour or purchase intention only. Moreover, it will provide framework to marketers for understanding the influence of eWOM information in social media on customer loyalty. Originality/value This study is to explore the effect of credibility, quality, usefulness and adoption of information, need of information and attitude towards information on consumers’ loyalty.

Instafamous and social media influencer marketing

2019 ◽  
Vol 37 (5) ◽  
pp. 567-579 ◽  
Author(s):  
S. Venus Jin ◽  
Aziz Muqaddam ◽  
Ehri Ryu
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Structural Equation ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Celebrity Endorsements ◽  
Content Type ◽  
Marketing Planning ◽  
Managerial Implications ◽  
Self Discrepancy

Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator. Design/methodology/approach A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted. Findings The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy. Practical implications Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Originality/value The paper discusses theoretical implications for the marketing literature on celebrity endorsements.

The impact of social media activities on brand image and emotional attachment

2020 ◽  
Vol 11 (1) ◽  
pp. 109-135 ◽  
Author(s):  
Albert A. Barreda ◽  
Khaldoon Nusair ◽  
Youcheng Wang ◽  
Fevzi Okumus ◽  
Anil Bilgihan
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Emotional Attachment ◽  
Brand Commitment ◽  
Psychological Benefits ◽  
Content Type ◽  
Social Media Platforms ◽  
The Impact

Purpose The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories. Design/methodology/approach The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling. Findings The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively. Research limitations/implications Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies. Practical implications Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment. Social implications This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors. Originality/value The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

Luxury brands join hands: building interactive alliances on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lini Zhang ◽  
Haidong Zhao ◽  
Brenda Cude
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Content Type ◽  
Fashion Brand ◽  
Media Interaction ◽  
New Perspective

PurposeThis study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect consumers' knowledge of, affection for and purchases of as well as loyalty to luxury fashion brands as a category.Design/methodology/approachSoJump (a leading data collection company in China) launched an online survey to collect data from Chinese luxury fashion brand consumers. Structural equation modeling (SEM) was conducted to analyze data from the random sample of 308 Chinese luxury fashion brand consumers.FindingsThe findings of this study demonstrated that social media interaction had direct positive influences on three stages of the luxury fashion brand decision-making process – knowledge, affection and loyalty – but not purchases. The results also empirically confirmed that consumers' response to social media interaction follows the cognition-affect-conation sequential process presented in the HOE model.Practical implicationsThis study not only provides a new perspective for researchers to investigate the impacts of interactive social media marketing on purchase decision-making in the luxury fashion brand category but also underpins the importance of building interactive alliances for luxury brands to increase consumers' knowledge of, affection for, purchases in and loyalty to the luxury fashion brand category.Originality/valueThis study is among the first to investigate whether social media interactions with luxury fashion brands as a category influence consumers' knowledge of, affection for and loyalty to that category. In addition, this study is the first attempt to explore whether social media interactions can directly influence consumers' luxury fashion brand purchases.

Examining the intentions of a Ghanaian technical university students to use e-library

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eugene Okyere-Kwakye ◽  
Khalil Md Nor
Keyword(s):  
University Students ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Library Resources ◽  
Technical University

Purpose Electronic library (E-library) is a form of computer mediated system that uses electronic media, such as Web/internet devices and distributes resources to improve on the quality of teaching and learning. Students’ use of e-library for learning is essential and as such the government has invested hugely into its subscription for several university libraries in Ghana. However, most university students feel reluctant to use the e-library resources for their studies. The purpose of this paper is therefore to examine the factors that influence students’ intention to use e-library resources for their studies. Design/methodology/approach Questionnaire was used to collect data from 200 students from one Technical University in Ghana. Structural equation modeling (SmartPLS) was used to analyze the data. Findings The study found that accessibility, attitude, perceived ease of use, perceived usefulness and relevance to studies have positive significant effect on students’ attitude to use e-library. In addition, self-efficacy, subjective norm and attitude have positive significant influence on students’ intention to use e-library. Research limitations/implications Although the sample frame used for this study may be unique, but the total amount of data collected was limited to providing the general representative of the Ghanaian students in one particular university. Other researchers may consider collecting data from other universities to extend the sample frame for a larger sample size of students. Practical implications Academic administrators need to organize training and workshops on how to use the e-library portal for their search and other didactic assignments. Most importantly, students should be given IT or internet tutorials as foundation for the use of the e-library portal. Social implications Universities have to provide internet access such as hotspot and network routers at the labs, classrooms and other vantage points. It is believed that with these in place, adequate access to the internet would promote students’ engagement on the e-library facility. Originality/value The study examines the factors that influence students’ intention to use e-library resources for their studies in Ghana.

