Social media marketing and customers’ passion for brands

2019 ◽  
Vol 38 (4) ◽  
pp. 509-522 ◽  
Author(s):  
Kaustav Mukherjee
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Model Building ◽  
Sampling Procedure ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
Use Of Social Media

Purpose The modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into the users’ emotional level and instigate purchase intention is a popular moot point. The purpose of this paper is to investigate as to whether social media marketing is effective in inciting a sense of arousal or passion for the advertised brands and finally generate a purchase intention in the minds of the social media users. Design/methodology/approach A convenient sampling procedure was followed to collect relevant data using a structured questionnaire. The technique of structural equation modelling was used for model building using the software, AMOS 18. Findings The study reveals that efficient use of social media for marketing communications can generate a passion for the advertised brands in the social media users’ minds, as well as instigate a brand purchase intention. Research limitations/implications The study has been restricted to Indian smartphone customers who also spend a substantial amount of time on social media. Practical implications The use of social media for online customer engagement is a smart strategy that can be employed by digital marketers in order to emotionally connect the advertised brand with the users of social media. Originality/value This study is probably the first to investigate the direct impact of social media marketing on users’ brand passion.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sriparna Guha ◽  
Anirban Mandal ◽  
Fedric Kujur
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Media Environment ◽  
Content Type ◽  
The Social ◽  
Social Media Platforms

Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

scholarly journals The Affect of Social Media Marketing and Consumer Engagement on Disney plus Hotstar Consumer Buying Intentions in Indonesia (Study on Youtube and Instagram)

2021 ◽  
pp. 247-254
Author(s):  
Natasya Dea Novitarizki Darmawan ◽  
Indira Rachmawati ◽  
Ratih Hendayani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Purchase Intention ◽  
Structural Equation ◽  
Strong Influence ◽  
Equation Model ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Consumer Engagement ◽  
Use Of Social Media

The entertainment industry has just launched Disney Plus Hotstar in early September 2020 and started its marketing on social media Youtube and Instagram. This study aims to determine the effect of social media marketing Youtube and Instagram on the purchase intention of Disney Plus Hotstar consumers, the influence of YouTube and Instagram social media marketing on Disney Plus Hotstar consumer engagement, and to see the effect of consumer engagement on the purchase intention of Disney Plus Hotstar customers by spreading questionnaire to 400 respondents using social media sites Youtube and Instagram in Indonesia. The hypothesis was tested using a structural equation model which was developed following the existing literature review. The results show that social media marketing has a significant relationship with consumer purchase intentions, where consumer engagement acts as a mediating variable in influencing social media users to obtain consumer purchase intentions. The study confirms that marketers must respond to the importance of increasing the use of social media because it has a strong influence on consumer's purchase intentions. Managerial advice that can be applied by companies is to always monitor consumer engagement by adjusting the company's social media marketing strategy.

scholarly journals Do firms still need to be social? Firm generated content in social media

2019 ◽  
Vol 32 (2) ◽  
pp. 387-404 ◽  
Author(s):  
Athanasios Poulis ◽  
Ioannis Rizomyliotis ◽  
Kleopatra Konstantoulaki
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Brand Awareness ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Brand Perception ◽  
Use Of Social Media

PurposeThe purpose of this paper is to investigate how firm-generated content (FGC) impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM), and how this, in turn, influences consumer purchase intention.Design/methodology/approachIn order to test this conceptual framework, statistical analysis was carried out employing structural equation modelling.FindingsThe findings indicate that FGC has a positive impact on brand awareness, brand loyalty, eWOM and purchase intention. Furthermore, the results reveal that a link exists between consumer eWOM behaviour and brand awareness and loyalty. This study also demonstrates that company communication through Facebook and Instagram has a positive effect on consumer purchase intention. Finally, it has been shown that, regarding eWOM and purchase intention, FGC posted on Instagram has a greater impact on its users than that posted on Facebook.Originality/valueConsumer purchase intention is increasingly impacted by the growing use of social media by companies and marketers. This changing environment has opened up new challenges. However, there is still much work to be done in understanding the full effects of FGC communication, and how this influences consumer brand perception and purchase intention.

Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation

2020 ◽  
Vol 14 (4) ◽  
pp. 431-459
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Cultural Orientation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Psychological Mechanisms ◽  
Categorical Response

Purpose Although previous research emphasized the importance of inspiration in influencing consumer behavior, there is no categorical response to how social-media inspirational content inspires consumers across cultures. This paper aims to take on this agenda through a vignette experimental study. Design/methodology/approach This paper devised a vignette study involving subjects (n = 370) recruited from Nigeria and South Africa. The structural equation modeling procedure, analysis of variance (ANOVA) and regression analysis aided the examination of the scale psychometrics and hypotheses testing. Findings Among other findings, this study shows that: inspirational content (utilitarian vs hedonic) exerts a positive differential effect on customer inspiration (CI) such that the effect of hedonic content is more pronounced than utilitarian content; collectivistic consumers are inspired more than individualists; CI triggers customer engagement behaviors (CEBs) and purchase intention, and an inspired-to component of CI mediates the effect of inspired-by on CEBs and purchase intention. Research limitations/implications While this study makes significant contributions to knowledge on CI, the focus on firm-generated content limits the scope of this study. Future research should examine the effect of consumer-generated content on CI. Additionally, the likely contextual influence of product type on CI and its triggers in the context of the foote, cone and belding grid creates the room to further interrogate the research model under conditions of high/low involvement products. Originality/value By showing how social-media inspirational content and cultural orientation separately influence and interact to influence CI which consequently triggers CEBs and purchase intention, the findings highlight the psychological mechanisms through which CEBs and purchase intention can be simultaneously triggered.

