AN EXPLORATION OF SOCIAL MEDIA MARKETING FEATURES AND BRAND LOYALTY IN THE FAST FOOD INDUSTRY

2021 ◽  
Vol 14 (8) ◽  
pp. 81-92
Author(s):  
Jalal Rajeh Hanaysha ◽  
Anshuman Sharma ◽  
Alaa M. Momani
Keyword(s):  
Social Media ◽  
United Arab Emirates ◽  
Brand Loyalty ◽  
Fast Food ◽  
Food Industry ◽  
Social Media Marketing ◽  
Fast Food Industry ◽  
The Social ◽  
Perceived Relevance ◽  
The Impact

The key objective of this research was to test the role of social media marketing features (interactivity, perceived relevance, entertainment, and informativeness) in affecting brand loyalty in the fast-food industry. The required data was obtained through a quantitative survey from customers of fast-food brands in the United Arab Emirates. The findings revealed that most of the social media marketing features positively influence brand loyalty. In detail, it was found that interactivity and perceived relevance positively affect brand loyalty. However, contrary to expectations, it was found that the impact of entertainment on brand loyalty is insignificant. Finally, the outcomes confirmed that informativeness is a significant predictor of brand loyalty. This research adds to the existing marketing literature on this topic through the examination of selected social media marketing features and brand loyalty in a Middle East country as the empirical research on this topic, particularly, in this region is scarce.

The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District

2021 ◽  
pp. 19-37
Author(s):  
Separamadu H. N. Lakchan V. A. S. M ◽  
Jayasinghe M. A. N. D ◽  
Dharmagunawardhana P.V. M. S. D. ◽  
Samarasinghe H. M. U. S. R ◽  
Rathnayake, Rathnayake R. M. N. M
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Fast Food ◽  
Purchase Intention ◽  
Food Industry ◽  
Social Media Marketing ◽  
Sri Lankan ◽  
Fast Food Industry ◽  
Marketing Activities ◽  
The Impact

Out of the source characteristics, the study discovers the impact of social media marketing towards purchase intention among generation Y and Z referring to fast food franchises in the Colombo district. Although there were many studies conducted in other countries on the impact of social media marketing towards purchase intention, there is a deficiency of literature in the Sri Lankan context regarding the same area. Furthermore, this study explores how the purchase intention differs from one generation to another. The study focuses on generation Y and Z. Franchise fast food industry in Sri Lanka is using social media marketing widely for marketing activities compared to other industries.

An examination of social media advertising features, brand engagement and purchase intention in the fast food industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jalal Rajeh Hanaysha
Keyword(s):  
Social Media ◽  
Fast Food ◽  
Purchase Intention ◽  
Food Industry ◽  
Partial Least Square ◽  
Fast Food Industry ◽  
Content Type ◽  
Brand Engagement ◽  
Social Media Advertising ◽  
Perceived Relevance

PurposeThis study aimed to investigate the impact of social media advertising features (interactivity, perceived relevance, informativeness and entertainment) on brand engagement in the fast food industry. It was also designed to identify the effect of brand engagement on purchase intention.Design/methodology/approachThe data was gathered from 258 customers of fast food restaurants in United Arab Emirates using an online survey. The collected data was analyzed via the partial least square approach (PLS-SEM) to verify the hypotheses and reach at conclusions.FindingsThe findings indicated that social media advertising features have positive effects on brand engagement. In particular, it was found that interactivity, perceived relevance, informativeness and entertainment are positively associated with brand engagement. The results also confirmed that brand engagement has a positive effect on purchase intention.Originality/valueThis study provides a noteworthy contribution to the literature by examining the effect of four unique social media advertising features on consumer engagement. By looking at previous studies, it can also be observed there is a limited empirical research on the effect of perceived relevance and informativeness on brand engagement. It further focuses on covering existing gaps in the literature concerning the effect of brand engagement on purchase intention in the fast food industry setting. This is one of the earlier studies that collectively examined these factors in model; particularly, in fast food industry setting with empirical data from a Middle East country.

scholarly journals Efektivitas Social Media Marketing E-Commerce dalam Meningkatkan Brand Image Perusahaan (Survei Pada Pelanggan Tokopedia)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 505
Author(s):  
Defrianto Defrianto ◽  
Riris Loisa
Keyword(s):  
Social Media ◽  
Communication Theory ◽  
Brand Image ◽  
Social Media Marketing ◽  
Survey Method ◽  
Marketing Communication ◽  
Purposive Sampling ◽  
Image Dimension ◽  
The Social ◽  
The Impact

