The Differences of Hedonic Shopping Value and Purchase Intention in the Multichannel Shopping Environment for Apparel Shopping

2019 ◽  
pp. 125-142
Author(s):  
Charanya Nopnukulvised ◽  
Laden Husamaldin ◽  
Gordon Bowen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Market Forces ◽  
Structured Interviews ◽  
Apparel Shopping ◽  
The Future ◽  
Hedonic Shopping Value ◽  
Hedonic Shopping ◽  
The Way

Multichannel shopping has changed the way that consumers shop by offering them more choice and convenience. The growing competitive apparel market forces retailers to assess their current marketing strategies and their implementation. It is fundamental that multichannel retailers constantly provide high levels of hedonic shopping value through multichannel shopping in order to stimulate purchase. The purpose of this chapter is to emphasize the importance of hedonic shopping value in the context of multichannel shopping (in store, website, catalogue, mobile, and social media). The benefits of this chapter are evaluation of the strengths and weaknesses of each channel from the perception of the five channels for apparel shopping based on 18 hedonic shoppers in central London by using semi-structured interviews. The result shows that store and website gain the highest in the level of hedonic shopping value for apparel shopping and those are the most likely channels in which hedonic shoppers intend to shop for apparel in the future, while shopping via catalogue shows the lowest score of both hedonic shopping value and purchase intention. This chapter suggests that exploring the hedonic shopping value that consumers derive across five channels can enhance the understanding of hedonic shopping value in the context of the multichannel shopping environment.

Online Video Advertisements' Effect on Purchase Intention

2019 ◽  
pp. 454-471
Author(s):  
Geetika Jain ◽  
Sapna Rakesh ◽  
Kostubh Raman Chaturvedi
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Online Video ◽  
Consumer Purchase Intention ◽  
Social Media Advertising ◽  
Value Model

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

Paradigm Shift for the Future

2021 ◽  
pp. 173-201
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Paradigm Shift ◽  
Political Influence ◽  
Political Events ◽  
The Social ◽  
The World ◽  
The Future ◽  
Social Media Platforms ◽  
The Way

Through case studies of incidents around the world where the social media platforms have been used and abused for ulterior purposes, Chapter 6 highlights the lessons that can be learned. For good or for ill, the author elaborates on the way social media has been used as an arbiter to inflict various forms of political influence and how we may have become desensitized due to the popularity of the social media platforms themselves. A searching view is provided that there is now a propensity by foreign states to use social media to influence the user base of sovereign countries during key political events. This type of activity now justifies a paradigm shift in relation to our perception and utilization of computerized devices for the future.

The Role of Social Media Communication: Empirical Study of Online Purchase Intention of Financial Products

2019 ◽  
Vol 20 (6) ◽  
pp. 1445-1461 ◽  
Author(s):  
Bidyanand Jha
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Positive Influence ◽  
Structured Interviews ◽  
Media Communication ◽  
Virtual Workplace ◽  
Financial Products ◽  
Online Purchase ◽  
Social Media Communication

Social media provides a virtual workplace/network where people can enjoy expressing their opinions, exchange opinions, disseminate and control messages anywhere and anytime. Marketers are now able to reach consumers and interact with them using social media. The present study investigates the relations between communications on the social network platforms and its effect on the purchase intentions of young consumers towards financial products. Different statistical techniques were used to assess and validate the constructs selected for the study. Subjective content validity (based on structured interviews), reliability tests (using Cronbach’s alpha [α]), exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) for evaluating the factor structure and initial validity were used for the investigation. The findings suggest that user-generated social media communication (UGSMC) such as customer reviews plays an important role in creating positive perception towards online purchase of financial products, thereby impacting the brand attitude (BA) and brand equity. The perception of consumers is built on what they see and hear on social media platforms. There is a positive influence of social media on the online purchase of financial products. Social media influences information at different stages of customer decision-making.

scholarly journals Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions, Under the Moderating Effect of Gender, Malaysian Context

2021 ◽  
Vol 9 (8) ◽  
pp. 108-124
Author(s):  
Mohammad Shadah
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Source Credibility ◽  
Marketing Strategies ◽  
Moderating Effect ◽  
Sampling Techniques ◽  
Key Factors ◽  
General Management ◽  
Research Findings ◽  
Convenience Sampling

This study seeks to identify the source credibility of social media influencers that impact customer's purchase intention under the moderating effect of gender. It adopts the Ohanian model of sources credibility and Kamins, Michael A.'s "match-up" hypothesis. The conceptual model includes (purchase intention” source credibility” trustworthiness” attractiveness” expertise “gender and product match-up). The researchers employed online surveys to collect responses on the criteria in the current study, which took a quantitative approach, using convenience sampling techniques. A total of 231 responses were received after data cleaning, 209 responses were accepted. SmartPLS 3, were used for data analysis. The research findings show that expertise, attractiveness, and match-up are the key factors that influence customers' purchase intention and describe the customer's perception of influencers, except for trustworthiness, which suggests that Malaysian customers are aware of the authenticity issues of social media influencers. This study also revealed that there is no moderating effect across gender regarding social media influencers except for trustworthiness. The study has implications for general management as social media influencer has a powerful impact on effective communication and marketing strategies.

