The role of social media during the pre-purchasing stage

2016 ◽  
Vol 7 (1) ◽  
pp. 84-99 ◽  
Author(s):  
Sujin Song ◽  
Myongjee Yoo
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Survey Design ◽  
Rapid Development ◽  
Purchase Decision ◽  
Large Set ◽  
Psychological Benefits ◽  
Content Type ◽  
Price Discounts

Purpose – The purpose of this paper is to examine whether social media may impact a customer’s purchasing decision during the pre-purchase stage of service consumption. Design/methodology/approach – This study implemented a primary field survey design and developed an online self-administered questionnaire. A total of 285 usable questionnaires were collected. Factor analysis was performed to condense the large set of independent variables, and multiple regression analysis was performed to test the study hypotheses. Findings – The results indicate that the benefits of social media do have a positive relation with customers purchase decision, but not all items are crucial to a similar extent. Functional (convenience, efficiency, information, sharing experiences) and monetary (free coupons, price discounts, special deals) benefits from social media were found to have a positive impact on customers’ purchase decision (H1, H2), while socio-psychological benefits were found to have no relationship with customers’ decision (H4). Still, hedonic benefits (amusement, enjoyment, entertainment, fun) were found to have a relationship with purchase decision (H3). Originality/value – While social media received much attention in research due to its rapid development and its popularity, there are still limited studies that investigated the effect of social media during the pre-purchasing stage. Findings of this study are expected to contribute to the growing body of hospitality research on social media. Additionally, this research is expected to assist hospitality businesses to understand customers’ behavior regards to social media and develop appropriate marketing strategies.

The role of perceived social media agility in customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Impact ◽  
Customer Engagement ◽  
Measurement Scale ◽  
Content Type ◽  
Study Results ◽  
Seeking Behavior ◽  
The Impact

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heru Yulianto ◽  
Yohanes Sutomo ◽  
Dyah Palupiningtyas ◽  
Krisnawati Setyaningrum Nugraheni
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Effective Rate ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Content Type ◽  
Indirect Relationship

Purpose This study aims to determine the effect of halal brand awareness (HBA), halal brand image (HBI), halal brand loyalty (HBL) on halal brand equity (HBE) and purchase decision-making (PDM). This study will also discuss the mediating role of HBE and the moderating role of interactive social media (ISM). Design/methodology/approach A total of 700 questionnaires were distributed with an effective rate of 94% to customers in large supermarkets in 3 major cities in Indonesia by using convenience sampling. The hypothesis was tested using structural equation modeling processed using AMOS. The Sobel test was used to test the significance of mediating variables. Findings The results of the study reveal that there was a positive and significant influence between variables. Other results reveal that HBE acts as a partial mediator and ISM as a moderator. Originality/value This study builds a new construct, namely, ISM and is the first to build and test a comprehensive direct and indirect relationship between HBA, HBI, HBL, HBE, ISM and PDM on halal cosmetics in Indonesia.

scholarly journals “Just be there”

2020 ◽  
Vol 54 (6) ◽  
pp. 1281-1303
Author(s):  
Maria Karampela ◽  
Ewelina Lacka ◽  
Graeme McLean
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Content Type ◽  
Relationship Strength ◽  
Brand Relationship ◽  
B2b Relationships ◽  
The Impact

Purpose In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality). Design/methodology/approach Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling. Findings The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed. Research limitations/implications The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength. Practical implications This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively. Originality/value This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.

The role of perceived firm social media interactivity in facilitating customer engagement behaviors

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
SIDDIK BOZKURT ◽  
David Marius Gligor ◽  
Barry J. Babin
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Customer Engagement ◽  
Online Surveys ◽  
Content Type ◽  
Social Media Platform ◽  
Media Platform ◽  
Customer Purchases ◽  
Moderating Role

