scholarly journals The Mediating Effect of Social Media Marketing Adoption between Competitive Intelligence and SME Performance

2018 ◽  
Vol 8 (7) ◽  
pp. 379-387 ◽  
Author(s):  
Muhammad Faizal Samat ◽  
Mohd Nor Hakimin Yusoff ◽  
Mohammad Ismail
Keyword(s):  
Social Media ◽  
Mediating Effect ◽  
Competitive Intelligence ◽  
Social Media Marketing

scholarly journals Mediating Effect of Social Media Marketing Adoption Towards Business Performance: An Approach of Structural Equation Modelling Partial Least Square (SEM-PLS)

2020 ◽  
Vol 11 (5) ◽  
pp. 100
Author(s):  
Muhammad Faizal Samat ◽  
Mohd Nor Hakimin Yusoff ◽  
Mohammad Ismail ◽  
Nur Amalina Awang ◽  
Norazlan Anual
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Business Environment ◽  
Partial Least Square ◽  
Least Square ◽  
Mediating Effect ◽  
Competitive Intelligence ◽  
Social Media Marketing ◽  
Survey Method ◽  
Technological Support

Business environment in Malaysia has become more competitive due to the advancement of technology and globalisation including the small and medium enterprises (SMEs). SMEs have so long devised various marketing strategies in order to penetrate the online advertisement clutter alongside improving their performance. Past studies have shown that using ICT such as social media help to improve SMEs’ performance. The owner-managers themselves determine the adoption of social media in their marketing due to the process of information collection and analysis are highly relied on them. Most of the SMEs have their own websites but these are primarily used as an information tool only. Thus, this study investigated the mediating role of social media marketing adoption between technological support, organisational support, government support and competitive intelligence towards the performance of SME. The theoretical framework of this study is substantiated by Resource-based View (RBV) theory and supported by Technology, Environment and Organisation (TOE) framework. This study has been carried out in the East Coast region of Malaysia consisting of Kelantan, Terengganu and Pahang states and also employed a questionnaire survey method. From 1920 questionnaires distributed, 339 responses were returned and found usable for the final analysis using the structural equation model partial least square (SEM-PLS). The findings revealed that the adoption of social media marketing mediates the relationship between these technological, organisational, and government supports, the competitive intelligence, and SME performance. Finally, the study’s theoretical and practical implications as well as the limitations and directions for future research were provided and discussed.

The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity

2015 ◽  
pp. 73-87 ◽  
Author(s):  
Tugba Orten Tugrul
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Repeated Measures ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Performance ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Research Findings ◽  
Brand Affect

A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework elucidating how consumer social media marketing experiences lead to more favorable brand affect, and in turn, enhanced brand equity is proposed. Importantly, perceived social media marketing activities are identified as a key moderator influencing the effects of consumer social media marketing experiences on brand equity. Repeated measures ANOVA and regression analyses were conducted to test the proposed model in a study consisting of three phases. The results provide support for (a) the main effects of consumer social media marketing experiences on brand affect and brand equity, (b) the mediating effect of brand affect, and (c) the moderating effect of perceived social media marketing activities. The chapter concludes with a discussion of the theoretical and managerial implications of the research findings, and recommendations for future studies.

scholarly journals Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.

2020 ◽  
Vol 1 (1) ◽  
pp. 1-10
Author(s):  
Tamer Sharawneh
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Telecommunication Industry ◽  
Mediating Role ◽  
Marketing Activities ◽  
Brand Affect ◽  
The Impact ◽  
The Relationship

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.  

Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria

2021 ◽  
Vol 19 (3) ◽  
pp. 16-27
Author(s):  
Ebuka Christian Ezenwafor ◽  
Adeola A. Ayodele ◽  
Chukwudi Ireneus Nwaizugbo
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Survey Design ◽  
Emerging Market ◽  
Sampling Technique ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Online Shoppers

Although extant literature is gorged with the influence of social media marketing on brand loyalty, empirical investigation on mediating effect of brand awareness on social media marketing (SMM) and brand loyalty in the online retail industry in Nigeria are still lacking. This study examines the mediating effect of brand awareness on social media marketing and brand loyalty among online shoppers in a typical emerging market. To achieve this objective, survey design was adopted, and the unit of analysis was online shoppers in Anambra, Nigeria. Quota sampling and questionnaire were the sampling technique and research instrument respectively. A sample of 254 respondents was drawn using the Cochran's formula. The hypotheses were tested using structural equation model via Smart-Pls. It was found that SMM has predictive effect on brand awareness and brand loyalty: brand awareness predicts brand loyalty, and brand awareness mediates the relationship between SMM and brand loyalty. Organizations should strategize and harness the potential of growing social media and SMM.