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.

scholarly journals Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator

2021 ◽  
Vol 6 (8) ◽  
pp. 518-531
Author(s):  
Nadia Ambar Shofiya ◽  
Ira Fachira
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Small And Medium Enterprises ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
The Social ◽  
Medium Enterprises

Social media has become an inseparable part of marketing, particularly for small and medium enterprises. However, there is a limited knowledge on how it helps small and medium enterprises in selling probiotic products. This study aims to explore how social media marketing influences the purchase intentions of probiotic chicken customers. This research uses a quantitative approach to collect data through an online survey from 215 participants. The results show that the factors of entertainment, trendiness, and e – word of mouth of social media marketing, alongside customer engagement, significantly affect customers’ purchase intentions. Data analysis reveals that the factors of social media marketing have greater influence towards purchase intention when mediated by customer engagement, compared to their direct influence towards purchase intention. Therefore, improving the quality of the social media marketing factors enhances customer engagement. Hence, customer engagement also plays an important role in social media marketing by directly influencing the customers’ purchase intentions.

Mediating impact of fan-page engagement on social media connectedness and followers purchase intention

2018 ◽  
Vol 42 (7) ◽  
pp. 1082-1105 ◽  
Author(s):  
Zoha Rahman ◽  
Sedigheh Moghavvemmi ◽  
Kumaran Suberamanaian ◽  
Hasmah Zanuddin ◽  
Hairul Nizam Bin Md Nasir
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Consumer Involvement ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Social Commerce ◽  
Content Type ◽  
Involvement Theory ◽  
The Impact

PurposeThe purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust level on their purchase intention.Design/methodology/approachThis study utilised the customer engagement behaviour and consumer involvement theory as a foundation to explore the impact of variables. Structural equation modelling was utilised to test the model with the data collected from 307 Facebook fan pages’ followers of five Malaysian companies.FindingsIt was shown that following fan pages will influence fan page engagement, which in turn affects purchase intention and social media connectedness. Further analysis indicated that the impact of “follow” and “engagement” on purchase intention differs between genders, ages, level of trust and income.Research limitations/implicationsThe study serves as a basic fundamental guideline for academics and researchers to interpret the concept of following fan pages and engagement actions and its effects on purchase intention and social media connectivity, as well as opening a vast area of unexplored researches on the subject of social media.Practical implicationsThe research provides information for business-to-consumer companies in utilising fan page based on user categories.Originality/valueThis study proposes the application of an empirically tested framework to the fan-page follow actions. The authors argue that this framework can provide a useful foundation for future social commerce research. The results would help academics be aware of fan page and its user’s engagement actions, which will provide a new avenue of research.

The social media transformation process: curating content into strategy

2015 ◽  
Vol 20 (3) ◽  
pp. 326-343 ◽  
Author(s):  
Mark Kilgour ◽  
Sheila L. Sasser ◽  
Roy Larke
Keyword(s):  
Social Media ◽  
Transformation Process ◽  
Target Audience ◽  
Consumer Information ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
Content Marketing ◽  
Media Transformation

Purpose – Social media is an engaging area of research that is rapidly evolving. The purpose of this paper is to focus on how corporations should effectively utilize this new media as a marketing channel. The key to any successful communication strategy is matching the message to the target audience and achieving customer engagement. Two important target audience variables were identified as crucial when determining an organization’s social media communications strategy: the level of brand relationship, and the level of category involvement. Design/methodology/approach – Depth interviews were initially employed, followed by questionnaires, and then computer assisted content analysis was performed on 723 online media articles relating to social media marketing to identify semantic and conceptual relationships. Findings – Research from both a customer and corporate perspective led to insights into how organizations can develop their social media strategies in order to transform their brand message from being perceived as a commercial source of information to a social source – the social media transformation process. Research limitations/implications – This research suggests a finer level of segmentation of social media users that will lead to content strategies adapted to fit the current levels of brand and category involvement. This could be used by organization to develop a model of best practice to achieve their social media objectives. Practical implications – It is crucial for organizations to understand how different groups of users influence, receive, curate, and interact via social media. The greater the depth of this knowledge, the greater the effectiveness of content marketing strategies developed by the corporation. Organizations that utilize social media marketing must carefully analyse the large amount of consumer information available to them, listen to consumer conversations, and determine the needs and segments that will be most receptive to different approaches. They must also accept that in a social media environment user generated content and interactive communication processes should be at the heart of successful strategy. Originality/value – To date, there has been limited analysis of how relationship and involvement factors drive social media content (Cho et al., 2014; Malthouse et al., 2013). More research is needed to understand how key user characteristics lead to content that fully utilizes the social interaction and message diffusion potential of this media. This paper introduces a hierarchy of content marketing based upon the type of relationship between the user and the organization, as well as their level of product category involvement.

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