Modeling the Relationship of Consumer Engagement and Brand Trust on Social Media Purchase Intention - A Confirmatory Factor Experimental Technique

Today’s marketing landscape is characterized by social media proliferation. This impels companies to adapt such advertising strategies that engage with the audience in their predominantly used medium. Appertaining to the cogitation, the empirical study endeavours to identify the relationship of consumer engagement and brand trust on purchase intention through advertisement on social media. Besides, it also aspires to explore the mediation effect of performance expectancy on brand trust and purchase intention. A model designed was tested using the Structural Equation Modeling (SEM). A structured questionnaire was prepared and administered to 542 respondents, selected by judgemental sampling method of which 482 were found valid and hence considered for model development. The conclusions of the research study suggests empirical implications for an effective advertising strategy on social media.

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The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16050068 ◽

2021 ◽

Vol 16 (5) ◽

pp. 1217-1230

Author(s):

Shuchi Gupta ◽

Nishad Nawaz ◽

Adel Abdulmhsen Alfalah ◽

Rana Tahir Naveed ◽

Saqib Muneer ◽

...

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Mediating Effect ◽

Equation Modeling ◽

Csr Communication ◽

Consumer Purchase Intention ◽

Relationship Of ◽

The Impact ◽

The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

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A RELAÇÃO DA PREOCUPAÇÃO AMBIENTAL COM O CONSUMO DE PRODUTOS VERDES NO VAREJO

RACE - Revista de Administração Contabilidade e Economia ◽

10.18593/race.v15i3.9621 ◽

2016 ◽

Vol 15 (3) ◽

pp. 821 ◽

Cited By ~ 1

Author(s):

Sergio Silva Braga Junior ◽

Edgard Monforte Merlo ◽

Dirceu Da Silva

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Quantitative Research ◽

Environmental Concern ◽

Equation Modeling ◽

Purchase Intent ◽

Green Products ◽

Green Consumption ◽

Relationship Of ◽

The Relationship

O objetivo com a presente pesquisa foi avaliar a relação da preocupação ambiental do consumidor com sua efetiva declaração de compra de produtos verdes no varejo. Orientado por uma linha de pesquisa que busca explicar o fato de o comportamento ter como precedente a intenção e não a atitude, foi avaliado se a preocupação dos consumidores com o meio ambiente está sendo convertidas em intenção de compra e posterior declaração de compra. O problema que orientou a pesquisa pode ser expresso pela seguinte questão: a preocupação ambiental está relacionada com a intenção de compra para se tornar compra declarada de produtos verdes no varejo? Para responder a essa questão e atender ao objetivo proposto, foi realizada uma pesquisa de natureza quantitativa por meio de um survey com 1.233 consumidores reais de quatro capitais brasileiras, avaliando-se a percepção que eles possuem de si mesmos e dos outros. A análise de dados foi feita utilizando-se a modelagem de equações estruturais por meio do software SmartPLS 3.0. Os resultados indicam que os consumidores pesquisados não demonstram relacionar diretamente sua preocupação ambiental com a compra declarada de produtos verdes, que revelou ser formada pela intenção de compra. Isso foi observado nas duas condições, quando os consumidores responderam sobre a sua percepção e sobre a dos outros (sociedade).Palavras-chave: Consumo verde. Preocupação ambiental. Varejo. Comportamento do consumidor. The relationship of environmental concern with green products consumer in retail Abstract The purpose with this research was to evaluate the environmental consumer concern with their actual purchase statement for green products in retail. Guided by a line of research that seeks to explain the fact that the behavior has as a precedent the intention and not the attitude was assessed to consumer concern about the environment and these are converted into purchase intent and purchase later statement. The problem oriented research can be expressed by the following question: Environmental concern is related to the purchase intention to become declared purchase of green products at retail? To resolve this matter and meet the proposed objective, a quantitative research through a survey with the 1233 actual consumers of four brazilian capitals assessing his perception as an individual was carried out and as he watches others. Data analysis was performed using the structural equation modeling through SmartPLS 3.0 software. The results indicate that consumers surveyed do not demonstrate directly relate their environmental concerns with the purchase declared for green products, which were shown to be formed by purchase intent. This perception takes place in the two conditions, when they respond on their perception and when they answer about how he observes others (society).Keywords: Green consumption. Environmental concern. Retail. Consumer behavior.

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The Roles of Community Engagement and Brand Community Types in Building Brand Trust on Social Media Based Brand Communities

International Journal of Business Studies ◽

10.32924/ijbs.v4i1.100 ◽

2020 ◽

Vol 4 (1) ◽

pp. 21-36

Author(s):

Kurniadi Prastowo

Keyword(s):

Social Media ◽

Community Engagement ◽

Structural Equation ◽

Customer Relationships ◽

Equation Modeling ◽

Brand Trust ◽

Brand Community ◽

Online Brand Community ◽

Community Types ◽

The Relationship

This study aims to understand the influence of the four elements of the relationship or customer- centric model in the online brand community (relationship between customer-product, customer-brand, customer-company, and customer-other customers) on brand trust in the realm of social media, by measuring moderation effects of community engagement and brand community types. The respondents are 220 respondents, coming from two types of brand community: consumer-initiated and company-initiated brand community. In general, the measurement is done by using structural equation modeling method. The results obtained from the analysis of this study are from the four elements of existing relationships in the online brand community (customer relationships with product, brand, company, and other customers), only customer-brand relationships that significantly affects brand trust. The results are different from previous studies, so it is interesting to investigate further. Furthermore, this research also found moderation effect of community engagement and community types in the relationship between online brand community and brand trust.

