scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

The Influence of Social Media Marketing on Apparel Brands’ Customers’ Satisfaction: The Mediation of Perceived Value

2020 ◽  
Vol 25 (2) ◽  
Author(s):  
Yongzhong Yang ◽  
Zobi Khan ◽  
Yu Zhang
Keyword(s):  
Social Media ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Traditional Media ◽  
Confirmatory Factor ◽  
Practical Guidelines ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
The Relationship

The development of social media has changed traditional media by providing a platform to conduct marketing and advertising activities. Nowadays, social media offers the opportunity to build a relationship between customers and brands. The strategic use of social media marketing has significant importance for customers as well as for marketers. In this paper, the influence of social media marketing activities (SMMAs) is assessed on apparel brands’ perceived value and Chinese customers’ satisfaction. The data was collected through a quantitative survey-based approach from Chinese social media and apparel brands’ users (n = 355). The collected data from respondents were analysed through the confirmatory factor analysis (CFA) and Hayes PROCESS macro. Based on our findings, it is noted that SMMAs play an essential role in improving the brand perceived value and customers’ satisfaction in China. Moreover, it is also concluded that the apparel brand’s perceived value significantly mediates the relationship between SMMAs and customers’ satisfaction. This study provides several theoretical and practical guidelines to the marketers in China to effectively implement their advertising activities on social media platforms.

scholarly journals Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

2022 ◽  
Vol 12 ◽  
Author(s):  
Khalid Jamil ◽  
Liu Dunnan ◽  
Rana Faizan Gul ◽  
Muhammad Usman Shehzad ◽  
Syed Hussain Mustafa Gillani ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Community ◽  
Social Identification ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Marketing Activities ◽  
The Relationship

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

scholarly journals The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty

2020 ◽  
Vol 5 (1) ◽  
pp. 1
Author(s):  
Vika Ansy Anggraini ◽  
Arga Hananto
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Sampling Technique ◽  
Customer Equity ◽  
Social Media Marketing ◽  
Marketing Activities ◽  
Relationship Equity ◽  
Value Equity ◽  
Positive Effect

During the past few years, adoption of e-commerce in Indonesia has been increasing along with other trends in information , communication and technology sector such as widespread use of smartphones and social media.  To promote its services, e-commerce firms have also embraced social media and carry out social media marketing activities. This study is aimed to test the influence of social media marketing activities toward customer loyalty through customer equity drivers (i.e. Value Equity, Brand Equity, dan Relationship Equity.). A survey was conducted using convenience sampling technique to select respondents. A total of 161 usable responses were used in the main data analysis. This study found support for the five dimensions of social media marketing activities suggested from previous study. Furthermore,  this study found that social media marketing activities affect value equity, brand equity and relationship equity. This study also found that two customer equity drivers (brand equity and relationship equity)had a positive effect on customer loyalty, while value equity had a positive effect on customer loyalty, but it was not significant. Discussion and managerial implications were also discussed in this study

scholarly journals The Role of Social Media Marketing Activities to Improve E-Wom and Visit Intention to Indonesia Tourism Destinations through Brand Equity

2021 ◽  
Vol 5 (1) ◽  
pp. 17
Author(s):  
Nabilla Dyah Eka Pramudhita
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Analysis Method ◽  
Tourist Destinations ◽  
Tourism Sector ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Access Information

The development of technology that continues to grow, one of which is easy internet access enables people to access information from various sources, including social media. Nowadays, social media is not only used privately, but also companies and even government. One of them, the tourism sector in government. The role of social media, especially Instagram, is recognized as the most appropriate promotional media for travelers in Indonesia. Activities held on social media will spur the occurrence of e-wom and visit intention to Indonesian tourist destinations for domestic tourists. E-wom can be positive and negative e-wom. Therefore, the Indonesian Ministry of Tourism uses @Pesonaid_travel to promote Indonesian tourism and also the Pesona Indonesia’s brand used in @Pesonaid_travel. The purpose of this study is to determine the role of social media marketing activities to increase e-WoM and visit intention through brand equity. This research is a quantitative study, with the type of research used is causality. The population in this study was followers @Pesonaid_travel, totaling 276.000, which was then tested on 400 respondents, using a questionnaire. The data analysis method used is SEM which is processed with the SmartPLS application. The results of this study indicate that each variable that has an effect The results of this study indicate that every variable that exists gives a positive and significant effect on other variables.

scholarly journals The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty

2020 ◽  
Vol 5 (01) ◽  
pp. 1
Author(s):  
Vika Ansy Anggraini ◽  
Arga Hananto
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Sampling Technique ◽  
Customer Equity ◽  
Social Media Marketing ◽  
Marketing Activities ◽  
Relationship Equity ◽  
Value Equity ◽  
Positive Effect

During the past few years, adoption of e-commerce in Indonesia has been increasing along with other trends in information , communication and technology sector such as widespread use of smartphones and social media.  To promote its services, e-commerce firms have also embraced social media and carry out social media marketing activities. This study is aimed to test the influence of social media marketing activities toward customer loyalty through customer equity drivers (i.e. Value Equity, Brand Equity, dan Relationship Equity.). A survey was conducted using convenience sampling technique to select respondents. A total of 161 usable responses were used in the main data analysis. This study found support for the five dimensions of social media marketing activities suggested from previous study. Furthermore,  this study found that social media marketing activities affect value equity, brand equity and relationship equity. This study also found that two customer equity drivers (brand equity and relationship equity)had a positive effect on customer loyalty, while value equity had a positive effect on customer loyalty, but it was not significant. Discussion and managerial implications were also discussed in this study

scholarly journals BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 9 (5) ◽  
pp. 1921
Author(s):  
Made wahyu Krisna Upadana ◽  
Komang Agus Satria Pramudana
Keyword(s):  
Social Media ◽  
Sampling Method ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Effective Strategy ◽  
Purchasing Decisions ◽  
Use Of Social Media ◽  
Relationship Of ◽  
The Relationship

In order to stay in competition, Starbucks Coffee must be able to develop and innovate to determine an effective strategy. One of them is by using attractive social media marketing to builds brand awareness and leading to consumer purchasing decisions. The research objective is to determine the role of brand awareness mediating the effect of social media marketing on purchasing decisions. This research was conducted in Denpasar with 110 respondents through a purposive sampling method. Data collected through questionnaires and analyzed by path analysis. Based on the results, social media marketing has apositive and significant effect on purchasing decisions. This shows that the better the use of social media marketing, the more purchasing decisions from consumers. Brand awareness positively and significantly mediates the relationship between social media marketing and purchasing decisions. Brand awareness is able to mediate the relationship of social media marketing to purchasing decisions Keywords: social media marketing, brand awareness, purchasing decisions

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