scholarly journals The Role of Viral Marketing in Social Media on Brand Recognition and Preference

2021 ◽  
Vol 5 (6) ◽  
pp. 855-867
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Quantitative Research ◽  
Potential Effect ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
The Novel ◽  
Brand Preference ◽  
Brand Recognition ◽  
Novel Concept

Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I’s) in social media contexts and testing the associations among the 7I’s, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I’s and its potential effect on customers’ brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF

scholarly journals Social Media Strategy to Improve Brand Image: in the Context of Students’ Decision Making

2022 ◽  
Vol 12 (3) ◽  
pp. 211-222
Author(s):  
Rini Adiyani ◽  
Muhammad Husin Nur Muzakki ◽  
Zandra Dwanita Widodo ◽  
Angga Ranggana Putra
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Structural Equation ◽  
Quantitative Research ◽  
Brand Image ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Positive Contribution ◽  
Business Studies ◽  
Positive Effect

This study aims to examine and analyze the influence of social media on brand image and student decision-making. This study involved as many as 210 students from the health sciences and business studies program. Of the total 210 data obtained, the remaining 202 data can be used for further testing and data analysis, this is because there are a number of data that are categorized as outliers so that they must be eliminated. This study is a quantitative research category using a survey approach as a method of data collection. Then, regarding the process of testing and analyzing data, this study uses a structural equation modeling (SEM) approach with AMOS software. The findings of this study confirm that social media has a significant positive effect on brand image and decision making, besides that brand image has a positive and significant effect on student decision making. The findings of this study make a positive contribution to the development of science, especially in the field of marketing strategies through social media in improving brand image and decision making. The findings of this study are expected to make a practical contribution to increasing product competitiveness and consumer confidence.

scholarly journals INFLUENCE OF SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH AND CONSUMER ENGAGEMENT TO BRAND LOYALTY IN INDONESIA GRAB COMPANY

2021 ◽  
pp. 16-26
Author(s):  
Bismoaziiz Bismoaziiz ◽  
Usep Suhud ◽  
Saparuddin Saparuddin
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Analysis Tool ◽  
Electronic Word Of Mouth ◽  
Exogenous Variables ◽  
Endogenous Variables

This study aims to analyze social media marketing, electronic word of mouth, and consumer attachment to brand loyalty in Grab Indonesia. The research design used is quantitative research with a causal approach that examines the effect of exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) on endogenous variables (brand loyalty). The population in this study were consumers of social media followers (Instagram) grab with an infinite number, therefore sampling was carried out using purposive sampling with the consideration of respondents as followers of Instagram grab with a minimum period of following is 6 months and has given "likes" to the grab Instagram posts. The sample used in this study were consumers of online transportation companies (grab) as many as 300 respondents. This research analysis tool uses a structural equation model (SEM). The results showed that the exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) positively and significantly affect endogenous variables (brand loyalty). The variable that has the highest value in influencing brand loyalty is social media marketing. Meanwhile, the variable that directly influences brand loyalty with the lowest regression coefficient is electronic word of mouth.

scholarly journals Islamic Faith-Based Content and Religious Social-media Motives

2021 ◽  
Vol 9 (1) ◽  
pp. 19
Author(s):  
Khairil Anwar ◽  
Abdul Mujib
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Quantitative Research ◽  
Well Being ◽  
Equation Modeling ◽  
Future Research ◽  
Media Usage ◽  
Faith Based ◽  
Islamic Faith ◽  
The Impact

The predominance and use of social media for sacred and secular purposes have made it imperative to understand the role of social media in people’s religious motives and life. Therefore, grounded in gratification theory, the current study examines the impact of social media usage intensity, social media usage frequency, and religious appreciation in developing and strengthening different motives, i.e., ministering, spiritual enlightenment, religious information, relaxing entertainment, and well-being, among the followers of social media pages/accounts/sites for faith-based content. Following a quantitative research methodology, data were collected from the 562 followers of social media, i.e., Facebook, YouTube, Instagram, and Twitter. Data were analyzed using Structural Equation Modeling (SEM) in SmartPLS3 software. The results revealed that social media usage intensity and frequency positively influenced all five motives of individuals with a higher impact on individuals’ motive of gaining religious information followed by spiritual enlightenment and well-being. Likewise, religious appreciation positively impacted all five motives of individuals to assess the faith-based content on social media pages/accounts/sites. However, the intensity of the impact varied from well-being, relaxing entertainment, ministering, religious information to spiritual enlightenment from the highest to lowest level, respectively. Moreover, the unique concept, theoretical and practical implications, and future research insights of the study are major advances to literature in the field.

