scholarly journals INTERACTIVE DIGITAL MEDIA AND IMPACT OF CUSTOMER ATTITUDE AND TECHNOLOGY ON BRAND AWARENESS: EVIDENCE FROM THE SOUTH ASIAN COUNTRIES

2017 ◽  
Vol 18 (6) ◽  
pp. 1115-1134 ◽  
Author(s):  
Rizwan Raheem AHMED ◽  
Jolita VVEINHARDT ◽  
Dalia STREIMIKIENE
Keyword(s):  
Factor Analysis ◽  
Digital Media ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Brand Awareness ◽  
The Internet ◽  
Moderating Variables ◽  
Mediating Factors ◽  
Media Channels

The purpose of this study is to investigate the role of interactive digital media channels such as social media, email marketing, and mobile marketing in creating the brand awareness. We have assimilated three behavioral factors including perceived value, trust, and word of mouth as mediating factors, and the Internet and smartphone as moderating variable. Total 2565 responses have been taken to investigate the role of digital media channels, and impact of mediating and moderating variables on the brand awareness. This research has used SEM-based multivariate approach including exploratory factor analysis, confirmatory factor analysis, and conditional process technique for examining the direct and indirect influence of variables. The results of the study exhibited that the interactive digital media channels have a positive and significant direct impact on brand awareness. Results further revealed that the perceived value, trust, and word of mouth as mediating factors, and the Internet and smartphone as moderating variables have a significant and influential impact in a relationship of interactive digital media tools and the brand awareness.

Service Quality and Repeat Purchase: The Moderating Effect of Perceived Value, and Satisfaction

2020 ◽  
Vol 11 (1) ◽  
pp. 5-5
Author(s):  
Aprihatiningrum Hidayati ◽  
Agus W. Soehadi ◽  
Aji Hermawan ◽  
Hartoyo Hartoyo
Keyword(s):  
Service Quality ◽  
Direct Effect ◽  
Purchase Intention ◽  
Perceived Value ◽  
Moderating Variables ◽  
Mediating Role ◽  
Prior Literature ◽  
Repeat Purchase ◽  
Purchase Satisfaction

The purpose of this study is to examine the direct and indirect effect of these determinants on repeat purchase. Competitive training industries impose pressure on managers to increase repeat purchase. Even though service quality and repeat purchase are well studied in prior literature, their determinants such as perceived value and satisfaction have not been fully investigated together as moderating variables. Most of literature stated both of perceived value and satisfaction as independent variables. Besides, most of literature consider purchase as an attitudinal (namely purchase intention), while this study focus on behavioural (namely repeat purchase). Data from a survey of 300 customers of public training are used to empirically evaluate the model. Results indicate that perceived value and the satisfaction have no direct effect on repeat purchase. However, these constructs indirectly influence repeat purchase through the mediating role of service quality. Satisfaction and perceived value play a major role in enhancing service quality, but do not directly impact repeat purchase. Interestingly, the direct effect on repeat purchases stems from service quality while recent researches suggest satisfaction is the antecedent. The findings suggest that training companies should invest more resources aimed at enhancing service quality through service delivery training for their employees. Even though prior research has considered the concepts studied here, this study aims to empirically evaluate a variety of antecedent factors that potentially affect repeat purchase. Relationships are established utilizing data collected in Indonesia (an increasingly important consumer market) which adds value to extant knowledge in this area. Keywords: path analysis, perceived value, repeat purchase, satisfaction, service quali

scholarly journals Moderating Role of Electronic Word of Mouth (eWOM) in the Influence of Perceived Value on Repurchase Intention

2021 ◽  
Vol 1 (1) ◽  
pp. 71-90
Author(s):  
Aldrich Alfatera Unpapar
Keyword(s):  
Regression Analysis ◽  
Data Analysis ◽  
Data Collection ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Predictor Variables ◽  
Repurchase Intention ◽  
Positive Effect ◽  
Moderating Role

The purpose of this research is to determine whether word of mouth which has developed into electronic (eWOM) in the digitalization era can strengthen or weaken the influence of the perceived value received by customers from previous purchases to repurchase or not. This study uses a quantitative approach, whereas the method of data collection was purposive sampling and has determined as many as 116 samples. The population in this research are followers of Shopee Indonesia in Instagram, with the various characteristics that have been determined by researchers to be taken as a sample for this research. The method of data analysis using equations from Cohen et al. (1975) in the journal of Sharma et al. (1981). The regression analysis is based on the researcher's comprehension of the negligibility correlation between moderation and predictor variables. Based on the results, Perceived Value has a significant and positive effect on Repurchase Intention, and the regression model analysis was found that the inclusion of the moderation variable, strengthened the influence of Perceived Value on Repurchase Intention by 61,5% from the previous results (55,8%).

