Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention

Abstract Social media networks compete with each other, and they make an effort to increase their number of users while at the same time trying to create engagement. That is because a social media brand with high engagement creates high commitment and that leads to satisfying its business partners. This also increases the social commerce through that social media brand. Social commerce is defined as the commercial activities through social media channels, and it is a subdimension of online commerce. The new realities increased the interest towards social commerce through social networks and made it valuable to explore for both practical and academic environments. This study aims to investigate social media engagement regarding social media networks and explore the relationship between social media engagement and social commerce purchase intention. In the light of these objectives, a survey was conducted to collect the data and shared through social media networks. Hypotheses in the research were analyzed by using independent samples t-test, one-way ANOVA, Pearson correlation, and multiple regressions. Results showed social media networks differ according to consumer brand engagement. Also, consumer brand engagement differs according to age, education level, and income level. Another result proves that consumer brand engagement differs according to social media usage frequency and time spent using social media. Furthermore, social commerce purchase intention differs according to the social media networks. Finally, the study found that there is a positive relationship between consumer brand engagement and social commerce purchase intention.

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Motivations for Virtual Community Participation in Social Commerce: Customers and Sellers in the Malay Lifestyle Blogging Community

10.26686/wgtn.17143646 ◽

2021 ◽

Author(s):

◽

Syahida Hassan

Keyword(s):

Social Support ◽

Social Media ◽

Large Scale ◽

Virtual Communities ◽

Virtual Community ◽

Structured Interview ◽

Ease Of Use ◽

Social Commerce ◽

Commercial Activities ◽

The Social

<p>Although the field of social commerce has gained a lot of attention recently, there are many areas that still remain unexplored. A new phenomenon emerging within virtual communities is a blurring between social and commercial activities. To date, scholars in the social commerce literature have either focused on customers in the community or on medium to large scale businesses. There has been little research on social commerce communities which include micro-businesses despite their rapid growth in South East Asian countries. This study explores a social commerce community of Malay lifestyle bloggers, who are a subset of the Malaysian blogosphere community. Bloggers begin by using the personal genre, some then move on to set up online businesses using their personal blogs as a platform. The characteristic of blogging’s ease of use means there are low barriers to starting a small business, merging blogging and commerce. This changes the nature of the community by bringing in a new relationship, as well as relationships between bloggers and readers, there are now also relationships between sellers and customers. This study aims to understand the motivations for both sellers and customers, and how their relationships as bloggers and readers influence their participation in social commerce within the same community. To address the research objective, 20 sellers and 21 customers who also play a role as bloggers or readers were interviewed. In-depth interviews using laddering and semi-structured interview techniques were carried out to explore social commerce behaviour, the perceived consequences, and goals or values of participation. In addition, observation was also conducted on the platform used by the sellers. Data was coded using NVivo whilst the themes arising from the coding process were transformed into an implication matrix and hierarchical value map using Ladderux software. This study found that strong ties within the community, influenced by homophily and the sense of virtual community, motivated the customers to participate in commercial activities in order to obtain their goals which included a sense of obligation, loyalty, satisfaction and self-esteem. The relationships influenced customers to trust each other, provide social support and made purchasing products more convenient. Sellers were influenced by the convenience of using social media and the social support provided by the customers which helped them to achieve their goals which are profit and business sustainability. This study contributes to social commerce theory by highlighting an underexplored type of social commerce setting and addressing how trust can be transferred from social to commercial activities. The findings provide a useful insight for businesses, regardless of their size, to build an understanding of the need to create a good relationship with their customers. For macro-businesses, this model can be used to identify what is lacking in their social media marketing strategy.</p>

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Motivations for Virtual Community Participation in Social Commerce: Customers and Sellers in the Malay Lifestyle Blogging Community

10.26686/wgtn.17143646.v1 ◽

2021 ◽

Author(s):

◽

Syahida Hassan

Keyword(s):

Social Support ◽

Social Media ◽

Large Scale ◽

Virtual Communities ◽

Virtual Community ◽

Structured Interview ◽

Ease Of Use ◽

Social Commerce ◽

Commercial Activities ◽

The Social

<p>Although the field of social commerce has gained a lot of attention recently, there are many areas that still remain unexplored. A new phenomenon emerging within virtual communities is a blurring between social and commercial activities. To date, scholars in the social commerce literature have either focused on customers in the community or on medium to large scale businesses. There has been little research on social commerce communities which include micro-businesses despite their rapid growth in South East Asian countries. This study explores a social commerce community of Malay lifestyle bloggers, who are a subset of the Malaysian blogosphere community. Bloggers begin by using the personal genre, some then move on to set up online businesses using their personal blogs as a platform. The characteristic of blogging’s ease of use means there are low barriers to starting a small business, merging blogging and commerce. This changes the nature of the community by bringing in a new relationship, as well as relationships between bloggers and readers, there are now also relationships between sellers and customers. This study aims to understand the motivations for both sellers and customers, and how their relationships as bloggers and readers influence their participation in social commerce within the same community. To address the research objective, 20 sellers and 21 customers who also play a role as bloggers or readers were interviewed. In-depth interviews using laddering and semi-structured interview techniques were carried out to explore social commerce behaviour, the perceived consequences, and goals or values of participation. In addition, observation was also conducted on the platform used by the sellers. Data was coded using NVivo whilst the themes arising from the coding process were transformed into an implication matrix and hierarchical value map using Ladderux software. This study found that strong ties within the community, influenced by homophily and the sense of virtual community, motivated the customers to participate in commercial activities in order to obtain their goals which included a sense of obligation, loyalty, satisfaction and self-esteem. The relationships influenced customers to trust each other, provide social support and made purchasing products more convenient. Sellers were influenced by the convenience of using social media and the social support provided by the customers which helped them to achieve their goals which are profit and business sustainability. This study contributes to social commerce theory by highlighting an underexplored type of social commerce setting and addressing how trust can be transferred from social to commercial activities. The findings provide a useful insight for businesses, regardless of their size, to build an understanding of the need to create a good relationship with their customers. For macro-businesses, this model can be used to identify what is lacking in their social media marketing strategy.</p>

