scholarly journals Effect of Social Media Advertisements on Consumer Purchase Intentions

2020 ◽  
Vol 10 (5) ◽  
pp. 110-118
Author(s):  
Raunaq Dash ◽  
M Piyushkant
Keyword(s):  
Social Media ◽  
Research Design ◽  
Purchase Intention ◽  
Research Paper ◽  
Purchase Intentions ◽  
Exploratory Research ◽  
Buying Behavior ◽  
The Social ◽  
Social Media Platforms ◽  
Larger Sample

The purpose for developing this research paper was to get an in-depth understanding of the mechanisms, features, domains, etc. of social media advertisements, across social media platforms and how these specific things are influencing potential consumers in their buying behavior or in other words their purchase intention. The design of methodology is a mixture of exploratory research design and causal research design, (involving a questionnaire) as the study satisfies both mentioned research design protocols.  The findings in terms of the responses (of the questionnaire) collected were intriguing as it depicted that some characteristics of social media advertisements had more impact in influencing their purchase intention, than some of the other. Consumers preferred certain attributes more than some other attributes pertaining to ads on their feeds. Thus, the study of their implications will provide valuable insights to any concerned party. The potential limitations of this research paper will be mainly that the respondents, demographic were limited to a certain figure thus a larger sample size, would make more sense in the future. Also, the practicability of developed hypothesis may vary according to circumstances, which act as a potential limitation. The practical implications of this study can act as a guideline to organizations looking to understand their consumer base, preferences over the social media domain, which could result in potentially building their brand equity.

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.

scholarly journals Influence of social media marketing on the performance of hotel industry: a study in Chandigarh Tri-city

2020 ◽  
pp. 401-408
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Hotel Industry ◽  
Research Paper ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Effective Implementation ◽  
The Social ◽  
Social Media Platforms ◽  
Hospitality Sector

This research paper illustrates the need of social media marketing in expanding the hotel businesses of the Chandigarh tri-city. Internet services being present in the tri-city allow the effective implementation of digital marketing strategy. This research paper highlights the available of swift transportation facilities, tourist sites, and technological parks as the primary factors leading to the emergence of hotel businesses in the tri-city. The research paper involves conduction of online survey to evaluate the indulgence on varied age group in social media platforms like Facebook and Snap chat. Also, implication of CSR marketing strategies and collaboration between IT and marketing departments in an organization to improve the social media based business promotions have been illustrated in this study. On the other hand, the paper also discusses the CSR driven marketing strategies aid to provide a competitive advantage to hotel businesses by ensuring recognition from social influencers due to the community welfare oriented business methods. Thus, organizations in the hospitality sector who are able to promote their community service driven programs on social media platforms receive stakeholder recognition.

scholarly journals Effects of Social Media Marketing Towards Probiotic Chicken Customers’ Purchase Intention: Customer Engagement as a Mediator

2021 ◽  
Vol 6 (8) ◽  
pp. 518-531
Author(s):  
Nadia Ambar Shofiya ◽  
Ira Fachira
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Small And Medium Enterprises ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
The Social ◽  
Medium Enterprises

Social media has become an inseparable part of marketing, particularly for small and medium enterprises. However, there is a limited knowledge on how it helps small and medium enterprises in selling probiotic products. This study aims to explore how social media marketing influences the purchase intentions of probiotic chicken customers. This research uses a quantitative approach to collect data through an online survey from 215 participants. The results show that the factors of entertainment, trendiness, and e – word of mouth of social media marketing, alongside customer engagement, significantly affect customers’ purchase intentions. Data analysis reveals that the factors of social media marketing have greater influence towards purchase intention when mediated by customer engagement, compared to their direct influence towards purchase intention. Therefore, improving the quality of the social media marketing factors enhances customer engagement. Hence, customer engagement also plays an important role in social media marketing by directly influencing the customers’ purchase intentions.

scholarly journals COVID-19, Tourism, and Nepalese Leisure Travelers’ Willingness to Travel

2020 ◽  
Vol 3 (1) ◽  
pp. 92-117
Author(s):  
Rajiv Dahal
Keyword(s):  
Social Media ◽  
Research Design ◽  
Significant Part ◽  
Survey Method ◽  
Exploratory Research ◽  
Social Media Platforms ◽  
Convenience Sampling ◽  
Leisure Travelers ◽  
The Government ◽  
June July

The paper aims to explore and understand COVID-19 and its effect on tourism in Nepal. More specifically, the study intends to find out Nepalese leisure travelers’ past traveling behavior and their willingness to travel once the government of Nepal relaxes the COVID-19 related lockdown and measures. The study used exploratory research design and used a survey method to find out respondents’ opinions on aspects of COVID-19 and tourism. The use of convenience sampling for collecting responses yielded 316 responses through email and social media platforms that lasted for three weeks in June - July 2020. The research revealed that most of the respondents are less affected by COVID-19 and are willing to take a holiday/vacation once there is relaxation of the COVID-19 measures. The majority of the respondents believed tourism as a significant part of the Nepalese economy, and expected tourism in Nepal would recover from the COVID situation.

scholarly journals SOCIAL MEDIA AND GREEN CONSUMPTION BEHAVIOR OF MILLENNIALS

2020 ◽  
Vol 11 (10) ◽  
pp. 221-230
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Green Consumption ◽  
Media Usage ◽  
Reliable Source ◽  
Consumption Practices ◽  
Social Media Platforms ◽  
The Impact