scholarly journals THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING

2020 ◽  
Vol 6 (2) ◽  
pp. 45-54
Author(s):  
Suci Sandi Wachyuni ◽  
Tri Kuntoro Priyambodo
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Marketing Activities ◽  
Information Skills ◽  
Word Of Mouth Communication

Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis. Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills. Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power, (2) Credibility, (3) Attraction. Novelty/Originality of this study: This research specifically addresses the role of celebrity endorsement in product purchase decisions in restaurants. This study also produced endorser selection criteria and their indicators, i.e. 1) Power (fame, strengths on social media); 2) Credibility (the truth of information, endorser information skills); 3) Attractiveness (physical appearance, endorser’s characters).

scholarly journals “HEY, I LIKE YOUR VIDEOS. RELATE MUCH!”LOCATING SISTERHOOD IN A POSTCOLONIAL PUBLIC ON YOUTUBE

2019 ◽  
Vol 2019 ◽  
Author(s):  
Earvin Charles Borja Cabalquinto ◽  
Cheryll Soriano
Keyword(s):  
Digital Media ◽  
Female Subjectivity ◽  
Mutual Support ◽  
Foreign National ◽  
Youtube Videos ◽  
Media Channels ◽  
Interracial Relationship ◽  
Media Practices ◽  
Government Benefits

As part of a broader project that seeks to investigate the brokering of digitally-mediated intimacies through matchmaking platforms and social media channels, this paper unpacks the formation of ‘online sisterhood’ in a postcolonial intimate public, as evinced in the comments of viewers on selected YouTube videos of Rhaze, a Filipina YouTuber who is married to an Australian man. With a massive following of over 450 thousand followers, Rhaze’s videos typically receive diverse comments from her viewers and subscribers. This exposition is facilitated by collecting, categorising and analysing selected comments from Rhaze’s top videos. The comments were analysed through discourse analysis, paying special attention to the factors that influence digital media practices. The findings reveal that competing comments are shaped by postcolonial views on a gendered, racialized and class-based body in an interracial relationship. We then coin the term ‘online sisterhood’, reflecting the shared support that women nurture with other women through online practices. Ultimately, online sisterhood displays how Filipino women married to a white foreign national generate and negotiate spaces of mutual support in a neoliberal state. Paradoxically, a neoliberal government benefits from such cross-border and mediated mobility of Filipina migrants through the commodification of their everyday life. It is through this point that we argue for a closer evaluation of the role of ‘online sisterhoods’ in the construction of female subjectivity and imaginaries of mobility in the Global South.

The Role of Local Intermediaries in the Process of Digitally Engaging Non-Users of the Internet

2014 ◽  
Vol 151 (1) ◽  
pp. 137-145 ◽  
Author(s):  
Sora Park
Keyword(s):  
Digital Divide ◽  
Digital Media ◽  
Social Environment ◽  
Media Literacy ◽  
The Internet ◽  
Digital Networks ◽  
Internet Users ◽  
Digital Engagement ◽  
Digital Media Literacy

This article aims to provide a better understanding of the process of becoming digitally engaged. Those who cannot utilise digital networks are systematically disadvantaged, particularly in a hyper-connected world in which services are provided online by default. By interviewing and observing clients and trainers at a telecentre, the ACT Digital Hub, this study investigated the process that non-internet users undergo – from digital readiness to digital engagement – in order to become adept users. Intermediaries such as telecentres play a crucial role in equipping non-users with digital readiness, which is a precursor to digital media literacy. Social environment also plays a significant role in non-users' digital readiness. Rather than focusing merely on the provision of access to bridge the digital divide, we need a longer-term investment in adequate environments, such as sustainable community training centres, that nurture digital readiness.

