"The impact of social media marketing attributes and perceived benefits on perceived value, intention to use, and actual use : Focusing on domestic OTA"

2020 ◽  
Vol 35 (8) ◽  
pp. 25-45
Author(s):  
Jinhee Lee ◽  
Namjo Kim
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Intention To Use ◽  
Perceived Benefits ◽  
Actual Use ◽  
The Impact

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

scholarly journals Social media marketing and business competitiveness: evidence from South African tourism SMMEs

2017 ◽  
Vol 15 (2) ◽  
pp. 411-423 ◽  
Author(s):  
Patient Rambe
Keyword(s):  
Social Media ◽  
South African ◽  
Tourism Industry ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Competitive Strategies ◽  
Media Technologies ◽  
Business Competitiveness ◽  
Medium Enterprises ◽  
The Impact

The increasing prominence of social media marketing in advancing the global reach and visibility of products and services is ideal for the South African tourism industry, which depends on local and international visitors for leveraging its business activities and competitiveness. However, what remains under-explored in tourism literature is the depth of integration of social media marketing into the competitive strategies of emerging tourism small, micro and medium enterprises (SMMEs). To address this grey area, this study explored the extent to which tourism SMMEs utilize social media technologies (SMTs) to extend their market share and the implications thereof for the competitiveness of their business operations. Drawing on a quantitative approach, a survey was conducted on 234 tourism SMMEs’ owner/managers in the Free State province of South Africa to establish the impact of social media marketing on the competitiveness of their businesses. Evidence suggests that tourism SMMEs employed social media marketing predominantly for online marketing of their products/services, promoting their products/services, attracting existing customers, and sometimes, for integrating it into their marketing strategies. Results of correlation analysis revealed that social media marketing is positively and significantly related to the competitiveness of tourism SMMEs. The recommendations for leveraging the integration of social media marketing into the competitive strategy of the small business are provided.

scholarly journals The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market

2022 ◽  
Vol 6 (1) ◽  
pp. 67-72 ◽  
Author(s):  
Haudi Haudi ◽  
Ruby Santamoko ◽  
Arief Rachman ◽  
Yunan Surono ◽  
Riko Mappedeceng ◽  
...  
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Positive Effects ◽  
Small Market ◽  
Store Environment ◽  
Buying Decisions

The purpose of this research is to analyze the influence of social media marketing on small market purchase decisions and to analyze the influence of the store environment on small market purchase decisions. The study also analyzes the influence of sales promotion on small market purchase decisions as well as the effect of perceived value on small market purchase decisions. The study uses a quantitative method and data collection is performed by distributing questionnaires to 170 respondents who have bought goods in the small market. The research method in this study uses structural equation modeling (SEM) analysis using SmartPLS software. The results of this study reveal that all independent variables have some positive effects on consumer buying decisions. More specifically, the variables of small market environmental conditions, sales promotions, and profit values have significant influences on consumer buying decisions, while social media marketing variables has no significant effect on consumers' buying decisions.

scholarly journals Relationship Between Brand Engagement and Social Media Marketing

2019 ◽  
Vol 8 (4S3) ◽  
pp. 213-218
Keyword(s):  
Social Media ◽  
Tamil Nadu ◽  
Social Media Marketing ◽  
Survey Method ◽  
Brand Engagement ◽  
Media Interaction ◽  
Major Factors ◽  
Chennai City ◽  
The Impact ◽  
The Relationship

This empirical study aims to explore the relationship between brand engagement and social media marketing among the students of higher education institutions in Chennai city of Tamil Nadu. This research study adopts primary survey method with the help of structured questionnaire collected from 388 students those who uses social media networking sites. The result indicates that Integration, E-WoM, Social Media Advertisement, Social Media Interaction and Brand Attitude are the major factors determining the brand engagement among students. The cluster classification and discriminant functions shows that two groups are significantly form namely, low brand engagement groups and high brand engagement groups in their order of dominance. To conclude, it is necessary to create interaction between the customer and brand and consumer to consumer to identify the impact of communication on brand equity.

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.

Is Social Media Marketing Really Working?

2014 ◽  
pp. 1260-1279 ◽  
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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