The relationship between a celebrity's perceived credibility dimensions and purchasing intentions on social media: the moderating role of the customer's gender

2021 ◽  
Vol 14 (5) ◽  
pp. 580
Author(s):  
Sulaiman Althuwaini ◽  
Ahmad Saifalddin Abu Alhaija
Keyword(s):  
Social Media ◽  
Perceived Credibility ◽  
The Relationship ◽  
Moderating Role

Employer brand, person-organisation fit and employer of choice

2019 ◽  
Vol 48 (3) ◽  
pp. 799-823 ◽  
Author(s):  
Karnica Tanwar ◽  
Amresh Kumar
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Content Type ◽  
Moderation Analysis ◽  
Employer Brand ◽  
Employer Of Choice ◽  
Employer Attractiveness ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is to explore the relationship between employer brand dimensions and employer of choice (EOC). The paper also analyses the role of person-organisation fit in transferring employer brand dimensions to EOC status, and the moderating role of social media in the relationship between person-organisation fit and EOC. Design/methodology/approach Factor analysis has been conducted to validate the “employer attractiveness” scale for identifying the dimensions of employer brand. Structural equation modelling has been used to conduct mediation and moderation analysis. The results are based on the perceptions of college students regarding employer brand dimensions and EOC status. Findings The paper provides empirical insights on how the person-organisation fit helps in transferring employer brand dimensions to EOC status. The results indicate that the person-organisation fit acts as a full mediator, indicating that for becoming a EOC, the dimensions of employer brand must be linked to the person-organisation fit. Also, the moderation analysis results highlight the importance of social media towards obtaining EOC status. Originality/value The authors believe that the study is the first of its kind to investigate drivers of EOC, and to identify the role of the person-organisation fit as a mediating variable and social media as a moderating variable.

scholarly journals Social Media Capabilities dalam Adopsi Media Sosial Guna Meningkatkan Kinerja UMKM

JEMBATAN ◽  
2020 ◽  
Vol 17 (2) ◽  
pp. 227-238
Author(s):  
Lia Febria Lina ◽  
Berlintina Permatasari
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Digital Media ◽  
Cost Effective ◽  
The Government ◽  
Use Of Social Media ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

Social media is currently being used by both large companies and SMEs. For large companies the use of social media has been used successfully in reaching potential consumers. However, for SMEs, the marketing strategy of using social media is still being questioned. The purpose of this study is to fill the gaps in previous research by examining the driving factors for SMEs in using social media in promoting their products and testing how the performance of SMEs after adopting this technology is good both in financial and non-financial aspects that have not been done much research. The results of this study found that the compatible, cost-effective, interactive variables had a positive effect on the use of social media and subsequently had a positive effect on both financial and non-financial performance. However, the moderating role of social media capabilities cannot strengthen the relationship between use and the performance of SMEs. The results of this study are expected to be the basis for evaluating SMEs so that they can use digital media to support their business. The government must also pay attention to this to actively socialize the use of digital media for MSMEs so that the performance of SMEs can increase.

scholarly journals Problematic Social Media Use and Social Connectedness in Adolescence: The Mediating and Moderating Role of Family Life Satisfaction

2020 ◽  
Author(s):  
Mustafa Savci ◽  
Muhammed Akat ◽  
Mustafa Ercengiz ◽  
Mark D. Griffiths ◽  
Ferda Aysan
Keyword(s):  
Social Media ◽  
Life Satisfaction ◽  
Family Life ◽  
Social Connectedness ◽  
Media Use ◽  
Social Media Use ◽  
Problematic Social Media Use ◽  
The Relationship ◽  
Moderating Role

AbstractProblematic social media use (PSMU) among adolescents has become an area of increasing research interest in recent years. It is known that PSMU is negatively associated with social connectedness. The present study examined the role of family life satisfaction in this relationship by investigating its mediating and moderating role in the relationship between problematic social use and social connectedness. The present study comprised 549 adolescents (296 girls and 253 boys) who had used social media for at least 1 year and had at least one social media account. The measures used included the Social Media Disorder Scale, Social Connectedness Scale, and Family Life Satisfaction Scale. Mediation and moderation analyses were performed using Hayes’s Process program. Regression analysis showed that PSMU negatively predicted family life satisfaction and social connectedness. In addition, family life satisfaction and PSMU predicted social connectedness. Mediation analysis showed that family life satisfaction had a significant mediation effect in the relationship between PSMU and social connectedness. Family life satisfaction was partially mediated in the relationship between PSMU and social connectedness. Moderation analysis showed that family life satisfaction did not have a significant effect on the relationship between PSMU and social connectedness. The study suggests that family life satisfaction is a meaningful mediator (but not a moderator) in the relationship between problematic social media use and social connectedness.

Conceptualisation of Role of Social Media Engagement in Influencing Purchase Behaviour of Gen Y: Role of Trust and Risk

2017 ◽  
Vol 3 (04) ◽  
Author(s):  
Anu Rani
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Gen Y ◽  
Social Media Engagement ◽  
Antecedents And Consequences ◽  
The Relationship ◽  
Moderating Role

Purpose: The present study seeks to conceptualise the role of social media engagement in purchasing intentions of gen Y and moderating role of trust and perceived risk. Design/methodology/approach: The paper draws upon the extant literature to present a series of research propositions relating to social media engagement. Findings: The study proposes a conceptual model based on the antecedents and consequences of social media engagement, and the moderating role of perceived risk and trust in the relationship between brand equity and purchase intentions. Research limitations: Being conceptual in nature, the paper needs to be empirically tested. Originality/value: The paper is among the first attempt to examine the moderating role of perceived risk and trust in the relationship between brand equity and purchase intention.

