Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook

2018 ◽  
Vol 22 (3) ◽  
pp. 264-275 ◽  
Author(s):  
Faseeh Amin Beig ◽  
Mohammad Furqan Khan
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Structural Equation ◽  
Virtual Communities ◽  
Social Media Marketing ◽  
Measurement Scale ◽  
Brand Experience ◽  
Four Dimensions ◽  
Content Sharing ◽  
The Impact

Social media (SM) is an important and emerging area of research, which is of interest to marketers and academicians. Researchers have been studying the impact of social media marketing (SMM) on dimensions such as consumer-based brand equity, purchase intentions, attitudes and others. However, there are insignificant number of studies that have investigated the influence of SMM on brand experience. In this study, content sharing and interaction have been identified as two important marketing activities carried out by organizations in virtual communities. Therefore, the main objective of this study is to investigate the impact of content sharing and interaction on four dimensions of brand experience (sensory, affective, behavioural and intellectual). A mall-intercept survey was used to collect the data and 300 respondents were targeted, which resulted in 205 complete responses. Exploratory factor analysis (EFA) was run on independent and dependent variables, which was followed by confirmatory factor analysis (CFA) to validate the scale. The measurement scale was found to be reliable as well as valid. To test the hypothesis, structural equation modelling (SEM) was used and eight hypotheses were tested. The results showed that the content sharing and interaction have a positive significant impact on sensory, affective, behavioural and intellectual experiences.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals DIMENSI SOCIAL MEDIA MARKETING DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI WILAYAH BOYOLALI DENGAN KEMAMPUAN INOVASI SEBAGAI VARIABEL MEDIASI

ProBank ◽  
2020 ◽  
Vol 5 (1) ◽  
pp. 36-44
Author(s):  
Septiana Novita Dewi ◽  
Joko Sekti Riyadi ◽  
Aris Tri Haryanto
Keyword(s):  
Social Media ◽  
Structural Equation Modelling ◽  
Random Sampling ◽  
Structural Equation ◽  
Community Building ◽  
Social Media Marketing ◽  
Content Creation ◽  
Content Sharing ◽  
Equation Modelling

ABSTRAKTujuan penelitian adalah mengetahui secara empiris pengaruh dimensi social media marketing terhadap keputusan pembelian yang diharapkan dapat memberikan kontribusi positif berupa penguatan terhadap pandangan-pandangan teoritik mengenai keterkaitan antara content creation, content sharing, conneting dan community bulding terhadap kemampuan inovasi dan keputusan pembelian.Populasi dalam penelitian ini adalah seluruh UMKM di wilayah Boyolali yang terdaftar di Dinas Koperasi & UKM Kabupaten Boyolali pada bulan Januari 2019. Sampel yang diteliti adalah sejumlah 190 responden dengan mengkalikan jumlah parameter yaitu 19x10=190. Teknik pengambilan sampel menggunakan random sampling. Teknik análisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan content creation, content sharing, conneting dan community bulding berpengaruh positif signifikan terhadap kemampuan inovasi. Content creation dan content sharing berpengaruh positif tidak signifikan terhadap keputusan pembelian. Conneting, community bulding dan kemampuan inovasi berpengaruh positif signifikan terhadap keputusan pembelian. Pengaruh tidak langsung lebih besar dibandingkan pengaruh langsung, sehingga dengan menggunakan kemampuan inovasi sebagai variabel mediasi adalah tepat. Keywords: Content creation, Content sharing, Conecting, Community Building, Kemampuan Inovasi, Keputusan Pembelian

An Exploratory Study on the Use of Social Media for Social Marketing

2014 ◽  
Vol 1 (1) ◽  
pp. 8
Author(s):  
Ms. Shweta Sharma
Keyword(s):  
Social Media ◽  
Social Marketing ◽  
Social Networking Sites ◽  
Academic Research ◽  
Social Media Marketing ◽  
Online Media ◽  
Content Sharing ◽  
Use Of Social Media ◽  
The Impact

Social media refers to the online media that allows multi-directional conversations and real time interactions such as social networking sites (SNS), blogs, discussions forums, content sharing, social bookmarks, wikis etc. Over the last decade, social media marketing has become a key focus area for both marketing practitioners and researchers. This paper focuses on the impact of social media in the domain of social marketing. For this study, we consider previous academic research in the area of social media and social marketing published in eminent research journals and management. After creating a summative background of social media and social marketing, we propose a model to understand the role of social media as a catalyst in the process of social change. Finally, we present two cases where social media played a significant role as a social catalyst. 

