scholarly journals The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

2021 ◽  
Vol 12 (3) ◽  
pp. 0-0
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Systematic Sampling ◽  
Direct Influence ◽  
Telecommunication Sector ◽  
Brand Love

The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a moderator of SMM and VC. A structured questionnaire was distributed to collect survey data from 241 mobile subscribers using a systematic sampling method from different areas of Dhaka city in Bangladesh. The hypotheses were examined using structural equation modeling (SEM). The findings have shown that social media marketing has a substantial direct influence on value co-creation which has also a significant direct influence on OBE. Findings have indicated that VC is partially mediated the relationship between SMM and OBE. The results have asserted that SMM significantly influences OBE. Furthermore, the results have affirmed that brand love act as a moderator to strengthen the relationships between SMM and VC.

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).

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention

2022 ◽  
Vol 6 (1) ◽  
pp. 107-114 ◽  
Author(s):  
Nihayatul Maskuroh ◽  
Mochammad Fahlevi ◽  
Dasih Irma ◽  
Rita Rita ◽  
Arbi Siti Rabiah
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Main Function ◽  
Research Model ◽  
Repurchase Intention ◽  
Marketing Activity

Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.

scholarly journals Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

2022 ◽  
Vol 12 ◽  
Author(s):  
Khalid Jamil ◽  
Liu Dunnan ◽  
Rana Faizan Gul ◽  
Muhammad Usman Shehzad ◽  
Syed Hussain Mustafa Gillani ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Community ◽  
Social Identification ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Marketing Activities ◽  
The Relationship

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md. Hafez
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Banking Sector ◽  
Switching Behavior ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Brand Love ◽  
Content Type ◽  
The Impact

PurposeThis research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.Design/methodology/approachData were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).FindingsThe results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.Research limitations/implicationsThis study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.Practical implicationsThe study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.Originality/valueThe study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.

Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heru Yulianto ◽  
Yohanes Sutomo ◽  
Dyah Palupiningtyas ◽  
Krisnawati Setyaningrum Nugraheni
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Effective Rate ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Content Type ◽  
Indirect Relationship

Purpose This study aims to determine the effect of halal brand awareness (HBA), halal brand image (HBI), halal brand loyalty (HBL) on halal brand equity (HBE) and purchase decision-making (PDM). This study will also discuss the mediating role of HBE and the moderating role of interactive social media (ISM). Design/methodology/approach A total of 700 questionnaires were distributed with an effective rate of 94% to customers in large supermarkets in 3 major cities in Indonesia by using convenience sampling. The hypothesis was tested using structural equation modeling processed using AMOS. The Sobel test was used to test the significance of mediating variables. Findings The results of the study reveal that there was a positive and significant influence between variables. Other results reveal that HBE acts as a partial mediator and ISM as a moderator. Originality/value This study builds a new construct, namely, ISM and is the first to build and test a comprehensive direct and indirect relationship between HBA, HBI, HBL, HBE, ISM and PDM on halal cosmetics in Indonesia.

Linking social media marketing activities with brand love

Kybernetes ◽  
2017 ◽  
Vol 46 (10) ◽  
pp. 1801-1819 ◽  
Author(s):  
Raed Salah Algharabat
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Marketing Activities ◽  
Facebook Pages ◽  
The Impact

Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

Pengaruh Social Context Mobile Marketing dan Brand Equity terhadap Motivasi Perjalanan Wisatawan

2020 ◽  
Vol 8 (2) ◽  
pp. 150-162
Author(s):  
Yulia Hamdaini Putri ◽  
Dessy Yunita ◽  
Suhartini Karim
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Mobile Marketing ◽  
Equation Modeling ◽  
Digital Information ◽  
Tourist Attractions ◽  
Travel Motivation ◽  
Media Channels

In the era of digital information, many visitors get information on social media channels. The travelers or bloggers write their experiences in various places of their tours of the blog page or social media. Generally, this media would be a source of information about people that are interested traveling at any place. Tourist attractions place that has a lot of reviews of social media or web would increase it’s brand equity. A good brand equity would increase travelers' travelled motivation.Firstly, this study aims to identify and understand socomo marketing effects on Travel Motivation. Secondly, to identify and understand Brand Equity effects on Travel Motivation. The last, to identify and understand how brand equity acts as a moderating variable. This study using sampling with Slovin method. The required number of samples is four hundreds that had visited the marine tourism Palembang, Bedegung Waterfall Tourism, Gunung Dempo and Goa Putri.Sample selection using purposive sampling. We got data onto interview and questioners with seven scale likert. The technique used in this study is hypothesis testing using structural equation modeling technique. Firstly, SoCoMo Marketing has not an influence on travel motivation. The role of social media, reviews for attractions in a web and online map accuracy in pointing out places of tourist sites can increase a person's desire to visit it. Secondly, brand equity affects a person to visit a tourist place, the more famous tourist place name would make people feel confident to visit the place. Third, SoCoMo Marketing affects Brand Equity, the more good image and review information would increase the brand equity of tourist attractions thus would enhance tourist travelling.

scholarly journals The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance

2022 ◽  
Vol 6 (1) ◽  
pp. 9-16 ◽  
Author(s):  
Khamaludin Khamaludin ◽  
Syahriani Syam ◽  
Febri Rismaningsih ◽  
Lusiani Lusiani ◽  
Lily Arlianti ◽  
...  
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Market Orientation ◽  
Product Innovation ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Marketing Performance

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.

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