Purpose The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases, referrals, influence and knowledge) while accounting for the moderating role of brand type and social media platform. Design/methodology/approach Two separate online surveys (Study 1 (N1) = 341, Study 2 (N2) = 183) were conducted to measure the constructs of interest. Regression analyzes tests research hypotheses; PROCESS Model 1 was used to test the moderating roles of brand type and platform. Further, the pick-a-point approach (i.e. spotlight analysis) was used to probe the interaction terms. Findings The results indicate that when customers perceive a brand to be highly interactive on social media (vs inactive), they are more willing to buy brand offerings, refer the brand in exchange for monetary incentives, inform their family and friends about the brand on social media and provide feedback and suggestions for improving the brand. Furthermore, the positive impact of perceived social media interactivity on customer purchases, referrals, influence and knowledge varies across brand and social media platform types. Research limitations/implications Online surveys using convenience samples were conducted to assess the constructs of interest. Archival data may provide an avenue for further insight. Future research may be able to track actual online customer behavior using such data. Further, researchers are encouraged to corroborate the results found here over time as the winds of social media shift to new platforms. Practical implications The results suggest that interacting on social media encourages customers to contribute to brand value directly (through purchasing) and/or indirectly (through referring, influencing and suggesting). While all brands may leverage social media activity for success, the positive impact of perceived social media interactivity on CEBs is particularly impactful for non-global 500 brands. The results also indicate that customers are more willing to add value to the brand through purchases and suggestions when they perceive the brand to be highly interactive on both social media networking sites and the brand’s website. However, they are more willing to promote this brand and influence their social networks about it only when they perceive the brand to be highly (vs less) interactive on its own website. Originality/value This study examines the novel issue of the impact of perceived social media interactivity on different CEBs while accounting for the moderating role of the brand and platform used by customers. The results provide value in better understanding the levers through which social media affects performance.

scholarly journals Peran Instagram Sebagai Media Edukasi Bahasa Indonesia Melalui Sistem Daring di Era Milenial

2018 ◽  
Author(s):  
RAKHMATDI
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Rapid Development ◽  
Online System ◽  
Standard Term ◽  
Descriptive Approach ◽  
The Times ◽  
The Many ◽  
Bahasa Indonesia

The purpose of this article is to find out the role of instagram as an Indonesian education media through as online system for millenial generations. The method used in writing this article is descriptive approach to content analysis and data collection techniques. The milleniall generation cannot be separated from social media, especially instagram. Now instagram a part of the millenial generation’s life. The rapid development of instagram turned out to have an impact on Indonesian language both constructively and destructively. This is were the role education based account makes instagram to marginalize the destructive impact of language and develop as an online learning media for Indonesian language for the millennial generation. Instagram can be used as a medium in processing and disseminating information about language development related to the use of now’s technology. The process of updating words in Indonesian before social media especially instagram runs in a slow process. Along with the growing popularity of instagram social networks, there are many new trems in KBBI. Given that language is “manasuka”, then its development will adjust the development of the times. We may not realize that the words of the millenial generation slang apparently helped the development of the Indonesian language. Through the process, the slang words that are popular in the community will change into the standard term in KBBI. Positive impact with the presence of instagram, info about language developments can spread rapidly along with the many millennial generations who use intagram.

Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sanmitra Sarkar ◽  
Saikat Banerjee
Keyword(s):  
Structural Equation ◽  
Positive Impact ◽  
Stakeholder Participation ◽  
Equation Modeling ◽  
Psychological Benefits ◽  
Content Type ◽  
Holistic Concept ◽  
Long Term Impact ◽  
Comprehensive Framework

Purpose The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept has been presented highlighting why consumers participate in brand co-creation, what is the role of the organizing company and what is the role of suppliers in such event and what are the benefits each of these three stakeholders receives in-turn of participating in such an event. Design/methodology/approach A quantitative approach has been adopted in this study using structural equation modeling to verify brand co-creation from the triadic stakeholder participation standpoint. Findings The empirical study validates that consumer’s perceived psychological benefits, brand self-connection and participation in brand communities all have a positive impact on the brand co-creation process. The results also suggest co-creating organizations should create an environment of trust and openness in such a brand co-creation event and they should show participatory leadership and provide proper tools and training to the participating consumers. The participating suppliers should show higher levels of professionalism, they should be willing to invest in research and development (R&D) and collaborate with organizations in their R&D effort. The results also validate that the brand co-creation event ensures increased brand knowledge and value of consumers. Also, brand co-creation is positively related to purchasing, helping others and consumers’ feedback intention. Through brand co-creation sponsoring organizations creates innovation and reduces resource issues and marketing costs. The results also show that brand co-creation can lead to better brand loyalty among consumers. Suppliers should also be actively engaged in brand co-creation as it leads to a better performance in terms of greater revenue, market offerings and reputation. Research limitations/implications The research investigates all aspects of inputs and benefits of the three different stakeholders – consumers, organizations and suppliers. It gives a comprehensive framework to validate the roles and benefits of each of the stakeholders from a consumer’s viewpoint. It conceptualizes and validates the constructs to provide the holistic concept and its associated framework. Practical implications The findings offer new insights to brand managers, Chief Experience Officers of how a brand co-creation event can be organized successfully, what should be the role of them, how they should involve suppliers in this kind of an event and finally how this kind of event can have a long-term impact on the brand in question. Originality/value This is the first empirical research on brand co-creation which investigates the roles and benefits from a triadic stakeholders’ standpoint. This study also analyzes and validates the comprehensive framework of brand co-creation proposed.

