scholarly journals The impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh city

2021 ◽  
Vol 11 (2) ◽  
Author(s):  
Kiều Anh Tài ◽  
Lê Minh Duy ◽  
Nguyễn Thế Khải
Keyword(s):  
Social Media ◽  
Product Information ◽  
Opinion Leadership ◽  
Ho Chi Minh City ◽  
Product Reviews ◽  
Behavioural Intentions ◽  
Managerial Implications ◽  
Convenience Sampling ◽  
Parasocial Interactions ◽  
The Impact

The advances of Internet and social media offer customers nowadays more opportunities to inform their decisions with product information – not only that promoted by the company but also content shared by micro-influencers. This study aims to investigate the impact of online micro-influencers on the customer’s behavioural intentions. A survey was conducted using convenience sampling with customers in Ho Chi Minh City who have bought or intended to buy smartphones upon viewing online product reviews. Data, upon having been collected and screened, included 371 usable responses and were analysed using PLS–SEM. Results show that the customer’s perceptions of opinion leadership of micro-influencers and their parasocial interactions with micro-influencers positively influence the customer’s behavioural intentions (intention to follow the advice and intention to recommend) through message quality. Managerial implications are also discussed in the paper.

Customer Engagement

2020 ◽  
pp. 163-176
Author(s):  
Robin Cheng
Keyword(s):  
Social Media ◽  
Product Information ◽  
Customer Engagement ◽  
Social Commerce ◽  
Media Technologies ◽  
Product Service ◽  
The Social ◽  
Innovative Products ◽  
Managerial Implications ◽  
Use Of Social Media

This chapter focused on exploring the engagement in which consumers interact with each other while conducting online shopping activities, such as discovering products, sharing product information, and/or collaboratively making shopping decisions. At the core of the product/service offering, successful shopping models will be able to meet the needs of highly engaged shoppers. In order to develop sustainable shopping model for this group of shoppers, social support theory could explain the current phenomenon of the use of social media for shopping. The social media technologies facilitated collaborative learning and collaborative improvement on the sale of unconventional and innovative products. The chapter contributes in social commerce innovations and provides managerial implications for understanding the overall interactions of social commerce.

Fad or Here to Stay: Predicting Product Market Adoption and Longevity Using Large Scale, Social Media Data

2013 ◽  
Author(s):  
Suppawong Tuarob ◽  
Conrad S. Tucker
Keyword(s):  
Social Media ◽  
Knowledge Discovery ◽  
Large Scale ◽  
Product Information ◽  
Product Market ◽  
Knowledge Discovery In Databases ◽  
Product Reviews ◽  
Product Model ◽  
Social Media Data ◽  
Media Data

The authors of this work propose a Knowledge Discovery in Databases (KDD) model for predicting product market adoption and longevity using large scale, social media data. Social media data, available through sites such as Twitter® and Facebook®, have been shown to be leading indicators and predictors of events ranging from influenza spread, financial stock market prices, and movie revenues. Being ubiquitous and colloquial in nature allows users to honestly express their opinions in a unified, dynamic manner. This makes social media a relatively new data gathering source that can potentially appeal to designers and enterprise decision makers aiming to understand consumers response to their upcoming/newly launched products. Existing design methodologies for leveraging large scale data have traditionally relied on product reviews available on the internet to mine product information. However, such web reviews often come from disparate sources, making the aggregation and knowledge discovery process quite cumbersome, especially reviews for poorly received products. Furthermore, such web reviews have not been shown to be strong indicators of new product market adoption. In this paper, the authors demonstrate how social media can be used to predict and mine information relating to product features, product competition and market adoption. In particular, the authors analyze the sentiment in tweets and use the results to predict product sales. The authors present a mathematical model that can quantify the correlations between social media sentiment and product market adoption in an effort to compute the ability to stay in the market of individual products. The proposed technique involves computing the Subjectivity, Polarity, and Favorability of the product. Finally, the authors utilize Information Retrieval techniques to mine users’ opinions about strong, weak, and controversial features of a given product model. The authors evaluate their approaches using the real-world smartphone data, which are obtained from www.statista.com and www.gsmarena.com.

scholarly journals INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER ENGAGEMENT TOWARDS DURABLE PRODUCTS

2020 ◽  
Vol 8 (7) ◽  
pp. 335-339
Author(s):  
P. Balathandayutham ◽  
K . Anandanatarajan
Keyword(s):  
Social Media ◽  
Sampling Methods ◽  
Strong Relationship ◽  
Social Media Marketing ◽  
Sample Population ◽  
Consumer Engagement ◽  
Online Purchase ◽  
Durable Products ◽  
Convenience Sampling ◽  
The Impact

