scholarly journals Antecedents of Social Media Advertising Avoidance: An Empirical Study in Pawnbroking Industry

2021 ◽  
Vol 36 (1) ◽  
pp. 733-745
Author(s):  
Van Tuan Pham ◽  
Thi Diep Anh Le Hoang ◽  
Tien Dat Du ◽  
Van Dung Do
Keyword(s):  
Social Media ◽  
Reliability And Validity ◽  
Personal Characteristics ◽  
Ethical Judgement ◽  
Potent Effect ◽  
Mediating Role ◽  
Marketing Activities ◽  
Media Platform ◽  
Advertising Avoidance ◽  
The Relationship

Purpose - This paper aims to explore antecedents of ad avoidance with the context in the Vietnam pawnbroking industry. Furthermore, the differences in ad avoidance under personal characteristics will firstly appear in this study. Methodology - A qualitative method from 412 social media users was used to test the proposed model. All data were assessed reliability and validity on SPSS version 26 before conducting into CFA and CB-SEM in AMOS software. Findings - The findings indicate that while ad skepticism and perceptions ad as controversial partially mediates the relationship between ad avoidance and its three determinants (Advertising invasiveness, Perceived Value value and Expectation of Negative), perceived space invasiveness has the most potent effect on pawn ad avoidance. Skeptical customers are more likely to avoid pawnbroking advertisements than those who perceive such ads as controversial. The results also show that ethical judgement moderates both the relationship of perceived controversial ads and ad avoidance and the relationship between ad skepticism and ad avoidance. Implications - Social media platform owners were suggested to reinforce their censoring system and advertising placements. Marketers in this study were convinced to generate advertisements with emotional and informative appeals. Besides, appropriate marketing activities, channels, and ad formats with campaigns should be considered strictly. Originality/value - The mediating role of attitude in the relationship between perception and ad avoidance has been firstly affirmed by qualitative data in this study. Interestingly, researchers explored a new variable - Negative eWOM with a medium impact of ad skepticism. Ethical judgement was demonstrated as a drastically important factor in pawnbroking research.

scholarly journals Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.

2020 ◽  
Vol 1 (1) ◽  
pp. 1-10
Author(s):  
Tamer Sharawneh
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Telecommunication Industry ◽  
Mediating Role ◽  
Marketing Activities ◽  
Brand Affect ◽  
The Impact ◽  
The Relationship

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.  

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.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

“Mind the gap”: to succeed in marketing politics, think of social media innovation

2019 ◽  
Vol 36 (6) ◽  
pp. 806-817
Author(s):  
Patrick Amfo Anim ◽  
Frederick Okyere Asiedu ◽  
Matilda Adams ◽  
George Acheampong ◽  
Ernestina Boakye
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Political Participation ◽  
Political Efficacy ◽  
Customer Relationship ◽  
Political Marketing ◽  
Content Type ◽  
Young Voters ◽  
Mediating Role ◽  
The Relationship

Purpose This paper aims to explore the relationships between political marketing via social media and young voters’ political participation in Ghana. Additionally, this study examines the mediating role political efficacy plays in enhancing the relationship. Design/methodology/approach With a positivist mindset, and adopting the survey strategy, data gathered from the questionnaire administered from the sampled 320 young voters (18-29 years) in Greater Accra were quantitatively analyzed. An exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to assess and confirm the proposed scales validity and the relationships of the research model. Findings The study revealed that a political party or candidate’s ability to achieve political participation from Ghanaian young voters’ is dependent on how effective they build customer relationship or gaining visibility through social media. In addition, the study showed that political efficacy mediates the relationship between customer relationship building or gaining visibility through social media and political participation among Ghana young voters. Thus, young voters in Ghana must see themselves to have a say in the affairs of political parties through the political messages they gather from social media platforms to enhance their political participation activities. Practical implications The results of this paper will enable political marketers and politicians not only in Ghana but across the globe, to better understand how social media as a communication tool could be used to positively influence users’ political participation. Originality/value Considering the uniqueness of this study in a Ghanaian context, this paper is the first of its kind to use the social capital theory in examining the mediating role political efficacy plays in enhancing the relationship between political marketing on social media and young voters’ political participation.

