HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.

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An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry

Exploring the Power of Electronic Word-of-Mouth in the Services Industry - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-8575-6.ch015 ◽

2020 ◽

pp. 265-287

Author(s):

Anna Makrides ◽

Demetris Vrontis ◽

Michael Christofi

Keyword(s):

Marketing Strategy ◽

Word Of Mouth ◽

Survey Methodology ◽

Digital Marketing ◽

Brand Awareness ◽

Electronic Word Of Mouth ◽

Widespread Access ◽

The Impact ◽

Core Part ◽

Positive Effect

The widespread access of electronic word of mouth (e-WOM) enables contemporary consumers to assess the opinions of others, irrespective of geographical boundaries, about products and services. This research examines the impact of e-WOM on building international brand awareness when the former is used as a core part of a company's overall digital marketing strategy. By applying the survey methodology, the findings provide support for this positive effect; namely, the integration of e-WOM in the overall digital marketing strategy and activities applied by an organization can enhance brand awareness beyond country borders and contribute towards the overall organizational effectiveness and success. Taken together, the study provides further insight into eWOM and cross-border brand awareness relationship and outlines several questions that deserve further study.

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SOCIAL MEDIA MARKETING SEBAGAI SARANA PENGEMBANGAN KEWIRAUSAHAAN BERBASIS SOCIO-TECHNOPRENEURSHIP DI UNIVERSITAS ISLAM RIAU

Jurnal Riset Komunikasi ◽

10.38194/jurkom.v3i2.163 ◽

2020 ◽

Vol 3 (2) ◽

pp. 177-193

Author(s):

Benni Handayani ◽

Fatmawati Moekahar ◽

Yudi Daherman ◽

Mufti Hasan Alfani

Keyword(s):

Social Media ◽

Social Media Marketing ◽

Brand Awareness ◽

Brand Recall ◽

Brand Recognition

Bisnis kreatif dalam beberapa dekade terakhir mengalami perkembangan ditopang dengan kemutakhiran teknologi. Fenomena ini kemudian dikomodifikasi menggunakan pendekatan sosial. Model di atas dikenal dengan istilah Socio-technopreneurship. Penelitian ini membahas mengenai social media marketing sebagai media pemasaran dan media sosial dengan memanfaatkan teknologi dalam membangun brand awareness ke-5 jenis usaha diantaranya unaware of brand, brand recognition, brand recall, dan top of mind, mendukung selebgram, penelitian ini berpusat di business center kantin terapung Universitas Islam Riau yang mengakomodasi berbagai wirausaha muda baik mahasiswa maupun alumni dengan bentuk bisnis di bidang apapun baik barang maupun jasa. Penelitian ini menggunakan pendekatan kualitatif deskriptif, pengumpulan data melalui observasi, wawancara, dan dokumentasi. Kesimpulan didapatkan bahwa kompetensi pengelolaan media sosial khususnya instagram yang digunakan oleh para informan untuk media bisnis cenderung masih konvensional, padahal trend terbaru dalam dunia bisnis online sudah semakin dinamis dan variatif. Pengembangan Socio-technopreneurship pada akhirnya menjadi sebuah metode yang signifikan sebagai upaya untuk meningkatkan kompetensi di atas.

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THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY

Jurnal Manajemen Indonesia ◽

10.25124/jmi.v19i2.2234 ◽

2019 ◽

Vol 19 (2) ◽

pp. 107 ◽

Cited By ~ 1

Author(s):

Siti Maria ◽

Tommy Pusriadi ◽

Yundi Permadi Hakim ◽

Dio Caisar Darma

Keyword(s):

Social Media ◽

Path Analysis ◽

Direct Effect ◽

Word Of Mouth ◽

Social Media Marketing ◽

Brand Awareness ◽

Significant Positive Effect ◽

Transportation Services ◽

Data Source ◽

Positive Effect

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness. Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth. AbstrakTujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan. Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.

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Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

International Journal of Emerging Technologies in Learning (iJET) ◽

10.3991/ijet.v16i17.23339 ◽

2021 ◽

Vol 16 (17) ◽

pp. 19

Author(s):

Alejandro Mujica ◽

Esteban Villanueva ◽

Manuel Luis Lodeiros-Zubiria

Keyword(s):

Social Media ◽

Hierarchical Models ◽

Social Media Marketing ◽

Brand Awareness ◽

Educational Institutions ◽

Brand Engagement ◽

Marketing Activities ◽

Learning Platforms ◽

The Impact ◽

Micro Learning

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

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The Influence of Social Media Marketing Instagram, Word of Mouth and Brand Awareness of Purchase Decisions on Arthenis Tour and Travel

IJEBD (International Journal Of Entrepreneurship And Business Development) ◽

10.29138/ijebd.v2i2.770 ◽

2019 ◽

Vol 2 (2) ◽

pp. 218-226

Author(s):

Novita Alfian ◽

Sengguruh Nilowardono

Keyword(s):

