scholarly journals ANALYSIS OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES IN BRAND LOYALTY WITH BRAND AWARENESS AS INTERMEDIATE VARIABLES (STUDY ON TRAVELOKA BRAND)

2020 ◽  
Vol 1 (1) ◽  
pp. 73-83
Author(s):  
Romindo Pasaribu ◽  
Andryana Silalahi
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Survey Method ◽  
Marketing Activity ◽  
Marketing Activities ◽  
Potential Customers ◽  
Activity Variables

Social media marketing is a process of strategy and methods for building the influence, reputation and brand of a company in the community of potential customers, readers, or supporters. Company. The objectives of this study are: (1) To examine the effect of social media marketing activities on brand loyalty on the Traveloka brand? (2) To test the effect of social media marketing activities on brand awareness of brands on the Traveloka brand, and (3) To examine the effect of social media marketing activities on brand loyalty and brand awareness as intermediary variables on the Traveloka brand ?. This study uses a survey method with primary data collection techniques.  The research population is potential customers and the public who have seen social media marketing activities carried out by Traveloka Applications. The results showed that there was a significant influence between social media marketing activity variables on the Traveloka brand loyalty in Medan. There is a significant influence of social media marketing activity variables on the Traveloka brand awareness in Medan. There is a significant influence of social media marketing activity variables on the Traveloka brand awareness in Medan.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

2018 ◽  
Vol 6 (1) ◽  
Author(s):  
Yusuf BİLGİN
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Performance ◽  
Obvious Effect ◽  
Marketing Activities

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

2018 ◽  
Vol 6 (1) ◽  
pp. 128-148 ◽  
Author(s):  
Yusuf BİLGİN
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Performance ◽  
Obvious Effect ◽  
Marketing Activities

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

scholarly journals The Influence of Social Media Marketing Activities on Purchase Intention Through Brand Awareness

2021 ◽  
Author(s):  
Cleo . ◽  
Sopiah .
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Descriptive Statistics ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Marketing Activities ◽  
Alternative Responses

The aim of this research was to investigate the influence of social media marketing activities on purchase intention and to elaborate the role of brand awareness as the mediating variable in this relationship. The sample consisted of 315 respondents. The data were collected through a closed-ended questionnaire with five alternative responses: highly agree (score five) and highly disagree (score one). The data were then analyzed through descriptive statistics and path analysis. The results showed that social media marketing activities had a significant influence on purchase intention and that brand awareness acted as the pull mediating variable in this relationship. Keywords: social media marketing activities, brand awareness, purchase intention

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.

EFFECT OF SOCIAL MEDIA MARKETING ON GROWTH OF MICRO ENTERPRISES IN WUSE II, ABUJA

2020 ◽  
Vol 1 (2) ◽  
pp. 1-13
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Survey Method ◽  
Business Growth ◽  
Media Usage ◽  
Independent Variable ◽  
Management Staff ◽  
Descriptive Survey

This study set out to examine the effect of social media marketing on the growth of micro businesses in Wuse II, Abuja, Nigeria. The main objectives translated into two hypothesis to find out whether there was any significant relationship between Social Media usage, (independent variable) by micro business against increased brand awareness as well as increased sales (dependent variables). The study adopted a Descriptive survey method where data was collected using structured close-ended questionnaire. Data was collected from 99 respondents from the population of Micro Business in Wuse II comprising of management, staff and customers of the business. The collected data was analysed using Statistical Package for Social Sciences (SPSS) and the tools employed were model summary, analysis of variance (ANOVA) and co-efficient table in testing the research hypotheses. The findings showed that there is a significant relationship between social media usage by micro business and increased brand awareness; and findings also indicated that there is a significant relationship between social media usage by micro businesses and increased sales. The paper therefore concluded that social media marketing is as important as any other marketing strategy as it contributes to business growth in terms of increased brand awareness and increased sales. The paper recommends that businesses in Wuse II, Abuja and others should invest more in deploying social media marketing tools and also to train their staff to enhance social media usage.