Promoting strategic performance through strategic orientation and strategic renewal

2019 ◽  
Vol 58 (2) ◽  
pp. 376-392 ◽  
Author(s):  
Hassan Ahmed Shah ◽  
Muhammad Yasir ◽  
Abdul Majid ◽  
Muhammad Yasir ◽  
Asad Javed
Keyword(s):  
Positive Impact ◽  
Moderated Mediation ◽  
Strategic Orientation ◽  
Mediation Model ◽  
Content Type ◽  
Strategic Performance ◽  
Strategic Renewal ◽  
Mediating Role ◽  
Moderated Mediation Model

Purpose The purpose of this paper is to explore the ways in which strategic orientation (SO) and strategic renewal (SR) could create the possibility for improving strategic performance (SP). The indirect effect of SO was also tested in this study. Furthermore, by using the moderated mediation model, the authors also investigated the moderating role of organizational ambidexterity (OA). Design/methodology/approach The results of this cross-sectional study are based on a survey conducted on 1,430 owner/managers of SMEs. To analyze the relationship among variables, this study used descriptive, correlation and hierarchical multiple regression approach. Findings Results revealed that SO positively affects SR and SP in SMEs. Furthermore, the mediating role of SR between the relationships of SO and SP was also confirmed. Moreover, OA strengthens the connection between SO, SR and SP. Practical implications The current study provides new insights for strategic planning and management by focusing on SO along with its different dimensions. Therefore, it provides new guidelines and a roadmap that would be helpful in achieving the objectives of SP. Originality/value The study makes significant contributions to the extant literature by adding new knowledge about the positive impact of SO on SP. Moreover, with the analysis of mediating role of SR in this relationship, the study has made significant addition to the existing literature on SP. Furthermore, moderated mediation model adds value to the existing body of knowledge.

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.

Social media activity: its impact on career-related perceptions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kimberly W. O'Connor ◽  
Kimberly S. McDonald ◽  
Brandon T. McDaniel ◽  
Gordon B. Schmidt
Keyword(s):  
Social Media ◽  
Online Learning ◽  
Career Satisfaction ◽  
Media Use ◽  
Positive Impact ◽  
Amazon Mechanical Turk ◽  
Social Media Use ◽  
Content Type ◽  
The Impact ◽  
Career Benefits

Purpose The purpose of this exploratory study is to examine individual perceptions about the impact that social media use has on career satisfaction and perceived career benefits. We examined whether informal online learning through “typical” types of social media behaviors (e.g. liking a post or messaging another user) and “networking” types of social media behaviors (e.g. endorsing another user, writing recommendations, going “live,” or looking for a job) impacted career-related perceptions. Design/methodology/approach In this study, we analyzed Amazon Mechanical Turk survey data gathered from adult participants (n = 475). We focused our inquiry specifically on two social media sites, Facebook and LinkedIn. We asked participants about their social media use and behaviors, as well as their perceptions of career satisfaction and career benefits related to social media. Findings We found that both typical and networking types of social media behaviors positively predicted the “knowing whom” career competency (defined as career relevant networks and contacts that individuals use to develop their careers) and career satisfaction. Only networking behaviors were positively associated with perceived career benefits of social media use. We further found that LinkedIn users’ career satisfaction was lower compared to non-LinkedIn users. Originality/value This study adds to the small, but growing body of career research focusing on social capital and social media. Our results suggest that informal online learning via social media may have a positive impact on employees’ career-related perceptions.

From campfire to coliseum: motivations for using social networks

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Castro Pires de Souza Chimenti ◽  
Marco Aurelio de Souza Rodrigues ◽  
Marcelo Guedes Carneiro ◽  
Roberta Dias Campos
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Exploratory Study ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Content Type ◽  
Media Usage ◽  
Practical Implications ◽  
Collective Narrative

Purpose Through a literature review, a gap has been identified regarding the role of competition as a driver of social network (SN) usage. This study aims to design to address this gap, seeking motivators for SN usage based on how SN consumption may be related to users’ experience of competition. Therefore, the purpose of this study is to investigate the influence of competition in social media usage. Design/methodology/approach The authors used an exploratory qualitative approach, conducting a set of focus groups with young social media users. Data was analyzed with software. Findings Two new drivers for SN use are proposed, namely, competition and collective narrative. Research limitations/implications This is an exploratory study, and it does not seek to generalize results or quantify causal relationships among variables. Practical implications This paper offers SN managers a deeper understanding of key growth drivers for these media. Social implications This research can help society understand and debate the impacts of SNs on users’ lives, providing insights into drivers of excessive usage. Originality/value This paper proposes the following two SN usage drivers yet to be described in the literature: competition and collective narrative.

Sign in / Sign up

Export Citation Format

Share Document