Developing brand advocacy through brand activities on Facebook

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youngtae Choi ◽  
Michael W. Kroff ◽  
Junga Kim
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Advocacy ◽  
Media Platform ◽  
The Relationship

Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.

scholarly journals Passive leadership and deviant behaviors: the moderating effect of power distance and collectivism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fenika Wulani ◽  
Marliana Junaedi
Keyword(s):  
Cultural Values ◽  
Structural Equation ◽  
Power Distance ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Deviant Behaviors ◽  
Interpersonal Deviance ◽  
Managerial Employees ◽  
The Relationship

PurposeThis study investigates the relationship between passive leadership and deviant behaviors targeted to supervisors (supervisor-directed deviance) and coworkers (interpersonal deviance), and the moderating effect power distance and collectivism have on these relationships.Design/methodology/approachThis study uses a survey questionnaire. Respondents were 310 non-managerial employees working in various industries in Surabaya, Indonesia. This study uses partial least squares structural equation modeling (PLS-SEM) to examine hypotheses.FindingsThis study indicates that passive leadership has a positive relationship with supervisor-directed deviance, but not with interpersonal deviance. Moreover, power distance moderates these relationships. Additionally, the findings show that collectivism moderates the relationship between passive leadership and interpersonal deviance, but not with supervisor-directed deviance.Practical implicationsManagers need to be aware of the roles and responsibilities of their positions and understand their subordinates' expectations, specifically related to their cultural values.Originality/valueFew studies have investigated the relationship between passive leadership and deviant behaviors, especially those directed at supervisors and coworkers. Also, there is little study that explored the role of cultural values in these relationships. The present study provides new insight regarding the moderating role power distance and collectivism have in the relationship between passive leadership and deviant behaviors.

Brand equity in social media-based brand community

2019 ◽  
Vol 38 (3) ◽  
pp. 325-339 ◽  
Author(s):  
Hoa Thi Hoang ◽  
Feng Wang ◽  
Quang Van Ngo ◽  
Man Chen
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Community Commitment

Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

The relationship between needs, motivations and information sharing behaviors on social media: focus on the self-connection and social connection

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Miyea Kim ◽  
Mina Jun ◽  
Jeongsoo Han
Keyword(s):  
Social Media ◽  
Information Sharing ◽  
Self Efficacy ◽  
Structural Equation ◽  
Equation Modeling ◽  
Social Connection ◽  
Psychological Benefits ◽  
Content Type ◽  
The Relationship ◽  
Sharing Behavior

PurposeThe purpose of this study is to investigate the factors that influence the information sharing behavior of individuals on social media. Furthermore, the study analyzes the effect that individuals’ self-connection to social media has on information sharing through self-efficacy and the effect of social-connection on information sharing through empathy.Design/methodology/approachA survey questionnaire was developed and distributed to social media users from general participants in the Republic of Korea. A total of 824 valid responses were obtained. Hypotheses were tested using structural equation modeling and applying SmartPLS 3.0.FindingsThe result indicated that individuals are motivated to share information through self-connection and social connection. Furthermore, the mediation analysis revealed that the effect of self-connection on information sharing in social media is mediated by self-efficacy. Also, social connection will increase information sharing not only directly but also indirectly through its positive effect on empathy.Originality/valueThe authors focused on the basic needs of humans and tried to reveal the relationship between human needs and motivational beliefs, which are self-efficacy and empathy, and information sharing behavior on social media. Through the individual's fundamental needs that social media can satisfy, individuals will gain positive psychological benefits through using social media. This study considered what psychological benefits social media can provide.

Do value cocreation and engagement drive brand evangelism?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Harrigan ◽  
Sanjit K. Roy ◽  
Tom Chen
Keyword(s):  
Social Media ◽  
Customer Value ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Advocacy ◽  
Value Cocreation ◽  
Service Logic

PurposeDrawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes. The authors also consider the role of brand love in eliciting evangelical brand-related behaviors.Design/methodology/approachRespondents recruited through Amazon MTurk were surveyed on social media use in tourism-related decisions. The total useable sample size was 397. Partial least squares structural equation modeling (PLS-SEM) was used to test the research model.FindingsValue cocreation and customer brand engagement are drivers of evangelical brand-related behaviors, emphasizing the importance of these two in marketing and how they drive behavioral outcomes.Research limitations/implicationsService logic highlights the significance of value cocreation which, through customer brand engagement and love, leads to brand defense and advocacy. This explains the mediation in our model, where marketers must undertake efforts to support customer brand engagement and brand love.Practical implicationsValue is created by the user for the user through their experiences over time. Brands are owned by customers, and their defense and advocacy of them must be earned. Marketers facilitate customer value creation by providing the resources to cocreate value and love the brand.Originality/valueMost studies investigate value cocreation from an in-role and/or extra-role perspective as to how it benefits firms. Through service logic, the authors illustrate how it leads to evangelical brand-related behaviors.

