scholarly journals Ill Consequences of Social Media in Intepreting Customers Buying Opinion

2019 ◽  
Vol 9 (2S4) ◽  
pp. 178-180
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Vital Role ◽  
Demographic Variables ◽  
Brand Awareness ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Result Show ◽  
The Impact ◽  
Consumer Buying Behavior

This research aims to study the interaction between the companies and the consumers directly. Now a day’s social media is playing a vital role for the marketers. It creates curiosity, brand awareness. Social media is the fastest way to get in touch with the consumers. The traditional word-of-mouth publicity has been replaced by word-of-web as consumers are increasingly referring to social media sites before making a purchase, greatly influencing buying behavior. This Study is focusing on the factors which influence the impact of social media on consumer buying behavior. To analyse the impact of demographic variables on purchasing behavior using social media. The survey has been conducted by randomly selecting 50 respondents who are using Social Media. Result show that Social Media influences consumer buying behavior.

Pengaruh Tingkat Kepercayaan Berkomunikasi di Jejaring Sosial Internet (Social Media) Terhadap Perilaku Beli Mahasiswa

2012 ◽  
Vol 4 (1) ◽  
pp. 1-12
Author(s):  
Ilham Prisgunanto
Keyword(s):  
Social Media ◽  
Interpersonal Communication ◽  
Word Of Mouth ◽  
Private University ◽  
Semantic Differential ◽  
Communication Model ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Keywords Internet ◽  
Survey Results

The research examines effect of the confidence level of students in social media to communicate to their buying behavior. The theories used in this research are impersonal interpersonal communication model develop by Miller DeVito continuum of interpersonal and Word of Mouth model’s Ian Safko. This is a quantitative study using associative effects among variables Knowing, Confidence, and Buying behavior. Thus research uses semantic differential scale with a student population of information technology at a private university in Jakarta with a simple sample about 92 people as the random sampling model. From this survey results that there is influence between the level of confidence to communicate in social media purchasing behavior student, but very small. Equation that there is a Y (buying behavior) = 0.136 + 1.16 X1 (Confidence) + 0.049 X2 (Knowing). Keywords: internet, social media, interpersonal communication, word of mouth

scholarly journals HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

2021 ◽  
Vol 7 (4) ◽  
Author(s):  
Mohamad Isa Abd Jalil ◽  
Suddin Lada ◽  
Mohd Ashari Bakri ◽  
Zakiah Hassan
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Repurchase Intention ◽  
Holistic View ◽  
Brand Recognition ◽  
The Impact

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.          

scholarly journals The Impact of Promotional Tools on Consumer Buying Behavior: A Study from Pakistan

2014 ◽  
Vol 4 (3) ◽  
pp. 402 ◽  
Author(s):  
Aurangzeb Mughal ◽  
Asif Mehmood ◽  
Ammar Mohi-ud-deen ◽  
Bilal Ahmad
Keyword(s):  
Natural Environment ◽  
Significant Relationship ◽  
Business Plan ◽  
Sales Promotion ◽  
The Other ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Maximum Profit ◽  
The Impact ◽  
Consumer Buying Behavior

The main purpose of this research was to investigate the effect of sales promotion and natural environment that is casual factor in consumer buying behavior. The survey found that there was an insignificant relationship between coupons and buying behavior. On the other hand the buy-one-get-one free, Physical surrounding has a significant relationship with the purchasing behavior.. The consequences of this research will help marketers to recognize the most excellent kind of promotional tools that significantly influence the purchasing behavior of consumers. Traders can develop their business plan more effectively through the results of this study and plans help entrepreneurs and traders to gain a competitive benefit over their competitors and enable businesses to gain maximum profit.

scholarly journals E-WOM BOMB EFFECT ON SOCIAL MEDIA INFLUENCE TO BRAND: CASES IN HALAL PRODUCTS

2015 ◽  
Vol 14 (1) ◽  
Author(s):  
Liza Mumtazah Damarwulan
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Purchase Intention ◽  
Online Survey ◽  
Brand Image ◽  
Purchase Behavior ◽  
Brand Awareness ◽  
Purchasing Behavior ◽  
Media Effect ◽  
The Impact

