The Impact of Social Media Platforms “Instagram” and “Snapchat” on the Purchasing Decision - Structural Equation Modelling Approach

2020 ◽  
Vol 10 (1) ◽  
pp. 72-94
Author(s):  
Eman Ali Alghamdi ◽  
Naima Bogari
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Positive Impact ◽  
Young Female ◽  
Equation Modeling ◽  
Purchasing Decision ◽  
Social Media Platforms ◽  
Media Platform ◽  
Use Of Social Media ◽  
The Impact

Social media (SM) tools have an immense potential in e-marketing and online shopping. However, there is a lack of researches on the use of social media platform as effective marketing tools. This study has aimed to investigate the revolution of social media in Saudi Arabia through understanding the impact of two popular SM platforms (Instagram and Snapchat) on the purchasing decision of Saudi customers through advertisements and blogger recommendations. Structural equation modeling (SEM) was used to develop a model, which was tested using Confirmatory factor analysis (CFA). The results indicated a positive impact of social media platforms on the purchasing decision of young female users. Moreover, the effectiveness of these platforms in generating electronic-word of mouth (eWOM) among consumers was highlighted. However, further research is needed to promote marketeers and consumers' awareness in the digital marketplace.

scholarly journals Social Media Factors and Teen Gadget Addiction Factors in Indonesia

2021 ◽  
Vol 3 (1) ◽  
pp. 67-77
Author(s):  
Nesti Anggraini Santoso ◽  
Alwiyah ◽  
Efa Ayu Nabila
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Data Science ◽  
Positive Impact ◽  
Research Result ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Social Media Addiction ◽  
Use Of Social Media

Social media users in Indonesia are growing rapidly since its emergence. In 2019, one of the largest social media platforms, Facebook has 3 billion users worldwide as well as 130 million users from Indonesia. Moreover, other social media such as Instagram also experienced significant growth with most of its users being teenagers. Massive use of social media is caused by more than 100 million active users using gadgets or smartphones to open apps such as social media. Widespread use of social media and gadgets not only has a positive impact but also negative impacts such as mental and behavioral disorders if the user is already addicted. Therefore, the need to know the factors that influence social media addiction and gadgets in Indonesia is necessary to prevent the occurrence of social media and gadget addiction. In this paper, the influence factors of social media addiction and gadgets in Indonesia are examined using several techniques such as data science, partial least square, and structural equation modeling. Research result: Time, Productivity and Relationships are factors that influence social media addiction and gadgets, whereas Mind is not a factor that affects social media addiction and gadgets.

The impact of social media activities on brand image and emotional attachment

2020 ◽  
Vol 11 (1) ◽  
pp. 109-135 ◽  
Author(s):  
Albert A. Barreda ◽  
Khaldoon Nusair ◽  
Youcheng Wang ◽  
Fevzi Okumus ◽  
Anil Bilgihan
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Emotional Attachment ◽  
Brand Commitment ◽  
Psychological Benefits ◽  
Content Type ◽  
Social Media Platforms ◽  
The Impact

Purpose The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories. Design/methodology/approach The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling. Findings The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively. Research limitations/implications Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies. Practical implications Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment. Social implications This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors. Originality/value The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

scholarly journals Analisa Strategi Employer Branding terhadap Minat Melamar Kerja

2021 ◽  
Vol 5 (4) ◽  
pp. 414
Author(s):  
Irene Reinardus Indra ◽  
Sawidji Widoatmodjo
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Employer Branding ◽  
Media Usage ◽  
Branding Strategies ◽  
Employer Attractiveness ◽  
The Impact

The objective of this study is to acknowledge employer branding strategies for companies in Indonesia to attract intention to apply from prospective fresh graduates by analyzing the impact of employer attractiveness and social media usage to corporate reputation directly and to intention to apply indirectly through corporate reputation and also the impact of corporate reputation to intention to apply. The sample of this study is 297 college students in who will become fresh graduates in next 1-2 years. Structural equation modeling is used in the hypothesis testing. The result of the study shows that development value of employer attractiveness and social media usage have significant positive impact on corporate reputation directly and on intention to apply indirectly. Corporate reputation itself has significant positive impact on intention to apply. In conclusion, companies in Indonesia should pay attention to development value and consider using social media in designing their employer branding strategies to attract fresh graduates to apply for jobs in the companies. Penelitian ini bertujuan untuk mengetahui strategi employer branding bagi perusahaan di Indonesia dalam menarik minat melamar kerja dari fresh graduates dengan menganalisis pengaruh daya tarik perusahaan dan penggunaan media sosial terhadap reputasi perusahaan secara langsung dan minat melamar secara tidak langsung melalui reputasi perusahaan dan juga dampak reputasi perusahaan terhadap minat melamar kerja. Penelitian ini menggunakan sampel 297 mahasiswa yang akan menjadi fresh graduates dalam 1-2 tahun ke depan. Uji hipotesis dilakukan dengan structural equation modeling. Hasil penelitian menunjukkan bahwa daya tarik perusahaan dimensi development value dan penggunaan media sosial berpengaruh signifikan positif terhadap reputasi perusahaan secara langsung dan terhadap minat melamar kerja secara tidak langsung. Reputasi perusahaan sendiri memiliki pengaruh signifikan positif terhadap minat melamar kerja. Maka, perusahaan di Indonesia perlu memperhatikan dimensi development value dan mempertimbangkan penggunaan media sosial dalam merancang strategi employer branding untuk menarik fresh graduates melamar pekerjaan di perusahaan.

