The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups

2019 ◽  
pp. 1245-1268
Author(s):  
Tamer Abbas Awad ◽  
Shereen Mohamed Abdel Fatah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Word Of Mouth ◽  
Second Phase ◽  
Electronic Word Of Mouth ◽  
Brand Advocacy ◽  
Start Ups ◽  
The Impact ◽  
The Relationship

Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.

The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups

2015 ◽  
Vol 5 (4) ◽  
pp. 37-59 ◽  
Author(s):  
Tamer Abbas Awad ◽  
Shereen Mohamed Abdel Fatah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Word Of Mouth ◽  
Second Phase ◽  
Electronic Word Of Mouth ◽  
Brand Advocacy ◽  
The Will ◽  
Start Ups ◽  
The Impact

Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.

scholarly journals Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

2022 ◽  
Vol 6 (1) ◽  
pp. 64-74
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Questionnaire ◽  
Digital Platforms ◽  
The Impact ◽  
The Relationship

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

The Influence of Social Networks on the Choice of a University Brand by Generation Y

2021 ◽  
Vol 4 (62) ◽  
pp. 5-22
Author(s):  
Nargiza Aliyeva ◽  
Gaukhar Mukhamediyeva
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Equity ◽  
Generation Y ◽  
Word Of Mouth ◽  
Social Space ◽  
Electronic Word Of Mouth ◽  
The Impact ◽  
Positive Effect ◽  
University Brand

Social networks are actively penetrating into all spheres of our society. The influence of social media is strongly affected by the younger generation, who spends a lot of time in the virtual social space. The purpose of this study was to study the influence of social networks on the choice of a university brand by representatives of generation Y. The data was collected through an online survey using the Google forms service. The results obtained indicate that social media engagement has a positive effect on brand image. Firm-created and user-generated social media communication have a positive effect on brand equity in Higher Education Institutions. Brand equity positively influences Brand choice intention. The value of this study lies in the fact that it considered the influence of various factors on the formation of the intention of representatives of generation Y to choose brands of universities, taking into account the moderate effect of electronic word of mouth. The results obtained complement the scientific literature on the impact of social media on consumer behavior. The results of this study can help in understanding the choice of students of educational organizations, taking into account the influence of social networks and electronic word of mouth, which can help university marketing departments to promote brands more effectively in the social media space.

The strength of no-tie relationships: Political leaders’ Instagram posts and their followers’ actions and views

First Monday ◽  
2020 ◽  
Author(s):  
John Parmelee ◽  
Nataliya Roman
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Opinion Leadership ◽  
Tie Strength ◽  
Electronic Word Of Mouth ◽  
Political Leaders ◽  
Political Views ◽  
Word Of Mouth Communication ◽  
The Relationship

Drawing on research into electronic word-of-mouth communication, tie strength, and homophily, this study examines the actions of those who follow political leaders on Instagram as well as followers’ perceptions of the influence leaders’ posts have on their political views. The influence of leaders’ posts, as measured by a survey of followers, was also compared with strong-tie sources of opinion leadership, such as friends and family, and weak-tie sources, including co-workers and acquaintances. Findings indicate that posts from leaders whom followers usually agree with are seen as influencing followers’ views more than any other source, which is noteworthy given the nonexistent nature of the relationship. Implications for the study of tie strength on social media are also discussed.

scholarly journals INFLUENCE OF SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH AND CONSUMER ENGAGEMENT TO BRAND LOYALTY IN INDONESIA GRAB COMPANY

2021 ◽  
pp. 16-26
Author(s):  
Bismoaziiz Bismoaziiz ◽  
Usep Suhud ◽  
Saparuddin Saparuddin
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Analysis Tool ◽  
Electronic Word Of Mouth ◽  
Exogenous Variables ◽  
Endogenous Variables

This study aims to analyze social media marketing, electronic word of mouth, and consumer attachment to brand loyalty in Grab Indonesia. The research design used is quantitative research with a causal approach that examines the effect of exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) on endogenous variables (brand loyalty). The population in this study were consumers of social media followers (Instagram) grab with an infinite number, therefore sampling was carried out using purposive sampling with the consideration of respondents as followers of Instagram grab with a minimum period of following is 6 months and has given "likes" to the grab Instagram posts. The sample used in this study were consumers of online transportation companies (grab) as many as 300 respondents. This research analysis tool uses a structural equation model (SEM). The results showed that the exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) positively and significantly affect endogenous variables (brand loyalty). The variable that has the highest value in influencing brand loyalty is social media marketing. Meanwhile, the variable that directly influences brand loyalty with the lowest regression coefficient is electronic word of mouth.

scholarly journals Impact of student exclusion (including from the SPE) on their digitisation behaviour in social media

2020 ◽  
Vol 11 (1) ◽  
pp. 203-224
Author(s):  
Marcin Prościak ◽  
Beata Prościak
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Global Scale ◽  
Special Educational Needs ◽  
The Social ◽  
The Family ◽  
The World ◽  
Digital Exclusion ◽  
The Impact ◽  
The Relationship

