scholarly journals The role of Demographics and Psychographics in the relationship between social media Marketing and Brand awareness among smartphone users in Egypt

2018 ◽  
Vol 9 (1) ◽  
pp. 31-83
Author(s):  
Omnia abdelazeem abdelhaleem Hilal
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
The Relationship

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

scholarly journals BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 9 (5) ◽  
pp. 1921
Author(s):  
Made wahyu Krisna Upadana ◽  
Komang Agus Satria Pramudana
Keyword(s):  
Social Media ◽  
Sampling Method ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Effective Strategy ◽  
Purchasing Decisions ◽  
Use Of Social Media ◽  
Relationship Of ◽  
The Relationship

In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy. One of them is by using attractive social media marketing to builds brand awareness and leading to consumer purchasing decisions. The research objective is to determine the role of brand awareness mediating the effect of social media marketing on purchasing decisions. This research was conducted in Denpasar with 110 respondents through a purposive sampling method. Data collected through questionnaires and analyzed by path analysis. Based on the results, social media marketing has apositive and significant effect on purchasing decisions. This shows that the better the use of social media marketing, the more purchasing decisions from consumers. Brand awareness positively and significantly mediates the relationship between social media marketing and purchasing decisions. Brand awareness is able to mediate the relationship of social media marketing to purchasing decisions Keywords: social media marketing, brand awareness, purchasing decisions

scholarly journals Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

2022 ◽  
Vol 12 ◽  
Author(s):  
Khalid Jamil ◽  
Liu Dunnan ◽  
Rana Faizan Gul ◽  
Muhammad Usman Shehzad ◽  
Syed Hussain Mustafa Gillani ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Community ◽  
Social Identification ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Marketing Activities ◽  
The Relationship

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

scholarly journals SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

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.

scholarly journals Evaluation on Social Media Marketing from Customers

Webology ◽  
2021 ◽  
Vol 18 (2) ◽  
pp. 598-615
Author(s):  
Tri Cicik Wijayanti ◽  
Dhika Amalia Kurniawan ◽  
Dio Caisar Darma ◽  
Yundi Permadi Hakim
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Social Networking ◽  
Feedback Loop ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Quality Of Products ◽  
The Relationship ◽  
Positive Effect

Advances in information and technology for the transformation of marketing management have integrated aspects of digitalization as an effective and efficient feedback loop. Customers around the world today are leveraging popular social media marketing (SMM) to assess the quality of products and services. Several culinary food providers have received special attention from traditional food lovers in Indonesia, including Warung Kuliner Suroboyo which has several branches in each region. On this occasion, we tried to study the relationship between SMM, brand awareness, social networking, and decision-making with objects at Suroboyo Warung Culinary in Indonesia. The sample size involves 150 respondents who are regular customers in three locations (Surabaya City, Balikpapan City, and Samarinda City) who use Facebook, Instagram, and Twitter. To make it easier for the survey to be carried out with the support of 'Google Form' in 2020, and the data is processed using multiple regression analysis. The SMM has a positive effect on brand awareness (H1 is accepted), brand awareness has a positive effect on decision-making (H2 is accepted), SMM has a positive effect on social networking (H3 is accepted), social networking has a positive.

scholarly journals Impact of social media on e-commerce

2018 ◽  
Vol 7 (2.30) ◽  
pp. 21 ◽  
Author(s):  
Dr Manohar Singh ◽  
Gobindbir Singh
Keyword(s):  
Social Media ◽  
Social Network ◽  
Marketing Strategy ◽  
Large Population ◽  
Social Network Sites ◽  
Social Networking Site ◽  
Brand Names ◽  
Social Media Marketing ◽  
The Relationship

Social network has gained remarkable attention in the last decade and as the evolution take place, accessing social network sites such as Twitter, Facebook, LinkedIn, Instagram and YouTube have become very affordable. As a large population uses one or the other social networking site, it has become very convenient for companies to reach their consumers through these sites. The main objective of this project is to identify the role of social media marketing strategy and evaluate its importance over traditional marketing strategy in building brand names and consumer behavior. The dataset on which the study has been carried out consists of a sample of tweets on @SamsungMobile, the quar-terly sales of @Samsung Mobile and the information of its followers on Twitter. The analysis and findings of the study highlighted the geo-graphical distribution of the followers of @Samsung Mobile, the market outreach of the brand, and the relationship between the increase in followers and the quarterly sales of @Samsung Mobile.  

scholarly journals THE IMPORTANCE OF DIGITAL MARKETING FOR WINERIES AND DEVELOPMENT OF WINE TOURISM: CASE STUDY OF SERBIA

2020 ◽  
pp. 241-251
Author(s):  
Tatjana Pivac ◽  
◽  
Mirjana Maksimović ◽  
Ivana Blešić ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Wine Tourism ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Structured Questionnaire

The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.

scholarly journals The Influence of Social Media Marketing Activities on Purchase Intention Through Brand Awareness

2021 ◽  
Author(s):  
Cleo . ◽  
Sopiah .
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Descriptive Statistics ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Activities ◽  
Alternative Responses

The aim of this research was to investigate the influence of social media marketing activities on purchase intention and to elaborate the role of brand awareness as the mediating variable in this relationship. The sample consisted of 315 respondents. The data were collected through a closed-ended questionnaire with five alternative responses: highly agree (score five) and highly disagree (score one). The data were then analyzed through descriptive statistics and path analysis. The results showed that social media marketing activities had a significant influence on purchase intention and that brand awareness acted as the pull mediating variable in this relationship. Keywords: social media marketing activities, brand awareness, purchase intention

Social media marketing, shoppers' store love and loyalty

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Riaz Uddin Ahmed
Keyword(s):  
Social Media ◽  
Grocery Store ◽  
The Body ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Store Loyalty ◽  
Content Type ◽  
The Impact ◽  
The Relationship

PurposeThis study investigates the impact of social media marketing activities (SMMA) on shoppers' store love and the impact of store love on store loyalty in grocery retail. Moreover, it explores the mediating and moderating role of store love and social media usage intensity (SMUI).Design/methodology/approachA survey was conducted among grocery shoppers and social media users in Norway. A total of 177 valid responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe study discovered that SMMA impacts store love, and store love affects store loyalty. Store love serves as a mediator between SMMA and store loyalty. SMUI positively moderates the relationship between SMMA and store love; however, the relationship between store love and store loyalty is not moderated by SMUI.Research limitations/implicationsDespite having limited generalizability from a cross-sectional study, this study provides literary additions to the body of knowledge in grocery retail and enhances the cognitive appraisal theory (CAT) and the attachment theory (AT).Practical implicationsThe findings of this study will help grocery shoppers, store managers and grocery chain marketers to comprehend the role of SMMA in building emotional attachment with a grocery store and help make better decisions.Originality/valueFor the first time, this study incorporated SMUI as a moderator in the relationship between SMMA, store love and store loyalty in grocery retail. The study also proposes a new explanation for the relationship between SMMA and store loyalty by highlighting the mediating role of store love.

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