Curating for engagement: Identifying the nature and impact of organizational marketing strategies on Pinterest

First Monday ◽  
2016 ◽  
Author(s):  
Gregory D. Saxton ◽  
Amanda Ghosh
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Cosmetic Surgery ◽  
Word Of Mouth ◽  
Information Source ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Social Media Site ◽  
Primary Measure ◽  
Potential Customers

In an increasingly overloaded information environment sparked by the explosion of digital media, the ability to curate content has taken on greater importance. This study begins with the supposition that businesses that are able to adopt a content curation role and help consumers sort through the daily influx of information may be more successful in attracting, engaging, and retaining customers while fostering brand awareness and word of mouth. Accordingly, this study investigates organizational marketing strategies on Pinterest, the fifth most popular U.S. social media site and the largest social curation platform. Pinterest effectively offers a unique opportunity for businesses to engage customers through social curation strategies, and in this paper we set out to address two related questions. First, how are organizations communicating with current and potential customers on Pinterest? And second, how effective are these strategies? We address these questions by inductively analyzing 1,095 “pins” sent by 18 cosmetic surgery businesses. Undertaking analyses at the pin, board, and account levels, we ultimately identify three distinct pinning strategies: Lifestyle, Information Source, and Market Creator. These strategies are then related to the effectiveness of brand awareness and word of mouth, using the number of repins as the primary measure of “reach” of a marketing campaign. The Lifestyle strategy had the biggest impact, generating the largest number of repins. The implications of these social curation strategies for social media marketing are explored.

scholarly journals Managing Attendees’ WOM at a Wine Cultural Event: The Moderating Role of Novelty Seeking

2020 ◽  
pp. 1-14
Author(s):  
Tsai-Fa (TF) Yen
Keyword(s):  
Questionnaire Survey ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Hypotheses Testing ◽  
Novelty Seeking ◽  
Cultural Event ◽  
Moderating Role ◽  
Event Managers

The purpose of this study is to investigate the perspectives of attendees on novelty seeking of a wine culture event to assess what drives their word of mouth. A questionnaire survey was undertaken for collecting data at a wine cultural event held at Yibin. A total of 315 valid samples were received for the further hypotheses testing. The results showed that both perceived value and event satisfaction were key antecedents of word of mouth and the moderating role of novelty seeking was confirmed. Finally, the manageable results for wine culture event managers and future researchers were drawn.

scholarly journals THE ROLE OF DIGITAL MEDIA IN THE CREATION OF HIGH QUALITY PRODUCTS

2017 ◽  
Vol 44 (2) ◽  
pp. 33
Author(s):  
Iva Bubanja
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Online Advertising ◽  
Digital Technologies ◽  
The Internet ◽  
Information Communication ◽  
High Quality ◽  
The Creation ◽  
Target Consumer

This paper analyzed the changes in the process of creating high -quality products that occurred after the introduction of information -communication technolo gies and the Internet in the enterprises. Internet offeres advantages connected with the possibility of further company development and with the possibility for the high quality products to find their way to target consumer groups quickly and easily. Speci al emphasis will be given to the role of online advertising and social media in the promotion of such products. With the use of digital technologies enterprises have the ability to do business more competitive and to contribute to the growth of the nationa l economy.

scholarly journals The Effect of Self Expressive Value and Perceived Value on Malaysian Cosmetic Brand Loyalty: The Mediating Role of Brand Identification & Word of Mouth

2019 ◽  
Vol 14 (1) ◽  
pp. 151-178
Author(s):  
Norzalita Abd Aziz ◽  
◽  
Hafaz Ngah ◽  
Keyword(s):  
Customer Loyalty ◽  
Significant Relationship ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Brand Identification ◽  
Mediating Role ◽  
The Relationship ◽  
Self Administered Questionnaire

Competition in the cosmetic industries is stiff as more industrial players are striving to capture the market in Malaysia. Cosmetics play a crucial role in addressing image or presentation to others. There is a dearth of information concerning consumers’ perception of the Malaysian Cosmetic Brand (MCB). This article aims to understand how Self-Expressive Value (SEV) and Perceived Value (PV) relate to Brand Identification (BI) and Word of Mouth (WOM) among consumers. Using a self-administered questionnaire contributed to a total of 261 usable respondents and the PLS results indicate that there is a significant relationship between PV and SEV on BI and WOM while BI and WOM meditate the relationship between PV and SEV with Customer Loyalty. This article provides some insights on current local consumers perception and behaviour towards Malaysian cosmetic brands. Thus, MCB marketers need to emphasise the value of their products and reflect consumers’ self-expressive value that will enhance their brand identification and WOM among consumers which may lead to loyalty among users. Keywords: self-expressive value, perceived value, brand identification, word of mouth, customer loyalty, Malaysia cosmetics brand

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