Social Media Branding Strategy

2017 ◽  
pp. 94-117
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Branding Strategy ◽  
Social Media Platforms ◽  
The Way

Social media have changed the way brands and consumers interact with each other. This revolution has forced many companies to utilize social media platforms in their marketing plans, but they also tend to forget that these new tools require the companies to change and modify their marketing efforts to better suit social media. In this chapter, social media marketing strategies and frameworks that should be adopted by brand managers and marketers are explored briefly and social media platforms are categorized into different groups so that managers can get a better picture of the practices that each group require in order to produce the best results for the brands.

scholarly journals Marketing Strategy of Local Products through Social Media in Segara Jaya Village

2020 ◽  
Vol 4 (2) ◽  
pp. 161-170
Author(s):  
Andrian Haro ◽  
Agung A. W. S. Waspodo ◽  
Friska Aviyati Lestari ◽  
Cindy
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Positive Impact ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Business Opportunities ◽  
The Future

To introduce local products made by the community, it is necessary to conduct training on effective and efficient strategies in marketing products through social media. The purpose of this training is to motivate and educate the community in managing their businesses by using social media marketing. This training uses demo and counseling method which is participated by 30 participants. Participants are given motivation and introduction to social media marketing (i.e. Facebook, Twitter, Instagram, and e-commerce like Shopee, Tokopedia, and Bukalapak) that could facilitate them in promoting their local products with several marketing strategies. The target of this training is the participants able to market and to sell their local products online with social media. Also, the existence of interactive social media training is expected that the community to create greater and more developed business opportunities toward their local products. These conditions will certainly have a positive impact on increasing their business revenues in the future.

scholarly journals PENGARUH CELEBRITY ENDORSEMENT VS. INFLUENCER ENDORSEMENT VS. ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE

2021 ◽  
Vol 8 (2) ◽  
Author(s):  
Josephine Jesslyne Helbert ◽  
I Gde Surya Putra Ariawan
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Sampling Method ◽  
Marketing Strategies ◽  
Moderating Effect ◽  
Different Types ◽  
Marketing Activities ◽  
The Difference ◽  
The Relationship ◽  
Share Information

Social media which initially only functioned as a medium to expand friendships and share one's daily activities, is now starting to turn into a platform used by many companies to share information and carry out marketing activities. One of the marketing strategies carried out by the company through social media is to use the services of an endorser to promote its products through the endorser's personal social media account. There are three types of endorsers studied in this study, namely celebrity endorsers, influencer endorsers, and online customer reviewers, each of which has its own advantages. Therefore, the purpose of this study is to analyze the difference or comparison of the influence of the credibility of the three types of endorsers above on consumer buying interest in the same product. The products used in this study are skincare products. This research was conducted using purposive sampling method by distributing questionnaires to 100 respondents for each type of questionnaire based on different types of endorsers so that a total of 300 respondents were obtained. The collected data was then processed using PLS-SEM as a whole and PLS-MGA to test the effect of moderation. The results obtained in this study are that an influencer endorser has the highest moderating effect among other types of endorsers on the relationship between endorser's credibility towards attitude toward the ad and attitude toward the brand. Meanwhile, the differences between these three types of endorsers do not have a moderating effect on the relationship between endorser's credibility, attitude toward the ad, and attitude toward the brand towards purchase intention.

Problems and Prospects of Social Media Recruitment

2021 ◽  
pp. 82-103
Author(s):  
Teena Saharan
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Significant Contribution ◽  
The Future ◽  
Social Media Platforms ◽  
The Right ◽  
Talent Acquisition ◽  
The Way

Over the last few years, the way of talent acquisition has evolved in different forms from attracting personal applications to getting connected with talented candidates through social networking sites. Recruitment through social networking platforms is putting a significant contribution in analyzing and hiring the right and best talent for an opening, and companies can't just ignore the potential and influence of these media platforms. These social platforms connect companies to potential hires and increase visibility by getting them connected to a huge audience. The future of recruitment lies in social media and companies cannot just ignore their presence due to prevailing challenges. It is important to find out viable solutions to the challenges organizations facing while using social media platforms in talent acquisition. The focus of this chapter is to capture strategies mitigating these challenges and suggest probable and profitable suggestions to companies for better utilization of social networking sites for effective recruitment.

Social Media Disruptions in HR Practices

2020 ◽  
Vol 17 (9) ◽  
pp. 4451-4453
Author(s):  
B. Pallavi ◽  
G. Vijaya Kumar
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Crucial Role ◽  
Competitive Edge ◽  
Hr Practices ◽  
The Social ◽  
The Future ◽  
The Way

Talented workers are the key source of competitive advantage for today’s organizations. Talented employees and their skills define the future of a business by giving it a competitive edge over others. The Social media phenomenon has opened up new avenues to employers and employees alike in the employment market. In the wake of such a scenario the role of social media has come to play a crucial role and paved the way for new paths in organizations HR practices.

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