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Social Determinants of Success: Social Media, Corporate Governance and Revenue

Sustainability ◽

10.3390/su11195164 ◽

2019 ◽

Vol 11 (19) ◽

pp. 5164 ◽

Cited By ~ 2

Author(s):

Paniagua ◽

Rivelles ◽

Sapena

Keyword(s):

Social Media ◽

Structural Equation ◽

Equation Modeling ◽

Board Size ◽

The Board Of Directors ◽

Negative Effect ◽

Use Of Social Media ◽

Relationship Of ◽

The Relationship ◽

Operating Revenue

This study examined how social media (Twitter and LinkedIn) relates to the operating revenue by investigating the effect of the use of social media by the board of directors. To tackle this question, we analyzed the mediating and moderating relationship of social media on the effect of board size in operating revenue (turnover). We studied the implications of the use of social media by the board members by using structural equation modeling (SEM). The data consisted of a random sample of 100 companies listed on the NASDAQ. The study makes two main contributions. First, it shows interesting differences in the use of social media for the operating revenue. Our results suggest that while Twitter mediated and inhibited the negative effect of board size on revenue, LinkedIn moderated and re-enforced this effect. Second, it offers marketers and managers some useful hints about the relationship between social media and financial performance.

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How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing

Sustainability ◽

10.3390/su13158572 ◽

2021 ◽

Vol 13 (15) ◽

pp. 8572

Author(s):

Akawut Jansom ◽

Siwarit Pongsakornrungsilp

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Online Survey ◽

Equation Modeling ◽

Negative Consequences ◽

Value Perception ◽

Purchasing Intention ◽

Sustainable Marketing ◽

The Relationship

Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization.

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The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16040058 ◽

2021 ◽

Vol 16 (4) ◽

pp. 1025-1041

Author(s):

Cheng Guping ◽

Jacob Cherian ◽

Muhammad Safdar Sial ◽

Grzegorz Mentel ◽

Peng Wan ◽

...

Keyword(s):

Social Media ◽

Digital Technology ◽

Purchase Intention ◽

Structural Equation ◽

Banking Sector ◽

Purchase Intentions ◽

Equation Modeling ◽

Competitive Strategies ◽

Purchase Likelihood ◽

The Relationship

Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers.

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

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-07-2019-0442 ◽

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.

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PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

Journal of Management and Business ◽

10.24123/jmb.v15i2.281 ◽

2018 ◽

Vol 15 (2) ◽

Cited By ~ 1

Author(s):

Archie Edrick Hermanus

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Mediation Effect ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Value ◽

Value Consciousness ◽

The Impact ◽

The Relationship

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

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The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market

Journal of Research in Emerging Markets ◽

10.30585/jrems.v1i4.344 ◽

2019 ◽

Vol 1 (4) ◽

pp. 55-68

Author(s):

Mustafa Tümer ◽

Iman Aghaei ◽

Yahya Nasser Eddine ◽

Emrah Öney

Keyword(s):

Social Media ◽

Airline Industry ◽

Purchase Intention ◽

Global Economy ◽

Structural Equation ◽

Online Advertising ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

The Impact

The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers.

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The Determinant Factors of Purchase Intention in the Culinary Business in Indonesia That Mediated by Parasocial Interaction and Food Vlogger Credibility

Turkish Journal of Computer and Mathematics Education (TURCOMAT) ◽

10.17762/turcomat.v12i3.1991 ◽

2021 ◽

Vol 12 (3) ◽

pp. 4852-4865

Author(s):

Lilian Pinda Et. al.

Keyword(s):

Social Media ◽

Physical Attractiveness ◽

Purchase Intention ◽

Structural Equation ◽

Hypothesis Test ◽

Parasocial Interaction ◽

Equation Modeling ◽

Research Model ◽

Convenience Sampling ◽

The Relationship

This study aims to analyze the relationship between physical attractiveness, attitude homophily, social attractiveness, openness, interactivity, credibility, parasocial interaction, and purchase intention on YouTube in the culinary business in Indonesia. This research is a causal research design that applies the Structural Equation Modeling (SEM) research model as a method of data analysis. Using convenience sampling, the study sample involved 202 respondents as YouTube users in Jakarta and its surroundings who watched food review content by food vloggers more than three times a month. Based on the results of the hypothesis test, the factors that influence social interaction are physical attractiveness, social attractiveness, and interactivity. Meanwhile, only physical attractiveness affects food vlogger credibility. Therefore, before deciding to collaborate with a food vlogger, marketers can understand how credibility is formed and the interaction between a food vlogger and its audience on social media so that it can influence the audience's buying interest

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