Impact of online social media activities on marketing of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meesha Gupta ◽  
Asif Ali Syed
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Green Products ◽  
Content Type ◽  
Online Social Media ◽  
Indian Consumers ◽  
Premium Price ◽  
Marketing Activities ◽  
The Relationship

Purpose The purpose of this paper is to identify, empirically analyze and validate the relationship between various social media marketing activities influencing the attitude of Indian consumers toward green products and their willingness to pay (WTP) a premium price for them. Design/methodology/approach Data was collected from 536 respondents who not only use various social media channels for purchases and gaining information but also prefer and buy green products across India. Exploratory factor analysis was done for the refinement and validation of the questionnaire items, and structural equation modeling was used to analyze the relationship among various variables. Findings The findings of the empirical study confer consumer’s attitude toward green products being shaped by four main social media marketing activities, namely, word of mouth, interaction, entertainment and customization, whereas trendiness was found to be insignificant toward predicting consumer’s attitude. The positive attitude so formed has a significant and positive impact on the willingness of consumers to pay a premium price for green products. Originality/value This research takes a lead in analyzing the construct WTP a premium for green products because this has been comparably less explored in Indian context. As spending a little extra by Indian consumers is a super sensitive issue, studying their willingness is therefore an important construct to be taken into account.

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 Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

2022 ◽  
Vol 12 ◽  
Author(s):  
Khalid Jamil ◽  
Liu Dunnan ◽  
Rana Faizan Gul ◽  
Muhammad Usman Shehzad ◽  
Syed Hussain Mustafa Gillani ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Community ◽  
Social Identification ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Marketing Activities ◽  
The Relationship

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

The influence of perceived social media marketing activities on brand loyalty

2017 ◽  
Vol 29 (1) ◽  
pp. 129-144 ◽  
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 ◽  
The Relationship

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.

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.

Linking social media marketing activities with brand love

Kybernetes ◽  
2017 ◽  
Vol 46 (10) ◽  
pp. 1801-1819 ◽  
Author(s):  
Raed Salah Algharabat
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Marketing Activities ◽  
Facebook Pages ◽  
The Impact

Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

Perceived social media marketing activities and consumer-based brand equity

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Derek Lai Teik Ong ◽  
Kim Leng Khoo ◽  
Hui Jing Yeoh
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Current Knowledge ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Brand Experience ◽  
Content Type ◽  
Marketing Activities ◽  
The Relationship

PurposeThe purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.Design/methodology/approachA structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).FindingsThe results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.Originality/valueThis research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.

Social media marketing, shoppers' store love and loyalty

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 ◽  
The Relationship

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.

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.

Unraveling the links between active and passive social media usage and seniors' loneliness: a field study in aging care communities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shufang Yang ◽  
Lin Huang ◽  
Yanli Zhang ◽  
Pengzhu Zhang ◽  
Yuxiang Chris Zhao
Keyword(s):  
Social Support ◽  
Social Media ◽  
Field Study ◽  
Social Comparison ◽  
Social Presence ◽  
Equation Modeling ◽  
Content Type ◽  
Media Usage ◽  
Health And Social Care ◽  
The Relationship

PurposeThe literature reports inconsistent findings about the effects of social media usage (SMU). Researchers distinguish between active and passive social media usage (ASMU and PSMU), which can generate different effects on users by social support and social comparison mechanisms, respectively. Drawing on social presence theory (SPT), this study integrates an implicit social presence mechanism with the above two mechanisms to explicate the links between SMU and seniors' loneliness.Design/methodology/approachData were collected from a field study by interviewing seniors living in eight aging care communities in China. Loneliness, social media activities and experiences with social media in terms of online social support (OSS), upward social comparison (USC) and social presence (SP) were assessed. Factor-based structural equation modeling was used to analyze the data.FindingsOSS can mediate the relationship between ASMU and seniors' loneliness. Moreover, SP mediates between ASMU, PSMU, and seniors' loneliness, and between OSS, USC and seniors' loneliness. OSS mediates the relationship between ASMU and SP, and USC mediates the relationship between PSMU and SP.Practical implicationsThis study shows that social media can alleviate seniors' loneliness, which could help relieve the pressures faced by health and social care systems. Social presence features are suggested to help older users interact with social health technologies in socially meaningful ways.Originality/valueThis study not only demonstrates that SP can play a crucial role in the relationship between both ASMU and PSMU and loneliness, but also unravels the links between SP and OSS, as well as USC.

Effects of Consumers' Social Media Participation on Consumer Behavior

2014 ◽  
pp. 1128-1152
Author(s):  
Ashish Kumar ◽  
Ram Bezawada
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
The Internet ◽  
Media Environment ◽  
Digital Revolution ◽  
Digital Era ◽  
Online Social Media ◽  
The People ◽  
Marketing Activities ◽  
Search Marketing

Technological advancements have shaped and reshaped the marketing landscape from time to time. The digital revolution in particular has given rise to a new digital era that has changed this marketing landscape, perhaps permanently. One of the core technologies involved in defining this digital era is the Internet. The Internet has not only empowered the people by creating and disseminating information like never before but also has affected the way we conduct our businesses. Various business usages of the Internet in search engines, email, mobile, and social media have given rise to new ways of conducting marketing activities such as affiliate marketing, display advertisement, email marketing, search marketing, and social media marketing among others. The significance and the relevance of online social media marketing have made this particular digital channel a topical subject of the digital era. The effects of social media have been felt in influencing both seller and buyer behaviors. However, the focus of this chapter is to address two important aspects of consumer behaviors in an online digital social media environment. First, the authors propose a conceptual framework of consumers' social media participation. Second, the chapter discusses how this participation affects consumers' behaviors including their purchases. Finally, the authors present a few econometric challenges associated with modeling consumers' social media participation and quantifying its impact on their behaviors.

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