Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis

Dilihat dari karakteristik wilayah Indonesia, UMKM sektor pariwisata menjadi salah satu pemegang peran penting dalam pertumbuhan di Indonesia. Akibat dari COVID-19 membuat para pelaku UMKM harus mencari cara agar tetap bertahan dan berkembang. Digital marketing merupakan salah satu soluai dalam meningkatkan pemasaran UMKM di Indonesia. Namun, hasil dari wawancara ke beberapa UMKM Pariwisata di Kabupaten Toba dan juga studi literatur masih ditemukan UMKM yang belum menerapkan digital marketing. Penelitian ini bertujuan untuk melihat ada atau tidaknya pengaruh dari penerapan digital marketing terhadap peningkatan kinerja pemasaran UMKM Pariwisata sebagai acuan bagi pelaku UMKM dalam peningkatan kinerja pemasaran. Hasil dari studi literatur dan wawancara kepada 10 pelaku UMKM yang telah menerapkan digital marketing, variabel yang digunakan pada penelitian ini ialah social media marketing capability, e-commerce adoption, instant messaging orientation, digital marketing dan kinerja pemasaran. Pengumpulan data berupa penyebaran kuesioner cetak dan kuesioner online sebanyak 132 kepada para pelaku UMKM Pariwisata di Kabupaten Toba yang telah menggunakan digital marketing kemudian di analisis menggunakan metode Structural Equation Modeling dengan bantuan software AMOS. Kesimpulan diperoleh bahwa terdapat pengaruh digital marketing terhadap peningkatan kinerja pemasaran UMKM Pariwisata di Kabupaten Toba dan dapat diambil implikasi manajerial sebagai alternatif kebijakan dalam peningkatan kinerja pemasaran UMKM Pariwisata di Kabupaten Toba menggunakan media pemasaran digital.

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Integrating physical and web shopping environments

10.12681/eadd/43567 ◽

2018 ◽

Author(s):

Χρήστος Λάζαρης

Keyword(s):

Social Media ◽

Internet Of Things ◽

Path Analysis ◽

Mediation Analysis ◽

Location Based Services ◽

Mobile Channel ◽

Shopping Environments ◽

Media Channel

Η παρούσα διδακτορική διατριβή διερευνά την αλληλεπίδραση του Πανκαναλικού (Omnichannel) Λιανεμπορίου και της Ατμόσφαιρας Καταστήματος στη συμπεριφορά των καταναλωτών, λαμβάνοντας υπόψη τις επιδράσεις τους στις Συναισθηματικές και Γνωστικές λειτουργίες τους, ως μεσολαβητές (mediators) της επίδρασης στην συμπεριφορά τους. Συγκεκριμένα, η διατριβή στοχεύει στο να διερευνήσει αν η ατμόσφαιρα καταστήματος στο πανκαναλικό (omnichannel) λιανεμπόριο, ως παράγοντας της ελκυστικότητας και της αποτελεσματικότητας ενός καταστήματος, επηρεάζει την καταναλωτική συμπεριφορά κατά την αγοραστική διαδικασία, εντός του φυσικού καταστήματος. Το κύριο θεωρητικό μοντέλο της διδακτορικής διατριβής βασίζεται στο θεωρητικό πλαίσιο «Ερέθισμα-Οργανισμός-Απόκριση» (Stimulus-Organism-Response: S-O-R) της Περιβαλλοντικής Ψυχολογίας, υποδηλώνοντας ότι το ερέθισμα σε ένα omnichannel περιβάλλον αποτελείται από ατμοσφαιρικά στοιχεία που προκύπτουν από την ενοποίηση καναλιών μέσα στο φυσικό κατάστημα (όπως το κανάλι κινητού (Mobile Channel) και των μέσων κοινωνικής δικτύωσης (Social Media Channel), συνεπικουρούμενα από τεχνολογίες ενοποίησης καναλιών, όπως τις υπηρεσίες επίγνωσης θέσεως (Location-Based Services)). Ο στατιστικός έλεγχος των ερευνητικών υποθέσεων έδειξε ότι το omnichannel, υπό τη μορφή της Social-Local-Mobile ενοποίησης, είχε αντίκτυπο τόσο στις συναισθηματικές, όσο και στις γνωστικές λειτουργίες του καταναλωτή. Αυτές οι εσωτερικές λειτουργίες, με τη σειρά τους, επηρέασαν την συμπεριφορά του. Οι τεχνολογίες επίγνωσης θέσεως υποβοήθησαν την ενοποίηση καναλιών και παράλληλα συνέβαλαν στην Πρόθεση Καταναλωτικής Πίστης, ενώ οδήγησαν σε αυξημένη Ικανοποίηση Καταναλωτών όταν συνδυάστηκαν με το κινητό κανάλι λιανεμπορίου. Επιπλέον, τα Μέσα Κοινωνικής Δικτύωσης μείωσαν το Showrooming και αύξησαν το Webrooming. Από στατιστικής πλευράς και μεθοδολογικής προσέγγισης, είναι η πρώτη μελέτη που εφαρμόζει ανάλυση μεσολάβησης (mediation analysis) σε πειραματική σχεδίαση επαναλαμβανόμενων μετρήσεων τεσσάρων επιπέδων εντός συμμετεχόντων, εφαρμόζοντας μεθοδολογία path analysis με bootstrapping. H διατριβή παρέχει χρήσιμη γνώση για τους λιανέμπορους, που έχουν ως στόχο την υιοθέτηση omnichannel πρακτικών και τον ψηφιακό μετασχηματισμό. Μεταξύ άλλων, μπορεί να βοηθήσει στελέχη της αγοράς στην omnichannel ενορχήστρωση καναλιών και στην υιοθέτηση του Internet of Things που βασίζεται στην τεχνολογία Bluetooth Beacons.

