scholarly journals Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia

2021 ◽  
Vol 17 (3) ◽  
pp. 51-62
Author(s):  
Anshul Garg ◽  
◽  
Jeetesh Kumar ◽  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Sampling Technique ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Daily Lives ◽  
Perceived Trust ◽  
Boutique Hotel ◽  
Boutique Hotels

As of January 2020, global social media users have exceeded 3.8 billion, accounting for 49% of the world’s total population. Internet and social media have become an indispensable part of people’s daily lives worldwide. However, most previous research only focuses on social media marketing in other businesses, and there is less research about the development of boutique hotel social media marketing. This study investigates the relationship between different social media marketing practices and customers’ purchase intention in Malaysia’s boutique hotels. The article also explores how to properly conduct social media marketing to increase the customer purchase intention of boutique hotels and promote the boutique hotels’ development in Malaysia. The non-probability random sampling technique 309 response was collected from Malaysian social media users using an online survey. Findings of the research found out that factors including marketing activities and eWOM significantly impact customer purchase intention of the boutique hotels in Malaysia through the mediating variable perceived usefulness and the mediating variable perceived trust. The study offers implications for the development of social media marketing in boutique hotels.

scholarly journals The Usage of Emoji in Tourism-Related Instagram Posts: Suggestions from a Marketing Perspective

2022 ◽  
pp. 134-145
Author(s):  
Viktoria Distel ◽  
Roman Egger ◽  
Ugljesa Petrovic ◽  
Viet Linh Phan ◽  
Simon Wiesinger
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Positive Emotions ◽  
Online Survey ◽  
User Interaction ◽  
Social Media Marketing ◽  
Research Approach ◽  
Experimental Setting ◽  
Online Platforms

AbstractThe relevance of emoji in social media marketing has attracted tremendous interest from academics and marketing professionals alike ever since emoji became a fixed component in user-to-user and business-to-user communication on online platforms such as Instagram and Facebook. Using a quantitative research approach in the form of a self-administered online survey in an experimental setting, the purpose of this study is to investigate what type of emoji positively impacts consumer behaviour, purchase intention, and user interaction in tourism-related Instagram posts. This research is novel in that it bridges the usage of emoji in the context of social media and tourism. The findings support tourism managers in the practical use of emoji for social media marketing campaigns on Instagram and show that (positive) face emoji evoke more positive emotions than non-face emoji.

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

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.

scholarly journals Sebuah Studi Niat Beli Skincare: Pengaruh Social media Marketing, E-WOM, dan In-store Display

2021 ◽  
Vol 9 (3) ◽  
pp. 1163-1172
Author(s):  
Heristya Putri
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Measurement Method ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Measurement Scale ◽  
Questionnaire Data ◽  
Linear Regression Equation ◽  
Age Range

Several factors can be used to determine the success of consumer purchase intentions. In this study, the factors that can influence purchase intention are formed from social media marketing, e-commerce, and in-store displays. The purpose of this study was to determine the effect of social media marketing, e-WOM, and in-store displays on purchase intention of skincare products (study on consumers of Rena beauty store-Tuban). This research is quantitative. The sampling technique used was non-probability sampling with judgmental methods. The sample used was 100 people. The respondent in this study has seen the contents of Tiktok owned by Rena beauty store and has never purchased skincare products at Rena beauty store, with an age range of 17-35 years. The measurement scale uses the Likert scale. The measurement method used is a questionnaire, data analysis using multiple linear regression equation models. The data is processed using SPSS version 26. The results of this study indicate that social media marketing has a significant effect on the intention to buy skincare products for consumers in Rena beauty store-Tuban; meanwhile, e-WOM has no significant effect on the intention to buy skincare products for consumers because beauty store-Tuban, the in-store display also does not affect. Significantly on the intention to buy skincare products to consumers of Rena beauty store-Tuban.

scholarly journals Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products

2021 ◽  
Vol 12 (3) ◽  
pp. 3672-3678
Author(s):  
Heri Erlangga Et.al
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Total Sample ◽  
Positive Influence ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purchasing Decisions ◽  
Marketing Variables

Marketing is an important part of the management of a company in order to achieve success in achieving company goals. This study aims to determine the influence of social media-based digital marketing on purchasing decisions for SMEs products. The study was conducted in Banten Province by taking a total sample of 210 respondents with a sample of using random sampling technique. Data collection through observation and questionnaires. The data analysis technique was performed using simple linear regression analysis with SPSS software. Based on the results of the research and discussion above, it can be concluded that social media marketing has a significant influence on purchasing decisions on SMEs products. Overall there is a positive influence between social media marketing variables and SMEs product purchasing decisions.

