scholarly journals Relationship between Social Media Marketing and Consumer Buying Behavior

2019 ◽  
Vol 4 (2) ◽  
pp. 193-202
Author(s):  
Syed Muhammad Ather ◽  
Naimat Ullah Khan ◽  
Faizan Ur Rehman ◽  
Lubna Nazneen
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Relationship ◽  
Social Media Marketing ◽  
Buying Behavior ◽  
The Social ◽  
Research Findings ◽  
Marketing Tool ◽  
Structured Questionnaire ◽  
Consumer Buying Behavior

The social media has become an integral part of our lives with the introduction of 3G, 4G technology in Pakistan it has become possible for people to stay connected from anywhere any time. The purpose of this study is to find out that if any relationship between social media marketing and consumer buying behavior exist if their existence affected each other in any significant way. For this purpose an online survey was conducted and 100 people responded who were active users of social media in the region of Peshawar an unstructured/ structured questionnaire was designed to collect information from the respondents. The research findings and results confirms that there is a positive relationship between social media marketing and consumer buying behavior as well as that social media can be used as an effective marketing tool in region of Peshawar.

scholarly journals Social Media Marketing Towards Consumer Buying Behavior: A Case in Panabo City

2021 ◽  
Vol 05 (02) ◽  
pp. 22-30
Author(s):  
Jade Xuccheney N. Jacinto ◽  
Joylyn S. Pintado ◽  
Louie Jay M. Ibañez ◽  
Ronel G. Dagohoy ◽  
Mark Van M. Buladaco
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Buying Behavior ◽  
Consumer Buying Behavior

Social Media

2015 ◽  
Vol 5 (2) ◽  
pp. 37-57
Author(s):  
Chetna Kudeshia ◽  
Arun Mittal
Keyword(s):  
Social Media ◽  
Vital Role ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Competitive Advantages ◽  
Buying Behavior ◽  
Social Media Networks ◽  
The Social ◽  
Media Channels ◽  
The Arab Spring

From Obama's success to the Arab spring, from Kolaveri Di in India to Gangnam style, social media is omnipresent. We no longer go to the news, news finds us; we no longer visit merchandise, merchandise find us; social media has shrunk the globe beyond imagination. Social media is based on the combined notion of influence and participation -.tools that synchronize their voice with the company's voice and that combined voice affects the next customer. The development of social media networks have made it feasible for the customers to speak to thousands of other customers concerning a particular brand or a company. This communication between one to several additionally referred to as word-of-mouth marketing, isn't new to marketing, but the distinction is that currently these communications are on the far side boundaries. With the growing effect of social media on consumer buying behavior, it becomes imperative for a business to understand the competitive advantages of assorted social media avenues across diverse markets. As the world of online marketing is continuously progressing, the marketers must understand how these changes may influence buyer practices, and consequently promotional programs and strategies. Choices on how and when to successfully use the traditional as well as the social media alternatives require careful thought and consideration. This paper aims to throw light on the recent social media marketing strategies and demonstrates how this platform of online networking helps organizations to captivate their clients in a finer manner, thus building a stronger relationship with them. Also the present paper offers significant understanding to the marketers in knowing the vital role social media marketing plays in the formation of a strong brand. The present paper is conceptual in nature, and through the intensive literature review identifies the latest social media practices being adopted by the 21st century marketers. The study is an endeavor to see how advertisers are utilizing social networking as a strategic tool for advancement. The study finds that enhanced presence and communication on various social media channels help the firms in creating a better brand image while reducing promotional budgets. The paper additionally indicates how the exceptional attributes of correspondence by means of online networking help organizations not only in building a superior connection with their customers but also in converting them into their brand advocates. Thus, these network platforms are helping the businesses to engage with the purchasers, influencing them, connecting with them and finally changing them into their evangelists.

scholarly journals Influence of Rose All Day Instagram Sales Promotion Message And Endorsement By Beauty Influencer on Followers Buying Intention

2021 ◽  
Vol 4 (2) ◽  
pp. 215-231
Author(s):  
Jessica Aisyah Larasati ◽  
Daniel Susilo
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Sales Promotion ◽  
Elaboration Likelihood ◽  
The Social ◽  
Likelihood Model ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Promotional Messages

This research was conducted due to the widespread use of social media as a marketing tool in Indonesia. This phenomenon has led to a social media marketing strategy through Instagram, one of the social media platforms used by a local cosmetic company called Rose All Day Cosmetics. This study aimed to determine the effect of the attractiveness of sales promotion messages on Rose All Day Cosmetics' Instagram account and endorsement by beauty influencers on followers' buying intention. The theories used in this research were the Elaboration Likelihood Model, the attractiveness of promotional messages, endorsement, and purchase interest theory. This research was quantitative explanative research through an online survey distributed using the direct message feature on Instagram to 398 respondents previously determined by the Yamane formula. The data obtained were tested with multiple linear regression. The findings indicated that each variable significantly influences the followers' buying intention partially or simultaneously, with a simultaneous effect of as much as 51,3% impact degree. The company must continue to follow the development of influencers, especially in the realm of micro-influencers