An Empirical Study on Determining the Effectiveness of Social Media Advertising

2020 ◽  
Vol 16 (2) ◽  
pp. 47-68 ◽  
Author(s):  
Taanika Arora ◽  
Bhawna Agarwal
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modelling ◽  
Confirmatory Factor ◽  
Social Media Advertising ◽  
The Impact ◽  
Self Administered Questionnaire

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.

scholarly journals The Impact of Value Co-Creation Behaviour within the Social Media Context

2021 ◽  
Vol 14 (1) ◽  
pp. 33-58
Author(s):  
Esther Bassil Sleilati ◽  
Cynthia Jabbour sfeir
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Customer Value ◽  
Structural Equation ◽  
Business Community ◽  
Policy Implications ◽  
Brand Experience ◽  
Theoretical Contribution ◽  
The Social ◽  
The Impact

Manuscript type: Research paper Research aims: This study investigates the impact of value co-creation behaviour on customer loyalty within the context of social media. It also attempts to determine the role played by customer brand experience and customer satisfaction as mediating variables. Design/Methodology/Approach: Drawing upon the service-dominant logic theory, a research framework is developed and tested using the structural equation modelling. The data comprise the input of 449 respondents from Lebanon. Research findings: The findings provide substantial evidence showing the relationship between customer value co-creation behaviour and customer loyalty. This relationship is partially mediated by customer brand experience. Theoretical contribution/Originality: This study expands on existing literature by investigating how customer value co-creation behaviours can lead to customer loyalty within the social media context of Lebanon. Practitioner/Policy implications: The findings can assist managers in understanding how customer loyalty can be promoted through co-creation behaviours within social media. The results suggest that managers should provide the means which can encourage more behavioural, intellectual and affective customer reviews/feedback. Research limitation/Implications: The limitation of this study rests on its findings which cannot be generalised to a wider business community as it focuses only on the context of Lebanon.

scholarly journals Linking Social Media Marketing Activities with Brand Love: Perspective on Brand Fashion

2019 ◽  
Vol 8 (2S9) ◽  
pp. 314-321
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Model ◽  
Social Media Marketing ◽  
Brand Love ◽  
Marketing Activities ◽  
The Impact ◽  
Positive Effect

The purpose of this study is to investigate the impact of social media marketing activities on brand love which resulted in brand loyalty. The sample used was Instagram users who were customers of four fashion brands (Nike, H&M, Zara, Adidas) as many as 280 respondents. The method used is a non-probability sampling using a structural equation model that is run by the AMOS program. The results of this study indicate that social media marketing activities have a positive effect on self-expressive brands (inner and social), social media marketing activities have a positive impact on brand love, self-expressive brands (inner and social) have a positive effect on brand love, brand love has an effect positive for brand loyalty. The managerial implications suggested in this study include fashion social media brands that contain exciting content, managers provide product size customization, easy-to-remember product design, launching the limited edition series, and membership promotion strategies.

scholarly journals PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

2018 ◽  
Vol 15 (2) ◽  
Author(s):  
Archie Edrick Hermanus
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Mediation Effect ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Value ◽  
Value Consciousness ◽  
The Impact ◽  
The Relationship

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

A Measure of Social Media Marketing: Scale Development and Validation

2019 ◽  
Vol 8 (2) ◽  
pp. 158-168
Author(s):  
Mohammad Furqan Khan ◽  
Anisa Jan
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Discriminant Validity ◽  
Social Media Marketing ◽  
Measurement Scale ◽  
Convergent And Discriminant Validity ◽  
Master's Thesis ◽  
Marketing Activities ◽  
The Difference ◽  
The Impact

With the evolution of social media the world has witnessed an information explosion. The role of social media in influencing the consumer behavior is huge, but the studies conducted in these areas are insignificant. Scholars have identified different variables over time to study social media marketing, but functionality-based approach was only investigated by Babac (Impact of social-media use on brand equity of magazine brands: A qualitative study of Vogue Turkey, Unpublished Master’s thesis, 2011) and Tresna and Wijaya (iBuss Management, 3: 37–48, 2015). Tresna and Wijaya’s (iBuss Management, 3: 37–48, 2015) study was based on Instagram, therefore, their scale could not be used for Facebook, because of the difference in website functionalities. Most of the social media marketing activities are carried on Facebook and to measure these marketing efforts a research instrument is needed. Therefore, this study is an attempt to develop a measurement scale to assess the influence of social media functionalities. In order to identify the factors of social media, exploratory factor analysis (EFA) was run on a sample of 122 respondents in SPSS 20. EFA was run on 34 items and seven items were removed in the first round. In the second round EFA was run on the remaining 27 items and five items were dropped. Third time when EFA was run, all 22 items loaded well on the seven factors of social media with a cumulative variance of 82.95 percent. The scales reliability was tested by using Cronbach’s alpha which was above the threshold. Further the scale was also tested for convergent and discriminant validity, that indicated positive results. Therefore, 22 items scale to measure seven functionalities of social media websites was found to be reliable and valid. This study is unique because, a measurement scale to investigate the influence of social media functionalities of Facebook is developed. Previous study was based on Instagram and only six functionalities were measured, whereas this study has filled that gap by providing a full-fledged scale to measure the seven functionalities of social media. This scale can be further used to study the impact of these seven functionalities on various dimensions of consumer-based brand equity, purchase intentions, and brand experience.

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.

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