The Impact of Social Media Message Features on Investorss Perception of Firm Value: The Mediating Effect of Social Media Interactions

ABSTRACT We investigate the impact of social media messages on nonprofessional investors' assessments of management credibility and firm value. In a between-participants experiment, we examine the joint effect of social media message vividness, valence, and micro-blogger influence on nonprofessional investors' assessments of management credibility and firm value. We find that when social media messages are pallid and negative (positive), high micro-blogger influence decreases (increases) nonprofessional investors' assessments of management credibility. In contrast, the effect is absent when messages are vivid. Further, we find that the effect of micro-blogger influence on nonprofessional investors' assessments of blogger credibility and management credibility is mediated by social media interactions. The assessment of management credibility, in turn, significantly impacts nonprofessional investors' firm valuation assessment. The results have implications for regulators (SEC 2013) that may wish to update their guidance to managers on how to monitor or even control nonprofessional investors' interaction on social media platforms. Data Availability: Contact the authors.

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The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16050068 ◽

2021 ◽

Vol 16 (5) ◽

pp. 1217-1230

Author(s):

Shuchi Gupta ◽

Nishad Nawaz ◽

Adel Abdulmhsen Alfalah ◽

Rana Tahir Naveed ◽

Saqib Muneer ◽

...

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Mediating Effect ◽

Equation Modeling ◽

Csr Communication ◽

Consumer Purchase Intention ◽

Relationship Of ◽

The Impact ◽

The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

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The Impact of Social Media on Customers’ Loyalty toward Hotels in Jordan

International Journal of Business and Management ◽

10.5539/ijbm.v14n5p123 ◽

2019 ◽

Vol 14 (5) ◽

pp. 123

Author(s):

Faiz H. Zoubi ◽

Diya Mohammad Al-Harazneh

Keyword(s):

Social Media ◽

Regression Analysis ◽

Causal Relationship ◽

Mediating Effect ◽

Marketing Managers ◽

The Impact ◽

The Relationship ◽

Hotel Customers

The present study aimed at exploring the impact of social media on customers' loyalty toward the five stars hotels located in Jordan, it also aimed at exploring the impact of satisfaction as a mediating variable on the relationship between social media and customers’ loyalty from the perspectives of customers and marketing managers. In more precise, to measure the mediating effect of satisfaction in the causal relationship between social media and customers’ loyalty toward five stars hotels. Regression analysis and correlational coefficient were used for analysis purposive of the acquired data that were collected through a self-designed questionnaire.  A sample of (200) hotel customers and (32) marketing managers was drawn from the population of the study. The major findings of the study were as follow: social media has a statistical significant effect on customer’s loyalty, and on satisfaction. Satisfaction as mediating variable has a statistical significant effect on the relationship between social media and customer’s loyalty. Furthermore; marketing managers were found to be having positive beliefs that social media has an effect on customers’ loyalty. But communication and motivation were found to be having no significant effect on customer’s loyalty.

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Energizing Intention to Visit Rural Destinations: How Social Media Disposition and Social Media Use Boost Tourism Through Information Publicity

Frontiers in Psychology ◽

10.3389/fpsyg.2021.782461 ◽

2021 ◽

Vol 12 ◽

Author(s):

Yunfeng Shang ◽

Khalid Mehmood ◽

Yaser Iftikhar ◽

Atif Aziz ◽

Xuedan Tao ◽

...

Keyword(s):

Social Media ◽

Media Use ◽

Subjective Norms ◽

Mediating Effect ◽

Social Media Use ◽

Substantial Impact ◽

Time Lagged ◽

Rural Destinations ◽

The Impact ◽

The Relationship

This study aimed to examine the impact of information publicity on the intention of tourists to visit rural destinations in developing countries. Based on the theory of planned behavior (TPB), we examined the indirect effect of information publicity on intention to visit via subjective norms and further investigated the moderating effect of social media disposition and social media use. The study used data from a time-lagged design with three waves which supported the hypothesized model. The findings revealed that information publicity has an influence on the intention of tourists to visit through the mediating effect of subjective norms. Moreover, the social media disposition strengthened the relationship between information publicity and subjective norms. Furthermore, social media use positively moderated the relationship between subjective norms and intention to visit. Besides the core TPB constructs, the added variables indeed exerted a substantial impact on the visit intention of tourists. The study contributed to the tourism-related literature on social media and the practical implications were discussed.