The impact of Islamic beliefs on consumers’ attitudes and purchase intentions of life insurance

2015 ◽  
Vol 33 (4) ◽  
pp. 423-441 ◽  
Author(s):  
Nizar Souiden ◽  
Yosr Jabeur
Keyword(s):  
Life Insurance ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Muslim Country ◽  
Content Type ◽  
Muslim Countries ◽  
The Impact ◽  
The Relationship

Purpose – The purpose of this paper is to investigate the role of Islamic beliefs in moderating consumers’ attitudes and purchase intentions of conventional and Islamic life insurance. Second, it investigates the role of Islamic beliefs in moderating the relationship between the attitude toward conventional/Islamic life insurance and purchase intentions of these types of services. Design/methodology/approach – A questionnaire was administered online in a Muslim liberal country where both types of insurance are offered. Based on a total sample of 207 responses, ANOVA tests and a structural Equation Modeling were used to test the research hypotheses. Findings – Results show that: the higher (lower) the Islamic beliefs of individuals, the less (more) favorable their attitude will be toward conventional life insurance and the more (less) favorable their attitude will be toward Islamic life insurance; the higher (lower) the Islamic beliefs of individuals, the weaker (stronger) their purchase intentions for conventional life insurance will be and the stronger (weaker) their purchase intentions for Islamic life insurance will be; and Islamic beliefs moderate the relationships between attitudes and purchase intentions of life insurance. Practical implications – Because they play a significant role in moderating consumers’ attitudes and purchase intentions of conventional and Islamic life insurance, Islamic beliefs can be used as a meaningful criterion to segment the life insurance markets in (less conservative) Muslim countries. This would help insurance companies to better target their services. In a case where two segments coexist (i.e. individuals scoring low on Islamic beliefs vs individuals scoring high on Islamic beliefs), insurers should weigh different strategic options by targeting one of the two segments or both of them. Perhaps the main issue occurs when an insurer attempts to target both segments. In this case, managers should be aware of the confusion that they might create in the mind of their clients (or potential clients). Concurrently offering two types of life insurance (conventional and Islamic) may put the insurers’ credibility at stake. Originality/value – Earlier studies report that in Muslim countries, the demand for life insurance is weak or negatively correlated with religion. The majority of these studies consider religion as a macro indicator (i.e. at the country level) when explaining the demand for such services. The present study further clarifies the nature of the relationship between religion and the demand for life insurance by: examining the role of Islamic beliefs (as one of the main dimensions of Muslims’ religiosity) at the micro level (i.e. at the consumer level); and investigating the moderating role of Islamic beliefs in explaining attitudes and purchase intentions of conventional and Islamic life insurance in a less conservative Muslim country.

Retailers' CSR: the effects of legitimacy and social capital

2014 ◽  
Vol 42 (2) ◽  
pp. 131-150 ◽  
Author(s):  
Jiyoung Kim ◽  
Sejin Ha ◽  
Clarissa Fong
Keyword(s):  
Social Capital ◽  
Capital Investment ◽  
Structural Equation ◽  
Practical Implication ◽  
Group Analysis ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Relationship

Purpose – This study aims to investigate consumer perception of community and employee oriented CSR program, and examine how retailers' CSR activities lead to social (i.e. legitimization) and financial support. Further, by taking the social context into account, this research examine the moderating effect of consumer engagement in community social capital on the relationship between perceived retailers' CSR action and retailer legitimization. Design/methodology/approach – Pre-test was conducted with 144 students to validate the measurement model. A total of 220 responses from US consumers were used for the main-test, and multiple group analysis in structural equation modeling (SEM) was employed in order to test the structural model. Findings – The result indicates that when retailers are perceived as adhering to social norms through their CSR actions, they gain legitimacy and support from the consumers within the community. Further, consumer social capital moderates the relationship between perceived CSR and retailer legitimacy. Practical implications – Findings of this research can provide retail marketers with practical implication in developing their CSR strategy catering to the community members. Understanding consumers with higher level of social capital investment will increase the capability and effectiveness of the retailers' CSR activities. Originality/value – This research offers theoretical contributions to the current research stream of CSR studies by testing the moderating effect of consumers' engagement in the social environment on consumers' legitimization and support toward retailers that perform CSR activities. This study also provides new perspective on assessing the outcome of retailers' CSR actions by focusing on both social and financial dimensions.

