scholarly journals Improving student satisfaction through social media marketing activities: The mediating role of perceived quality

2021 ◽  
pp. 143-150 ◽  
Author(s):  
Asli Okten Demircioglu ◽  
Feyza Bhatti ◽  
Bashar Ababneh
Keyword(s):  
Social Media ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Quality ◽  
Social Media Marketing ◽  
Cross Sectional ◽  
North Cyprus ◽  
Marketing Activities ◽  
The Relationship

The connection between education and technology offers an exciting opportunity for universities to utilize social media marketing activities not only to recruit new students or to create brand image and reputation, but also to enhance student satisfaction. Despite having a large number of studies indicating the importance of social media as a tool for student recruitment, the studies on the importance of social media marketing activities (SMMA) for students who are already enrolled are rare. This study aims at examining the relationship between SMMA and student satisfaction, considering perceived quality as a mediator in the higher education sector in North Cyprus. Utilizing a cross-sectional online survey, the data for this study was collected during October- November 2020 from 424 international students enrolled in North Cyprus universities. The model was assessed and the data was analyzed using Structural Equation Model (SEM) in AMOS statistical software. The findings suggest that SMMA has a positive relationship with the perceived quality of education, and perceived quality mediates the relationship between SMMA and student satisfaction positively.

scholarly journals Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

2022 ◽  
Vol 12 ◽  
Author(s):  
Khalid Jamil ◽  
Liu Dunnan ◽  
Rana Faizan Gul ◽  
Muhammad Usman Shehzad ◽  
Syed Hussain Mustafa Gillani ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Community ◽  
Social Identification ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Marketing Activities ◽  
The Relationship

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Massoud Moslehpour ◽  
Alaleh Dadvari ◽  
Wahyudi Nugroho ◽  
Ben-Roy Do
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Research Findings ◽  
The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

Perceived social media marketing activities and consumer-based brand equity

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Derek Lai Teik Ong ◽  
Kim Leng Khoo ◽  
Hui Jing Yeoh
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Current Knowledge ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Brand Experience ◽  
Content Type ◽  
Marketing Activities ◽  
The Relationship

PurposeThe purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.Design/methodology/approachA structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).FindingsThe results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.Originality/valueThis research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.

scholarly journals Pengaruh Social Media Marketing Dan Trust Terhadap Minat Menggunakan Gopay Di Jakarta

2020 ◽  
Vol 2 (2) ◽  
pp. 520
Author(s):  
Christian Ponarwan ◽  
Miharni Tjokrosaputro
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Sample Selection ◽  
Consumer Confidence ◽  
Social Media Marketing ◽  
Cross Sectional ◽  
Marketing Activities ◽  
Convenience Sampling ◽  
Strongly Agree ◽  
The Relationship

The purpose of this study is to empirically test whether social media marketing and consumer confidence have an influence on the interest in using Gopay in Jakarta. This research method is quantitative research, with cross sectional research design. The subjects in this study were active Gopay users who used Gopay in the last 1-3 months. Respondents collected in this study were 255 and only 244 were valid. The sample selection technique uses the convenience sampling method. This research instrument uses a questionnaire that was polled through Google Form. Each questionnaire statement contains indicator items consisting of social media marketing (8 items), consumer confidence (5 items), and buying interest (5 items). Statements are measured using the Likert Scale 1-4 where 1 (strongly disagree) and 4 (strongly agree).The results showed that there was a positive and significant influence in the relationship between social media marketing (X1) and consumer confidence (X2) on the interest in using Gopay (Y). Based on these results, it is hoped that Gopay will continue to develop marketing activities through social media and continue to maintain consumer trust. Tujuan dari penelitian ini adalah untuk menguji secara empiris apakah pemasaran media sosial dan kepercayaan konsumen memiliki pengaruh terhadap minat menggunakan Gopay di Jakarta. Metode penelitian ini adalah penelitian kuantitatif, dengan desain penelitian cross sectional. Subjek dalam penelitian ini adalah pengguna Gopay aktif yang menggunakan Gopay dalam 1-3 bulan terakhir. Responden yang dikumpulkan dalam penelitian ini adalah 255 dan hanya 244 yang valid. Teknik pemilihan sampel menggunakan metode convenience sampling. Instrumen penelitian ini menggunakan kuesioner yang disurvei melalui Formulir Google. Setiap pernyataan kuesioner berisi item indikator yang terdiri dari pemasaran media sosial (8 item), kepercayaan konsumen (5 item), dan minat beli (5 item). Pernyataan diukur menggunakan Skala Likert 1-4 di mana 1 (sangat tidak setuju) dan 4 (sangat setuju) .Hasil menunjukkan bahwa ada pengaruh positif dan signifikan dalam hubungan antara pemasaran media sosial (X1) dan kepercayaan konsumen (X2) tentang minat menggunakan Gopay (Y). Berdasarkan hasil ini, diharapkan bahwa Gopay akan terus mengembangkan kegiatan pemasaran melalui media sosial dan terus mempertahankan kepercayaan konsumen.

