scholarly journals Mediating Role of Customer Experience in Social Media Marketing and Purchase Intention: A Case Study

2020 ◽  
Vol 21 (1) ◽  
Author(s):  
Sufyan Habib
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Customer Experience ◽  
Social Media Marketing ◽  
Mediating Role

scholarly journals The influence of social media on purchase intention: The mediating role of brand equity

2021 ◽  
Vol 8 (1) ◽  
pp. 1944008
Author(s):  
Mohammed Majeed ◽  
Martin Owusu-Ansah ◽  
Adu-Ansere Ashmond
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Mediating Role

scholarly journals Relationship between social media marketing practices and customer response with mediating role of brand equity dimensions: an empirical investigation

2021 ◽  
Vol 12 (5) ◽  
pp. 1583-1599
Author(s):  
Elmira Shadi ◽  
Ailar Ebrahimi Hesari ◽  
Behzad Shahrabi
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Study Data ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Mediating Role ◽  
Survey Sample

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of the mediating role of brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using structural equation modeling. The following findings are found: The results show that there is a significant relationship between social media marketing practices and customer response in the survey sample. Additionally, the hypothesis about the mediating role of brand equity dimensions is also supported. The results of our research augment our understanding of the role of social media marketing practices in stimulating customer response (electronic word-of-mouth and commitment) and the role of brand equity dimensions (brand awareness and brand image).

Factors Affecting Purchase Intention and Social Media Publicity of Green Products: The Mediating Role of Concern for Consequences

2017 ◽  
Vol 25 (3) ◽  
pp. 225-236 ◽  
Author(s):  
Muhammad Mohsin Zahid ◽  
Bakhtiar Ali ◽  
Muhammad Shakil Ahmad ◽  
Ramayah Thurasamy ◽  
Naila Amin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Green Products ◽  
Factors Affecting ◽  
Mediating Role

Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity

2021 ◽  
pp. 227853372110249
Author(s):  
Milad Farzin ◽  
Marzie Sadeghi ◽  
Majid Fattahi ◽  
Mohammad Reza Eghbal
Keyword(s):  
Social Media ◽  
Willingness To Pay ◽  
Brand Equity ◽  
Word Of Mouth ◽  
Theory And Practice ◽  
Brand Identity ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Mediating Role

The spread of social media has created a new era for companies and brands and forcing them to explore new interactive ways to achieve and engage their consumers. The main purpose of the present study is to investigate the impact of social media marketing and electronic word-of-mouth on consumers' willingness to pay a premium due to the mediating role of brand equity and brand identity. The data were collected through a survey by simple random sampling method. Questionnaires were distributed among people who had experience in buying leather products from social networks. Structural equation modeling technique was applied to test the research hypotheses. The results exposed the process that transforms social media marketing and electronic word-of-mouth to the willingness to pay a premium. Moreover, the findings showed that electronic word-of-mouth can indirectly affect consumer behavioral responses through brand equity and brand identity and also have a direct impact on consumer decisions such as willingness to pay a premium. The study has important implications for both theory and practice. This insight could be utilized by marketers and advertisers in the formulation and implementation of effective and coherent marketing and advertising strategies.

Sign in / Sign up

Export Citation Format

Share Document