The purpose of this paper is to explore the impact of marketing through social media on consumer engagement. The sample population consisted of the online purchasers through a leading website of Chennai, for the previous 5 years. The respondents so selected for the study were asked to explain which type of postings on the websites made them to purchase through online, which of the factors made them to take part in online purchase and also to explore if these features have an influence over their purchase behaviours. The respondents of the study were selected through convenience sampling methods and the sample size was 100. The data was collected using a questionnaire and the analysis was executed through regression. The results of the study revealed that all the statements of social media marketing have positive relationship with consumer engagement.  Except second factor “The privacy of the consumers who use the product is maintained.” all other factors are highly significant with consumer engagement which means social media marketing have strong relationship with consumer engagement.

scholarly journals Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement

2021 ◽  
pp. 004728752110504
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira ◽  
Heikki Karjaluoto ◽  
Hongfei Liu
Keyword(s):  
Social Media ◽  
Cognitive Dissonance ◽  
Cultural Context ◽  
Customer Engagement ◽  
Travel Experience ◽  
Managerial Implications ◽  
Collectivistic Cultures ◽  
Dissonance Theory ◽  
The Impact ◽  
Share Information

Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of eWOM-triggered customer-to-customer (C2C) interactions on travelers’ post-eWOM behaviors (i.e., repurchase and customer engagement) in a cross-cultural context. Drawing upon cognitive dissonance theory, a scenario-based experiment was conducted using a sample of 461 African tourists with recent intracontinental travel experience. Our findings suggest that a customer’s repurchase intention and engagement in social media C2C interactions are significantly influenced when their eWOM is challenged by other customers. Compared with individualistic cultures, such a phenomenon is more effective in collectivistic cultures, particularly when a customer shares negative eWOM. Customers in collectivistic cultures are more likely to appreciate consensus with other customers, and they tend to expend more effort toward solving dissonance. The theoretical and managerial implications of these findings are discussed.

scholarly journals Website Based E-Commerce Waste Recycling Products

2021 ◽  
Vol 1 (2) ◽  
Author(s):  
Setyorini Setyorini ◽  
Syarif Hidayatullah ◽  
Ike Kusdyah Rachmawati
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Customer Service ◽  
Product Information ◽  
Waste Recycling ◽  
Waste Material ◽  
Material Resource ◽  
Bank Managers ◽  
Waste Bank ◽  
The Impact

The use of websites and social media as sales engines has begun to develop in line with the advancement of e-commerce. The waste bank is a waste material resource that can be recycled and made into a usable product whose existence has been ongoing until now but does not yet have an online promotional media that suits your needs. Creating a website that is in accordance with the intended flow of needs so that the website can make it easier for waste bank managers to widely market recycled products and reach consumers nationally. Especially at the Garbage Bank Recycling Product Gallery, Mojo Sari village, Malang Regency. The waste bank recycling e-commerce website created will be able to solve customer service problems that have been complained of. The impact is the increased level of customer satisfaction with ease of viewing product information, ease of ordering, and payment processing.

scholarly journals The impact of social media on recruitment: Are you LinkedIn?

2018 ◽  
Vol 16 ◽  
Author(s):  
Tanja Koch ◽  
Charlene Gerber ◽  
Jeremias J. De Klerk
Keyword(s):  
South Africa ◽  
Social Media ◽  
South African ◽  
Structured Interviews ◽  
Recruitment Process ◽  
Wide Range ◽  
Managerial Implications ◽  
Social Media Tools ◽  
Use Of Social Media ◽  
The Impact

Orientation: With many organisations vying for the same talent, it is important to ensure that the correct methods are utilised in identifying and attracting the best talent to an organisation.Research purpose: This research investigates the impact of social media on the recruitment process in South Africa.Motivation for the study: As the competition for qualified talent increases, organisations need to understand where to focus their resources to attract the best talent possible. The use of social media is growing daily and its use in the recruitment process seems to have grown exponentially.Research design, approach and method: The sample comprised 12 recruiters, spanning a wide range of industries in South Africa. Semi-structured interviews were conducted and a thematic analysis was utilised to identify themes and subthemes.Main findings: Despite still utilising some traditional methods of recruiting, South African recruiters follow their international counterparts, with LinkedIn being central to their respective recruitment processes. The use of Twitter and Facebook for recruitment was found to be substantially lower in South Africa than elsewhere. Without following a focused approach, the volume of work that emanates from using social media may overwhelm a recruiter.Practical and managerial implications: Recruiters cannot execute effective recruitment without applying social media tools such as LinkedIn. However, training in the optimal use of social media is essential.Contribution: This study indicates that LinkedIn has a major impact on recruitment in South Africa, but that social media is not a panacea for recruitment issues.

Does Social Media Marketing Improve Business Performance?