scholarly journals The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement

2021 ◽  
Vol 7 (1) ◽  
pp. 262-272
Author(s):  
Adelina Emini ◽  
Jusuf Zeqiri
Keyword(s):  
Social Media ◽  
Transition Economies ◽  
Purchase Intention ◽  
Transition Economy ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Engagement ◽  
The Impact

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation modeling was used for assessing the proposed theoretical model. The bootstrapping technique was used to test the hypotheses and the mediating effects of brand awareness and brand engagement. The findings revealed a positive indirect impact of social media marketing on purchase intention and a full mediating effect of brand awareness and brand engagement in the relationship between social media marketing and purchase intention. The contribution of this study is that it provides insights into the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economies. Moreover, it highlights the impact of social media marketing on enhancing brand awareness, brand engagement, and purchase intention in emerging economies in general and in particular in Kosovo. On a practical level, research results provide customers’ insights relevant for designing effective social media marketing strategies for their potential prospects in transition economies. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity

2018 ◽  
pp. 477-492
Author(s):  
Tugba Orten Tugrul
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Repeated Measures ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Performance ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Research Findings ◽  
Brand Affect

A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework elucidating how consumer social media marketing experiences lead to more favorable brand affect, and in turn, enhanced brand equity is proposed. Importantly, perceived social media marketing activities are identified as a key moderator influencing the effects of consumer social media marketing experiences on brand equity. Repeated measures ANOVA and regression analyses were conducted to test the proposed model in a study consisting of three phases. The results provide support for (a) the main effects of consumer social media marketing experiences on brand affect and brand equity, (b) the mediating effect of brand affect, and (c) the moderating effect of perceived social media marketing activities. The chapter concludes with a discussion of the theoretical and managerial implications of the research findings, and recommendations for future studies.

scholarly journals The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Tourism ◽  
2021 ◽  
Vol 69 (2) ◽  
pp. 228-245
Author(s):  
Blend Ibrahim
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Measurement Model ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Trust ◽  
Marketing Activities ◽  
Marketing Tool

This study advances research on social media marketing activities (SMMA) and brand trust by empirically exploring their relationships with brand loyalty, and purchase intention, among a representative cross-section of five-star (5) hotels and four-star (4) hotels Facebook profiles in Kyrenia City (Northern Cyprus). The data gathered for this research adds to our understanding of today's social media marketing as a new-generation marketing tool. This study also tests for the mediating effect of brand trust and the moderating effect of hotel ratings (five-star/four-star) on the proposed relationships. Based on 407 customers that were surveyed, the results indicate that SMMA did have a positive effect on brand loyalty, purchase intention, and brand trust. Hotel ratings (five-star/four-star) moderate the link between SMMA and brand loyalty; however, the link between SMMA and purchase intention was moderated by hotel ratings (five-star/four-star). The results showed that hotel ratings (five-star/four-star) made no difference at the model level. Therefore, the multi-group moderating effect of hotel ratings on the measurement model was tested at the path level. Lastly, the mediation outcome of brand trust was partially supported. Thus, consequential recommendations have been put forward.

scholarly journals Instagram influencer marketing: Perceived social media marketing activities and online impulse buying

First Monday ◽  
2021 ◽  
Author(s):  
Kian Yeik Koay ◽  
Chai Wen Teoh ◽  
Patrick Chin-Hooi Soh
Keyword(s):  
Social Media ◽  
Source Credibility ◽  
Positive Influence ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Impulse Buying ◽  
Primary Data Analysis ◽  
Marketing Activities ◽  
The Impact ◽  
Significant Positive Influence

The main objective of this research is to investigate the impact of social media marketing activities — restricted only to Instagram influencers — on online impulse buying through the mediating effect of source credibility (attractiveness, expertise, and trustworthiness), predicated on Stimulus-Organism-Response (S-O-R) theory. The hypothesised relationships were examined using cross-sectional data obtained from 273 Instagram users. Partial least squares structural equation modelling (PLS-SEM) using the SMART-PLS software was employed as the primary data analysis method. The results revealed that the perceived social media marketing activities of Instagram influencers have a significant positive influence on the perceptions of followers pertaining to all three dimensions of source credibility (attractiveness, expertise, and trustworthiness). In turn, only attractiveness and trustworthiness were found to have a significant positive influence on online impulse buying. Moreover, this study revealed that it was the perceived attractiveness and trustworthiness of Instagram influencers that were the influential mediating factors in the relationship between perceived social media marketing activities and online impulse buying. There is a dearth of studies that have been conducted on the examination of the mechanism through which Instagram influencers’ social media marketing activities influence online impulse buying. This study is significant as it provides new insights into the importance of Instagram influencers social media marketing activities in affecting followers’ online impulse buying through source credibility.

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