The objective of this study is to analyze social media effect on brand image and purchase intention. The purpose of this study is to explore the impact of Word-of-Mouth (WOM) communication on social media negatively or positively towards the brand / product rumored asnot halal. The investigation shows that about 82 percent of respondents are internet / social networking (such as Facebook or Twitter) users for over 5 years. With the extent of network and the increasing number of users of social networking (Facebook, twitter) then if WOM is used, itwill result in a major impact on the brand image, brand awareness and purchasing behavior. Design / methodology / approach - To collect the data, this paper uses an online survey of social media users (Facebook and Twitter in particular). To analyze the data, this study uses StructuralEquation Modeling (SEM). Findings - The research on WOM as a means of communication has been done by many researchers. The widespread use of social media results in the magnitude impact of WOM on brand, like a bomb such as the impact on the brand, good brand reputation /brand image, brand awareness which in turn will affect the purchasing behavior (attitudes, interests and action). As a Muslim-majority country, Indonesia is very concerned about halal products, so when the news spread about the products suspected to contain haram substances, thenews will have an impact on the reputation and image of the brand and also have a major impact on purchase behavior. Research limitations / implications - This study provides insight into the role of WOM information on social media which is limited to users of Facebook and twitter inshaping attitudes towards the issue of the purchase of products containing haram substances. However, the specific characteristics of the truth of the WOM information in shaping perceptions that affects halal / haram products is not explored in this study. Originality / value - The results can help practitioners to determine and overcome the impact of WOM in socialmedia and provide correct information to make marketing communications more efficient and powerful.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL

2020 ◽  
Vol 14 (02) ◽  
pp. 53-61
Author(s):  
Sofiani Sofiani
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Correlation Method ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Use Of Social Media ◽  
The Impact

Social media has became one of the marketing strategies by most of the companies to deliver their brands, products and services to customer. Apart from the advantages of the use of social media for companies, it is becoming difficult for companies to raise awareness for their brand beause of the competition. The aim of this research is to determine the impact of social media on brand awareness of Amaris Hotel. The results of this research obtained from questionnaires that had been distributed to the respondents in Jakarta and processed with correlation method. The results shows that social media gives quite big and positive impact on building and estabilishing brand awareness of AYANA Amaris Hotel for 41,5%, and Instagram gives the biggest impact on brand awareness of Amaris Hotel. The level of brand awareness of Amaris Hotel has reached the highest level, Top of Mind level. Keywords: Social Media, Brand Awareness, Marketing, Amaris Hotel

scholarly journals The impact of Influencer marketing on consumer buying behavior in social networks

2019 ◽  
Author(s):  
Miglė Černikovaitė
Keyword(s):  
Social Networks ◽  
Research Area ◽  
Buying Behavior ◽  
Shared Information ◽  
The Impact ◽  
Conceptual Research ◽  
Practical Implications ◽  
Scientific Topic ◽  
Customer Satisfaction And Loyalty ◽  
Consumer Buying Behavior

Purpose – the purpose of the article is to analyze the impact effect of Influencers marketing on consumer buying behavior by determining which partnership opportunities are most relevant. Research methodology – the theoretical analysis of scientific literature and quantitative statistical analysis of empirical research results. Findings – the research in Lithuania has shown that before making a decision to purchase a product or a service, most respondents are actively seeking information in social networks by reading other costumers feedback. Moreover, the survey reveals that recommendations, comments, shared information about certain brands by Influencers are the most important factors in changing buying behavior. Research limitations – the main limitations of research may be the geographical research area – Lithuania and social networks (Facebook). Practical implications – understanding of Influencers impact on consumer buying behavior. Originality/Value – this scientific topic is rather new. Scientists, like Matsumura, Yamamoto, & Tomozawa (2008), investigated Influencers and Consumer Insights impact in the Blogosphere; Thakur, Srivastava (2015) presented a Conceptual research model of Influencers impact of Customer Satisfaction and Loyalty and etc. However, there is a lack of research investigating the impact of Influencer marketing on consumer buying behavior. This research aims to fill this gap in the Lithuanian case

scholarly journals Pemanfaatan Website dan Media Sosial Untuk Meningkatkan Brand Awareness Terhadap Pusat Pelatihan dan Pedesaan Swadaya (P4S) Desa Karang Melok, Bondowoso

