The impact of social media communication on the brand loyalty of rural based university students

2020 ◽  
Vol 3 (1) ◽  
pp. 69-87
Author(s):  
Sbonelo Gift Ndlovu ◽  
Sarah T. Chikandiwa ◽  
Victor H. Mlambo
Keyword(s):  
Social Media ◽  
University Students ◽  
Brand Loyalty ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

scholarly journals The impact of brand communication on brand equity through Facebook

2015 ◽  
Vol 9 (1) ◽  
pp. 31-53 ◽  
Author(s):  
Bruno Schivinski ◽  
Dariusz Dabrowski
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Communication ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Impact

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings – The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value – This article is pioneering in that it exposes the effects of two different types of social media communication (i.e. firm-created and user-generated social media brand communication) on CBBE metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever CBBE metrics.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

scholarly journals Comparison between Chinese and Japanese Social Media Requests

2020 ◽  
pp. 1-27
Author(s):  
Wei Ren ◽  
Saeko Fukushima
Keyword(s):  
Social Media ◽  
University Students ◽  
Social Distance ◽  
Living Arrangements ◽  
New Technologies ◽  
Media Communication ◽  
Japanese University ◽  
Chinese University ◽  
Indirect Requests ◽  
Social Media Communication

Abstract This study investigates Chinese and Japanese requests in social media communication, focusing on the requests made between university students. The data consisted of 300 social media requests made by 30 Chinese university students and 304 social media requests made by 30 Japanese university students, respectively. The findings revealed that the Chinese and Japanese participants displayed more similarities than differences regarding the request strategy that they preferred to use among peers on social media. Both groups employed direct requests the most frequently, followed by conventionally indirect requests. Non-conventionally indirect requests were used the least frequently by both groups. The Japanese participants employed twice as many external modifiers as their Chinese counterparts. In contrast, the Chinese participants used considerably more lexical/phrasal internal modifiers than the Japanese participants. The findings are discussed in relation to factors such as social distance, living arrangements and new technologies.

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

scholarly journals Enhancement of Retail Consumer Loyalty in Latvia by Means of Social Media Communication

2020 ◽  
Vol 1 (14) ◽  
pp. 80-89
Author(s):  
Iveta Linina ◽  
Velga Vevere
Keyword(s):  
Social Media ◽  
Research Question ◽  
Online Communication ◽  
Retail Store ◽  
Communication Strategy ◽  
Consumer Loyalty ◽  
Snowball Sampling ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

Social media communication has become an important tool both in relying information to potential consumers, as well as in creating experience sharing opportunities. The purpose of this paper is to examine the impact of’ social media communication on the loyalty formation in retailing. The tasks to be carried out are: (1) to research theoretical framework of social media communication and loyalty; (2) to work out methodology for empirical research; (3) to carry out research on consumers’ perception of retail stores online communication. Within the framework of the current study the authors employed a method of customer survey. Applying the non-probability snowball sampling method the questionnaire was distributed via e-mails and Facebook groups (n=327). The general population in this research  consisted of the economically active Latvia residents in 2020. The authors used 5-point Likert scale (1-low evaluation, 5 – very high evaluation). The SPSS program was used for this purpose, the following indicators were calculated: arithmetic mean (X ̅), Median (Me); Mode (Mo); Variation; Standard Deviation; Variation Coefficient. The research question posed in the article was the following: What role does social media play in enhancing consumer loyalty in retailing? Findings: 87% of all respondents have noticed the communication of Latvian retail store networks on social media and 60% of all respondents have chosen to follow the profile of social networks to one of them, which indicates the untapped opportunities of companies in this respect. Evaluating the communication of Latvian retail store chains, the arithmetic average is 2.68, but for communication on social media - 2.72.  It means that in order to increase these indicators, Latvian retail store chains must develop a communication strategy taking into account both the values of the target audience and the basic principles of building relationships with customers. The current research results can serve as grounds for the strategy development.

scholarly journals Social Media Influencers in Equestrian Sport

2021 ◽  
Vol 3 ◽  
Author(s):  
Aage Radmann ◽  
Susanna Hedenborg ◽  
Lovisa Broms
Keyword(s):  
Social Media ◽  
Knowledge Exchange ◽  
Complex Relationship ◽  
Perceived Knowledge ◽  
Media Communication ◽  
Equestrian Sports ◽  
Equestrian Sport ◽  
Human Animal ◽  
Social Media Communication ◽  
The Impact

The study analyzes and explains the impact of social media influencers on stable cultures in Sweden and Norway, contributing to the understanding of the complex relationship between equestrian sports and social media—a relationship that is important for the welfare of horses. Since equestrianism is one of the most popular sports in Sweden and Norway, influencers' social media communication greatly impacts followers' perception of the human-animal relationship. Despite the popularity of equestrian sports, studies thereof are rare, and research combining equestrian sports and social media is almost non-existent, making this study important and relevant. The analysis focuses on the six biggest equestrian influencers in Sweden and Norway and their social media accounts. Goffman's (1967) micro-sociological perspectives, alongside previous research on social media, are used to discuss knowledge exchange, co-creation of authenticity and intimacy and sponsorship and advertisement. The influencers mainly focus their communication on horse-related issues, and their (and their followers) love of horses create the intimacy needed as a base for other messages (perceived knowledge and advertisement). The intimacy and authenticity are strengthened in the interaction between followers and influencers, and the latter receive positive feedback for their way of handling their horses' lives. The expressive order of stable culture(s) is seldom questioned and the acceptance of this order is likely to make the commercial endorsements less visible and more convincing.

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