Social Media ◽

Linear Regression ◽

Word Of Mouth ◽

Social Media Marketing ◽

Brand Awareness ◽

Primary Data ◽

Purchase Decisions ◽

Purchasing Decisions ◽

Travel Agents ◽

Regression Tests

The purpose of this study is to analyze the extent of Social Media Marketing Instagram, Word of Mouth, and Brand Awareness of purchasing decisions at Arthenis Tour and Travel. This study uses primary data obtained from customer answers. The instrument uses a questionnaire with a Likert scale. The population in this study are 105 Arthenis Tour and Travel consumers and taking a sample of 83 people. The hypothesis is used with multiple linear regression tests. Based on the results of the study, obtained the value of Fcount (198,348) > Ftable (2,72) related to simultaneous and partial on Social Media Marketing Instargram, Word of Mouth and Brand Awareness of the expected variables as a result of purchase. It is expected for travel agents can support their Instagram, using Word of Mouth and Brand Awareness so they can increase their sales.

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The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy

KnE Social Sciences ◽

10.18502/kss.v4i3.6373 ◽

2020 ◽

Author(s):

Siti Maria ◽

Tommy Pusriadi ◽

Dio Darma

Keyword(s):

Social Media ◽

Word Of Mouth ◽

Social Media Marketing ◽

Brand Awareness ◽

Structure Model ◽

Significant Positive Effect ◽

Transportation Services ◽

Data Source ◽

Positive Effect ◽

City Models

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Ill Consequences of Social Media in Intepreting Customers Buying Opinion

International Journal of Innovative Technology and Exploring Engineering - Special Issue ◽

10.35940/ijitee.b1107.1292s419 ◽

2019 ◽

Vol 9 (2S4) ◽

pp. 178-180

Keyword(s):

Social Media ◽

Word Of Mouth ◽

Vital Role ◽

Demographic Variables ◽

Brand Awareness ◽

Purchasing Behavior ◽

Buying Behavior ◽

Result Show ◽

The Impact ◽

Consumer Buying Behavior

This research aims to study the interaction between the companies and the consumers directly. Now a day’s social media is playing a vital role for the marketers. It creates curiosity, brand awareness. Social media is the fastest way to get in touch with the consumers. The traditional word-of-mouth publicity has been replaced by word-of-web as consumers are increasingly referring to social media sites before making a purchase, greatly influencing buying behavior. This Study is focusing on the factors which influence the impact of social media on consumer buying behavior. To analyse the impact of demographic variables on purchasing behavior using social media. The survey has been conducted by randomly selecting 50 respondents who are using Social Media. Result show that Social Media influences consumer buying behavior.

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SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

Ekonomska misao i praksa ◽

10.17818/emip/2021/2.8 ◽

2021 ◽

Vol 30 (2) ◽

pp. 475-492

Author(s):

Adelina Emini ◽

◽

Jusuf Zeqiri

Keyword(s):

Social Media ◽

Purchase Intention ◽

Transition Economy ◽

Social Media Marketing ◽

Brand Awareness ◽

Primary Data ◽

Survey Tool ◽

Brand Engagement ◽

The Impact ◽

The Relationship

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

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THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MODERATING ROLE OF WORD OF MOUTH

Jinnah Business Review ◽

10.53369/xuzm2851 ◽

2015 ◽

Vol 03 (02) ◽

pp. 60-67

Author(s):

Ayesha Tariq ◽

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Word Of Mouth ◽

Social Media Marketing ◽

Future Research ◽

Marketing Practice ◽

Mediating Role ◽

Customer Interaction ◽

The Impact ◽

Moderating Role

This study is based on such customers who follow at least one brand on the social media in Pakistan. The data was collected through a structured questionnaire from the university students of Pakistan. The results showed that the brand loyalty of the customers is affected in a positive manner when the brand has presence on various platforms of social media. It has been found that customer interaction has a fully mediating role in social media marketing and brand loyalty. Also, the word of mouth has no moderating role on the relationship between customer interaction and brand loyalty. The implications for marketing practice and future research are also discussed.

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Social Media Marketing in Creating Brand Awareness and Brand Trust

MANTHAN Journal of Commerce and Management ◽

10.17492/manthan.spl19.1 ◽

2019 ◽

Author(s):

Iesha Khajuria ◽

Rachna .

Keyword(s):

Social Media ◽

Social Networking Sites ◽

Social Media Marketing ◽

Brand Awareness ◽

Brand Trust ◽

Social Media Platforms ◽

Use Of Social Media ◽

The University ◽

The Impact ◽

Structured Questionnaire

Small as well as big businesses these days are largely making use of social media platforms to enhance their visibility and to promote their brands/products/services. By interacting more with people, the marketers can easily create brand awareness and establish brand identity, which gradually can help gain trust in the brand. Two hypotheses were formulated to examine the impact of social media marketing on brand awareness and brand trust. One of the most popular social networking sites, Facebook, and two most popular e-commerce brands Amazon and Flipkart were considered to study the effect. Data was gathered from 394 students/research scholars from the University of Jammu, using a well-structured questionnaire, employing convenience sampling. Data analysis was done using statistical tools like percentages, correlation, regression etc. Results signify that though social media platforms serve as a major tool in creating awareness and building trust, these cannot solitarily help develop and grow a business.

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