Study of Consumer Brand Following Intention on Instagram

2021 ◽  
Vol 11 (2) ◽  
pp. 32-51
Author(s):  
Simran Kaur Madan ◽  
Payal S. Kapoor
Keyword(s):  
Social Media ◽  
Consumer Motivation ◽  
Media Usage ◽  
Consumer Skepticism ◽  
Consumption Decisions ◽  
The Social ◽  
Media Platform ◽  
Relationship Of ◽  
The Relationship

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

scholarly journals VALUE CO-CREATION THROUGH SOCIAL MEDIA: A CASE STUDY OF A START-UP COMPANY

2019 ◽  
Vol 20 (1) ◽  
pp. 1-19 ◽  
Author(s):  
Junic Kim ◽  
Hwanho Choi
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Small Businesses ◽  
Start Up ◽  
Media Platform ◽  
Social Media Tools ◽  
Start Ups ◽  
The Relationship ◽  
Social Media Strategy

This research examines social media users’ value-creation processes and the drivers of a start-up company’s successful social media strategy. This research primarily aims to understand start-ups’ effective utilization of social media and value co-creation processes. Although utilizing social media has become key for many organizations, start-ups and small businesses often suffer from a lack of understanding and knowledge of the utilization of social media tools. Therefore, this article uses a case study on the relationship between a social media platform and users’ value co-creation to offer a conceptual framework for start-ups to consider in utilizing social media. Our research reveals that four core drivers of social media success include experience, satisfaction, expression, and sharing ability. Each of these drivers in turn contains conditions for understanding users’ value-creation process and the creation of drivers for successful social media strategies. The research contributes to literature by providing a detailed review of users’ value co-creation as a part of a start-up’s successful social media strategy.

The Relationship Between eHealth Literacy, Social Media Self-Efficacy and Health Communication Intention Among Chinese Nursing Undergraduates: A Cross-Sectional Study (Preprint)

2021 ◽  
Author(s):  
Huiping Sun ◽  
Lin Qian ◽  
Mengxin Xue ◽  
Ting Zhou ◽  
Jiling Qu ◽  
...  
Keyword(s):  
Social Media ◽  
Health Communication ◽  
Health Information ◽  
Self Efficacy ◽  
Mediating Effect ◽  
Cluster Sampling ◽  
Cross Sectional ◽  
Ehealth Literacy ◽  
Mediating Role ◽  
The Relationship

BACKGROUND With the popularization of the Internet, it has become possible to widely disseminate health information via social media. Medical staff’s health communication through social media can improve the public’s health literacy, and improving the intention of health communication among nursing undergraduates is of great significance for them to actively carry out health communication after entering clinical practice. OBJECTIVE To explore the relationship among eHealth literacy, social media self-efficacy, and health communication intention and to determine the mediating role of social media self-efficacy in the relationship between eHealth literacy and health communication intention. METHODS A cross-sectional descriptive correlation design was used in this study.Stratified cluster sampling was used to select 958 nursing students from four nursing colleges in Jiangsu Province, China, from June to July 2021.Data were collected using the eHealth Literacy Scale, the Social Media Self-efficacy Scale, and the Health Communication Intention Questionnaire. Sociodemographic data were also collected. Correlation analysis and regression analysis were used to determine the relationship between eHealth literacy, social media self-efficacy, and health communication intention. RESULTS Health communication intention is positively correlated with eHealth literacy and social media self-efficacy. eHealth literacy directly affects the intention of health communication significantly (p < 0.001), and social media self-efficacy played a mediating role in the influence of eHealth literacy on health communication intention (the mediating effect accounted for 37.2% of the total effect). CONCLUSIONS Improving the eHealth literacy of nursing undergraduates can directly affect or promote health communication intention and can also indirectly improve health communication intention through improving social media self-efficacy. In view of these results, targeted educational programs must be developed to improve eHealth literacy and social media self-efficacy among nursing undergraduates, thereby promoting their health information transmission.

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

scholarly journals Perceived Popularity and Online Political Dissent: Evidence from Twitter in Venezuela

2019 ◽  
Vol 25 (1) ◽  
pp. 5-27 ◽  
Author(s):  
Juan S. Morales
Keyword(s):  
Social Media ◽  
Spiral Of Silence ◽  
Perceived Popularity ◽  
Political Expression ◽  
Political Dissent ◽  
The Social ◽  
Quasi Experimental ◽  
Media Platform ◽  
Differential Increase ◽  
The Relationship

On October 31, 2013, thousands of Twitter accounts, automated to actively retweet President Nicolas Maduro of Venezuela, were unexpectedly closed by the social media platform. I exploit this event to study the relationship between perceived popularity on social media (amplified through the use of bot accounts) and online political expression. The analysis uses more than two hundred thousand tweets spanning six months around the event and employs a quasi-experimental empirical framework. Following the closure of the accounts, the volume of tweets mentioning the president increased by an estimated 33 percent, with a differential increase for critical messages. Relative to tweets by government leaders, the number of likes for tweets by opposition leaders increased by an estimated 21 percent. Consistent with the presence of a spiral of silence in online political expression, the results suggest that the change in the perceived popularity of Maduro led to an increase in users’ willingness to express both criticism of the president and support for the opposition. While previous studies have documented how autocratic governments engage in manipulative online campaigns, this paper provides evidence of their effectiveness and highlights an important mechanism through which they can influence behavior.

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