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.

Examining the boundaries of journalism in the digital age : a SEM test of digital transitions in newsrooms

2017 ◽  
Author(s):  
◽  
Yanfang Wu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Business Models ◽  
Equation Model ◽  
Sem Analysis ◽  
Media Industry ◽  
Cross Sectional ◽  
News Organizations ◽  
Use Of Social Media

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The debate about boundaries in journalism amid the rise of citizen journalism, the crisis of business models in the news industry and the use of social media in the news-gathering and dissemination process, has become a central focus in the media industry and academia. There is no doubt that the digital transition is a trend. Based on the Carlson's (2015) boundaries of journalism theory and Shoemaker and Vos' (2009) levels of analysis in the gatekeeping theory, administering a cross-sectional, self-administered questionnaire, national online survey (N=1063), conducting a Structural Equation Model (SEM) analysis, the study seeks to find out the relationships between socialization and perceptions of digital impact on journalism, journalists and news organizations. The findings showed news organizations' social media culture affects journalists' use of social media. Twitter interactivity mediates journalists' social media internalization and their attitude toward social media. However, this mediating effects does not apply to Facebook and other social media interactivity. The distinguishing line between reporters and editors is blurring in news organizations. Older journalists (age>40) are picking up social media as additional journalistic tools and developing a positive attitude toward them. However, there still may be a long way to go before old journalists become experts in social media.

scholarly journals Psychological Capital and Family Satisfaction among Employees: Do Occupational Stressors Moderate the Relationship?

2021 ◽  
Vol 18 (22) ◽  
pp. 12260
Author(s):  
Oi-Ling Siu ◽  
Qianting Kong ◽  
Ting-Kin Ng
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Psychological Capital ◽  
Positive Association ◽  
Family Satisfaction ◽  
Equation Modeling ◽  
Occupational Stressors ◽  
Cross Sectional ◽  
Personal Resource ◽  
The Relationship

The COVID-19 pandemic has created more occupational stressors, particularly work–family interface issues. The purpose of this study was to investigate the moderating role of occupational stressors in the relationship between a personal resource (psychological capital) and family satisfaction. A cross-sectional study was carried out with a sample of 787 employees (367 males, 420 females) from the Greater Bay Area of China between October and November 2020. Participants completed an online survey which included the Chinese version of the Psychological Capital Questionnaire, measures of occupational stressors from the Work Stress Management DIY Kit and a measure of family satisfaction. Latent moderated structural equation modeling revealed that family satisfaction was positively associated with psychological capital and negatively associated with occupational stressors. Furthermore, occupational stressors weakened the positive association between psychological capital and family satisfaction. These findings provided empirical evidence for the work–home resources model and may suggest that it would be beneficial to boost psychological capital and reduce occupational stressors of employees.

The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Nur Qistina Ihsannuddin ◽  
Ainul Mohsin Abdul Mohsin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Consumer Attitude ◽  
Content Type ◽  
Social Media Advertising ◽  
The Relationship ◽  
Significant Positive Influence

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

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.

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