The Impact Of Social Network Marketing and Customer Engagement on Purchase Intentions in Wedding Service Business

2020 ◽  
Author(s):  
Dohar Christian Sujiwo Sijabat ◽  
Florensius Deri Saputra ◽  
Ridho Bramulya Ikhsan ◽  
Yuniarty
Keyword(s):  
Social Network ◽  
Purchase Intentions ◽  
Customer Engagement ◽  
Network Marketing ◽  
Service Business ◽  
The Impact

The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

The impact of representation media on customer engagement in tourism marketing among millennials

2019 ◽  
Vol 53 (9) ◽  
pp. 1988-2017 ◽  
Author(s):  
Kim Willems ◽  
Malaika Brengman ◽  
Helena Van Kerrebroeck
Keyword(s):  
New York ◽  
Purchase Intentions ◽  
Customer Engagement ◽  
Future Research ◽  
Target Market ◽  
Content Type ◽  
Tourism Marketing ◽  
Tourism Information ◽  
Travel Industry ◽  
The Impact

Purpose As online travel marketing is evermore gaining importance, in particular regarding the pre-purchase presentation of travel destinations, it is imperative to examine how various media can engage consumers. The purpose of this paper is to identify how three prominent virtual representation media in tourism marketing differ regarding their potential in engaging customers. In particular, the authors examine whether they differ in the levels of interactivity, vividness and telepresence they elicit; and the impact of these dimensions on flow, enjoyment and online purchase intentions. The authors hereby focus specifically on millennials, who represent an important target market for the travel industry and are hard to reach via traditional media. Design/methodology/approach This study presents a between-subjects experimental design comparing three virtual representation media portraying New York City, namely, photographs, 360° video and virtual reality (VR). The findings are analysed with ANCOVA analysis and PLS path modelling. Findings The findings reveal that various media indeed generate different levels of customer engagement. In particular, VR scores the highest on all dimensions, with interactivity having the largest effect on consumers’ perception of telepresence. Such higher levels of telepresence in turn positively affect purchase intentions via mediation through flow and enjoyment. Research limitations/implications Future research should examine whether these findings are impacted by moderators, like consumer characteristics (e.g. socio-demographics, personality traits) and destination types. Practical implications This study provides guidelines for tourism providers seeking to promote their sites in innovative and effective ways, in the anticipatory stage of the customer journey. Originality/value This study identifies interactivity as the most important driver for consumers’ perception of telepresence in the context of pre-travel tourism information. Moreover, the findings also reveal the mechanisms behind enhanced customer engagement via various media.

scholarly journals The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel

2019 ◽  
pp. 1093-1104 ◽  
Author(s):  
Rozina Imtiaz ◽  
Syeda Qurat ul Ain Kazmi ◽  
Maheen Amjad ◽  
Atif Aziz
Keyword(s):  
Social Network ◽  
Purchase Intention ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Why do players purchase in mobile social network games? An examination of customer engagement and of uses and gratifications theory

2017 ◽  
Vol 51 (3) ◽  
pp. 259-277 ◽  
Author(s):  
Taozhen Huang ◽  
Zheshi Bao ◽  
Yan Li
Keyword(s):  
Social Network ◽  
Indirect Effects ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Three Dimensions ◽  
Customer Engagement ◽  
Mobile Social Network ◽  
Network Games ◽  
Self Presentation ◽  
Content Type

Purpose The purpose of this paper is to explore the purchase intention in mobile social network games (M-SNGs) through a new perspective and discuss how to effectively promote players’ payment. Design/methodology/approach The author proposed a research model by integrating customer engagement (CE) and uses and gratification theory (U&G). Three dimensions of CE and three types of U&G were analyzed, respectively to explore the direct and indirect effects on purchase intention in M-SNGs. Online questionnaires were adopted to collect data, and 354 valid samples were analyzed by structural equation modeling approach. Findings The findings show that hedonic gratification (entertainment) and social gratification (self-presentation) have significant indirect effects on players’ purchase intention in M-SNGs through the mediation effects of CE, whereas this mechanism is not fully applied to utilitarian gratification (flexibility). Besides, three dimensions of CE are not independent, because absorption can indirectly affect vigor through dedication. Research limitations/implications The findings suggest that hedonic gratification (entertainment) and social gratification (self-presentation) can trigger three dimensions of CE to stimulate purchase intentions in M-SNGs, and utilitarian gratification (flexibility) can also promote players’ payment through absorption which is one dimension of CE. Some other theoretical and practical implications are also provided. Originality/value This study is novel in exploring players’ purchase intentions in M-SNGs by integrating CE and U&G. Meanwhile, the author also intends to reveal the relationships among the three dimensions of CE which are related to in-game purchase intention.

Impact of Social Networks on Brand Value Based on Customer Behavior Using Structural Equations

2018 ◽  
Vol 9 (3) ◽  
pp. 50-67
Author(s):  
Reyhane Radpour ◽  
Ali Reza Honarvar
Keyword(s):  
Social Network ◽  
Social Networking ◽  
Structural Equation ◽  
Equation Model ◽  
Structural Equations ◽  
Social Networking Site ◽  
Brand Value ◽  
Network Marketing ◽  
Regional Markets ◽  
The Impact

One of the most influential services provided on the internet is an online social networking site. With increasing competition in global and regional markets, having a brand is not a choice, but an inevitable necessity that in the case of negligence, there could be a reduction in the product market. The present article examines the impact of social network marketing on the creation of customer-specific brand value. In this article, 384 people were selected randomly. Data was collected using a social networking and brand equity questionnaire. After collecting the data, a structural equation model of research hypotheses was used, specifically LISREL and SPSS software for data analysis. Findings of the analysis indicate that all aspects of social network marketing are effective in creating a brand-specific brand value for the customer.

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

Investigating the Impact of Social Network Marketing on the Bank Customers’

2021 ◽  
pp. 119-134
Author(s):  
Fataneh Yarahmadi ◽  
Farzaneh Yarahmadi ◽  
Behzad Sanjari Nader
Keyword(s):  
Social Network ◽  
Network Marketing ◽  
The Impact
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