scholarly journals The Effect of Social Media Marketing to Satisfaction and Consumer Response: Examining the Roles of Perceived Value and Brand Equity as Mediation

2021 ◽  
Vol 8 (12) ◽  
pp. 285
Author(s):  
Handri Dian Wahyudi ◽  
Cesya Rizkika Parahiyanti
Keyword(s):  
Social Media ◽  
Least Squares ◽  
Brand Equity ◽  
Online Survey ◽  
Perceived Value ◽  
Consumer Response ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Communication Tools ◽  
Digital Era

Social media has become a part of people's lives and an inseparable part of marketing strategies in the emerging digital era. This set of technologies creates new mechanisms and communication tools for companies to interact and engage with potential consumers. This study explores the effect of social media marketing (SMM) on satisfaction and consumer response through perceived value and brand equity. Based on an online survey of 325 users who follow smartphone brands on social media in Indonesia, data were collected and analyzed using partial least squares. The results show that SMM directly affects perceived value and brand equity and indirectly affects satisfaction and consumer response. This study emphasizes satisfaction and consumer response in responding to social media marketing by the company.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Female Micro-Entrepreneurs and Social Networks: Diagnostic Analysis of the Influence of Social-Media Marketing Strategies on Brand Financial Performance

2021 ◽  
Vol 12 ◽  
Author(s):  
Ana Isabel Jiménez-Zarco ◽  
Jose Antonio Clemente-Almendros ◽  
Inés González-González ◽  
Jorge Aracil-Jordà
Keyword(s):  
Social Media ◽  
Financial Performance ◽  
Online Survey ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Global Level ◽  
Female Entrepreneurs ◽  
Business World ◽  
Marketing Actions ◽  
Complicated Situation

The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies (SMEs)—both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

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 Social Media Marketing: B2B Marketing via Nano Influencers

2021 ◽  
Vol 23 (07) ◽  
pp. 1377-1387
Author(s):  
Sirineni Harshitha ◽  
◽  
Raashi Shetty ◽  
Dr. P. Swami Sairam ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
High Probability ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Business Sector ◽  
B2b Marketing ◽  
Interview Method ◽  
Business To Business

The aim and objective of the authors is to explain and analyse the effect on business-to-business sector through nano influencer marketing. The authors explain about how companies can use nano-influencers for cracking a deal or selling products between two companies. Many companies do not use nano influencers for selling their brand products, but as everybody knows how important loyalty and a good engagement rate these influencers have with their customers are, one can consider and implement the same in the business as well. In this the authors have been done based on the interview method through telephonic calls, where the researchers interviewed the clients of serval reputed companies and collected their feedback on their sayings. The researchers have asked the clients several questions related to their marketing strategies, what do they think about influencer marketing and will they allow nano influencers to sell the products to other business companies. After collecting all the feedback, the researchers have analysed the responses and came up with solutions. The empirical aspect of the paper reveals that there is a strong pattern and a high probability for companies to use LinkedIn influencers in their business to expand their presence, boost overall revenue, and improve brand equity within companies.

scholarly journals Influence of social media marketing on the performance of hotel industry: a study in Chandigarh Tri-city

2020 ◽  
pp. 401-408
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Hotel Industry ◽  
Research Paper ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Effective Implementation ◽  
The Social ◽  
Social Media Platforms ◽  
Hospitality Sector

This research paper illustrates the need of social media marketing in expanding the hotel businesses of the Chandigarh tri-city. Internet services being present in the tri-city allow the effective implementation of digital marketing strategy. This research paper highlights the available of swift transportation facilities, tourist sites, and technological parks as the primary factors leading to the emergence of hotel businesses in the tri-city. The research paper involves conduction of online survey to evaluate the indulgence on varied age group in social media platforms like Facebook and Snap chat. Also, implication of CSR marketing strategies and collaboration between IT and marketing departments in an organization to improve the social media based business promotions have been illustrated in this study. On the other hand, the paper also discusses the CSR driven marketing strategies aid to provide a competitive advantage to hotel businesses by ensuring recognition from social influencers due to the community welfare oriented business methods. Thus, organizations in the hospitality sector who are able to promote their community service driven programs on social media platforms receive stakeholder recognition.

scholarly journals influence of social media’s marketing activity on local brand equity and consumer response: using mix method approach

2021 ◽  
Vol 5 (S1) ◽  
pp. 767-780
Author(s):  
Effy Zalfiana Rusfian ◽  
Jodie Daffa Alessandro
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Great Influence ◽  
Consumer Response ◽  
Marketing Strategies ◽  
Product Price ◽  
The Social ◽  
Marketing Activities ◽  
The Impact ◽  
Method Approach

Social media advertising currently has an impactful influence on the customer response toward a brand or a product. Marketing activities that occur on the brand's social media sites are also the main reason for generating brand equity and influencing customer response. The followers that are included on the social media sites of the brand are the customers that follow the latest information about the brand’s product, price, and promotion. Consumers look for information about specific brands on these social media sites, especially Indonesian local brands. Furthermore, these websites have a great influence on consumers' purchasing intentions. The purpose of this research is to analyze the impact of social media marketing campaigns (SMMA) on consumer response (CR) through brand equity (BE).and analyze what type of content is shared and preferred by social media users This study uses a mixed-method approach by using Explanatory Design. This study showed there is a positive relationship between SMMA towards CR. BE has the influence of mediation for SMMA and CR. The study also showed that value proposition branding on a social media advertisement properly could improve the consumer response. The results of this research can be used as basic data for local branding marketing strategies. 

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