The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention

2021 ◽  
Author(s):  
Galandar Mammadli
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Trust ◽  
The Impact

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

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.

Social media influencer marketing: the moderating role of materialism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Man Lai Cheung ◽  
Patrick Chin-Hooi Soh ◽  
Chai Wen Teoh
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Moderating Effect ◽  
Partial Least Square ◽  
Least Square ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact

Purpose Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention. Design/methodology/approach Self-administrated online surveys were used to collect data from Instagram users. A total of 191 usable data were collected and analysed using partial least square structural equation modelling. Findings The results show that SMIs’ trustworthiness and expertise are significant predictors of followers’ purchase intention. Moreover, the moderating effect of materialism on the relationship between attractiveness and purchase intention is significant. Notably, the influence of attractiveness on purchase intention is greater when materialism is high. Originality/value This research contributes to the SMI literature by examining the influence of SMIs’ trustworthiness, attractiveness and expertise, along with the moderating effect of materialism, on followers’ purchase intention.

scholarly journals THE SOCIAL MEDIA SHAPING BRAND CONSCIOUSNESS AND THE PURCHASE INTENTION OF FASHION CONSUMERS

2020 ◽  
Vol 01 (01) ◽  
pp. 30-45
Author(s):  
Zainab Shafaat ◽  
Farzana Kishwa ◽  
Abdul Khaliq Alvi
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Private University ◽  
Depth Information ◽  
School Teachers ◽  
Major Purpose ◽  
The Social ◽  
Phenomenological Research Design ◽  
The Impact

This study was designed to explore the role of the social media in brand consciousness and purchase intention of young and old fashion consumers. Social media has significant impact on the consumers as individual. The major purpose of this research was to gain in the depth information of social media. Phenomenological research design was used to explore the view point of the young and old fashion consumers regarding the impact of the social media towards brand consciousness and purchase intention. Data for this research was collected from hundred participants between the range of 18 to 30 and 31 to 50 years. The researcher gathered information from the students of a private university, school teachers and business men. We found out that on average most of the users spend 1 to 6 hours on the social media each day. Fashion consumers of young age group are more brand conscious because they are more motivated to purchase the clothes that have branded names or logos.

An Empirical Study on Determining the Effectiveness of Social Media Advertising

2020 ◽  
Vol 16 (2) ◽  
pp. 47-68 ◽  
Author(s):  
Taanika Arora ◽  
Bhawna Agarwal
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modelling ◽  
Confirmatory Factor ◽  
Social Media Advertising ◽  
The Impact ◽  
Self Administered Questionnaire

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.

scholarly journals Social media brand engagement practices

2019 ◽  
Vol 33 (4) ◽  
pp. 1235-1254 ◽  
Author(s):  
Kofi Osei-Frimpong ◽  
Graeme McLean ◽  
Samuel Famiyeh
Keyword(s):  
Social Media ◽  
Social Pressure ◽  
Consumer Participation ◽  
Brand Trust ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Engagement ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to deepen the understanding on social media brand engagement (SMBE) practices by exploring the impact of consumer brand knowledge, perceived social pressure, perceived social relatedness (PSR) and the role of brand trust. Design/methodology/approach A model is proposed to suggest the influence of consumer-level antecedents and moderators of SMBE. Following a survey design approach, data collected from 687 respondents on Facebook are examined through structural equation modelling using AMOS 23.0. Findings The findings reveal significant relationship between the examined antecedents (brand knowledge, perceived social pressure and brand trust) and SMBE. Examination of the moderation role of PSR revealed significant interaction effects on the relationship between brand knowledge and SMBE, as well as perceived social pressure and SMBE. The findings also suggest a lack of interaction effect of PSR on the relationship between brand trust and SMBE. Research limitations/implications This research provides empirical evidence in support of understanding SMBE practices by testing theoretically grounded hypotheses. The study focussed on technologically savvy respondents and only Facebook users in Ghana, which could limit the generalisation of the findings reported. Practical implications This study illustrates a need for managers to integrate multi-communication channels to enhance brand interactions and engagements. Firms must also adopt strategies that would enhance the sharing of interesting information about their brands on their social media platforms to attract others through customer networks. Originality/value The conceptualization of SMBE in this study zooms out our understanding of online SMBE by examining pertinent variables that drive or moderate consumer participation in SMBE activities. The integration of these variables brings out new empirical understanding and extends our knowledge on SMBE.

