The Effect of Brand Awareness, Social Media Marketing, Perceived Quality, Hedonic Motivation, and Sales Promotion Towards Consumers Intention to Purchase in Fashion Industry

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods: Instagam, social media, Faculty of Economics and Business Islam, IAIN Kediri

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EFFECT OF SOCIAL MEDIA MARKETING ON GROWTH OF MICRO ENTERPRISES IN WUSE II, ABUJA

10.51739/122113816.v1i2.982275070 ◽

2020 ◽

Vol 1 (2) ◽

pp. 1-13

Keyword(s):

Social Media ◽

Significant Relationship ◽

Social Media Marketing ◽

Brand Awareness ◽

Survey Method ◽

Business Growth ◽

Media Usage ◽

Independent Variable ◽

Management Staff ◽

Descriptive Survey

This study set out to examine the effect of social media marketing on the growth of micro businesses in Wuse II, Abuja, Nigeria. The main objectives translated into two hypothesis to find out whether there was any significant relationship between Social Media usage, (independent variable) by micro business against increased brand awareness as well as increased sales (dependent variables). The study adopted a Descriptive survey method where data was collected using structured close-ended questionnaire. Data was collected from 99 respondents from the population of Micro Business in Wuse II comprising of management, staff and customers of the business. The collected data was analysed using Statistical Package for Social Sciences (SPSS) and the tools employed were model summary, analysis of variance (ANOVA) and co-efficient table in testing the research hypotheses. The findings showed that there is a significant relationship between social media usage by micro business and increased brand awareness; and findings also indicated that there is a significant relationship between social media usage by micro businesses and increased sales. The paper therefore concluded that social media marketing is as important as any other marketing strategy as it contributes to business growth in terms of increased brand awareness and increased sales. The paper recommends that businesses in Wuse II, Abuja and others should invest more in deploying social media marketing tools and also to train their staff to enhance social media usage.

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

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.f9944.038620 ◽

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.

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THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

AFEBI Management and Business Review ◽

10.47312/ambr.v5i1.303 ◽

2020 ◽

Vol 5 (1) ◽

pp. 54

Author(s):

Muhammad Nurfauzi Awaludin ◽

Sigit Sukmono

Keyword(s):

Social Media ◽

Viral Marketing ◽

Social Media Marketing ◽

Brand Awareness ◽

Purchase Decisions ◽

Purchasing Decisions ◽

Online Questionnaire ◽

Convenience Sampling ◽

Spss Software ◽

Intervening Variables

<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

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

International Journal of Data and Network Science ◽

10.5267/j.ijdns.2021.10.003 ◽

2022 ◽

Vol 6 (1) ◽

pp. 67-72 ◽

Cited By ~ 1

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.

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Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

Sustainability ◽

10.3390/su11195167 ◽

2019 ◽

Vol 11 (19) ◽

pp. 5167 ◽

Cited By ~ 2

Author(s):

Khan ◽

Yang ◽

Shafi ◽

Yang

Keyword(s):

Social Media ◽

Brand Equity ◽

Customer Loyalty ◽

Social Media Marketing ◽

Brand Awareness ◽

Confirmatory Factor ◽

Marketing Activities ◽

Indirect Association ◽

The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

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Analyzing social media marketing in the high-end fashion industry using Named Entity Recognition

2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM) ◽

10.1109/asonam.2016.7752300 ◽

2016 ◽

Cited By ~ 2

Author(s):

Jorge Ale Chilet ◽

Cuicui Chen ◽

Yusan Lin

Keyword(s):

Social Media ◽

Named Entity Recognition ◽

Entity Recognition ◽

Social Media Marketing ◽

Fashion Industry ◽

Named Entity

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Pengaruh Social Media Marketing, Store Environment, Sales Promotion, dan Perceived Value Terhadap Purchase Decision Konsumen SOGO Department Store

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v4i1.6795 ◽

2020 ◽

Vol 4 (1) ◽

pp. 36

Author(s):

Priandy Yaputra

Keyword(s):

Social Media ◽

Research Method ◽

Perceived Value ◽

Department Store ◽

Sales Promotion ◽

Social Media Marketing ◽

Purchase Decision ◽

Independent Variables ◽

The Social ◽

Store Environment

This research was conducted to determine the effect of social media marketing, store environment, sales promotion, and perceived value to purchase decision SOGO Department Store. This research uses a quantitative method that is by distributing questionnaires to 100 respondents who have bought goods at SOGO in West Jakarta. The research method in this study used multiple regression analysis assisted by SPSS. The results of this study are known that simultaneously all independent variables have an influence on purchase decision. Partially, the variables of the store environment, sales promotion, and perceived value have a significant influence on consumer purchase decision, while the social media marketing variable do not significantly influence consumer purchase decision.

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Social Media Marketing in the Sales Volume Prediction for the Lolita Fashion Brand

10.20944/preprints202111.0227.v1 ◽

2021 ◽

Author(s):

Ton Chaing ◽

Hsin Rau ◽

Jung Wei Shiang ◽

Luen Jon Chiang

Keyword(s):

Social Media ◽

Prediction Models ◽

Social Media Marketing ◽

Sales Volume ◽

Fashion Industry ◽

Fashion Products ◽

Sales Prediction ◽

Marketing Data ◽

Media Platform ◽

The Impact

Despite extensively investigating the impact of social media on fashion products’ marketing, little evidence is available on how the platforms influence sales prediction. Focusing on Lolita fashion, this study investigates the impact of social media marketing on the sales volume prediction of fashion products. Essentially, we analyzed marketing data, including comments, likes, and shares from the Weibo social platform, to forecast future sales, examine how to enhance profit performance, and make production decisions. Using a quantitative approach, we tested three different prediction models, including multiple regression, decision tree, and XGBoost. The results revealed that increasing comments and decreasing the number of likes could significantly improve the sales volumes of Lolita products. In contrast, shares exerted a less significant impact on sales. Regarding prediction models, XGBoost was found to be the best method. In the fashion industry, social media is a useful tool for forecasting market trend. A limitation of this study is that only one social media platform was used to extract data, which might limit the generalization of the findings.

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Use of Social Media Platforms for Purchasing Fashion Items: A Comparison of US and Chinese Consumers

Journal of Comparative International Management ◽

10.7202/1071506ar ◽

2020 ◽

Vol 23 (1) ◽

pp. 1-25

Author(s):

Li Shen

Keyword(s):

Social Media ◽

Technology Acceptance ◽

Perceived Usefulness ◽

Cultural Dimensions ◽

Future Research ◽

Fashion Industry ◽

Chinese Consumers ◽

Intention To Purchase ◽

Social Media Platforms ◽

Use Of Social Media

This paper develops a conceptual connection between the Revised Technology Acceptance Model and Hofstede’s Cultural Dimensions in explicating the adoption by customers of a social media platform in the fashion industry in the context of the US and China. This study shows that the trustworthiness of Facebook is positively related to US customers’ intention to purchase fashion items and the trustworthiness of WeChat is positively related to Chinese customers’ intention to purchase fashion items. Also, US customers’ perceived usefulness is not positively related to the intention of using Facebook to buy fashion items. However, their Chinese counterparts had the opposite result. The findings enhance our understanding of the factors that influence customers’ adoption of social media platforms for purchasing fashion items and provides suggestions for marketing managers as to how they can utilize social media platforms to market fashion items. The paper concludes with a discussion of possible future research in this field.

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