scholarly journals A Moderation and Mediation Model of Social Media Marketing and Brand Loyalty Among Smartphone Users in Egypt

2022 ◽  
Vol 13 (1) ◽  
pp. 0-0
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Brand Loyalty ◽  
Group Analysis ◽  
Social Media Marketing ◽  
Mediation Model ◽  
Cluster Sample ◽  
Ex Post ◽  
Ex Post Facto

Social media are being extensively used as a platform to conduct marketing and advertising activities (Shwetha et al., 2020). However, there is always a challenge in how organizations can figure out the results of social media marketing (Costa et al., 2018). Therefore, this study aimed to study the effect of social media marketing on brand loyalty among smartphone users in Egypt, moreover, to identify the effect of some demographics and psychographics on this relationship. A cluster sample consisting of 502 smartphone users have been surveyed using a questionnaire that has been designed and validated. Ex-Post Facto design was employed to achieve the research objectives. Multi group analysis and path analysis were employed to test research hypotheses. Results showed that social media marketing significantly affects brand loyalty, moreover, smartphone users’ age and education significantly affect this relationship. Finally, smartphone users’ psychographics significantly affected this relationship.

scholarly journals Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar

2016 ◽  
Vol 7 (1) ◽  
pp. 83 ◽  
Author(s):  
Brian Garda Muchardie ◽  
Nabila Hanindya Yudiana ◽  
Annetta Gunawan
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Path Analysis ◽  
Brand Loyalty ◽  
Quantitative Method ◽  
Social Media Marketing ◽  
Customer Engagement

The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing.

scholarly journals PENGARUH SOCIAL MEDIA MARKETING PADA CUSTOMER ENGAGEMENT DAN DAMPAKNYA TERHADAP BRAND LOYALTY DI BUTTONSCARVES

2020 ◽  
Vol 4 (5) ◽  
pp. 679-691
Author(s):  
Kanya Azalea Hidayat ◽  
Erni Martini
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Convenience Sampling

Tujuan dari penelitian ini yaitu untuk mengetahui bagaimana pengaruh social media marketing terhadap customer engagement dan dampaknya terhadap brand loyalty dengan objek penelitian Buttonscarves sebagai salah satu pelopor hemming di Indonesia, yaitu laser cut. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pengumpulan data melalui kuesioner menggunakan skala likert. Dengan jumlah sampel yang diambil sebanyak 400 responden. Kriteria responden diukur dengan menggunakan teknik convenience sampling dengan kriteria responden yang dilibatkan adalah responden yang sudah menjadi pengikut pada akun Instagram Buttonscarves. Setelah itu data di analisis menggunakan teknik analisis jalur (Path Analysis) dan diolah menggunakan software statistik SPSS versi 25. Berdasarkan hasil pengujian hipotesis menunjukkan bahwa terdapat pengaruh social media marketing terhadap customer engagement di Buttonscarves, terdapat pengaruh social media marketing terhadap brand loyalty di Buttonscarves, terdapat pengaruh customer engagement terhadap brand loyalty di Buttonscarves, serta terdapat pengaruh secara simultan social media marketing dan customer engagement terhadap brand loyalty di Buttonscarves.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

A Reflection and Relevance of Lectures and Organizational Performance in The Pandemic Time Covid-19

2021 ◽  
Author(s):  
Faisal Rahman Dongoran ◽  
Indra Maipita ◽  
Abdul Hamid K
Keyword(s):  
Teacher Training ◽  
Path Analysis ◽  
Organizational Performance ◽  
Study Design ◽  
Teaching Performance ◽  
Training And Education ◽  
Ex Post ◽  
Ex Post Facto ◽  
E Learning ◽  
Ex Post Facto Study

This study aims to determine the effect of lecturer competence and commitment on their teaching performance during the Covid-19 pandemic which was remotely (online) carried out through the e-learning website. The respondents were 80 permanent lecturers of the faculty of teacher training and education. A quantitative approach with ex post facto study design and path analysis with SPSS v.21 was used. The results showed that the competence variable had a higher influence of 14.5% while commitment was 7.8%. Therefore, 30.9% determined their teaching performance during the Covid-19 pandemic from the contribution of competence and commitment, while 69.1% was from other variables outside the study.

Clients' Perception, Extent of Adoption, and Level of Satisfaction With Multi-Platform Advertising Media Strategies (MuPAMS)

2019 ◽  
pp. 433-453
Author(s):  
Adekunle Olusola Otunla ◽  
Oloruntobiloba T. Olatunji
Keyword(s):  
Social Media ◽  
Sales Promotion ◽  
High Concentration ◽  
Advertising Agency ◽  
High Importance ◽  
Ex Post ◽  
Level Of Satisfaction ◽  
Wide Range ◽  
Ex Post Facto ◽  
Global Player

Nigeria is becoming a global player in the business economy of Africa. Ibadan comes next to Lagos being the commercial hub of Nigeria; with high concentration of advertising and sales promotion and patronages This study investigates clients' perception, adoption and satisfaction with multi-platform advertising media strategies (MuPAMS) among business organisations in Ibadan, South-Western Nigeria. Ex-post facto research design was adopted, data was gathered using Multi-Platform Advertising Media Adoption Questionnaire (MuPAMAQ) (r = 0.86); and analysed descriptively. Findings revealed that majority of business organisations in Ibadan attached high importance to flier (57.7%), television (47.7%) and social media (47.4%). Thus, best promotion platforms were flier (84.6%) and social media (57.4%). Majority (69.3%) indicated very low satisfaction with the advertising agency services of which only 33.3% made quarterly requests per year. Adoption of multiple advertising platforms was recommended among media practitioners in Nigeria, to provide clients with a wide range of options and alternatives.