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Follower Segments Within and Across the Social Media Networks of Major Professional Sport Organizations

Sport Marketing Quarterly ◽

10.32731/smq.284.122019.04 ◽

2019 ◽

Vol 28 (4) ◽

pp. 222-233 ◽

Cited By ~ 3

Author(s):

Michael Naraine

Keyword(s):

Social Media ◽

Professional Sport ◽

Sport Organizations ◽

Social Media Networks ◽

The Social

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Does Social Media Engagement Moderate Brand Engagement and Brand Loyalty? Evidence from Young Consumers of Malaysian Modest Fashion Industry

International Journal of Psychosocial Rehabilitation ◽

10.37200/ijpr/v24i2/pr200546 ◽

2020 ◽

Vol 24 (02) ◽

pp. 2500-2508

Author(s):

Zulkarnian Ahmad ◽

Ami Suhana Menon ◽

Cordelia Mason ◽

Mohd Farid Shamsudin ◽

Ilham Sentosa

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Fashion Industry ◽

Brand Engagement ◽

Social Media Engagement ◽

Young Consumers

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

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16040036 ◽

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.

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Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Journal of Research in Interactive Marketing ◽

10.1108/jrim-04-2020-0072 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Mazzini Muda ◽

Muhammad Iskandar Hamzah

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Source Credibility ◽

Equation Modeling ◽

Content Type ◽

The Social ◽

The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

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Exploring the imprint of social media networks on neighborhood community through the lens of gentrification

Environment and Planning B Urban Analytics and City Science ◽

10.1177/2399808317728289 ◽

2017 ◽

Vol 45 (3) ◽

pp. 470-488 ◽

Cited By ~ 8

Author(s):

Joseph Gibbons ◽

Atsushi Nara ◽

Bruce Appleyard

Keyword(s):

Social Media ◽

Urban Communities ◽

Urban Neighborhoods ◽

Social Connections ◽

Washington Dc ◽

Group Level ◽

Time Analysis ◽

Social Media Networks ◽

The Social ◽

Interaction Measure

Gentrification, the rise of affluent socioeconomic populations in economically depressed urban neighborhoods, has been accused of disrupting community in these neighborhoods. Social media networks meanwhile have been recognized not only to create new communities in neighborhoods, but are also associated with gentrification. What relation then does gentrification and social media networks have to urban communities? To explore this question, this study uses social media networks found on Twitter to identify communities in Washington, DC. With space-time analysis of 821,095 geo-tagged tweets generated by 77,528 users captured from 15 October 2015 to 18 July 2016, we create a location-based interaction measure of tweets which overlays the social networks of the comprising users based on their followers and followees. We identify gentrifying neighborhoods with the 2000 Census and the 2010–2014 American Community Survey at the block group level. We then compare the density of location-based interactions between gentrifying and nongentrifying neighborhoods. We find that gentrification is significantly related to these location-based interactions. This suggests that gentrification indeed is associated with some communities in neighborhoods, though questions remain as to who has access. Making novel use of big data, these results demonstrate the important role built environment has on social connections forged “online.”

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The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——Analysis of Intermediary Effect Based on Brand Attitude

Journal of Business Administration Research ◽

10.5430/jbar.v7n2p17 ◽

2018 ◽

Vol 7 (2) ◽

pp. 17 ◽

Cited By ~ 2

Author(s):

Qian He ◽

Hongjian Qu

Keyword(s):

Social Media ◽

Purchase Intention ◽

Brand Attitude ◽

Human Beings ◽

Communication Tool ◽

Environment Analysis ◽

Media Environment ◽

The Social ◽

Advertising Appeal ◽

The Impact

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

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Mainstream Media as Amplifier

Internet Mercenaries and Viral Marketing - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-4666-4578-3.ch006 ◽

2014 ◽

pp. 141-165

Keyword(s):

Social Media ◽

Social Impact ◽

The Internet ◽

Mainstream Media ◽

Social Media Networks ◽

The Social ◽

Online Reputation ◽

Usual Pattern

This chapter focuses on mainstream media as amplifier and how viral marketers can have greater social impact. For viral marketers to achieve a greater social impact, the ultimate goal is to have their ideaviruses enter traditional mainstream media – national or regional television networks and influential newspapers, which function as an amplifier for Internet mercenary marketing. A usual pattern is first to launch an ideavirus on the Internet, to make it brew, grow and spread along the social media networks so as to infect whoever is in its path. When it obtains a certain online “reputation,” it is a time to get the mainstream media involved. Once it is covered by the mainstream media, it would intensify the interest on the Internet in searching and sharing the story.

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