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Masih Pentingkah Kemampuan Pemasaran Pada Era Media Sosial Pemasaran?

Jurnal Inspirasi Bisnis dan Manajemen ◽

10.33603/jibm.v4i1.3357 ◽

2020 ◽

Vol 4 (1) ◽

pp. 45

Author(s):

Alfian Budi Primanto ◽

Ita Athia

Keyword(s):

Social Media ◽

Sampling Technique ◽

Marketing Channel ◽

Social Media Marketing ◽

Marketing Capability ◽

Purposive Sampling ◽

Marketing Performance ◽

Basic Features ◽

Indirect Relationship ◽

Relationship Of

Abstract. The marketing capability of MSMEs in utilizing social media as a strategic marketing channel is crucial to have. The purpose of this study was to understand the relationship of social media marketing usage on marketing performance with marketing capability play as mediation role. This study used Preacher Hayes with bootstrappingtechnique to analyze the direct and indirect effect within model. Purposive sampling used as sampling technique with sample size of 193 respondents. This study proved that there is significant direct relationship between social media marketing and marketing performance. Unfortunately, the direct and indirect relationship of marketing capability on marketing performance failed to prove in this study. The SMEs in this study tend to doubt their marketing capabilities both the ability to innovate or the ability to manage brands. Athought, they understand that the brand is an important asset and innovation is mandatory, but due to lack of confidence in the mastery of those capabilities makes them use social media only for basic features as a storefront. Keywords: Social Media Marketng; Marketing Performance; Marketing Capability; Preacher-Hayes. Abstrak. Kemampuan pemasaran pelaku UMKM dalam memanfaatkan media sosial sebagai saluran pemasaran strategis sangat krusial untuk dimiliki. Penelitian ini bertujuan untuk mengetahui hubungan aktivitas pemasaran media sosial dan kinerja pemasaran melalui peran mediasi kemampuan pemasaran. Penelitian ini menggunakan Preacher Hayes dengan teknik bootstrapping dalam pengujian pengaruh langsung dan mediasi hipotesis penelitian. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dengan ukuran sampel sebanyak 193 responden. Penelitian ini menyimpulkan bahwa terdapat pengaruh antara aktivitas pemasaran media sosial terhadap kinerja pemasaran. Adapun, pengaruh kemampuan pemasaran baik secara langsung maupun perannya sebagai mediator aktivitas pemasaran media sosial terhadap kinerja pemasaran tidak terbukti dalam penelitian ini. Pelaku UMKM dalam penelitian ini cenderung ragu-ragu dengan kemampuan pemasaran yang dimilikinya baik kemampuan untuk berinovasi ataupun kemampuan pengelolaan merek. Mereka memahami bahwa merek merupakan aset yang penting dan inovasi adalah wajib namun dikarenakan kurangnya keyakinan dalam penguasaan kemampuan tersebut menyebabkan mereka hanya menggunakan media sosial dengan fitur dasar sebagai etalase produk untuk mencapai kinerja pemasaran yang telah ditetapkan. Kata kunci: Pemasaran Media Sosial; Kinerja Pemasaran; Kemampuan Pemasaran; Preacher-Hayes.

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A Moderated Mediation Analysis of Social Media Self-disclosure and Gender on the Relationship Between Attachment Anxiety and Cyberbullying Victimization in Chinese College Students: Cross-Sectional Survey Study (Preprint)

10.2196/preprints.32535 ◽

2021 ◽

Author(s):

Xixi Yang ◽

Yitong Huang

Keyword(s):