The moderating role of social media usage in the relationship among multicultural experiences, cultural intelligence, and individual creativity

2017 ◽  
Vol 30 (2) ◽  
pp. 265-281 ◽  
Author(s):  
Shangui Hu ◽  
Jibao Gu ◽  
Hefu Liu ◽  
Qian Huang
Keyword(s):  
Social Media ◽  
Cultural Intelligence ◽  
University Administrators ◽  
Experiential Learning Theory ◽  
Content Type ◽  
Media Usage ◽  
Multicultural Experiences ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is to explore the moderating role of social media usage in the relationship among multicultural experiences, cultural intelligence, and creativity. Design/methodology/approach This study conducted a questionnaire survey in three public universities in China and obtained 310 useful responses from international students. Findings The authors categorized social media usage into informational and socializing usage. Findings show that socializing social media usage strengthens the relationship between multicultural experiences and cultural intelligence, whereas informational social media usage does not strengthen such relationship. Research limitations/implications The findings suggest that practitioners, such as managers or university administrators, should focus on well-designed multicultural activities in the development of individual creativity. They should also acknowledge the enabling role of cultural intelligence in developing individual creativity and realize that social media usage should be differentiated from the outcomes of its usage. Originality/value This study contributes to the knowledge on the moderating role of social media usage in the relationship between multicultural experiences and creativity based on experiential learning theory. The study presents the relationship among multicultural experiences, cultural intelligence, and creativity. Moreover, by investigating the moderating roles of informational and socializing social media usage, the authors presented that an IT contingent view of multicultural experiences is helpful in understanding the relationship between multicultural experiences and cultural intelligence.

scholarly journals Attractiveness, Trustworthiness and Purchase Intention in Social Media Instagram: The Moderating Role of The Number of Followers

Syntax Idea ◽  
2021 ◽  
Vol 3 (8) ◽  
pp. 1824
Author(s):  
Dewi Tamara ◽  
Rudy Rafly ◽  
Arimbi Mersi
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Direct Influence ◽  
Independent Variables ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

This study examines the influence of influencers' credibility on purchase intention on Instagram. The framework in this study includes attractiveness and trustworthiness as an indicator of influencer credibility and independent variables, number of followers as moderator, and purchase intention as dependent variable. Respondents in this study were 200 Instagram users in Indonesia who had done via Instagram. The results show that attractiveness and trust have a positive effect on purchase intention. And, the number of followers moderates the relationship between attractiveness to purchase intention and trustworthiness to purchase intention. In addition, the results of this study also prove that the number of followers has a direct influence on purchase intention. This study contributes to the product endorsement literature, how an influencer can increase the purchase intention of a consumer on Instagram social media.

scholarly journals Impact of Personal Values on Political Consumption: The moderating role of interpersonal influence in social media

2021 ◽  
Vol 5 (3) ◽  
pp. 400
Author(s):  
Juliano Domingues Da Silva ◽  
Ana Tereza Delapedra ◽  
Ana Maria Campos Manoel ◽  
Isis Helena Martins Cassiolato
Keyword(s):  
Social Media ◽  
Personal Values ◽  
Linear Regression Analysis ◽  
Moderating Effect ◽  
Interpersonal Influence ◽  
Self Transcendence ◽  
Political Consumption ◽  
The Relationship ◽  
Moderating Role

This study aims to analyze the moderating effect of interpersonal influence in social media on the relationship between personal values and political consumption. Through a survey of 206 respondents, the results of linear regression analysis showed that the values of self-transcendence and openness to change are positively related to political consumption, whereas self-promotion has a negative relation. The results also showed that interpersonal influence in social media has a critical moderating effect since (i) amplifies political consumption of people with self-transcendence values and (ii) increases the political consumption of people with self-promotion values. This research expands the literature on consumer behavior by showing that personal values on political consumption depend on the individual's susceptibility to being influenced by social media.

The Stimulators of Social Media Fatigue Among Students: Role of Moral Disengagement

2018 ◽  
Vol 57 (5) ◽  
pp. 1083-1107 ◽  
Author(s):  
Xiongfei Cao ◽  
Ali N. Khan ◽  
Ghulam H. K. Zaigham ◽  
Naseer A. Khan
Keyword(s):  
Social Media ◽  
Moral Disengagement ◽  
Positive Association ◽  
Internalizing Disorders ◽  
Depression And Anxiety ◽  
Suggested Model ◽  
Cyberbullying Victimization ◽  
The Relationship ◽  
Moderating Role

There are increasing concerns about student’s possibility of becoming victim of negative online experiences, including cyberbullying victimization (CV). The outcome of these experiences on student’s psychological and mental health is not well understood. This study used stimulus–organism–response paradigm to inspect the antecedents of social media fatigue and how social media attachment (SMA) is related to internalizing disorders (depression and anxiety). We also examined the moderating role of moral disengagement in the positive association between SMA and CV. The distinctive stimulus–organism–response paradigm in the suggested model is empirically examined through a sample of 305 college students. SMA was related to more CV and greater symptoms of internalizing disorders. CV and internalizing disorders were positively associated with social media fatigue. Moral disengagement moderated the relationship between SMA and CV. Implications for online awareness struggles are discussed.

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