Exploring information avoidance intention of social media users: a cognition–affect–conation perspective

2020 ◽  
Vol 30 (5) ◽  
pp. 1455-1478
Author(s):  
Bao Dai ◽  
Ahsan Ali ◽  
Hongwei Wang
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Structural Equation ◽  
Quantitative Research ◽  
Design Methodology ◽  
Information Overload ◽  
Behavioral Outcomes ◽  
Equation Modeling ◽  
Content Type ◽  
Information Avoidance

PurposeGrounded on the cognition–affect–conation (C–A–C) framework, this study aims to explore how perceived information overload affects the information avoidance intention of social media users through fatigue, frustration and dissatisfaction.Design/methodology/approach/methodology/approachA quantitative research design is adopted. The data collected from 254 respondents in China are analyzed via structural equation modeling (SEM).FindingsPerceived information overload directly affects fatigue, frustration and dissatisfaction among social media users, thereby affecting their information avoidance intention. In addition, frustration significantly affects social media fatigue and dissatisfaction. Consequently, social media fatigue influences dissatisfaction among users.Originality/valueThe literature review indicates that social media overload and fatigue yield negative behavioral outcomes, including discontinuance. However, rather than completely abstaining or escaping, social media users adopt moderate strategies, including information avoidance, to cope with overload and fatigue owing to their high dependence on social media. Unfortunately, merely few studies are available on the information avoidance behavior of social media users. Focusing on this line of research, the current study develops a model to investigate the antecedents of information avoidance in social media.

Storytelling and Narrative Marketing in the Era of Social Media

2018 ◽  
pp. 206-220
Author(s):  
Sonia Ferrari
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Low Cost ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Information And Communication ◽  
Image Building ◽  
Modern Era

This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.

scholarly journals Attraction factors of shopping centers

2017 ◽  
Vol 26 (2) ◽  
pp. 199-219 ◽  
Author(s):  
Leonardo Ortegón-Cortázar ◽  
Marcelo Royo-Vela
Keyword(s):  
Structural Equation ◽  
Potential Effect ◽  
Equation Model ◽  
Marketing Strategies ◽  
Design Management ◽  
Natural Environments ◽  
Shopping Centers ◽  
Content Type ◽  
Tactical Decision ◽  
High Level

Purpose People visit malls not only to buy a product they need but also to enjoy the atmosphere or environment of the shopping center. Based on design and eco-natural environment, the purpose of this paper is to analyze the attraction factors of shopping centers. Design/methodology/approach The sample comprised 449 consumers from 25 different shopping centers in Bogota. The structural equation model (AMOS) enables the authors to discuss the influence of the design of green and natural spaces in the commercial management of shopping centers, given its positive and significant effect on the intention to visit. Findings Shopping centers are, by definition, spaces with a high level of design of the commercial environment. In this case, as evidenced in the results of this research, the design of ecological spaces and environments has the potential of becoming a field of interest for the commercial management of shopping centers, given its potential effect on visiting and shopping intentions. Originality/value The main originality of this study was to empirically include and demonstrate the influence of design and natural eco-environment on the intention to visit, along with other elements considered in previous investigations. Therefore, identification of specific empirical findings related to the way attraction factors work allows marketing directors and managers to improve their management decisions concerning design and implementation of marketing strategies, tactical decision guidance, decision-making assessment or control, and the proposal of alternative positioning attributes, such as the design, management, and arrangement of eco-natural environments that allow to increase the number of visits and purchases within these establishments.

Self-Congruity, Social Value, and the Use of Virtual Social Networks by Generation Y Travelers

2018 ◽  
Vol 58 (3) ◽  
pp. 398-410 ◽  
Author(s):  
Gonzalo Luna-Cortés ◽  
Jesús Manuel López-Bonilla ◽  
Luis Miguel López-Bonilla
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Generation Y ◽  
Structural Equation ◽  
Quantitative Research ◽  
Social Value ◽  
Equation Modeling ◽  
Revisit Intention ◽  
Managerial Implications ◽  
Use Of Social Media

This study presents a literature review and an empirical research to analyze the connection between self-congruity, perceived social value, and use of social media by Generation Y tourists. To contrast the hypotheses of the study, a quantitative research was carried out among young Spanish travelers. As a result, 444 valid surveys were collected during February of 2016. Structural equation modeling (SEM) was used to estimate the connection between the constructs. The results show that self-congruity leads to perceived social value and the use of virtual social networks. In addition, perceived social value leads to satisfaction, and satisfaction leads to revisit intention and positive WOM. Finally, positive WOM intention influences the intensity of the use of virtual social networks by Generation Y travelers. As a part of the conclusions, the article presents the managerial implications of these relationships.

