The Mediation Effects of Exhibition Attachment and Exhibition Satisfaction on the Relationship between Perceived Value of Exhibition and Re-exhibition / WOM Intention

2021 ◽  
Vol 16 (2) ◽  
pp. 41-62
Author(s):  
Kyung-Hwan Park ◽  
◽  
Joon Seok Kim ◽  
Hee-Kon Hwang
Keyword(s):  
Perceived Value ◽  
Mediation Effects ◽  
The Relationship

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.

Customer Online Feedback with an Identity Versus No Identity: The Influence on Review Comments

2021 ◽  
pp. 109634802098888
Author(s):  
Dan Jin ◽  
Robin B. DiPietro ◽  
Nicholas M. Watanabe
Keyword(s):  
Online Community ◽  
Online Reviews ◽  
Purchasing Behavior ◽  
Mediation Effects ◽  
Driven Systems ◽  
Customer Reviews ◽  
Significant Difference ◽  
Online Feedback ◽  
The Relationship

As customers’ consumption is increasingly dominated by technology-driven systems, online self-verification becomes an important aspect of customers’ online purchasing behavior and plays a significant role in shaping social interactions in the online community. Across two studies, we examine whether online self-verification with an identity versus without an identity will lead to the different quality of online reviews. Study 1 used topic modeling with actual data stripped from Facebook and TripAdvisor customer online review sites and showed no difference between customer reviews underpinned with an identity or without. Likewise, Study 2 used an experimental design and found no significant difference between customer reviews with or without an identity. However, significant mediation effects of social ties and social capital were found when measuring the relationship between online self-verification and customer reviews. The findings build on the literature of user-generated online reviews and have important implications for academics and hospitality practitioners.

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