The research was done to determine the impact the of social media marketing will have on brand image Tokopedia. The research uses marketing communication theory, social media marketing, and brand image. Tokopedia is an e-commerce that offers a variety of products for its users starting with bill payment, electronics, beauty, automotive, and daily necessities. The approach used for this study is a quantitative approach with a survey method. The population in this study is the user of Tokopedia and the number of samples taken as much as 218 individuals and are using nonprobability sampling techniques with the purposive sampling approach. The data collected in this study is from a questionnaire. Based on the results of the research, it has been obtained that partial, there is an impact that social media marketing has had on the brand image Tokopedia. On the dimension of social media marketing, communication indicators are the highest indicator, and on the brand image dimension, brand benefit and competence indicators are the highest indicator. The relation that happened is only 28,3%. The rest of the 71,7% are affected by other factors outside the social media marketing activity.Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing terhadap brand image Tokopedia. Penelitian ini menggunakan teori komunikasi pemasaran, social media marketing, dan brand image. Tokopedia merupakan e-commerce yang menawarkan berbagai macam produk-produk untuk penggunanya dimulai dari pembayaran tagihan, elektronik, kecantikan, otomotif, dan kebutuhan sehari-hari. Pendekatan yang digunakan untuk penelitian ini adalah pendekatan kuantitatif dengan metode survey. Populasi dalam penelitian ini adalah pengguna Tokopedia dan jumlah sampel yang diambil sebanyak 218 orang dan menggunakan teknik nonprobability sampling dengan pendekatan purposive sampling. Data yang dikumpulkan dalam penelitian ini dengan menggunakan kuisioner. Berdasarkan hasil penelitian, maka diperoleh hasil bahwa secara parsial, ada pengaruh social media marketing terhadap brand image Tokopedia. Pada dimensi social media marketing, indikator komunikasi merupakan indikator yang tertinggi, dan pada dimensi brand image, indikator brand benefit and competence merupakan indikator tertinggi. Hubungan yang terjadi hanya sebesar 28,3%. Sisanya 71,7% dipengaruhi oleh faktor lain diluar kegiatan social media marketing. 

scholarly journals The Impact of Social Media Marketing on Consumer - Moderating Role of Gender and Income

2020 ◽  
Vol 7 (7) ◽  
pp. 147
Author(s):  
Shahin Akbarov
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Brand Loyalty ◽  
Cultural Context ◽  
Social Media Marketing ◽  
Lower Income ◽  
Moderation Effect ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact

<p><strong>Purpose</strong>: The purpose of this study is to investigate the impact of social media marketing activities on consumer behavior (i.e. value consciousness, brand consciousness, and brand loyalty) in the light of the moderation effect of gender and income.</p><p><strong>Methodology</strong>: The questionnaire method was used for data collection. 261 questionnaire was gained through convenience and snowball sampling. Data were analyzed with SPSS-24 and AMOS-23. Explanatory factor analysis was first done with SPSS. To test the moderation effects multigroup moderation analysis was performed in AMOS.</p><p><strong>Findings</strong>: SMM (perceived social media marketing activities) impacts brand loyalty (for male, female, and lower-income sample), value consciousness (for male, higher income, and lower-income sample), and brand consciousness (for male, higher income, and lower-income sample). The effect of gender as a moderator is not statistically significant. The effect of income as a moderator is significant in only two paths.</p><p><strong>Originality/Importance</strong>: At a time when social media usage increases and brand loyalty declines, it is important to investigate the impact of social media marketing activities on consumer behavior. The present study underlines the value of replication studies in a cross-cultural context. Besides, the moderation effect of gender and income were tested.</p>

Driving customer loyalty in the Malaysian fast food industry

2019 ◽  
Vol 11 (6) ◽  
pp. 1367-1387 ◽  
Author(s):  
Farzana Quoquab ◽  
Nur Zulaikha Mohamed Sadom ◽  
Jihad Mohammad
Keyword(s):  
Customer Loyalty ◽  
Fast Food ◽  
Food Industry ◽  
Service Providers ◽  
Partial Least Square ◽  
Mediating Effect ◽  
Fast Food Industry ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose Although the importance of halal logo in determining purchase intention has been recognized in the marketing literature, there is a dearth of study that has examined the impact of halal logo toward customer loyalty. To fulfill this gap, this study aims to shed some light on the impact of halal logo toward achieving customer loyalty in the context of fast food industry in Malaysia. More specifically, the objectives of this study are: to examine the direct and indirect effect of halal logo on customer loyalty; to examine the effect of halal logo on trust and perceived reputation; to examine the effect of halal logo and perceived reputation on customer loyalty; and to examine the mediating effect of trust and perceived reputation in the relationship between halal logo and customer loyalty among the fast food industry consumers in Malaysia. Design/methodology/approach This study used stimulus-organism-response (S-O-R) theory as the theoretical basis. The data were collected via self-administered survey questionnaire consisting 117 Muslim fast food consumers. Partial least square (SmartPLS, version 3) was used to test the study hypotheses. Findings Results of this study revealed that halal logo, directly and indirectly affect customer loyalty. Moreover, perceived reputation and trust also found to be positively related to customer loyalty. Research limitations/implications The data were collected from Malaysian Muslim consumers. Future studies can consider non-Muslim consumers to compare the loyalty pattern among Muslim and non-Muslim consumers. Practical implications The findings from this study will benefit fast food industry marketers who are targeting Muslim consumer segment and also those marketers who are operating their franchise business in Muslim majority countries. The findings suggest that halal logo helps service providers to create positive perceived reputation and to build trust among consumers, which eventually lead customer loyalty. It is expected that the findings of this study will assist the halal fast food industry marketers to better strategize their marketing efforts in retaining the Muslim customer base. Originality/value Using S-O-R theory, this study examines halal logo as the key driver of customer loyalty, which is comparatively a new link. Moreover, this study examines the mediating effects of perceived reputation and trust in the relationship between halal logo and customer loyalty, which are not tested in previous literature in the field.

Sign in / Sign up

Export Citation Format

Share Document