College Students ◽

Social Media ◽

Mediation Analysis ◽

Moderated Mediation ◽

Attachment Anxiety ◽

Health Concern ◽

Self Disclosure ◽

Chinese College Students ◽

Cyberbullying Victimization ◽

The Relationship

BACKGROUND Cyberbullying has become a growing public health concern that threatens the physical and mental health of young people worldwide. Despite a rising call for more research on victims of cyberbullying, there is still limited understanding of the psychological and behavioral mechanism underlying cyberbullying victimization (CV), especially among the Chinese population. However, such information is crucial for identifying potential victims and planning targeted educational and protective interventions. OBJECTIVE This study aimed to explore the relationship between attachment anxiety (AA), social media self-disclosure (SMSD) and CV among Chinese college students and to examine the moderating role of gender. METHODS A web-based questionnaire was constructed to assess AA, SMSD, and CV with validated scales. Mediation analysis, t-tests, moderation analysis, and moderated mediation analysis were performed and bootstrap method was used to estimate bias-corrected confidence interval. RESULTS The sample consisted of 845 Chinese college students who used social media (female=635, mean age =18.7 years old). AA had a weak but statistically significant positive effect on CV (β=.06, t=2.652, p=.008), partially mediated by SMSD (β=.008, p<.001, 95%CI=[0.001, 0.018]), 14.5% of total effect). Gender moderated the second stage of the mediation path, namely the SMSD-CV path (β=-.095, t=-2.195, p=.029) as well as the direct AA-CV path (β=.062, t=2.38, p=.018). Males displayed a stronger direct effect of AA on CV whereas females showed a stronger indirect effect of AA on CV mediated through SMSD. CONCLUSIONS High AA is associated with high CV in Chinese college students and hence should be attended to in interventions targeting cyberbullying victims. In females, after accounting for SMSD, the AA-CV relationship is no longer significant, which means educating females on risks of excessive and indiscreet SMSD may suffice to mitigate the increased risk of CV brought about by high AA. However, the mechanism underlying males’ AA-CV relationship warrants more research in the future. The model resulting from this research should be a starting point for developing more sophisticated tools for surveilling and protecting potential victims of cyberbullying.

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Social Media Marketing – from Tool to Capability

Management of Organizations Systematic Research ◽

10.1515/mosr-2018-0009 ◽

2018 ◽

Vol 79 (1) ◽

pp. 131-145

Author(s):

Dominyka Venciūtė

Keyword(s):

Social Media ◽

Customer Relationship Management ◽

Dynamic Capabilities ◽

Relationship Management ◽

Customer Relationship ◽

Theoretical Research ◽

Social Media Marketing ◽

Marketing Capability ◽

Organizational Capability

AbstractWhereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.

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Online political efficacy and political participation: A mediation analysis based on the evidence from Taiwan

New Media & Society ◽

10.1177/1461444819828718 ◽

2019 ◽

Vol 21 (8) ◽

pp. 1667-1696 ◽

Cited By ~ 2

Author(s):

Chao Chen ◽

Yu Bai ◽

Rui Wang

Keyword(s):

Social Media ◽

Political Participation ◽

Mediation Analysis ◽

Positive Relationship ◽

Political Efficacy ◽

Mediation Effect ◽

Causal Mediation Analysis ◽

Using Data ◽

Use Of Social Media ◽

The Impact

Consensus on the impact of information-oriented use of social media on political participation is lacking. Some argue a positive relationship, in that social media promotes participation through awakening the user’s agency, while others focus on the selection and disenabling effects of low-quality content. Nevertheless, both arguments focus almost exclusively on the objective conditions for participation and largely ignore users’ motivations to participate. Consequently, this article proposes online political efficacy as a mechanism linking the use of social media to political participation. Specifically, we argue that (1) the effect of the information-oriented use of social media on political participation is positively mediated through the user’s online political efficacy and (2) this mediation effect is only significant in the case of online political participation. We test these arguments within the framework of causal mediation analysis proposed by Imai et al. using data collected from the 2015 Taiwan Communication Survey.

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Exploring Social CRM for Development of SMEs in Mauritius

Journal of Enterprising Culture ◽

10.1142/s0218495819500043 ◽

2019 ◽

Vol 27 (01) ◽

pp. 93-109

Author(s):

Randhir Roopchund

Keyword(s):

Social Media ◽

Customer Relationship Management ◽

Customer Relationship ◽

Social Media Marketing ◽

Marketing Capability ◽

Social Crm ◽

Negative Comments ◽

Social Metrics ◽

Research Ontology

This paper explores different Customer Relationship Management (CRM) solutions that may be adopted by SMEs in Mauritius. The Mauritian government has the ambition of increasing the contribution of SMEs to the overall GDP of Mauritius from 40 to 65% by year 2025. CRM is about building and enhancing relationships so as to increase long term profitability of the company. The aim of the research is to consider different Social CRM strategies that may be adopted by SMEs to achieve the national exports strategy. This research shows that SMEs consider websites and social media marketing more important as compared to other digital tools. In addition, SMEs are careful about some negative aspects of social media marketing such as negative comments and lack of social metrics. However, most SMEs believe that Social CRM is of great importance for being successful. The research ontology that has been adopted is that the use of CRM may be of great use for SMEs to improve their overall marketing capability.

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