scholarly journals Factor model of social media marketing effect on brand loyalty

2019 ◽  
Vol 65 ◽  
pp. 04011
Author(s):  
Olga Chubukova ◽  
Iuliia Kostynets ◽  
Igor Ponomarenko ◽  
Nataliia Rallie ◽  
Yuliia Zymbalevska
Keyword(s):  
Social Media ◽  
Direct Effect ◽  
Brand Loyalty ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Theory ◽  
Brand Trust ◽  
Brand Affect

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

scholarly journals Kontribusi Implementasi Manajemen Sekolah Berbasis Nilai-Nilai Kearifan Lokal Tri Hita Karana, Kepemimpinan Pelayan Kepala Sekolah, Budaya Sekolah, dan Kepuasan Kerja Terhadap Kinerja Guru di SMP Negeri Kecamatan Sukasada Kabupaten Buleleng

2018 ◽  
Vol 9 (2) ◽  
pp. 99-110
Author(s):  
Ni Putu Aryantini ◽  
Anak Agung Gede Agung ◽  
Kadek Rihendra Dantes
Keyword(s):  
Path Analysis ◽  
Ex Post ◽  
Ex Post Facto

Penelitian ini dilatarbelakangi oleh rendahnya kinerja guru seperti rata-rata UKG Nasional tahun 2015 hanya 53,02 dan hasil UTN dari PLPG tahun 2017 hanya 44 % yang lulus, dimana hal ini dipengaruhi oleh faktor eksternal dan faktor internal. Faktor eksternalnya adalah implementasi manajemen sekolah berbasis nilai-nilai kearifan lokal Tri Hita Karana, kepemimpinan pelayan kepala sekolah, dan budaya sekolah. Faktor internalnya adalah kepuasan kerja. Penelitian ini bertujuan untuk mengetahui kontribusi implementasi manajemen sekolah berbasis nilai-nilai kearifan lokal Tri Hita Karana, kepemimpinan pelayan kepala sekolah, budaya sekolah, dan kepuasan kerja terhadap kinerja guru di SMP Negeri Kecamatan Sukasada Kabupaten Buleleng. Penelitian ini merupakan jenis penelitian ex-post facto dengan desain penelitian deskriptif dan korelasional. Penelitian ini termasuk studi populasi yaitu 110 orang guru PNS. Metode pengumpulan data dengan kuesioner. Untuk menganalisis data digunakan teknik analisis deskriptif dan teknik analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa: kondisi kinerja guru berada pada kategori sangat baik (82,73 %), manajemen sekolah berbasis nilai-nilai kearifan lokal Tri Hita Karana pada kategori baik (82,73 %), kepemimpinan pelayan kepala sekolah pada kategori sangat baik (74,55 %), budaya sekolah pada kategori baik (88,18 %), dan kepuasan kerja pada kategori sangat baik 75,45 %). Serta (1) ada kontribusi secara langsung yang signifikan implementasi manajemen sekolah berbasis nilai-nilai kearifan lokal Tri Hita Karana terhadap kepuasan kerja guru dengan koefisien jalur 0,295; (2) ada kontribusi secara langsung yang signifikan kepemimpinan pelayan kepala sekolah terhadap kepuasan kerja guru dengan koefisien jalur 0,404; (3) ada kontribusi secara langsung budaya sekolah terhadap kepuasan kerja guru dengan koefisien jalur 0,170; (4) ada kontribusi secara langsung yang signifikan implementasi manajemen sekolah berbasis nilai-nilai kearifan lokal Tri Hita Karana terhadap kinerja guru dengan koefisien jalur 0,321; (5) ada kontribusi secara langsung yang signifikan kepemimpinan pelayan kepala sekolah terhadap kinerja guru dengan koefisien jalur 0,156; (6) ada kontribusi secara langsung yang signifikan budaya sekolah terhadap kinerja guru dengan koefisien jalur 0,255; (7) ada kontribusi secara langsung yang signifikan kepuasan kerja terhadap kinerja guru dengan koefisien jalur 0,383; (8) ada kontribusi secara tidak langsung yang signifikan implementasi manajemen sekolah berbasis nilai-nilai kearifan lokal Tri Hita Karana terhadap kinerja guru  melalui kepuasan kerja dengan koefisien jalur 0,295 dan 0,383; (9) ada kontribusi secara tidak langsung yang signifikan kepemimpinan pelayan kepala sekolah terhadap kinerja guru melalui kepuasan kerja dengan koefisien jalur 0,404 dan 0,383; (10) ada kontribusi secara tidak langsung yang signifikan budaya sekolah terhadap kinerja guru melalui kepuasan kerja dengan koefisien jalur 0,170 dan 0,383; (11) ada kontribusi secara simultan yang signifikan implementasi manajemen sekolah berbasis nilai-nilai kearifan lokal Tri Hita Karana, kepemimpinan pelayan kepala sekolah, dan budaya sekolah terhadap kinerja guru melalui kepuasan kerja dengan koefisien jalur 0,295; 0,404; 0,170; 0,383; (12) ada kontribusi secara simultan yang signifikan implementasi manajemen sekolah berbasis nilai-nilai kearifan lokal Tri Hita Karana, kepemimpinan pelayan kepala sekolah, budaya sekolah, dan kepuasan kerja terhadap kinerja guru sebesar 0,619 (61,9 %) dengan koefisien jalur 0,321; 0,156; 0,255; dan 0,383. Kata kunci: manajemen sekolah berbasis nilai-nilai kearifan lokal tri hita karana, kepemimpinan pelayan kepala sekolah, budaya sekolah, kepuasan kerja, dan kinerja guru

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.

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