Aim. The aim of this thesis is to present the impact of students exclusion (including SPEs) on their virtual behaviour in social media. Students with no special educational needs and those with SEN were taken into account. The relationship between exclusion of SPE and digitisation exclusion will be indicated . In addition, social exclusion in the family area was included. Methods: The analysis was based on statistical methods, such as: range, standard deviation, variance. Surveys were used. They were conducted on the Internet through the Facebook social portal on a national and global scale. Results: Respondents from around the world feel more excluded by the SPE than respondents in Poland. In contrast, respondents from the SPE use fewer social networking sites than in groups of computer players, both in Poland and worldwide. Conclusions: In Poland, SPE is not a barrier to communication with peers for most respondents, unlike global respondents. Respondents from the SPE spend less time on social portals because it absorbs their time devoted to learning, which can be an indicator of digital exclusion. Cognitive value: The originality of the research is to focus on introducing the global and Polish scale of the problem excluding students from SPE from the social media, which was calculated by the author’s method based on the indicator digital exclusion.

scholarly journals The Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry

2021 ◽  
Author(s):  
Peter Kwasi Oppong ◽  
Adelaide Gyawu ◽  
Clementina Araba Yawson
Keyword(s):  
Herbal Medicine ◽  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Brand Management ◽  
Systematic Sampling ◽  
Brand Trust ◽  
The Impact ◽  
The Relationship

Favourable word-of-mouth, customer satisfaction and trust are essential elements for strengthening customer brand loyalty to gain a sustainable advantage in a competitive market. However, there is a relative scarcity of research on the impact of word-of-mouth and customer satisfaction on brand loyalty through the mediated role of brand trust in the herbal medicine market. Consequently, this research aimed to assess the impact of word-of-mouth and customer satisfaction on loyalty through the mediating role of trust in the herbal medicine market. A survey questionnaire was utilised to obtain empirical data from a sample of 265 customers through systematic sampling strategy. Covariance-based structural equation modelling was employed to examine the hypotheses formulated to achieve the aim of the study. The research established that positive word-of-mouth, satisfaction, and trust significantly impact loyalty in the herbal medicine market. More importantly, the research indicated that the customers` trust partially mediated the impact of word-of-mouth and customer satisfaction on loyalty in the herbal medicine market. Hence, this research contributes to advancing the extant brand management literature by establishing the intervening role of trust in the relationship between word-of-mouth, satisfaction and loyalty in the herbal medicine market. This research further provides a reference point to encourage the practitioners to develop and track the customers` word-of-mouth, satisfaction and brand trust to enhance loyalty in the industry.

Analyzing the Effect of Perceived Risk and Information Diagnosticity on Word-of-Mouth and Viral Marketing

2020 ◽  
Vol 16 (4) ◽  
pp. 65-81
Author(s):  
Jose Pius Nedumkallel ◽  
Deepak Babu ◽  
Michelle Francis
Keyword(s):  
Brand Loyalty ◽  
Perceived Risk ◽  
Word Of Mouth ◽  
Online Reviews ◽  
Moderating Effect ◽  
Viral Marketing ◽  
Marketing Activities ◽  
Negative Perceptions ◽  
The Impact ◽  
The Relationship

This study investigates the moderating effect of perceived risk and information diagnosticity on the relationship between brand loyalty and word-of-mouth (WOM) as well as viral marketing activities (VMA) in e-retailer websites. Although extant research in marketing suggests that brand loyalty leads to positive WOM, this study examines the moderating effect of the consumer's perceived risk on this relationship in the context of e-retailer websites where customers repeatedly encounter new and uncertain situations every time they visit the e-retailer. This study also examines the moderating effect of information diagnosticity on the interaction relationship stated earlier. Findings reveal that risk perception negatively moderates the impact of brand loyalty on WOM and VMA and information diagnosticity of online reviews can help reduce the negative perceptions caused by risk factors.

scholarly journals Don't be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media

2017 ◽  
Vol 41 (7) ◽  
pp. 905-920 ◽  
Author(s):  
Freya De Keyzer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Social Networking Sites ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Content Type ◽  
Consumer Responses ◽  
Moderating Variables ◽  
Service Type ◽  
Tone Of Voice ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to shed light on the boundary conditions of the effect of the valence of word-of-mouth on social networking sites (sWOM) on consumer responses (attitude toward the service provider, purchase intention and positive word-of-mouth intention). Specifically, the authors examine two moderators: the tone of voice (factual vs emotional) of the sWOM and service type (utilitarian vs hedonic) of the service that the sWOM is about. Design/methodology/approach A 2 (message valence: positive vs negative) × 2 (tone of voice: factual vs emotional) × 2 (service type: utilitarian vs hedonic) full-factorial between-subjects online experiment with 400 respondents was conducted and the data were analyzed using Hayes’ PROCESS macro. Findings The results show that message valence exerts a greater impact on consumer responses with factual sWOM messages compared to emotional ones. Furthermore, the impact of message valence is stronger for hedonic services compared to utilitarian services. In contrast to the authors’ expectations, there is no significant impact of matching the tone of voice to the service type. Practical implications First, for sWOM senders, factual messages are found to be more influential: backing an sWOM up with arguments and specific details increases the chance of it affecting consumers’ responses. As a result, marketers, especially of predominantly hedonic services, should encourage their followers and customers to spread positive factual sWOM about their service. Originality/value The study tests two previously unstudied moderating variables that affect the relationship between message valence and consumer responses to sWOM messages. Moreover, this study provides interesting insights for marketers and bloggers or reviewers.

scholarly journals Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.

2020 ◽  
Vol 1 (1) ◽  
pp. 1-10
Author(s):  
Tamer Sharawneh
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Telecommunication Industry ◽  
Mediating Role ◽  
Marketing Activities ◽  
Brand Affect ◽  
The Impact ◽  
The Relationship

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.  

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