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The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust

Journal of Research in Interactive Marketing ◽

10.1108/jrim-03-2021-0072 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Tariq Samarah ◽

Pelin Bayram ◽

Hasan Yousef Aljuhmani ◽

Hamzah Elrehail

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Online Survey ◽

Mediating Effect ◽

Research Approach ◽

Brand Trust ◽

Content Type ◽

Brand Engagement ◽

The Impact

PurposeThis study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.Design/methodology/approachUsing an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.FindingsThe study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.Originality/valueThis study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

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

Journal of Innovations in Digital Marketing ◽

10.51300/jidm-2020-11 ◽

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.

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THE IMPACT OF SOCIAL MEDIA ON MILLENNIAL LIFE IN THE 21st CENTURY

10.31219/osf.io/6yfb4 ◽

2021 ◽

Author(s):

Teralita Fadilah Nur Pramuji ◽

Moses Glorino Rumambo Pandin

Keyword(s):

Social Media ◽

21St Century ◽

Social Needs ◽

Easy Access ◽

Media Impact ◽

Face To Face ◽

Use Of Social Media ◽

Definition Of ◽

Media Message ◽

The Impact

In the 21st century, the sophistication of technology is increasing rapidly, without us realizing that social media is becoming our daily social needs. Social media poisons all people regardless of gender and sees age restrictions, from men and women and young children to adults. Social media is a place or place to socialize between one person and another through virtual without any time and distance restrictions. Socialization through virtual can be done in a media message, phone media, even virtual face-to-face that only requires an internet connection and tools such as gadgets, MacBooks, laptops, etc. Such sophistication has a significant influence on our lives. There are so many activities that we can do through social media, with easy access, so that anyone can use it. However, such sophistication makes parents neglect the development of their children. And reduce interaction or social activities in the community. Based on these problems, this study aims to provide information, understand further and answer questions regarding the definition of impact, the definition of social media, impact of social media throughout the 21st century, and proper use of social media. Such influences can be positive and negative influences. The method research used is descriptive qualitative with literature review analyzed from information 20 journal articles with a range of 2019-2021. The results of this study are the facts of the use and influence of social media that occur in today's life. This research has limitations, namely, only limited to the daily media use in Indonesia and the impact that arises.

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Digital Media in Sports Organizations: The Mediator Role of Social Media Addiction in FoMO and Compulsive Online Shopping

Journal of Educational Issues ◽

10.5296/jei.v7i2.19081 ◽

2021 ◽

Vol 7 (2) ◽

pp. 252

Author(s):

Ayse Demir ◽

Arif Çetin

Keyword(s):

Social Media ◽

Online Shopping ◽

Mediating Effect ◽

The Other ◽

Fear Of Missing Out ◽

Social Media Addiction ◽

Mediator Role ◽

The Impact ◽

The Relationship

The impact of communication on individuals and the masses is undeniable. Now, every domain of daily life is influenced by the power of communication thanks to developing technology. The present study aimed to explore the relationship between fear of missing out (FoMO) and compulsive online shopping and investigate the mediator role of social media addiction on this relationship. The sample consisted of randomly selected 205 sports volunteers, 77 females (37.6%) and 128 males (62.4%), taking part in the 16th NKolay Istanbul Half Marathon on April 4, 2021. We collected the data using the “Fear of Missing Out” scale (FoMOS) consisting of 10 items within a subscale, the “Social Media Addiction” scale (SMAS) composed of 20 items within two subscales, and the “Compulsive Online Shopping” scale (COSS) consisting of 28 items within five subscales. We sought answers for seven hypotheses in the study employing a correlational design. The results confirmed our three hypotheses, partially confirmed two hypotheses, rejected the other two hypotheses. We determined that the SMAS were positively correlated with the FoMOS and the COSS. In addition, the FoMOS was positively correlated with the COSS. On the other hand, we concluded that social media addiction partially mediated the relationship between fear of missing out (FoMO) and compulsive online shopping among our participants. While virtual communication had a mediating effect on this relationship, it was not the case for virtual tolerance.