2018 ◽  
pp. 138-162
Author(s):  
Tanses Yasemin Gülsoy
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Consumer Attitudes ◽  
Product Reviews ◽  
Consumer Decision Making ◽  
Bidirectional Communication ◽  
The Social ◽  
Managerial Implications ◽  
On Line ◽  
Product Sales

The recent growth of social media, or consumer-generated media, has given rise to bidirectional communication between consumers and marketers. There is some evidence that the dialogue appears to help the business performance of companies by influencing, for example, product sales, consumer attitudes, and consumer decision-making. This chapter examines the evidence, with a particular focus on on-line consumer product reviews. Also investigated is the role trust plays in how marketing works in the social media. Managerial implications and research directions are indicated.

Impact of Social Media Marketing on Buying Behaviors of Superstore Customers in Bangladesh

2021 ◽  
Vol 14 (1) ◽  
pp. 57-78
Author(s):  
Nazrul Islam ◽  
Sharmina Afrin ◽  
Syed Abdullah Al Noman ◽  
Siha Fatima Hoque ◽  
Md Shafkat Imon Araf ◽  
...  
Keyword(s):  
Social Media ◽  
Product Information ◽  
Descriptive Statistics ◽  
Social Media Marketing ◽  
Order System ◽  
Impact Factors ◽  
Purchase Decisions ◽  
The Impact ◽  
Buying Behaviors ◽  
Structured Questionnaire

This study aims at identifying the impact factors of social media marketing on the buying behaviors’ of superstore customers in Bangladesh. Altogether, 291 buyers were surveyed from five superstores of Bangladesh such as, Agora, Meena Bazar, Shwapno, Almas Super Shop, and Nandan. A structured questionnaire with five points Likert scale was used to survey the customers. Descriptive statistics were used to present the profiles of the respondent customers while inferential statistics like Factor Analysis was used to identify the impact factors and Multiple Regression Analysis was used o identify the relationships between the impact factors and the overall impact on purchase decision of the customers. Study identified four significant impact factors such as, quick searching and verification of authenticity of product information, easy to order and saving time, customers addiction to media buying, and awareness of innovative and new products that induce the superstore customers to make their purchase decisions. This study suggests that the policymakers should focus on authenticity of product information, easy to order system that saves time, publicity of innovative and variety of products, and customer addicted towards media marketing for making the customers inclined towards buying the products and services from superstores of Bangladesh.

Intentions to use travel eWOM: mediating role of Indian urban millennials’ attitude

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anubha ◽  
Samik Shome
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Mediation Effect ◽  
Validity And Reliability ◽  
Content Type ◽  
Behavioural Intentions ◽  
Four Dimensions ◽  
Mediating Role ◽  
Perceived Credibility ◽  
The Impact

Purpose This study aims to examine the impact of electronic word of mouth (eWOM) on behavioural intentions of Indian urban millennials to use it when they book travel. The eWOM has been measured on the basis of four dimensions, namely, perceived credibility, quality, quantity and completeness. eWOM attitude is studied as a mediator. Design/methodology/approach The study first applies a confirmatory factor analysis to gauge validity and reliability. Then structural equation modelling was applied to test the research hypotheses after collecting responses from 288 Indian millennials from six North Indian cities. Mediation has also been examined using the bootstrapping method. The quality of the data was assured by Harman’s single-factor test. Findings The study reveals that millennials’ eWOM attitude fully mediates its perceived quality and its usage intentions at the time of booking travel. However, this mediation effect is partial with respect to other components of eWOM, namely, perceived credibility, perceived quantity and perceived completeness. Practical implications India has the largest millennial population (440 million) in the world out of which 33% live in urban cities. Hence, it becomes imperative for travel marketers to understand the attitude of millennials’ towards eWOM, shared on social media. They should understand that millennials prefer eWOM in social media over traditional advertising for fulfilling their informational needs. Therefore, by apprehending the impact of recipients’ perception towards various components of eWOM on their behavioural intentions to use it, market practitioners can design superior marketing campaigns that will help them to gain maximum in the changing business landscape. Originality/value The study is unique in the sense that to date no study to the limited knowledge of the researchers has investigated the attitude of Indian millennials towards eWOM on social media as a mediator to comprehend their behavioural intentions to use travel reviews when they book travel.

Does Social Media Marketing Improve Business Performance?

2015 ◽  
pp. 416-439
Author(s):  
Tanses Yasemin Gülsoy
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Consumer Attitudes ◽  
Product Reviews ◽  
Consumer Decision Making ◽  
Bidirectional Communication ◽  
The Social ◽  
Managerial Implications ◽  
On Line ◽  
Product Sales

The recent growth of social media, or consumer-generated media, has given rise to bidirectional communication between consumers and marketers. There is some evidence that the dialogue appears to help the business performance of companies by influencing, for example, product sales, consumer attitudes, and consumer decision-making. This chapter examines the evidence, with a particular focus on on-line consumer product reviews. Also investigated is the role trust plays in how marketing works in the social media. Managerial implications and research directions are indicated.

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