scholarly journals Impact of Social Media Satisfaction on Brand Experience

2021 ◽  
Vol 11 (4) ◽  
pp. 2831-2835
Author(s):  
Dr. Ruhi Bakhare ◽  
Avinash Shende
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Brand Experience ◽  
Communication Tool ◽  
Social Media Platform ◽  
Social Media Platforms ◽  
Media Platform ◽  
Use Of Social Media ◽  
Vital Element

This study is significant in in the area of identifying the specific way discussion or chats happen between consumers and companies which is a very vital element of advertising. Nowadays, with the increase in the use of social media, these communications may have more members, who may join the conversation across any network from anywhere, and that too instantaneously. The various social media platforms like Facebook, twitter, YouTube etc. offer an opportunity for many companies to get involved with consumers. These company may use multiple mediums of communication on social media platforms and permit consumers to get connected with each other as well as brand representative. Thus, it becomes vital for the companies to know the effectivity of these social media platform as a communication tool and to what extent it affects the consumer’s brand experience. Indeed, it is a common practice adopted by all the consumers to browse about the product or service which they intend to buy on various social media and check the reviews or comments made about them before buying. This study tries to identify whether there is any positive impact of Brand Experience has on Social Media Satisfaction.

Impulse buying in social commerce: bundle offer, top reviews, and emotional intelligence

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abaid Ullah Zafar ◽  
Jiangnan Qiu ◽  
Mohsin Shahzad ◽  
Jie Shen ◽  
Tahseen Ahmed Bhutto ◽  
...  
Keyword(s):  
Social Media ◽  
Emotional Intelligence ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Content Type ◽  
Impulse Buying Tendency ◽  
Transaction Value ◽  
The Impact

PurposeConsidering the rapid adoption of social media among consumers and organizations, this study intends to examine the impact of online bundle promotions and contextual interactions on impulse buying as consumers encounter them synchronously. Hence, a research model is proposed with the integration of perceived transaction value, perceived acquisition values, top reviews information, impulse buying tendency and emotional intelligence following the stimulus-organism-response framework, promotional framing effect, and theory of selective attention.Design/methodology/approachData were collected from the active social media members of organization pages and selling groups by utilizing the self-administered questionnaire. This study employed the partial least squares structural equation modeling to evaluate the data of 358 individuals.FindingsResults reveal the positive impact of targeted constructs on the urge to buy impulsively with complementary partial mediation of impulse buying tendency. Besides, emotional intelligence dissuades users' impulse buying tendencies, but unexpectedly, its moderating effect is insignificant. Further, importance-performance map analysis highlights the highest importance of impulse buying tendency and better performance of perceived transaction value for the urge to buy impulsively.Originality/valueThis research is one of the early studies to explore the influence of social media advertising and contextual social factors (e.g. bundle offers and top reviews information) on impulse buying with the moderation of emotional intelligence and mediation of impulse buying tendency. This research is imperative for scholars and managers with pertinent suggestions to arouse impulse buying.

scholarly journals Utilization and Impact of Social Media in Hand Surgeon Practices

Hand ◽  
2018 ◽  
Vol 15 (1) ◽  
pp. 75-80 ◽  
Author(s):  
Garret Garofolo ◽  
Sheriff D. Akinleye ◽  
Elan J. Golan ◽  
Jack Choueka
Keyword(s):  
Social Media ◽  
The United States ◽  
Social Media Platform ◽  
Hand Surgeon ◽  
Social Media Platforms ◽  
Physician Rating ◽  
Media Platform ◽  
Physician Rating Website ◽  
Use Of Social Media ◽  
The Impact