The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Massoud Moslehpour ◽  
Alaleh Dadvari ◽  
Wahyudi Nugroho ◽  
Ben-Roy Do
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Research Findings ◽  
The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

scholarly journals ADOPTION OF SOCIAL MEDIA MARKETING AMONG AGROPRENEURS IN PENINSULAR MALAYSIA

2020 ◽  
Vol 29 (1) ◽  
Author(s):  
Nolila Mohd Nawi ◽  
Najihah Baharudin ◽  
Nurul Nadia Ramli
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Peninsular Malaysia ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Primary Data ◽  
Chi Square ◽  
The World ◽  
Chi Square Analysis

Social media has become one of the main platforms for businesses around the world to markettheir products or services. However, some entrepreneurs still feel doubtful whether social mediamarketing is effective enough compared to the traditional marketing on seeking attention fromtheir targeted audience based on the different generation. Besides, people still think that socialmedia is used as the medium for people around the world to socialize with everyone instead ofmarketing their product or services, especially agro-based products. Entrepreneurs also did not usesocial media marketing because they do not have the sufficient knowledge on how to fully utilizethe social media to market their product. This will hinder them from using social media marketingin their business because they might need more time and assistance to learn how to employ socialmedia marketing. Thus, the main objective of this study is to investigate the adoption of socialmedia marketing among agropreneurs in Peninsular Malaysia. Primary data was collected usingstructured questionnaire via online survey. The questionnaire have been distributed through socialmedia platforms and e-mailed to the targeted respondents using purposive sampling method. Atotal of 113 respondents from 12 states in Peninsular Malaysia was successfully participated inthis study. Data collected was analyzed using descriptive analysis, chi-square analysis and factoranalysis. The results of this study indicated that the adoption level of social media marketingamong agropreneurs in Peninsular Malaysia is on the medium high level and the highest socialmedia platform adopted is Facebook. Besides that, the results of chi-square analysis showed thatrespondent’s demographic and business profile including gender, age, education level and typesof agro-based business operated has an association with the adoption of social media marketingamong agropreneurs. The results of factor analysis discovered four factors that influencingadoption of social media marketing among agropreneurs namely; perceived usefulness, socialinfluence, perceived ease of use and facilitating conditions. Hence, entrepreneurs that alreadyadopted social media marketing should cooperate and create an association of online agropreneursto encourage other entrepreneurs so that they start adopting social media marketing.

scholarly journals Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator

2021 ◽  
Vol 6 (8) ◽  
pp. 518-531
Author(s):  
Nadia Ambar Shofiya ◽  
Ira Fachira
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Small And Medium Enterprises ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
The Social ◽  
Medium Enterprises

Social media has become an inseparable part of marketing, particularly for small and medium enterprises. However, there is a limited knowledge on how it helps small and medium enterprises in selling probiotic products. This study aims to explore how social media marketing influences the purchase intentions of probiotic chicken customers. This research uses a quantitative approach to collect data through an online survey from 215 participants. The results show that the factors of entertainment, trendiness, and e – word of mouth of social media marketing, alongside customer engagement, significantly affect customers’ purchase intentions. Data analysis reveals that the factors of social media marketing have greater influence towards purchase intention when mediated by customer engagement, compared to their direct influence towards purchase intention. Therefore, improving the quality of the social media marketing factors enhances customer engagement. Hence, customer engagement also plays an important role in social media marketing by directly influencing the customers’ purchase intentions.

scholarly journals Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

2021 ◽  
Vol 10 (1) ◽  
pp. 28-37
Author(s):  
Ismat Ara Eti ◽  
Mohammad Abu Horaira ◽  
Mohammad Murshedul Bari
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Social Media Marketing ◽  
Primary Data ◽  
Survey Method ◽  
Significant Stimulus ◽  
Confirmatory Factor ◽  
Consumer Purchase Intention ◽  
Structured Questionnaire

The study was motivated by the need to highlight the roles played by social media marketing on consumers' purchase intention during the COVID-19 pandemic. Since it was a quantitative study, hypotheses were tested to generate findings. We used IBM SPSS 25.0 software to analyze using reliability statistics, descriptive statistics, and IBM SPSS Amos 26.0 software was used to do confirmatory factor analysis for the purpose of developing hypothesis, and SEM used for trying to fit the model. The primary data was mustered by personal interview in an online survey method through a structured questionnaire with five-point Likert scales from 240 Bangladeshi online consumers. These findings publicized that social media marketing (Facebook, Instagram, and YouTube) a significant stimulus on consumers purchase intention during COVID-19, and all factors except discount or coupon offer and brand awareness had an epoch-making and constructive connection with consumers’ purchase intention during the coronavirus malady (COVID-19) epidemic in Bangladesh.

scholarly journals Living in a Material World: Sponsored Instagram Posts and the Role of Materialism, Hedonic Enjoyment, Perceived Trust, and Need to Belong

2021 ◽  
Vol 7 (3) ◽  
pp. 205630512110383
Author(s):  
Eunjin (Anna) Kim ◽  
Heather Shoenberger ◽  
Yuan Sun
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Purchase Intent ◽  
Need To Belong ◽  
Negative Consequences ◽  
Perceived Trust ◽  
Mediating Role ◽  
Hedonic Enjoyment

Previous studies have mainly demonstrated negative consequences for content labeled as sponsored. Despite this, recent industry findings indicate a growing trend for sponsored content on social media. In addition, an increasing number of users suggest that such paid content would increase their likelihood of purchasing items from social media. Nonetheless, little attention has been paid to what drives consumers’ purchase intention and engagement with sponsored content with a clear disclaimer such as “Paid Partnership.” Therefore, the present research seeks to provide insights into what drives consumer engagement and purchase intention with sponsored content and when and why such effects are observed. Conducted with an online survey, the results showed that individuals with high materialism showed greater purchase intent and higher engagement with sponsored content through hedonic enjoyment. The results also showed that the mediating role of hedonic engagement for the positive effect of materialism on purchase intent was only significant under high influencer trust. Furthermore, the mediating role of hedonic enjoyment was amplified when the need to belong was high.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

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