Examination of customer-centric measures among different types of customers in the context of major Canadian ski resort

2018 ◽  
Vol 30 (2) ◽  
pp. 438-459
Author(s):  
Matti J. Haverila ◽  
Kai Christian Haverila
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
A Priori ◽  
Equation Modeling ◽  
Marketing Practice ◽  
Content Type ◽  
Ski Resort ◽  
Different Types ◽  
Managerial Implications ◽  
Satisfaction Model

Purpose Customer-centric measures such as customer satisfaction and repurchase intent are important indicators of performance. The purpose of this paper is to examine what is the strength and significance of the path coefficients in a customer satisfaction model consisting of various customer-centric measures for different types of ski resort customer (i.e. day, weekend and ski holiday visitors as well as season pass holders) in a ski resort in Canada. Design/methodology/approach The results were analyzed using the partial least squares structural equation modeling approach for the four different types ski resort visitors. Findings There appeared to differences in the strength and significance in the customer satisfaction model relationships for the four types of ski resort visitors indicating that the a priori managerial classification of the ski resort visitors is warranted. Originality/value The research pinpoints differences in the strength and significance in the relationships between customer-centric measures for four different types ski resort visitors, i.e. day, weekend and ski holiday visitors as well as season pass holders, which have significant managerial implications for the marketing practice of the ski resort.

Antecedents and consequences of trust: an e-tail branding perspective

2016 ◽  
Vol 44 (7) ◽  
pp. 713-730 ◽  
Author(s):  
Gopal Das
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Management ◽  
Online Shopping ◽  
Content Type ◽  
Equation Modelling ◽  
Managerial Implications ◽  
Antecedents And Consequences ◽  
Structured Questionnaire

Purpose – The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective. Design/methodology/approach – A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data. Findings – The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation. Originality/value – This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

Self-disclosure of social media users in Indonesia: the influence of personal and social media factors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mona Natasha Siahaan ◽  
Putu Wuri Handayani ◽  
Fatimah Azzahro
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Service Providers ◽  
Age Groups ◽  
Emotional Needs ◽  
Self Disclosure ◽  
Content Type ◽  
Social And Emotional ◽  
Equation Modelling ◽  
Group Data

PurposeIn the context of social media (SM) use, self-disclosure (SD) behaviour meets users' social and emotional needs, but it is also accompanied by risks that can harm users. This paper aims to identify the factors that influence users' SD behaviour on SM in Indonesia, using a comparative analysis based on age groups.Design/methodology/approachA survey was conducted on 2,210 respondents who were active SM users in Indonesia. Data were processed and analysed using covariance-based structural equation modelling with AMOS 24.0 software.FindingsResults indicate that, in the overall age group data, factors such as use of information (UI), trust, privacy control (PC), interactivity, perceived benefits (PB) and perceived risks (PR) influence users' SD behaviour. This research also found differences in the characteristics of SD behaviour between age groups.Originality/valueFindings from this study can help SM service providers to evaluate the credibility and reliability of their platforms to encourage user retention.

Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vanessa Gaffar ◽  
Benny Tjahjono ◽  
Taufik Abdullah ◽  
Vidi Sukmayadi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Botanical Garden ◽  
Equation Model ◽  
Destination Image ◽  
Social Media Marketing ◽  
Tourism Destination ◽  
Content Type ◽  
Future Value ◽  
Tourism Destinations

Purpose This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia. Design/methodology/approach This study sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model. Findings The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences. Originality/value This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

Understanding destination evangelism: a social media viewpoint

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Purvendu Sharma
Keyword(s):  
Social Media ◽  
Information Seeking ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Critical Role ◽  
Content Type ◽  
Mediating Role ◽  
Information Seeking Behaviors ◽  
Role Of Information

PurposeThe present research aims to introduce and understand the promising nature of destination evangelism in the context of social media-based tourism communities (SMTCs). Further, factors that influence evangelism and information-seeking behaviors on SMTCs are examined.Design/methodology/approachA conceptual model is developed that features an interplay of destination distinctiveness, destination evangelism, travel commitment and information-seeking engagement. Data were collected from 215 active users of SMTCs and analyzed using structural equation models.FindingsThe research findings indicate that destination distinctiveness and information-seeking positively lead to destination evangelism. Information-seeking is found to mediate the relationship between (1) destination evangelism and travel commitment and (2) destination evangelism and distinctiveness.Research limitations/implicationsThe research offers meaningful insights into exploring constituents of destination evangelism. The research also understands and highlights the critical role of information-seeking engagement about distinct destinations.Practical implicationsThis research highlights key areas to build, improve and inspire destination evangelism on SMTCs.Originality/valueThis study offers a fresh contribution to tourism literature by investigating destination evangelism and its drivers. This is explained by closely uniting vital research streams of evangelism, tourism and engagement. It further highlights the dual mediating role of information seeking, suggesting that these engagements are critical to evangelizing destinations.

Sign in / Sign up

Export Citation Format

Share Document