Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement

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.

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ANALISA INTERAKSI USER DI MEDIA SOSIAL MENGENAI INDUSTRI FINTECH MENGGUNAKAN SOCIAL NETWORK ANALYSIS (STUDI KASUS: GOPAY, OVO DAN LINKAJA)

Jurnal Mitra Manajemen ◽

10.52160/ejmm.v4i3.352 ◽

2020 ◽

Vol 4 (3) ◽

pp. 341-351

Author(s):

Alisya Putri Rabbani ◽

Andry Alamsyah ◽

Sri Widiyanesti

Keyword(s):

Social Network ◽

Social Network Analysis ◽

Network Analysis ◽

Customer Relationship Management ◽

Word Of Mouth ◽

Relationship Management ◽

Customer Relationship ◽

Customer Engagement ◽

Electronic Word Of Mouth ◽

Financial Technology

Financial technology (Fintech) mengalami pertumbuhan yang cukup pesat sejak awal kehadirannya di Indonesia. Fintech merupakan industri jasa finansial yang memanfaatkan teknologi sehingga memungkinkan penggunanya melakukan berbagai transaksi keuangan secara digital. Saat ini banyak fintech baru yang bermunculan di Indonesia, sehingga dibutuhkan strategi yg tepat untuk bisa bersaing dgn kompetitor. Analisis interaksi pengguna media sosial, biasa disebut dengan Electronic Word of Mouth (EWOM) dapat memberikan informasi yang dapat mendukung berbagai keputusan bisnis, salah satunya adalah terkait customer engagement. Tujuan dari penelitian ini adalah mengidentifikasi customer engagement yang terbentuk dari hasil implementasi Social Customer Relationship Management (SCRM) yang dilakukan oleh perusahaan. Data yang digunakan dalam penelitian ini adalah data sekunder yang merupakan data tweets berisi interaksi pengguna twitter mengenai 3 fintech di Indonesia yaitu GoPay, OVO, dan LinkAja. Analisis data dilakukan peneliti mengunakan metode social network analysis dengan menghitung properti jaringan dari ketiga objek penelitian. Hasil menunjukkan bahwa LinkAja mebentuk customer engagement lebih optimal lewat implementasi SCRM yang dilakukan perusahaan.

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Theoretical framework for social network marketing based on genetic algorithm

Scientific Research and Essays ◽

10.5897/sre2015.6354 ◽

2016 ◽

Vol 11 (3) ◽

pp. 23-28

Author(s):

Mohammad Rababah Osama ◽

Hamtini Thair ◽

Nawwaf Fakhouri Hussam ◽

Hudeb Amjed ◽

Hwaitat Ahmad

Keyword(s):

Genetic Algorithm ◽

Social Network ◽

Theoretical Framework ◽

Network Marketing

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Modern Marketing and Involvement of the Audience of Non-Profit Organizations in Communication in Social Networks

Economics and Management ◽

10.35854/1998-1627-2020-12-1349-1354 ◽

2021 ◽

Vol 26 (12) ◽

pp. 1349-1354

Author(s):

A. M. Kuzmina

Keyword(s):

Social Networks ◽

Social Network ◽

Nonprofit Organizations ◽

Target Audience ◽

Communication Process ◽

Customer Engagement ◽

Marketing Theory ◽

Public Attention ◽

Non Profit ◽

Non Profit Organizations

Aim. The presented study aims to describe the process of involving the target audience of nonprofit organizations in communication in social networks from the perspective of modern marketing goals.Tasks. The author conceptualizes the notions of “involvement” and “engagement” as mechanisms of marketing communications; determines the range of methods and tools used by non-profit organizations in their marketing practices to enhance the engagement of the target audience in communication in social networks; assesses the degree of engagement of the target audience of nonprofit organizations (NPOs) in social networks in the context of industry-specific features and the NPO’s location in order to analyze efforts aimed at involving the audience in communication in social networks through the example of non-profit organizations in the city of Perm.Methods. In modern marketing theory, the shift of the marketing paradigm towards continuous interaction between companies and customers at each stage of their contact with the organization appears imminent. It becomes necessary to maintain a certain level of customer engagement in communication as a cognitive and behavioral construct of the communication process. In this regard, the methodological basis of the study is determined by cognitive and behavioral approaches as key theoretical constructs in the representation of the phenomenon of involvement of the target audience in the communication process.Results. Marketing tools for involving the target audience of non-profit organizations in communication in social networks at each stage of the customer journey are identified; the degree of involvement of the target audience in communication with Perm’s socially oriented non-profit organizations (SO NPOs) in such social networks as VKontakte and Instagram is characterized from the perspective of consolidating the scientific view on the specifics of marketing goals for promoting organizations in the non-profit sector. The author substantiates the need for a systematic diagnosis of the conditions that determine the degree of the audience’s engagement in communication in social networks from the perspective of marketing goals for attracting public attention to the activities of civil institutions.Conclusions. The features of communication with the target audience on social network platforms in the marketing practice of promotion are identified with allowance for the industry-specific features of non-governmental non-profit organizations and their location. It is established that higher engagement of the target audience in communication in social networks is characterized by consistency in information placement; broad coverage of the community audience in a social network, which is estimated by the number of subscribers; posts being viewed by a great number of people, far exceeding the number of subscribers; many likes on community posts; presence of comments and reposts; a link from the social network to the official website of the SO NPO; attraction and use of user content in the community; horizontal connections within the community, networking.

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The role of customer engagement facets on the formation of attitude, loyalty and price perception

Journal of Services Marketing ◽

10.1108/jsm-01-2019-0024 ◽

2019 ◽

Vol 33 (7) ◽

pp. 890-903 ◽

Cited By ~ 6

Author(s):

Maxi Bergel ◽

Phillip Frank ◽

Christian Brock

Keyword(s):

Purchase Behavior ◽

Customer Engagement ◽

Future Research ◽

Content Type ◽

Price Perception ◽

Forest Park ◽

Affective Attitude ◽

Set Up ◽

Price Perceptions ◽

Referral Behavior

Purpose This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral behavior and purchase behavior. Furthermore, its (in)direct influence on affective attitude, price perception and loyalty is investigated. Design/methodology/approach Two studies were conducted. First, an experimental scenario design was set up to investigate the hypothesized relations between customer engagement; customers’ affective attitude and their loyalty; and their price perceptions. Second, a survey at a national forest park center helped to secure external validity. Findings The results indicate that engaged customers develop a more positive affective attitude, which leads to increased future loyalty and positive price perceptions. In addition, the results suggest that assessing cognitive approaches exclusively is not sufficient for understanding customers’ price perceptions. Research limitations/implications Future research should investigate antecedents of customer engagement behaviors (CEBs) other than satisfaction, and extend this research by taking into account further mediators that might be cognitive rather than affective. Practical implications The results are of superior importance for services or tourism destinations. Fostering CEB can help in improving a destinations’ performance. Originality/value This research expands the current state of literature by investigating several dimensions of CEB at one time, as well as by examining customers’ affective attitude toward the organization as a potential mediator, extending previous research approaches.

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