Background: Social media is an effective tool to enhance reputation and brand recognition and is being used by more than 40% of patients when selecting a physician. This study aimed to evaluate the use of social media in hand surgeon practices, and to assess the impact that one’s social media presence has on physician-rating website scores (PRWs). Methods: Randomly selected hand surgeons from across the United States were identified. Sequential searches were performed using the physicians name + the respective social media platform (Facebook, LinkedIn, YouTube, Twitter, Instagram, personal website, group website). A comprehensive social media utilization index (SMI) was created for each surgeon. Utilizing descriptive statistics, we assessed the effect of social media on the PRW. Results: A total of 116 board-certified hand surgeons were included in our study. The sample identified 10.3% of the population used Facebook, 1.7% used Twitter, 25.8% used YouTube, 22.4% used LinkedIn, 27.5% used a personal website, and 36.2% used a group website, 0% used Instagram. The average SMI was 1.53 ± 1.42 (0-6). Physicians with a personal website received higher Healthgrades scores than those without one ( P < .05). Analysis of SMI demonstrated that hand surgeons with an index less than 3 received lower Healthgrades scores compared to those with an SMI above 3 ( P < .001). Conclusion: Hand surgeons underutilize social media platforms in their practice. A personal website is single most important social media platform to improve HealthGrades score in hand surgeons.

Does the use of social media affect customer relationship performance? Evidences from Italy

2019 ◽  
pp. 55-74
Author(s):  
Alice Mazzucchelli ◽  
Roberto Chierici ◽  
Barbara Del Bosco ◽  
Francesca Ceruti
Keyword(s):  
Social Media ◽  
Information Sharing ◽  
Structural Equation ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Internal Information ◽  
Information Generation ◽  
Use Of Social Media ◽  
Relationship Performance ◽  
The Impact

The study investigates how social media information generation, internal information sharing and responsiveness affect the impact of the use of social media on customer relationship performance (CRP). 180 valid and complete questionnaires were collected from managers of firms operating in Italy. Results obtained from structural equation modeling analysis show that social media information generation and social media responsiveness have a significant and positive effect on the impact of social media on CRP (evaluated by managers). Moreover, internal information sharing does not directly affect CRP, but its effect turns out to be mediated by responsiveness.

scholarly journals Late-Night Use of Social Media and Cognitive Engagement of Female Entrepreneurs: A Stressor–Strain–Outcome Perspective

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110376
Author(s):  
Fakhar Shahzad ◽  
Adnan Abbas ◽  
Adnan Fateh ◽  
Raja Suzana Raja Kasim ◽  
Kashif Akram ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Cognitive Engagement ◽  
Equation Modeling ◽  
Negative Consequences ◽  
Female Entrepreneurs ◽  
Late Night ◽  
Use Of Social Media ◽  
Outcome Perspective

The excessive use of social media is an emerging phenomenon with several negative consequences in an entrepreneurial context. Based on the stressor–strain–outcome paradigm, this research aims to unveil the following: that social media late-night usage can affect two psychological strains (life invasion and technostress) among female entrepreneurs and thus influence their behavioral outcome (cognitive engagement). This study empirically tested the proposed mediation model using an online survey of 225 female entrepreneurs from the small- and medium-sized enterprise sector. A partial least squares structural equation modeling (PLS-SEM) was implemented to obtain the results. The findings indicate that late-night social media usage significantly raises life invasion and technostress among female entrepreneurs. Moreover, internal strains (life invasion and technostress) reduce female entrepreneurs’ cognitive engagement and significantly mediate the association between late-night use of social media and entrepreneurial cognitive engagement. This study draws associated practical and theoretical contributions based on findings, which were not previously discussed.

scholarly journals eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

2021 ◽  
Vol 16 (5) ◽  
pp. 1612-1630
Author(s):  
Salvador Bueno ◽  
M. Dolores Gallego
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Positive Impact ◽  
Equation Modeling ◽  
Research Model ◽  
Argument Quality ◽  
The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

scholarly journals The Relationship of Sustainability Communication on Social Media with Banking Consumers’ Loyalty through e-WOM

2021 ◽  
Vol 13 (7) ◽  
pp. 3832
Author(s):  
Gao Wei ◽  
Wang Lin ◽  
Wu Yanxiong ◽  
Yan Jingdong ◽  
Sadik Yusuf Musse
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Positive Emotions ◽  
Banking Sector ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Csr Communication ◽  
Prior Literature ◽  
Corporate Social ◽  
The Impact

Prior literature has largely addressed corporate social responsibility (CSR) from outcomes related to organizational themes. However, its importance for achieving consumer-related outcomes is something that has been largely ignored by contemporary researchers. Likewise, how CSR communication through social media can create positive emotions on the part of consumers has to date been under-explored. Hence, the present study aims to fill these gaps by investigating the impact of CSR communication of an organization through social media on consumer loyalty. The study also proposes electronic word of mouth (e-WOM) as a potential mediator between this relationship. The proposed model of the present study was tested in the banking sector of a developing country. The data were collected from a self-administered questionnaire and analyzed through the structural equation modeling technique (SEM). The results of the present study validated that CSR communication of a bank through social media directly and indirectly, through e-WOM, influences consumer loyalty in a positive manner. The results of the present study will be helpful for policymakers to better understand how well-planned CSR communication of an organization on social media can lead towards better consumer-related outcomes such as consumer loyalty and e-WOM.

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