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 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.

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.

scholarly journals The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market

2019 ◽  
Vol 1 (4) ◽  
pp. 55-68
Author(s):  
Mustafa Tümer ◽  
Iman Aghaei ◽  
Yahya Nasser Eddine ◽  
Emrah Öney
Keyword(s):  
Social Media ◽  
Airline Industry ◽  
Purchase Intention ◽  
Global Economy ◽  
Structural Equation ◽  
Online Advertising ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
The Impact

The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers.

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 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).

Social vs traditional media communication: brand origin associations strike a chord

2018 ◽  
Vol 12 (1) ◽  
pp. 2-21 ◽  
Author(s):  
Maria Cristina Morra ◽  
Francesca Ceruti ◽  
Roberto Chierici ◽  
Angelo Di Gregorio
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Group Analysis ◽  
Brand Names ◽  
Equation Modeling ◽  
Traditional Media ◽  
Media Communication ◽  
Content Type ◽  
The Impact

Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of customer-based brand equity and any difference in the effects according to brand origin associations are investigated. The target group consisted of fans and followers of beer brands on social media. Design/methodology/approach In all, 192 questionnaires were collected a survey link that was posted on beer brand pages that operate in the Italian market. Structural equation modeling was developed to investigate the impact of social and traditional media communication on brand equity and a multi-group analysis to examine the differences according to the brand names’ origin associations. Findings Results show that fans and followers cannot be considered as a collective unit. Additionally, consumers make a clear distinction between firm-created/user-generated social media and traditional media communication. Specifically, they distinguish how the effects of the two media outlets differ in relation to the brand origin associations. International brands should concentrate on both firm-created and user-generated communication, whereas national (Italian) brands should foster their firm-created communications. In both cases, however, traditional media communication loses its effectiveness on the brand equity components. Originality/value Contrary to existing literature, this project compares the effect of 2.0 and traditional media on various social media platforms, pointing out two different models according to the brands’ origin associations. This study develops interesting insights both for international companies with huge brand portfolios and for national firms in a complex market like those for beer.

scholarly journals The Impact of Social Media Influencers Raffi Ahmad and Nagita Slavina on Tourism Visit Intentions across Millennials and Zoomers Using a Hierarchical Likelihood Structural Equation Model

2022 ◽  
Vol 14 (1) ◽  
pp. 524
Author(s):  
Rezzy Eko Caraka ◽  
Maengseok Noh ◽  
Youngjo Lee ◽  
Toni Toharudin ◽  
Yusra ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Equation Model ◽  
Equation Modeling ◽  
Variational Approximation ◽  
Features Selection ◽  
Hierarchical Likelihood ◽  
Study Results ◽  
The Impact

Background: In this paper, we examine how social media influencers can influence visit intention, especially in the case of Raffi Ahmad and Nagita Slavina, a top influencer who by 2 September 2021 had reached 21.3 M subscribers on YouTube and 54.9 m followers on Instagram with an engagement rate of 0.42%. The focus of this study is Generation Y or Millennials (born 1981–1996) and Generation Z (born 1997–2012). Design/methodology/approach: Snowball sampling was performed to arrive at a representative group of Millennials. Data analysis was performed using hierarchical likelihood via structural equation modeling. Findings: The study results are helpful for a comprehensive understanding of factors affecting visit intention. Effects of the study results summary, tourists from Generations Y and Z are thriving within the internet of things and the digital age, an era in which information can be accessed via various forms of technology across multiple platforms. Practical implications: We discuss and identify the relative importance of each factor through the use of logistics with variational approximation and structural equation models using hierarchical likelihood. Originality: The technique we use is an integrated and extended version of the structural equation model with hierarchical likelihood estimation and features selection using logistics variational approximation.

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 PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

2018 ◽  
Vol 15 (2) ◽  
Author(s):  
Archie Edrick Hermanus
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Mediation Effect ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Value ◽  
Value Consciousness ◽  
The Impact ◽  
The Relationship

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

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