The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Massoud Moslehpour ◽  
Alaleh Dadvari ◽  
Wahyudi Nugroho ◽  
Ben-Roy Do
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Research Findings ◽  
The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

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 The Influence of Social Media Sites on Consumer Buying Behavior in Shoprite Nigeria Limited

2021 ◽  
Vol 12 (2) ◽  
pp. 113-120
Author(s):  
Mulikat Abdulraheem ◽  
Ebun Omoniyi Imouokhome
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Sample Size ◽  
Null Hypothesis ◽  
Business Organizations ◽  
Buying Behavior ◽  
Infinite Population ◽  
Use Of Social Media ◽  
Structured Questionnaire ◽  
Consumer Buying Behavior

Business organizations are continually searching for new ways to reach out to their consumers. Before, television, radio, and print are usually used by businesses to advertise their products. The coming of social media has shifted the way organizations interacting with their targeted audience. It has made social media an important tool for maintaining and creating a competitive advantage. Businesses today embrace the use of social media without paying adequate attention to silent issues concerning the usage of sites that can influence consumer buying behavior. The research aimed to examine the influence of social media sites on consumer buying behavior in Shoprite Nigeria Limited. The examined social media sites included Twitter, Facebook, Google+, blogs, and YouTube. The research was a descriptive design. The population was made up of consumers of Shoprite Nigeria Limited in Ibadan and Lagos. The sample size was 384 using Cochran's 1977 sample size formula for the infinite population. However, only 321 respondents filled and returned the questionnaires. A structured questionnaire was designed using a five-point Likert scale of agreement. Then, a hypothesis was tested using multiple regression analysis. The result shows that the null hypothesis is rejected. It implies that social media sites influence consumer buying behavior in Shoprite Nigeria Limited. It concludes that social media sites are important tools that can influence consumer buying behavior. It is recommended that the organization should invest more in social media sites to get in touch with their targeted audience.

scholarly journals Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

2021 ◽  
Vol 10 (1) ◽  
pp. 28-37
Author(s):  
Ismat Ara Eti ◽  
Mohammad Abu Horaira ◽  
Mohammad Murshedul Bari
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Social Media Marketing ◽  
Primary Data ◽  
Survey Method ◽  
Significant Stimulus ◽  
Confirmatory Factor ◽  
Consumer Purchase Intention ◽  
Structured Questionnaire

The study was motivated by the need to highlight the roles played by social media marketing on consumers' purchase intention during the COVID-19 pandemic. Since it was a quantitative study, hypotheses were tested to generate findings. We used IBM SPSS 25.0 software to analyze using reliability statistics, descriptive statistics, and IBM SPSS Amos 26.0 software was used to do confirmatory factor analysis for the purpose of developing hypothesis, and SEM used for trying to fit the model. The primary data was mustered by personal interview in an online survey method through a structured questionnaire with five-point Likert scales from 240 Bangladeshi online consumers. These findings publicized that social media marketing (Facebook, Instagram, and YouTube) a significant stimulus on consumers purchase intention during COVID-19, and all factors except discount or coupon offer and brand awareness had an epoch-making and constructive connection with consumers’ purchase intention during the coronavirus malady (COVID-19) epidemic in Bangladesh.

scholarly journals Modern Approaches to Formation of a Social Media Marketing Strategy

2021 ◽  
Vol 2 (517) ◽  
pp. 346-351
Author(s):  
P. O. Chemorda ◽  
◽  
N. V. Vasiutkina ◽  
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Social Media Marketing ◽  
Current State ◽  
The Social ◽  
The Face ◽  
Content Strategy ◽  
Marketing Tool ◽  
Use Of Social Media

The article explores modern approaches to formation of a social media marketing strategy, taking into account the dynamics of their development, peculiarities of functioning and possible goals that can be set by economic actors on the face of such a marketing segment. A modern view on the use of social media as a marketing tool is specified, the specific features and existing approaches to the formation of marketing strategies in this sphere are defined. The current state and specificity of social media for business, marketing and consumer behavior are studied and analyzed. A characterization of the existing approaches to the formation of a social media marketing strategy is provided. The main functions of social media marketing content are allocated and generalized, namely: audience search, engagement, coordination and cooperation, which should become the basis for building up an effective strategy. The peculiarities of each function in the context of their application by different enterprises for various purposes are considered; their specifics are defined and summarized. The specifics of social media marketing work in the context of choosing goals and means of interacting with the audience through content are analyzed, on the basis of which two main approaches to the formation of a content strategy for social media marketing, namely consumer and customer approaches, are summed up and classified. Their role, place and importance in forming the strategy of marketing interaction with consumers, partners and other users of social media are substantiated. A characterization of these approaches in the context of their goals, instruments and means is presented. Based on the carried out research, elements of the problem such as social media content marketing functions, their role in shaping social media strategy are generalized and classified; also generalized and allocated are the approaches to the formation of social media marketing. Based on this information, it is possible to take a more objective approach to the formation of the social media marketing strategy necessary for the goals of an enterprise, and on the basis of the drawn conclusions – to carry out further research in this direction.

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