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 The Impact of Social Media Marketing on Consumer - Moderating Role of Gender and Income

2020 ◽  
Vol 7 (7) ◽  
pp. 147
Author(s):  
Shahin Akbarov
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Brand Loyalty ◽  
Cultural Context ◽  
Social Media Marketing ◽  
Lower Income ◽  
Moderation Effect ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact

<p><strong>Purpose</strong>: The purpose of this study is to investigate the impact of social media marketing activities on consumer behavior (i.e. value consciousness, brand consciousness, and brand loyalty) in the light of the moderation effect of gender and income.</p><p><strong>Methodology</strong>: The questionnaire method was used for data collection. 261 questionnaire was gained through convenience and snowball sampling. Data were analyzed with SPSS-24 and AMOS-23. Explanatory factor analysis was first done with SPSS. To test the moderation effects multigroup moderation analysis was performed in AMOS.</p><p><strong>Findings</strong>: SMM (perceived social media marketing activities) impacts brand loyalty (for male, female, and lower-income sample), value consciousness (for male, higher income, and lower-income sample), and brand consciousness (for male, higher income, and lower-income sample). The effect of gender as a moderator is not statistically significant. The effect of income as a moderator is significant in only two paths.</p><p><strong>Originality/Importance</strong>: At a time when social media usage increases and brand loyalty declines, it is important to investigate the impact of social media marketing activities on consumer behavior. The present study underlines the value of replication studies in a cross-cultural context. Besides, the moderation effect of gender and income were tested.</p>

scholarly journals Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

2021 ◽  
Vol 16 (17) ◽  
pp. 19
Author(s):  
Alejandro Mujica ◽  
Esteban Villanueva ◽  
Manuel Luis Lodeiros-Zubiria
Keyword(s):  
Social Media ◽  
Hierarchical Models ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Brand Engagement ◽  
Marketing Activities ◽  
Learning Platforms ◽  
The Impact ◽  
Micro Learning

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

scholarly journals Forming Partnership Relations by Applying Social Media Marketing Tools

2020 ◽  
Vol 4 (46) ◽  
pp. 201-209
Author(s):  
N. V. Proskurnina ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Value Chain ◽  
Performance Metrics ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Social Success ◽  
The Social ◽  
Marketing Activities ◽  
Digital Channels

The purpose of the article is to study the main digital channels of marketing activities and determine the methodology of building partnership relations in the value chain in social networks for retail operators. The research results in determining the basic digital channels, tools and technologies influencing the efficiency of carrying out the market promotion strategy for the goods produced by a retail enterprise. Several key benefits of using social media in the retail marketing strategy have been identified. The process of building partnership relations in the value chain in social networks has also been formed. Since the first step to building partnership relations in the value chain in social networks is to define goals and objectives, common goals for retail operators have been identified. It has been proved that the general goals for retail operators can be as follows: to increase brand awareness; to increase sales quality and return on investment; to create a loyal fan base. It has been pointed out that social media marketing can help to reach a number of goals, such as: increasing the web-site traffic; creating quality leads (perspective customers who have reacted in any way to the marketing interaction); constructing conversions; increasing brand awareness; creating the brand identity and a positive brand association; improving communication and interaction with target audiences. The social success cycle, comprising four stages (social listening, social influence, social network, social selling), has been mentioned, and the essence of each stage has been defined. Besides, the goals and performance metrics of each stage within the social success cycle have been summarized. The formation of methodological foundations for evaluating the effectiveness of marketing activities in the context of digital transformation using the generalized Harrington desirability function can serve as the prospect for further research.

scholarly journals Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

The Winners ◽  
2021 ◽  
Vol 22 (2) ◽  
Author(s):  
Santi Rimadias ◽  
Nesta Alvionita ◽  
Adinda Putri Amelia
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Quantitative Methods ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Engagement ◽  
Tourism Sector

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.

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