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Oktalia Juwita ◽  
Priza Pandunata ◽  
Soekma Yeni Astuti
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Word Of Mouth ◽  
Organic Fertilizer ◽  
Brand Awareness ◽  
Registration Process ◽  
Data Collection Process ◽  
Marketing Activities ◽  
Farmer Groups ◽  
Main Activity

ABSTRAK    Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S) adalah salah satu kelompok tani yang diketuai oleh Bapak Buharto di desa Karang Melok, kecamatan Tamanan, kabupaten Bondowoso. Kegiatan utama dari P4S adalah memberikan pelatihan untuk menjalankan pertanian organik dan pembuatan pupuk organik. Permasalahan yang dihadapi P4S adalah pada kegiatan pemasaran dan proses pendaftaran bagi kelompok atau individu yang ingin mengikuti pelatihan. Selama ini pemasaran yang dilakukan oleh P4S adalah dengan cara konvensional yaitu dari mulut ke mulut. Pendaftaran hanya dapat dilakukan secara langsung melalui telpon tanpa adanya proses pendataan. Upaya yang dapat dilakukan untuk pemasaran dan meningkatkan brand awareness P4S adalah dengan membuatkan website dan akun di media sosial (facebook), dan kemudian disosialisasikan penggunaanya ke pengelola/anggota P4S.Kata kunci : P4S, pemasaran, brand awareness, website, media sosial. ABSTRACT “Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S)” is one of the farmer groups chaired by Mr. Buharto in Karang Melok village, Tamanan, Bondowoso. The main activity of P4S is to provide training to runing organic farming and making organic fertilizer. The problems faced by P4S are marketing activities and the registration process for groups or individuals who want to take part in the training. So far the marketing carried out by P4S is in the conventional way, which is word of mouth. Registration can only be done directly by telephone without the data collection process. Efforts that can be made for P4S in marketing activities and increasing brand awareness are by creating websites and account on social media (in this case Facebook), and then disseminated its use to members of P4S.

scholarly journals The impact of credibility of influencers recommendations on social media on consumers behavior towards brands

2021 ◽  
Vol 54 (3-4) ◽  
pp. 181-196
Author(s):  
Piotr Kwiatek ◽  
Radoslav Baltezarević ◽  
Stavros Papakonstantinidis
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Virtual Environment ◽  
Word Of Mouth ◽  
Consumer Attitudes ◽  
Time Frame ◽  
Target Market ◽  
Online Environment ◽  
Purchasing Decisions ◽  
The Impact

Companies are becoming increasingly aware of the importance and opportunities provided by social media in order to communicate faster and more efficiently with their consumers. In order to convey the message about the value of their brands to their target market, organizations hire influential people who are considered to be the creators of public opinion in a virtual environment. Nowadays, social media are crowded with micro and macro influencers, or at least those who present themselves as such. Their main job is to represent and recommend brands to other users (their followers) and thus influence consumer attitudes about brands and possibly strengthen their purchasing decisions. Very often, influencers on social media are hired by companies to promote their brands for a fee. In order to have more control over their communication activities, companies provide them, in advance, with the content they want to be conveyed to consumers, but also the time frame when the message should be launched. In this way, organizations try to reduce the risk of turning electronic word-of-mouth (EWOM) communication into a negative one. In order for consumers to trust the recommendations of influencers on social media, these people need to have significant expertise in a certain area, charisma and respect from other users, so that their credibility affects the value of content and recommendations they place in the online environment. The aim of this paper is to present the attitudes of respondents who use social media websites about the impact of the credibility of influencers' recommendations on social media, and their opinion on whether and in what way their credibility influences consumer attitudes towards brands.

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