scholarly journals E-WOM BOMB EFFECT ON SOCIAL MEDIA INFLUENCE TO BRAND: CASES IN HALAL PRODUCTS

2015 ◽  
Vol 14 (1) ◽  
Author(s):  
Liza Mumtazah Damarwulan
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Purchase Intention ◽  
Online Survey ◽  
Brand Image ◽  
Purchase Behavior ◽  
Brand Awareness ◽  
Purchasing Behavior ◽  
Media Effect ◽  
The Impact

The objective of this study is to analyze social media effect on brand image and purchase intention. The purpose of this study is to explore the impact of Word-of-Mouth (WOM) communication on social media negatively or positively towards the brand / product rumored asnot halal. The investigation shows that about 82 percent of respondents are internet / social networking (such as Facebook or Twitter) users for over 5 years. With the extent of network and the increasing number of users of social networking (Facebook, twitter) then if WOM is used, itwill result in a major impact on the brand image, brand awareness and purchasing behavior. Design / methodology / approach - To collect the data, this paper uses an online survey of social media users (Facebook and Twitter in particular). To analyze the data, this study uses StructuralEquation Modeling (SEM). Findings - The research on WOM as a means of communication has been done by many researchers. The widespread use of social media results in the magnitude impact of WOM on brand, like a bomb such as the impact on the brand, good brand reputation /brand image, brand awareness which in turn will affect the purchasing behavior (attitudes, interests and action). As a Muslim-majority country, Indonesia is very concerned about halal products, so when the news spread about the products suspected to contain haram substances, thenews will have an impact on the reputation and image of the brand and also have a major impact on purchase behavior. Research limitations / implications - This study provides insight into the role of WOM information on social media which is limited to users of Facebook and twitter inshaping attitudes towards the issue of the purchase of products containing haram substances. However, the specific characteristics of the truth of the WOM information in shaping perceptions that affects halal / haram products is not explored in this study. Originality / value - The results can help practitioners to determine and overcome the impact of WOM in socialmedia and provide correct information to make marketing communications more efficient and powerful.

An evaluation of social media advertising for Muslim millennial parents

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dessy Kurnia Sari ◽  
Suziana Suziana ◽  
Donard Games
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Content Type ◽  
Social Media Advertising ◽  
The Impact

Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

scholarly journals The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media

2021 ◽  
Vol 9 (4) ◽  
pp. 1380-1398
Author(s):  
Naci Büyükdağ
Keyword(s):  
Social Media ◽  
Indirect Effect ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Brand Awareness ◽  
Information Awareness ◽  
Marketing Variables ◽  
The Impact

The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and a significant indirect effect on brand loyalty and purchase intention through brand image. Also, the immediate effects of brand image on satisfaction, brand loyalty, and purchase intention were significant, and the indirect effect of brand image on WOM and purchase intent through brand loyalty is substantial. Thus, brand awareness and brand image have become prominent variables in terms of brand loyalty, WOM, and consumers' purchase intentions in social media. It has been determined that brand loyalty is crucial for brands in social media. Although brand loyalty has a low explained variance rate, its impact on WOM and purchase intention is robust. Social media has also been shown to affect WOM and purchase intention substantially. Also, using the theory of gender socialization examines whether the whole model changes according to gender. Finally, managerial and theoretical implications, limitations and recommendations are presented.

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

scholarly journals The Impact of Media Advertisement on Consumers Purchasing Behaviour

Patan Pragya ◽  
2020 ◽  
Vol 7 (1) ◽  
pp. 268-278
Author(s):  
Gunja Kumari Sah ◽  
Sangita Karki
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Purchase Behavior ◽  
Purchasing Behavior ◽  
Media Platform ◽  
Purchasing Behaviour ◽  
Media Habits ◽  
The Impact ◽  
The Relationship ◽  
Structured Questionnaire

Marketers spend a massive amount on various media platforms to influence consumer behavior. Advertisement on every media platform has a different component that involves the Consumer for different purposes. Technological innovation has led to changes in Consumer's media habits. Hence, a deeper understanding of advertisements on various media platforms, and their implications on consumer behavior needs to be established. This study aims to examine the relationship between advertisement dimensions such as printing, broadband, outdoor and social media, and consumer purchasing behavior. Data were collected with the help of a structured questionnaire by email and direct interviews with the consumers located in Kathmandu valley. The findings revealed that the advertisement media dimensions had a strong correlation with consumer purchasing behavior. It also indicated that printing, outdoor and social media were statistically significant, and broadband media were found to be statistically insignificant with consumers 'purchase behavior

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic

2021 ◽  
Vol 2 (3) ◽  
pp. 163-171
Author(s):  
Feby Eka Vivi Setio Putri ◽  
Monika Tiarawati
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Purchasing Power ◽  
Online Purchase ◽  
Online Consumer ◽  
The Impact

The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use  social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sriparna Guha ◽  
Anirban Mandal ◽  
Fedric Kujur
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Media Environment ◽  
Content Type ◽  
The Social ◽  
Social Media Platforms

Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

Rebuilding a global brand under crisis – case of a global brand Maggi

2019 ◽  
Vol 13 (2) ◽  
pp. 118-139 ◽  
Author(s):  
Rajesh Kumar Srivastava
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Image ◽  
Communication Strategy ◽  
Purchase Behavior ◽  
Primary Research ◽  
Content Type ◽  
Global Brand ◽  
Brand Crisis ◽  
The Impact

Purpose The purpose of this paper is to study whether the controversy because of brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behavior. Design/methodology/approach The research methodology consisted of two types of data: primary and secondary data. The secondary research consisted of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behavior. Findings Maggi used social media extensively to address the issue and re-build the brand reliability and confidence among its users. Communication strategy adopted by focusing on the past experience of consumers and using them as a spokesperson generated a positive sentiment towards the brand under crisis. Research limitations/implications While Maggi suffered the backlash because of the controversy across the length and breadth of India and was banned in a number of states, the author could conduct the primary research only in one city of the state of Maharashtra, Mumbai. The effectiveness of the survey was impacted because of the geographic limitations the author faced while collecting the responses. The survey would have definitely been more effective, with responses collected from different states and with more number of respondents. Fishbein is very old, from the 1980s, even though this theory has met the test of time. Application of the effect of experiences on experiential perceptions and how this influences value through networking could have been used to explain the same. Practical implications An important implication of this paper’s findings for practice, therefore, is that brands should incessantly strive to maintain the consumers’ level of trust, as it is essential for the preservation of the brand equity after a crisis. Crisis-stricken brands should safeguard their reputations from the negative effects of crises. It is even more important for any brand to act appropriately when the cause of the crisis is attributed to its actions and processes. Managers have to address the quality of products in case of brand crisis for restoring trust, image and reliability in the brand. Right type of communication to right targeted consumers will help in the restoration of the image, trust on the brand and bring back loyal customers. Managers have to build brand equity on a regular basis, as a strong brand can recover faster as seen from this paper. Originality/value This paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy can be adopted to regain the mind share and equity. This paper will help the brands in the future to know how a crisis can be managed efficiently by drawing a cue from the strategies implemented by Maggi.

scholarly journals The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

2019 ◽  
Vol 10 (5) ◽  
pp. 54
Author(s):  
Arman Hj Ahmad ◽  
Izian Idris ◽  
Cordelia Mason ◽  
Shenn Kuan Chow
Keyword(s):  
Social Media ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Young Consumers ◽  
The Impact ◽  
Celebrity Endorsers

Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

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