EFFECTS OF SOCIAL MEDIA COMMUNICATION ON PURCHASE INTENTION OF ENDORSED FASHION PRODUCTS – A MODERATED MEDIATION MODEL

2019 ◽  
Vol 2019 ◽  
pp. 167-177
Author(s):  
Jennifer DeVita ◽  
◽  
Bruno Schivinski
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Moderated Mediation ◽  
Mediation Model ◽  
Media Communication ◽  
Fashion Products ◽  
Moderated Mediation Model ◽  
Social Media Communication

The Role of Social Media Communication: Empirical Study of Online Purchase Intention of Financial Products

2019 ◽  
Vol 20 (6) ◽  
pp. 1445-1461 ◽  
Author(s):  
Bidyanand Jha
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Positive Influence ◽  
Structured Interviews ◽  
Media Communication ◽  
Virtual Workplace ◽  
Financial Products ◽  
Online Purchase ◽  
Social Media Communication

Social media provides a virtual workplace/network where people can enjoy expressing their opinions, exchange opinions, disseminate and control messages anywhere and anytime. Marketers are now able to reach consumers and interact with them using social media. The present study investigates the relations between communications on the social network platforms and its effect on the purchase intentions of young consumers towards financial products. Different statistical techniques were used to assess and validate the constructs selected for the study. Subjective content validity (based on structured interviews), reliability tests (using Cronbach’s alpha [α]), exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) for evaluating the factor structure and initial validity were used for the investigation. The findings suggest that user-generated social media communication (UGSMC) such as customer reviews plays an important role in creating positive perception towards online purchase of financial products, thereby impacting the brand attitude (BA) and brand equity. The perception of consumers is built on what they see and hear on social media platforms. There is a positive influence of social media on the online purchase of financial products. Social media influences information at different stages of customer decision-making.

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

scholarly journals Improving Employee Agility Using Enterprise Social Media and Digital Fluency: Moderated Mediation Model

IEEE Access ◽  
2020 ◽  
Vol 8 ◽  
pp. 68799-68810 ◽  
Author(s):  
Chu Wei ◽  
Abdul Hameed Pitafi ◽  
Shamsa Kanwal ◽  
Ahsan Ali ◽  
Minglun Ren
Keyword(s):  
Social Media ◽  
Moderated Mediation ◽  
Mediation Model ◽  
Enterprise Social Media ◽  
Moderated Mediation Model ◽  
Digital Fluency

scholarly journals Manipulating Temporal Cues and Message Concreteness for Deal Communication

2020 ◽  
Vol 28 (2) ◽  
pp. 111-130
Author(s):  
Yi Liu
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Construal Level Theory ◽  
Purchase Intentions ◽  
Media Communication ◽  
Temporal Cues ◽  
Fundamental Challenge ◽  
Expiration Time ◽  
Subject Experiment ◽  
Social Media Communication

Online merchants often use social media to communicate deal messages to directed consumers, but they face the fundamental challenge of how to effectively communicate deal messages to these consumers using that medium. This research seeks to address this challenge by building on the construal level theory to theorize that consumers' purchase intentions in response to the products promoted via social media communication are affected by the concreteness of promotion messages and its interaction with message promotional time and deal expiration time. A between-subject experiment was conducted, and the findings suggest that concrete messages lead to higher purchase intentions. Through interacting message concreteness, message promotional time and deal expiration time, we show that the congruency of a concrete message with either, but not both, temporal cue lead to higher purchase intention. This study thus provides theoretically grounded insights on how to better communicate deal information on microblogging sites.

scholarly journals A Biopsychosocial Perspective of User-Generated Innovation in Open Innovation Models: A Moderated-Mediation Analysis

2021 ◽  
Vol 7 (2) ◽  
pp. 131
Author(s):  
Tahseen Arshi ◽  
Venkoba Rao ◽  
Kamal Qazi ◽  
Vazeerjan Begum ◽  
Mansoor ALSabahi ◽  
...  
Keyword(s):  
Social Media ◽  
Open Innovation ◽  
Moderated Mediation ◽  
Control Group ◽  
Exploratory Research ◽  
Mediation Model ◽  
Moderated Mediation Model ◽  
Proxy Measure ◽  
Social Media Platforms ◽  
Self Reporting Questionnaire

User-generated innovation has contributed to the growth of the democratization of open-innovation models. One of the most common forms of user-generated innovation is evident on social media platforms. The purpose of this study is to investigate nonpecuniary motivations that drive innovation among user innovators on social media platforms. Furthermore, the study examines the underlying sociopsychological and biological dispositions that influence nonpecuniary motivation. The experimental and control group consisted of 204 user innovators on different social media platforms who filled out a self-reporting questionnaire in this exploratory research design. The study assessed endocrinal biomarkers through a proxy measure of 2D:4D ratio associated with behavioral, emotional, and social behavior. It developed a moderated-mediation model evaluating the indirect conditional relationships through a regression-based analysis with bootstrapped estimations. The findings support the moderated-mediation model, indicating that nonpecuniary motivation primarily explains user innovator behavior. Hedonic emotions, characterized by aesthetics, experiential enjoyment, and satisfaction-related feelings, mediate this relationship. A critical finding of the study is that endocrinal testosterone moderates this mediated relationship. This study is the first to apply a biopsychosocial lens to examine motivational drives influencing user-generated innovation using a moderated-mediation model. It contributes to understanding user innovators’ tricky motivational purposes, emphasizing the role of human agency in advancing the open-innovation agenda.

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