scholarly journals Investigate the Factors Affecting on Use of Social Media Marketing to Increase Customer Purchase Intention

2016 ◽  
Vol 2 (4) ◽  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Factors Affecting ◽  
Use Of Social Media

scholarly journals The Affect of Social Media Marketing and Consumer Engagement on Disney plus Hotstar Consumer Buying Intentions in Indonesia (Study on Youtube and Instagram)

2021 ◽  
pp. 247-254
Author(s):  
Natasya Dea Novitarizki Darmawan ◽  
Indira Rachmawati ◽  
Ratih Hendayani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Purchase Intention ◽  
Structural Equation ◽  
Strong Influence ◽  
Equation Model ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Consumer Engagement ◽  
Use Of Social Media

The entertainment industry has just launched Disney Plus Hotstar in early September 2020 and started its marketing on social media Youtube and Instagram. This study aims to determine the effect of social media marketing Youtube and Instagram on the purchase intention of Disney Plus Hotstar consumers, the influence of YouTube and Instagram social media marketing on Disney Plus Hotstar consumer engagement, and to see the effect of consumer engagement on the purchase intention of Disney Plus Hotstar customers by spreading questionnaire to 400 respondents using social media sites Youtube and Instagram in Indonesia. The hypothesis was tested using a structural equation model which was developed following the existing literature review. The results show that social media marketing has a significant relationship with consumer purchase intentions, where consumer engagement acts as a mediating variable in influencing social media users to obtain consumer purchase intentions. The study confirms that marketers must respond to the importance of increasing the use of social media because it has a strong influence on consumer's purchase intentions. Managerial advice that can be applied by companies is to always monitor consumer engagement by adjusting the company's social media marketing strategy.

Social media marketing and customers’ passion for brands

2019 ◽  
Vol 38 (4) ◽  
pp. 509-522 ◽  
Author(s):  
Kaustav Mukherjee
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Model Building ◽  
Sampling Procedure ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
Use Of Social Media

Purpose The modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into the users’ emotional level and instigate purchase intention is a popular moot point. The purpose of this paper is to investigate as to whether social media marketing is effective in inciting a sense of arousal or passion for the advertised brands and finally generate a purchase intention in the minds of the social media users. Design/methodology/approach A convenient sampling procedure was followed to collect relevant data using a structured questionnaire. The technique of structural equation modelling was used for model building using the software, AMOS 18. Findings The study reveals that efficient use of social media for marketing communications can generate a passion for the advertised brands in the social media users’ minds, as well as instigate a brand purchase intention. Research limitations/implications The study has been restricted to Indian smartphone customers who also spend a substantial amount of time on social media. Practical implications The use of social media for online customer engagement is a smart strategy that can be employed by digital marketers in order to emotionally connect the advertised brand with the users of social media. Originality/value This study is probably the first to investigate the direct impact of social media marketing on users’ brand passion.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

scholarly journals Social Media Marketing Perspectives in the Organization in Morelia, Mexico

2016 ◽  
Vol 8 (2) ◽  
pp. 128
Author(s):  
Salvador Madrigal Moreno ◽  
Gerardo Gabriel Alfaro Calderón ◽  
Flor Madrigal Moreno
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Social Media Marketing ◽  
Contemporary Society ◽  
Review Of The Literature ◽  
Digital Inclusion ◽  
Challenges And Opportunities ◽  
Use Of Social Media

<p>Social media marketing (SMM) is a reality in contemporary society. This research presents a review of the literature on the phenomenon of SMM to establish the challenges and opportunities social media faces. Subsequently, the digital inclusion in Mexico is discussed roughly focusing on the situation of SMM in the organization in Morelia. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of inclusion in communication strategies and marketing in the organization in Morelia. It is confirmed that the contemporary society has established the conditions to implement properly social media marketing in Morelia.</p>

scholarly journals How Social Media users’ Drive Influences Purchase Intention in Indian Fashion Industry

2020 ◽  
Vol 8 (6) ◽  
pp. 5153-5160
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Research Study ◽  
Popular Media ◽  
Social Media Marketing ◽  
Special Focus ◽  
Fashion Industry ◽  
Online Purchase ◽  
Convenience Sampling ◽  
Online Buying

Social media is very popular media in glob for communication as well as transaction for millions of people. As social media is widely and effectively use for commercial, marketers have also emphasized on utilization of social media like YouTube, Facebook, Instagram, Blogs for promoting their products as well as services. However, instead of having wide utilization of social media for promotion, Indian marketers don’t have concrete idea on users’ attitudes towards SMM (social media marketing) and influence of social media advertisement. Moreover, few researches have been carried out in this regards. There is a gap of understanding on social media user’s drive that affect their attitudes and intension of purchase of products in the sense of SMM and social media advertisement with special focus. The reason behind carrying out this research is to focus on influence of social media users’ drive on the intentions of online purchase in the context of SMM in the fashion business of India. In addition, it examines affection of social media advertisement on online buying intension. Data was congregated from 414 respondents through convenience sampling from the major cities of Gujarat and defined premises were measured with multiple regression method. The outcomes revealed that functional drive, entertainment drive and social media use have significant influence on social media user’s attitudes towards social media marketing. Further, results also revealed that there is influence of attitude towards SMM and social media advertisement on intension of online purchase by social media users. The results of the research study would be used by Industry in taking decisions regarding social media strategies. Markers in Industry would know attitude of users towards social media better and perform well as far as social media marketing is concern. Finally, theoretical and functional suggestions are also mentioned. The research study ends up with some shortcomings and direction for further study in discussed area.

scholarly journals MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI UNTUK MENINGKATKAN MINAT BELI KONSUMEN

2017 ◽  
Vol 1 (01) ◽  
pp. 25-32
Author(s):  
Deru R Indika ◽  
Cindy Jovita
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Rapid Growth ◽  
Purchase Intention ◽  
Internet Access ◽  
Tourism Industry ◽  
Tourist Destination ◽  
Consumer Purchase Intention ◽  
The Subject ◽  
Use Of Social Media

The speed of internet access and the rapid growth of the smartphone industrymakes it easier for people to get information. In the field of marketing, this affectshow the promotion is done. The use of social media which is actually meansfor social interaction between online individuals becomes commonly used bycompanies as a tool for promotion including in the tourism industry. One of thesocial media that is often used is Instagram, an application that allows users toshare photos and pictures along with short messages with other users. This studydiscussed how Instagram as a social media can affect consumer purchase intentiontoward a tourist destination. The subject of research is Floating Market located inLembang, Bandung, West Java. The results showed that information deliveredthrough Instagram was effective in increasing consumer purchase intention upto 50.2%

THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

2021 ◽  
Vol 14 (8) ◽  
pp. 17-33
Author(s):  
Aqilah Yaacob ◽  
Jen Ling Gan ◽  
Shamsuddin Yusuf
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Methods ◽  
Marketing Research ◽  
Social Media Marketing ◽  
Online Purchase ◽  
Consumer Review ◽  
Online Consumer ◽  
Fashion Apparel ◽  
Online Consumer Review

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

Is Social Media Marketing Really Working?

2013 ◽  
pp. 174-193 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

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