Globalization and economic growth have brought substantial shifts in consumption practices, production and technology revolution in the wake of sudden spurt of social media usage among young consumers. The social media platforms have become a reliable source of communication with consumers and are shaping consumers' purchase intentions. Therefore, a framework was developed to explain and empirically verify the factors shaping green purchase intentions. Three factors Social media usage, Interpersonal Influence and E-WOM have been taken as exogenous variables. The model was tested and validated statistically with the help of structural equation modelling. Total of 500 respondents was sampled to collect the data. All four hypotheses were found to be statistically significant. The impact of social media usage was found to be most influential on purchase intention. The findings of the study will aid marketers to better understand how social media plays an important role in shaping consumers' purchase intentions and how social media can be leveraged in a better way to encourage green consumption among millennials.

scholarly journals Curbing Social Media Expressions: Fueling Antagonism Among Customers

2019 ◽  
Vol 8 (12) ◽  
pp. 558-562
Keyword(s):  
Social Media ◽  
Research Paper ◽  
The Other ◽  
Other Hand ◽  
Product Service ◽  
The Social ◽  
Service Brand ◽  
Negative Comments ◽  
Social Media Platforms

The customers are increasingly taking to social media to express their opinions, experiences, and expectations from product/service/brand/organizations. While organizations should see this as an opportunity for receiving unbiased opinions/experiences/expectations from the customers, they are also concerned about negative comments/expressions getting snowballed into major catastrophe for their products/services/brands. A significant number of organizations have started moderating content posted on pretext of expressing opinions/experiences/expectations of the customers. Essentially, this content moderation policy adopted by organizations entails removing negative expressions from their social media platforms before they become viral and reach wider audience damaging reputation. On the other hand, they promote positive expressions while acknowledging and thanking the customers for appreciating products/service/brand/organization. A customer who is essentially frustrated with experience of product/service/brand/organizations gets even more agitated when his/her expressions are removed on the pretext of content moderation policy adopted by the organizations. This aggrieved customer then starts searching for more social media platforms, which are unregulated or not controlled by the organizations and starts posting even more negative expressions tagging connections while requesting them to tag their connections as well. The customers understandingly demand to be heard, paid attention to and attended to. Absence of the acceptable grievance redressal mechanisms will further fuel antagonism among customers forcing them to brand negatively. At times, these activities have snowballed into major momentums or movements hitting the organizations very hard. Rather than focusing inward and looking at the problem from the perspective of solutions framework, organizations are doing more damage than good while removing negative expressions from the social media platforms. This research paper attempts to understand the possible repercussions of removing negative expressions from social media on the pretext of content moderation policy.

Representasi Feminisme dalam Video Klip ‘Nightmare’ oleh Halsey

Koneksi ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 338
Author(s):  
Faiz Zulia Maharany ◽  
Ahmad Junaidi
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Data Collection ◽  
Mass Communication ◽  
Video Clip ◽  
Charles Sanders Peirce ◽  
Patriarchal Culture ◽  
The Social ◽  
Social Media Platforms ◽  
Barrier Wall

'Nightmare' is the title of a video clip belonging to a singer and singer called Halsey, in which the video clip is explained about the figure of women who struggle against patriarchal culture which has been a barrier wall for women to get their rights, welfare and the equality needed they get. This research uses descriptive qualitative research methods. Data collection techniques are done through documentation, observation and study of literature. Then, analyzed using Charles Sanders Peirce's semiotics technique. The results of this study show the fact that signs, symbols or messages representing feminism in the video, 'Nightmare' clips are presented through scenes that present women's actions in opposing domination over men and sarcastic sentences contained in the lyrics of the song to discuss with patriarchy. Youtube as one of the social media platforms where the 'Nightmare' video clip is uploaded is very effective for mass communication and for conveying the message contained in the video clip to the viewing public.‘Nightmare’ adalah judul video klip milik musisi sekaligus penyanyi yang bernama Halsey, dimana pada Video klipnya tersebut menceritakan tentang figur perempuan-perempuan yang berusaha melawan budaya patriarki yang selama ini telah menjadi dinding penghalang bagi perempuan untuk mendapatkan hak-haknya, keadilan dan kesetaraan yang seharusnya mereka dapatkan. Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui dokumentasi, observasi dan studi kepustakaan. Kemudian, dianalisis menggunakan teknik semiotika milik Charles Sanders Peirce. Hasil penelitian ini menunjukan bahwa terdapat tanda-tanda, simbol atau pesan yang merepresentasikan feminisme di dalam video klip ‘Nightmare’ yang dihadirkan melalui adegan-adegan yang menyajikan aksi perempuan dalam menolak dominasi atas laki-laki dan kalimat-kalimat sarkas yang terkandung dalam lirik lagunya untuk ditujukan kepada patriarki. Youtube sebagai salah satu platform media sosial dimana video klip ‘Nightmare’ diunggah sangat efektif untuk melakukan komunikasi massa dan untuk menyampaikan pesan yang terkandung di dalam video klip tersebut kepada masyarakat yang menonton.

A market-based rationale for the privacy paradox

2021 ◽  
pp. 016344372110158
Author(s):  
Opeyemi Akanbi
Keyword(s):  
Social Media ◽  
Market Structures ◽  
Media Companies ◽  
The Social ◽  
Social Media Platforms ◽  
Privacy Paradox ◽  
The Individual ◽  
Privacy Risks ◽  
Social Collective

Moving beyond the current focus on the individual as the unit of analysis in the privacy paradox, this article examines the misalignment between privacy attitudes and online behaviors at the level of society as a collective. I draw on Facebook’s market performance to show how despite concerns about privacy, market structures drive user, advertiser and investor behaviors to continue to reward corporate owners of social media platforms. In this market-oriented analysis, I introduce the metaphor of elasticity to capture the responsiveness of demand for social media to the data (price) charged by social media companies. Overall, this article positions social media as inelastic, relative to privacy costs; highlights the role of the social collective in the privacy crises; and ultimately underscores the need for structural interventions in addressing privacy risks.

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

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.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

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