THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

Download Full-text

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

Business And Management Studies An International Journal ◽

10.15295/bmij.v6i1.229 ◽

2018 ◽

Vol 6 (1) ◽

pp. 128-148 ◽

Cited By ~ 6

Author(s):

Yusuf BİLGİN

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Social Media Marketing ◽

Brand Awareness ◽

Equation Modeling ◽

Brand Performance ◽

Obvious Effect ◽

Marketing Activities

Download Full-text

Effect of Social Media Marketing Practices of Personal Care Brands on Consumer Purchase Intention

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.c5300.098319 ◽

2019 ◽

Vol 8 (3) ◽

pp. 3575-3580

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Conceptual Framework ◽

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

User Interaction ◽

Social Media Marketing ◽

Brand Awareness ◽

Equation Modeling

The purpose of the study is to test the effect of social media marketing practices (SMMPs) of personal care brands on user interaction, brand awareness and purchase intention. The study also aims to propose the model of integrated social media marketing practices thereby showing how SMMPs can influence the purchase decision among consumer and also ensuring that the model should be adaptable to the need of multiple industries planning to create social commerce impact. The findings of the study reveal significant relationship among social media marketing practices, user interaction, brand awareness, brand image and purchase intention of the consumer. For the conceptual framework, three indicators such as information, campaign, and electronic word of mouth were selected as social media marketing practices whereas user interaction, brand awareness and brand image were selected as the “value creation” asset for the brand which all impacts the purchase intention of the consumer. Factor analysis and Structural equation modeling were used to test the conceptual framework. The average variance extracted (AVE) has validated the reliability of selected factors as satisfactory whereas the Cronbach’s alpha value was also found to be good for internal consistency of the data. The multiple fit indices of structural equation modeling and parsimonious model fit have also satisfied the acceptable norms to consider the conceptual model as good fit. The values of R2 and path coefficients have shown the significant and positive relationship between indicators of SMMPs and purchase intention.

Download Full-text

Linking social media marketing activities with brand love

Kybernetes ◽

10.1108/k-04-2017-0130 ◽

2017 ◽

Vol 46 (10) ◽

pp. 1801-1819 ◽

Cited By ~ 13

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.

Download Full-text

THE EFFECT OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY THROUGH BRAND CONSCIOUSNESS AND VALUE CONSCIOUSNESS ON VIVO SMARTPHONE

Journal of Entrepreneurship & Business ◽

10.24123/jeb.v2i2.4473 ◽

2021 ◽

Vol 2 (2) ◽

pp. 96-105

Author(s):

Chrein Yonathan Yoel . ◽

Lena Ellitan ◽

Robertus Sigit Haribowo Lukito .

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Sampling Technique ◽

Social Media Marketing ◽

Equation Modeling ◽

Purposive Sampling ◽

Value Consciousness ◽

Marketing Activities

This research was conducted to determine the influence of Social Media Marketing Activities on Brand Loyalty through Brand Consciousness and Value Consciousness in Vivo smartphone. This research is casual research. The sampling technique uses non probability sampling by purposive sampling by purposive sampling. Respondents in this study were Vivo smartphone users and followed one of the Vivo smartphone social media. While the sample is 100 respondents. Data in this study were collected by distributing questionnaires using Google Form (online). The data analysis technique used is Structural Equation Modeling (SEM) using the SmartPLS 3 program. The result in this research indicate that: Perceived Social Media Marketing Activities has a positive and significant effect on Brand Loyalty, Brand Consciousness and Value Consciousness. Brand Consciousness has a positive and significant effect on Brand Loyalty. Value Consciousness has no effect Brand Loyalty. Perceived Social Media Marketing Activities through Brand Consciousness and Value Consciousness has no effect on Brand Loyalty in Vivo smartphone users

Download Full-text

The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

International Journal of Marketing Studies ◽

10.5539/ijms.v11n1p134 ◽

2019 ◽

Vol 11 (1) ◽

pp. 134 ◽

Cited By ~ 1

Author(s):

Maha M. Khan

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Model Fit ◽

Social Media Marketing ◽

Equation Modeling ◽

Future Research ◽

Value Consciousness ◽

Marketing Activities ◽

The Impact

Purpose – The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships. Design/methodology/approach – This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi–square and overall model fit indices further confirm the structural model fit. Findings – The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship. Research limitations/ future research – The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies. Originality/value – This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

Download Full-text

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

Sustainability ◽

10.3390/su13042277 ◽

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.

Download Full-text

KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

Download Full-text

Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

The Winners ◽

10.21512/tw.v22i2.7597 ◽

2021 ◽

Vol 22 (2) ◽

Author(s):

Santi Rimadias ◽

Nesta Alvionita ◽

Adinda Putri Amelia

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Quantitative Methods ◽

Brand Image ◽

Partial Least Square ◽

Least Square ◽

Social Media Marketing ◽

Brand Awareness ◽

Brand Engagement ◽

Tourism Sector

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.

Download Full-text

Role of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention toward E-Commerce Cosmetic Products

Archives of Business Research ◽

10.14738/abr.910.11025 ◽

2021 ◽

Vol 9 (10) ◽

pp. 178-191

Author(s):

Anas Hidayat

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Sampling Technique ◽

Simultaneous Equation ◽

Equation Model ◽

Social Media Marketing ◽

Equation Modeling ◽

Marketing Variables

This research aimed to examine the effect of EWOM and Social Media Marketing variables on Purchase Intention with an intervening variable of brand image. This research sampling was carried out using purposive sampling technique from 250 respondents which had the criteria of Indonesian citizens who were interested in buying and using cosmetics through e-commerce and already had income. This research used an analytical tool which is a simultaneous equation model called structural equation modeling. The results of this research indicated that EWOM had a positive and significant effect on brand image and buying intention. Social Media Marketing had also a positive significant effect on brand image,however, it was an insignificant effect on buying intention. Finally, Brand Image showed a positive significant effect on Purchase Intention.

Download Full-text

Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

Frontiers in Psychology ◽

10.3389/fpsyg.2021.808525 ◽

2022 ◽

Vol 12 ◽

Author(s):

Khalid Jamil ◽

Liu Dunnan ◽

Rana Faizan Gul ◽

Muhammad Usman Shehzad ◽

Syed Hussain Mustafa Gillani ◽

...

Keyword(s):

Social Media ◽

Structural Equation ◽

Online Community ◽

Social Identification ◽

Social Media Marketing ◽

Equation Modeling ◽

Online Questionnaire ◽

Marketing Activities ◽

The Relationship

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

Download Full-text