The Influence of Social Media Marketing, Customer Engagement and Digital Advertising on Brand Trust (Go-Jek Users as Research Objects)

2021 ◽  
Vol 1 (2) ◽  
pp. 38
Author(s):  
Agung Prayitno ◽  
Ade Putriani ◽  
Andi Wibowo ◽  
Vicky F. Sanjaya
Keyword(s):  
Social Media ◽  
Third Parties ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Reliability Test ◽  
Brand Trust ◽  
Validity Test ◽  
Research Objects ◽  
Composite Reliability

This study aims to see the effect of social media marketing on customer engagement and brand trust. The sample of this research is people who use go-jek and have used go-jek with a total of 55 respondents. The validity test uses the loading factor value and the reliability test uses the Cronbach`c alpha value and the composite reliability is based on the PLS application. In addition, from third parties submitted by all parties. The weakness of this research is the relatively small number of respondents.

The Influence of Social Media Marketing, Customer Engagement and Digital Advertising on Brand Trust (Go-Jek User as Research Object)

2021 ◽  
Vol 1 (2) ◽  
Author(s):  
Agung Prayitno ◽  
Ade Putriani ◽  
Andi Wibowo ◽  
Vicky F. Sanjaya
Keyword(s):  
Social Media ◽  
Third Parties ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Reliability Test ◽  
Brand Trust ◽  
Cronbach’S Alpha ◽  
Validity Test ◽  
Cronbach's Alpha ◽  
Composite Reliability

This study aims to see the effect of social media marketing on customer engagement and brand trust. The sample of this research is people who use go-jek and have used go-jek, with a total of 55 respondents. The validity test uses the loading factor value and the reliability test uses Cronbach's alpha value and the composite reliability is based on the PLS application. In addition, from third parties submitted by all parties. The weakness of this research is the relatively small number of respondents.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Factor model of social media marketing effect on brand loyalty

2019 ◽  
Vol 65 ◽  
pp. 04011
Author(s):  
Olga Chubukova ◽  
Iuliia Kostynets ◽  
Igor Ponomarenko ◽  
Nataliia Rallie ◽  
Yuliia Zymbalevska
Keyword(s):  
Social Media ◽  
Direct Effect ◽  
Brand Loyalty ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Theory ◽  
Brand Trust ◽  
Brand Affect

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

scholarly journals The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products

2021 ◽  
Vol 6 (6) ◽  
pp. 35-41
Author(s):  
Anis Khoirunnisa ◽  
Rina Astini
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Internet Technology ◽  
Social Media Marketing ◽  
Brand Trust ◽  
Repurchase Intention ◽  
Interesting Phenomenon ◽  
Cross Sectional ◽  
Experiential Marketing ◽  
Fashion Products

The development and advancement of internet technology have been largely viewed as a very lucrative business opportunity by some. Hijab fashion products are one of the businesses that are currently thriving in their use of social media. In Indonesia, the growth of Wearing Klamby products is beginning, and there is an interesting phenomenon where the brand's products always sell out quickly when a new product series is launched. The purpose of this study was to ascertain the factors influencing repurchase intention and brand trust for Wearing Klamby hijab fashion products. The research is quantitative in nature and includes cross-sectional research. The population for this study consisted of all customers of Wearing Klamby fashion who had made at least two purchases of Wearing Klamby products. The probability sampling method combined with a simple random sampling technique will be used in this study to obtain 155 respondents. The findings of this study indicate that experiential marketing, social media marketing, and brand trust all have a positive and significant effect on repurchase intention. Experiential marketing and social media marketing have a positive and significant effect on brand trust to a lesser extent. In this study, brand trust as a mediating variable had a positive and significant effect on repurchase intention.

scholarly journals Social media marketing and customer engagement : a focus on small and medium enterprises (SMEs) in South Africa

2021 ◽  
Vol 18 (1) ◽  
pp. 48-69
Author(s):  
B URBAN ◽  
◽  
TL MAPHATHE ◽  
Keyword(s):  
South Africa ◽  
Social Media ◽  
Small And Medium Enterprises ◽  
Cross Sectional Study ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Primary Data ◽  
Cross Sectional ◽  
Social Media Platforms ◽  
Medium Enterprises

Social media platforms are increasingly used by SMEs who have fewer resources and need to rely on social media marketing to engage with their customers. This article investigates the extent to which social media platforms specifically Facebook, Instagram, and Twitter contribute to increased customer engagement. While past studies have concentrated on the adoption of social media in predominantly western contexts, this research is focused on SMEs in a relatively under-researched African market context, South Africa. The research design was a quantitative cross-sectional study relying on primary data collection, where hypotheses were tested using statistical analyses in terms of correlational and regression analyses. Results support the hypotheses where the use of Facebook, Instagram, and Twitter platforms show a significant and positive relationship with increased customer engagement. The findings have management implications where owner-managers should make use of social media by maintaining and growing an extensive network of ties to both collect information and identify resources, as well as to build a reputation and engage with their customers.

Online Engagement Among Restaurant Customers: The Importance of Enhancing Flow for Social Media Users

2019 ◽  
Vol 44 (2) ◽  
pp. 252-277 ◽  
Author(s):  
Bomin Kim ◽  
Michelle (Myongjee) Yoo ◽  
Wan Yang
Keyword(s):  
Social Media ◽  
Information Quality ◽  
Communication Technologies ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Competitive Advantages ◽  
System Quality ◽  
Online Engagement ◽  
Positive Attitudes ◽  
Through Flow

The increased usage of digital communication technologies has transformed online engagement into a key aspect of the modern customer experience in the hospitality industry. The flow theory is especially important for understanding customer engagement in the online environment. The purpose of this study is to examine the antecedents of flow and to investigate its influence on the positive attitudes and continuance intentions among the users of social media. The study’s results show that challenge, information quality, and system quality all play significant roles in flow; and flow leads to positive attitudes and continuance intentions, which indicates the importance of creating flow to increase customer engagement. Academically, this study contributes to the limited body of literature on the flow experience and customer engagement in the hospitality context. Additionally, it provides practical insights how to gain competitive advantages by strategically managing customer engagement with social media marketing through flow.

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