scholarly journals Evaluation on Social Media Marketing from Customers

Webology ◽  
2021 ◽  
Vol 18 (2) ◽  
pp. 598-615
Author(s):  
Tri Cicik Wijayanti ◽  
Dhika Amalia Kurniawan ◽  
Dio Caisar Darma ◽  
Yundi Permadi Hakim
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Social Networking ◽  
Feedback Loop ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Quality Of Products ◽  
The Relationship ◽  
Positive Effect

Advances in information and technology for the transformation of marketing management have integrated aspects of digitalization as an effective and efficient feedback loop. Customers around the world today are leveraging popular social media marketing (SMM) to assess the quality of products and services. Several culinary food providers have received special attention from traditional food lovers in Indonesia, including Warung Kuliner Suroboyo which has several branches in each region. On this occasion, we tried to study the relationship between SMM, brand awareness, social networking, and decision-making with objects at Suroboyo Warung Culinary in Indonesia. The sample size involves 150 respondents who are regular customers in three locations (Surabaya City, Balikpapan City, and Samarinda City) who use Facebook, Instagram, and Twitter. To make it easier for the survey to be carried out with the support of 'Google Form' in 2020, and the data is processed using multiple regression analysis. The SMM has a positive effect on brand awareness (H1 is accepted), brand awareness has a positive effect on decision-making (H2 is accepted), SMM has a positive effect on social networking (H3 is accepted), social networking has a positive.

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY

2019 ◽  
Vol 19 (2) ◽  
pp. 107 ◽  
Author(s):  
Siti Maria ◽  
Tommy Pusriadi ◽  
Yundi Permadi Hakim ◽  
Dio Caisar Darma
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Direct Effect ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Significant Positive Effect ◽  
Transportation Services ◽  
Data Source ◽  
Positive Effect

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness. Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth. AbstrakTujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan. Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.

scholarly journals The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

2020 ◽  
Author(s):  
Siti Maria ◽  
Tommy Pusriadi ◽  
Dio Darma
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Structure Model ◽  
Significant Positive Effect ◽  
Transportation Services ◽  
Data Source ◽  
Positive Effect ◽  
City Models

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who only use transportation services in the area of Samarinda City. Models using path analysis programs and data are processed through SPSS version 23. This research states sub-structure model 1 is known as social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on the intention to buy. Finally, social media marketing and the effectiveness of advertising indirectly have a significant positive effect on intention to buy through brand awareness. Keywords: Social media marketing; Word of mouth; Effectiveness of advertising; Brand awareness; Intention to buy

scholarly journals SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

2021 ◽  
Vol 30 (2) ◽  
pp. 475-492
Author(s):  
Adelina Emini ◽  
◽  
Jusuf Zeqiri
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Transition Economy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Survey Tool ◽  
Brand Engagement ◽  
The Impact ◽  
The Relationship

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

scholarly journals BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 9 (5) ◽  
pp. 1921
Author(s):  
Made wahyu Krisna Upadana ◽  
Komang Agus Satria Pramudana
Keyword(s):  
Social Media ◽  
Sampling Method ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Effective Strategy ◽  
Purchasing Decisions ◽  
Use Of Social Media ◽  
Relationship Of ◽  
The Relationship

In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy. One of them is by using attractive social media marketing to builds brand awareness and leading to consumer purchasing decisions. The research objective is to determine the role of brand awareness mediating the effect of social media marketing on purchasing decisions. This research was conducted in Denpasar with 110 respondents through a purposive sampling method. Data collected through questionnaires and analyzed by path analysis. Based on the results, social media marketing has apositive and significant effect on purchasing decisions. This shows that the better the use of social media marketing, the more purchasing decisions from consumers. Brand awareness positively and significantly mediates the relationship between social media marketing and purchasing decisions. Brand awareness is able to mediate the relationship of social media marketing to purchasing decisions Keywords: social media marketing, brand awareness, purchasing decisions

scholarly journals Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa

2020 ◽  
Vol 5 (3) ◽  
pp. 145
Author(s):  
Supeni Budi Priatni ◽  
Teza Hutriana ◽  
Enni Noegraheni Hindarwati
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Theory ◽  
Significant Positive Effect ◽  
Independent Variable ◽  
Marketing Variables ◽  
Positive Effect

The purpose of this study was to examine the effect of Social Media Marketing variables on Purchase Intention through Brand Awareness. The analysis that be used is path analysis. The sample is 97 instagram followers of Martha Tilaar Salon Day Spa taken from the number of 3721 followers Martha Tilaar Salon Day Spa followers on April 13, 2019. The dependent variable used is Purchase Intention. The independent variable is Social Media Marketing and the intervening variable is Brand Awareness. This study provides empirical evidence that Social Media Marketing has a significant positive effect on Brand Awareness, Brand Awareness has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention, Social Media Marketing has a significant positive effect on Purchase Intention with Brand Awareness as an independent variable . Empirical results from this study have implications for salon entrepreneurs, marketing divisions in the beauty and spa industry as well as the development of Social Media Marketing theory, Brand Awareness that influences Purchase Intention as a result of this study

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

scholarly journals The impact of regular sperm donation on bulls’ seminal plasma hormonal profile and phantom response

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Alicja Kowalczyk ◽  
Elżbieta Gałęska ◽  
Ewa Czerniawska-Piątkowska ◽  
Anna Szul ◽  
Leszek Hebda
Keyword(s):  
Seminal Plasma ◽  
Sperm Donation ◽  
Hormonal Profile ◽  
Holstein Friesian ◽  
Different Seasons ◽  
Day Of The Week ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

AbstractThe aim of this study was to analyze the relationship between the concentration of hormones in the seminal plasma, the bull maintenance system in the insemination station, and the regularity of sperm donation and the response to the phantom (libido level). An additional goal was to determine whether there is a relationship between the hormonal profile in the blood, the sperm plasma, the oxidative and antioxidant profile in the blood of bulls and the biometry of their testicles and scrotum, as well as the quality of their sperm in both different seasons and intensities of reproductive use. For the study, 220 healthy and sexually mature Polish Holstein–Friesian bulls were used. They all had normal libido and were fed equally. The animals were grouped according to the scheme: young (16–20 month/n = 60) and old (26–30 month/n = 60) including: individually housed (n = 30) and group housed (n = 30) young, old individually housed (n = 30) and group housed (n = 30) (n total animals = 120); young animals donating semen once a week (every Thursday) (n = 25) and sporadically (once every two months on a random day of the week) (n = 25), old animals donating semen once a week (every Thursday) (n = 25 ) and sporadic donors (once every two months on a random day of the week) (n = 25) (n total animals = 100). When analyzing the results of this study, it should be stated that regular use has a positive effect on the secretion of sex hormones in bulls. Higher levels of testosterone and lower levels of estradiol and prostaglandins resulted in higher sexual performance, expressed by a stronger response to the phantom. The differences in favor of regular use were independent of the bull's age. The results of our research illustrate that the quality of semen and its freezing potential may depend on the season and frequency of its collection, as well as on the age of the males.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

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