The moderating effect of emotion regulation on the relationship between risk aversion and brand sensitivity

2019 ◽  
Vol 28 (1) ◽  
pp. 95-103
Author(s):  
Seyed Mahdi Alhosseini Almodarresi ◽  
Fereshte Rasty
Keyword(s):  
Emotion Regulation ◽  
Risk Aversion ◽  
Structural Equation ◽  
Brand Management ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Sensitivity ◽  
The Relationship

PurposeThis paper aims to examine the moderating role of positive and negative strategies of emotion regulation on the relationship between risk aversion and brand sensitivity.Design/methodology/approachBy conducting a survey, this study has collected a total of 405 responses and the data have been examined with structural equation modeling.FindingsThe study has demonstrated that some strategies of emotion regulation have a significant moderating effect, and they can down-regulate the effect of risk aversion on brand sensitivity. These strategies are positive refocusing, refocus on planning, positive reappraisal, putting into perspective, acceptance and rumination.Research limitations/implicationsFuture studies should consider a broader range of respondents to validate the results. Moreover, the role of emotion regulation in the relationships among repurchase intention, customer loyalty and customer compliant could be examined. Further research could also focus on the relationship between risk aversion and brand sensitivity with regard to different types of buying situations and consumers’ types.Practical implicationsThe findings demonstrate a substantial implication regarding emotion regulation and brand management. Positive strategies of emotion regulation make risk-averse people less likely to pay attention to brands and lead them to be less brand-sensitive. New companies and businesses could use these findings to make consumers regulate their emotions positively.Originality/valueThis research provides novel findings about the influence of consumers’ emotion regulation on brand sensitivity. People who use positive strategies of emotion regulation tend to dampen the effect of their risk aversion on brand sensitivity and will become less sensitive to the brand.

Effects of internal marketing on job satisfaction in the banking sector

2019 ◽  
Vol 37 (5) ◽  
pp. 1313-1333 ◽  
Author(s):  
Emerson Wagner Mainardes ◽  
Lázaro Silva Rodrigues ◽  
Aridelmo Teixeira
Keyword(s):  
Job Satisfaction ◽  
Work Engagement ◽  
Structural Equation ◽  
Banking Sector ◽  
Intention To Leave ◽  
Internal Marketing ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to verify the relationship of job satisfaction in the banking sector with its antecedent constructs (financial rewards and psychological rewards) and the mediating role of internal marketing in this relationship and to verify the relationship between job satisfaction in the banking sector and its consequent constructs (work engagement and the intention to leave) and the moderating effect of internal marketing on this relationship. Design/methodology/approach The paper adopts a quantitative, descriptive, cross-sectional research methodology. Data are collected through an online questionnaire, which involves 355 bank employees. Partial least squares–structural equation modeling is used to verify the predicted relationships. Findings The results show that internal marketing tends to mediate the relationship between financial rewards and job satisfaction and the relationship between psychological rewards and job satisfaction. Internal marketing presents a moderating effect on the relationship between job satisfaction and work engagement, but internal marketing does not moderate the relationship between job satisfaction and the intention to leave the bank. Originality/value This study expands the understanding of the scope of internal marketing by exploring its mediating and moderating effects on the interactions among the behaviors of banking sector employees.

scholarly journals The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

2021 ◽  
Vol 16 (4) ◽  
pp. 1025-1041
Author(s):  
Cheng Guping ◽  
Jacob Cherian ◽  
Muhammad Safdar Sial ◽  
Grzegorz Mentel ◽  
Peng Wan ◽  
...  
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Purchase Intention ◽  
Structural Equation ◽  
Banking Sector ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Competitive Strategies ◽  
Purchase Likelihood ◽  
The Relationship

Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers.

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.

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