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The power of brand passion in sports apparel brands

Journal of Product & Brand Management ◽

10.1108/jpbm-12-2018-2164 ◽

2019 ◽

Vol 29 (5) ◽

pp. 547-568 ◽

Cited By ~ 2

Author(s):

Naser Pourazad ◽

Lara Stocchi ◽

Vipul Pare

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Partial Least Square ◽

Least Square ◽

Mediating Effect ◽

Content Type ◽

Premium Price ◽

Brand Advocacy ◽

Attitudinal Brand Loyalty ◽

The Impact

Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers. Design/methodology/approach This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using partial least square path modelling. Findings The key empirical findings obtained confirm that brand passion underpins attitudinal brand loyalty and several important brand-related outcomes. Furthermore, the findings show that attitudinal brand loyalty explains the impact of brand passion on most of the outcomes considered, except for social media following. Research limitations/implications This study advances knowledge of brand passion by illustrating its “power” as a strong nuance of relationships between consumers and brands. In particular, this study highlights the importance of brand passion in shaping attitudinal brand loyalty, as well as a driver of several outcomes of theoretical and managerial relevance. Practical implications By establishing strategies aimed at enhancing brand passion, brand managers can increase attitudinal brand loyalty, attain important goals such as brand advocacy, premium price and social media following, as well as the devaluation of competing brands. Originality/value This study uses a unidimensional theorisation of brand passion to increase the understanding of its role as predictor of attitudinal brand loyalty and driver of relevant outcomes. It also examines the mediating effect of attitudinal brand loyalty, thus illustrating important conceptual links between brand passion and brand loyalty in the context of sports apparel brands in a growing economy (Iran).

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Impact of social media strategies on stock price: the case of Twitter

European Journal of Marketing ◽

10.1108/ejm-10-2017-0718 ◽

2018 ◽

Vol 52 (7/8) ◽

pp. 1526-1549 ◽

Cited By ~ 4

Author(s):

Salim Chahine ◽

Naresh K. Malhotra

Keyword(s):

Social Media ◽

Firm Value ◽

Market Reaction ◽

Fortune 500 ◽

Theoretical Framework ◽

Social Representation ◽

Database Marketing ◽

Content Type ◽

Social Media Platforms ◽

The Impact

Purpose Social media have recently become an important strategic marketing tool to increase firm value. Based on an integrated theoretical framework, this study aims to examine the market reaction at the time of the creation of a Twitter platform for 312 firms from the Fortune 500 firms. Design/methodology/approach To test the hypotheses related to the effect of social media platforms on firm value, the event history analysis (EHA) was used, also known as event study, usually designed to examine the impact of a historical phenomenon for the US Fortune 500 firms that developed a Twitter platform. Findings A significant market reaction was found around the starting date of Twitter activities for the subsample of firms that are not contaminated by any other corporate announcements, but not for the overall sample. The market reaction is higher for firms with two-way interaction strategies rather than one-way messaging in both the uncontaminated subsample and the overall sample. It is higher in smaller firms, firms with losses and those with a family and/or a dominant shareholder. Further, firms in the contaminated subsample are likely to follow a two-way strategy after a positive revision of their earnings per share. We have run several robustness checks, including cross-validation on a holdout sample, and these findings remain consistent. Research limitations/implications The integrated theoretical framework is another significant contribution. To our knowledge, this is the first study across disciplines that integrates the social exchange theory (SET), social representation theory (SRT), social network analysis (SNA), social identity theory (SIT), signaling theory (ST) and the impression management theory (IMT) into one framework that is built around information as a resource and social interaction. Practical implications The results suggest that Twitter can be used to add value if firms interact and reciprocate with the various stakeholders. Social implications Firms using social media must interact and reciprocate with the various stakeholders. Originality/value This research is different than the published research on this topic in that it examines the impact on stock prices of the introduction of a specific social media platform, i.e. Twitter. The present results of the paper add to the prior research on database marketing and show that marketing “with” the customer is adding more value than marketing “to” the customer. The use of the net extends the scope of database marketing into a certain form of interaction marketing with “face-to-face” interaction within the relationships between the firm and its customers. Finally, the conditions under which social media platforms are used in an interactive manner are shown, and depicts that firms are more likely to use a two-way interactive strategy following a one-year period of positive momentum.

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