scholarly journals Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues

2019 ◽  
Vol 11 (9) ◽  
pp. 2663
Author(s):  
Affan Ahmed Khan ◽  
Ming Zheng Wang ◽  
Sadaf Ehsan ◽  
Mohammad Nurunnabi ◽  
Maaida Hussain Hashmi
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Research Method ◽  
Quantitative Research ◽  
Research Area ◽  
Marketing Strategies ◽  
Specific Data ◽  
Sustainable Marketing ◽  
Use Of Social Media ◽  
Atmospheric Cues

Acknowledging the widespread use of social media and the exponential growth of digital technology, a number of reputable organizations and small and medium-sized enterprises (SMEs) have shifted their traditional marketing tools to approach new markets for the growth of their businesses. Such companies have introduced their business over social media in order to gain greater attention from the consumers. However, the major concern addressed regarding how products and services are promoted online is regarding sustainable marketing. It is explored that most of the consumers tend to view online businesses by visualizing essential factors that reflect sustainability and thus, SMEs have started to analyze specific web atmospheric cues, which contribute in developing social media according to consumer behavior and their perceptions. To assess the research area, the following study is performed to understand possible measures that are significant in bridging business and consumer needs. This research incorporates a quantitative research method for gathering specific data by using questionnaires. From the findings of the research, it is analyzed that consumers are likely to perceive and give attention to social media by analyzing specific cues, including visuals, ethics, information, social, and security. It is concluded that SMEs could foster their online businesses by adopting effective sustainable marketing strategies aligned according to specific web atmospheric cues.

The role of viral marketing strategies in predicting purchasing intention of eco-labelled products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sahar Hosseinikhah Choshaly ◽  
Marva Mirabolghasemi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Descriptive Analysis ◽  
Cost Effective ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Content Type ◽  
Purchasing Intention ◽  
The Impact

Purpose Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of information, level of entertainment, irritation level and source credibility) on the purchasing intention of eco-labelled products. Design/methodology/approach The sample consists of a total of 200 shoppers in Hyperstar store in Tehran located in the Tehran Pars area. Data is analysed using descriptive analysis and structural equation modelling technique using Smart partial least squares 3.0. Findings Findings indicate that informativeness, entertainment and source credibility are positively related to the purchase intention of eco-labelled products, whereas, irritation is negatively related to the purchasing intention of eco-labelled products. Practical implications This study provides directions for green marketers to develop meaningful communication tools to make customers more knowledgeable about eco-labelled products and tries to promote some of the positive associations that consumers have through green viral communication behaviours. Originality/value This study offers empirical insights from the perspective of an emerging economy on the determinants of purchase intention of eco-labelled products.

Building brand relationship for restaurants

2019 ◽  
Vol 31 (3) ◽  
pp. 1469-1487 ◽  
Author(s):  
Ezgi Erkmen ◽  
Murat Hancer
Keyword(s):  
Service Quality ◽  
Significant Role ◽  
Structural Equation ◽  
Quantitative Research ◽  
Brand Image ◽  
Equation Modeling ◽  
Brand Preference ◽  
Content Type ◽  
Brand Relationship

PurposeThe purpose of this study is to examine the role of other customers in explaining customers’ relation with a brand. A conceptual model, which incorporates other customers along with atmospherics, food quality and service quality, is proposed to better understand how customers form their brand preference for fine dining restaurants.Design/methodology/approachA quantitative research methodology, using structural equation modeling, was adopted to understand the role of other customers along with other restaurant attributes. Data were collected from the customers of fine dining restaurants resulting in 324 usable surveys.FindingsThe findings supported the sequential link for: restaurant experience attributes – brand relationship and brand preference. While all restaurant attributes except other customers explain the satisfaction of customers, only service quality and other customers played a significant role in forming the brand image in the minds of restaurant guests. Overall, this study acknowledged the importance of both other customers and employees in fine dining restaurants’ branding.Research limitations/implicationsThe results suggest that customers in servicescape have a significant role in creating a successful brand image for restaurants. Moreover, service quality is also key to achieve a unique image, thereby suggesting that employees could be a source of differentiation and competitive advantage by managing their brand related behaviors.Originality/valueThis research was one of the first to study the role of other customers in restaurant service experience along with other attributes to assess customers’ brand relation and brand preference for fine dining restaurants.

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