scholarly journals Fashion Sector and Instagram Influencers. The case of Albania

2021 ◽  
Vol 17 ◽  
pp. 1094-1105
Author(s):  
Kreshnik Bello ◽  
Hysen Muceku ◽  
Margarita Ndoka
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Purchase Intention ◽  
Quantitative Approach ◽  
Opinion Leaders ◽  
Opinion Leadership ◽  
Fashion Industry ◽  
Online Questionnaire ◽  
The Impact

Nowadays we face an ever-growing number of people using social media, and Instagram is one of the most popular, where its users are exposed to the content generated by opinion leaders/influencers. The role of influencers has already been acknowledged by both academy and the companies, yet the literature in regard with this topic faces some limitations. At the same time, evidence shows that Instagram is the mostly used platform by influencers/opinion leaders in the fashion industry and influencers/opinion leaders are an important source of impact for their followers. The aim of this paper is to explore the role that influencers on Instagram play in the behavior of consumers. Its main objective is the identification of the impact that some antecedents (stimuli) have on the opinion leadership, as well as the impact that the latter has on the consequent (response) purchase intention of consumers, in the fashion sector in Albania. The research followed a quantitative approach, with a sample of 412 followers of a fashion focused Instagram account (of a non-traditional celebrity), that answered an online questionnaire. The results of the research suggest that opinion leadership impacts the consumer behavioral intentions. In regard with the practical and theoretical implications, this study contributed to a better understanding of the role of Instagram influencers in fashion sector, allowing the enrichment of literature and information in the Albanian environment. The research has also provided evidence that the use of influencers is a successful tool for marketers and companies in the fashion sector.

scholarly journals The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products

2018 ◽  
Vol 7 (1) ◽  
pp. 85-111
Author(s):  
Imtiaz Ahmad ◽  
Hafiz Ihsan Ur Rehman
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Discriminant Validity ◽  
Brand Personality ◽  
Perceived Quality ◽  
Brand Trust ◽  
Consumer Ethnocentrism ◽  
The Impact ◽  
Domestic Products

The current study was designed to observe the impact of consumer ethnocentrism and brand personality on purchase intention, perceived quality and brand trust in the Pakistani clothing market. Famous Pakistani clothing brands were selected to examine the impact of consumer ethnocentrism and brand personality on purchase intention, evaluation of the product and brand trust. 300 questionnaires were distributed to consumers. The response rate was 90%. The sample comprised 52.2% males and 47.8% females. Two-level Structural Equation Modelling using LISREL 8.80 was employed to determine the convergent and discriminant validity. The study has concluded that Pakistani consumers are highly ethnocentric and ethnocentrism strongly affects purchase intention of domestic brands among Pakistani customers. The research found that brand image has a greater effect on purchase intention, perceived quality and brand trust than consumer ethnocentrism. Results also demonstrate that quality, as perceived by consumers, influences purchase intention which indicates that alone, brand personality and consumer ethnocentrism tendencies do not guarantee sales of local brands. This study puts both consumer ethnocentrism and brand personality into one model to access its role on consumer behavior. The results of the research can assist domestic marketers to comprehend the role of consumer ethnocentrism propensity and brand personality in purchasing domestic products, quality perception and building trust among young customers. To the best of the researchers’ knowledge, it is one of the pioneer studies in the context of Pakistan that casts light on the significance of ethnocentrism in evaluating domestic products by contributing to the literature of marketing.

scholarly journals The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market

2019 ◽  
Vol 1 (4) ◽  
pp. 55-68
Author(s):  
Mustafa Tümer ◽  
Iman Aghaei ◽  
Yahya Nasser Eddine ◽  
Emrah Öney
Keyword(s):  
Social Media ◽  
Airline Industry ◽  
Purchase Intention ◽  
Global Economy ◽  
Structural Equation ◽  
Online Advertising ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
The Impact

The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers.

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