scholarly journals The Impact of Placing Electronic Word of Mouth on Instagram on Consumers’ Purchase Intention: Case Study of Food Products in the Kingdom of Saudi Arabia

2020 ◽  
Vol 7 (2) ◽  
pp. 51
Author(s):  
Nora Abdullah Al-Masoud
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Food Products ◽  
Survey Method ◽  
Purchase Decision ◽  
Marketing Practice ◽  
The Impact ◽  
Decision Making Tool

Social media networks like Instagram, Facebook, Twitter, and LinkedIn, present promising opportunities for facilitating usability of e-WOM as a rising purchase decision-making tool. In tandem, this study aimed at looking into the impact of placing the e-WOM on Instagram on consumers’ purchase intention to food products in the KSA with a focus on purchase intention and decision. A quantitative research strategy was adopted through the survey method, where questionnaires were distributed through online survey-monkey to Instagram subscribers and dwellers of the KSA. Descriptive and inferential statistical data analyses were applied to generate useful information, and a documentary review was performed to supplement the primary findings. This study established that characteristics of e-WOM, attributes of the e-WOM reviewer, characteristics of social media site for e-WOM, demographic aspects of consumer, and reputation of the brand, influence effectiveness of e-WOM and customer purchase intention and decision on products. Significantly, it was established that quality, quantity, recency, and consistency, of e-WOM impact customer purchase intention and purchase decision towards food products. Nevertheless, it was ascertained that most respondents trust e-WOM as an objective and effective purchase decision-making tool. However, this study was conducted in the KSA and majorly employed quantitative rather than mixed-methods methodology, thus limiting its generalizability.This study originates from the need to improve marketing strategies given the growth of social media marketing against traditional marketing. Likewise, it adds value to existing knowledge about marketing practice and recommends further research in comparing the impact of e-WOM on customer purchase intention, decision, experience, and loyalty, across various social media sites and different nations for the generalized understanding of e-WOM as a marketing tool.

Purchase decision of generation Y in an online environment

2019 ◽  
Vol 37 (4) ◽  
pp. 372-385 ◽  
Author(s):  
Shantanu Prasad ◽  
Arushi Garg ◽  
Saroj Prasad
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Purchase Intention ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Online Environment ◽  
Content Type ◽  
Media Usage ◽  
Brand Reputation ◽  
The Impact

Purpose The purpose of this paper is to propose the concept of conviction in online environment. It examines the vital role of conviction and firm’s brand reputation while understanding the impact of social media usage and electronic word-of-mouth (EWOM) on purchase decisions of Generation Y. Design/methodology/approach Literature review resulted in six constructs – social media usage, EWOM, conviction, firm’s brand reputation and purchase intention and customer loyalty. The authors adopted the concept of conviction from another field of enquiry (organizational learning), conducted a qualitative study and an e-mail survey with post-graduate management students (Generation Y) of a university to examine the impact of social media and EWOM on customer purchase decision. Data were collected and analyzed with the help of structural equation modeling. Findings Results indicated that impact of social media usage and EWOM on purchase decision is mediated by conviction. Firm’s reputation as brand (perceived by the customer) moderates the relationship between EWOM and purchase intention in a manner that this relationship is significantly stronger if there is more positive brand reputation. Originality/value This study validates the concept of conviction in online environment. The purchase decision is defined as purchase intention and loyalty of the customer.

scholarly journals The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

2019 ◽  
Vol 9 (1) ◽  
pp. 88-100 ◽  
Author(s):  
Ayben Ceyhan
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Brand Image ◽  
Social Value ◽  
Social Media Marketing ◽  
Survey Method ◽  
Hedonic Value ◽  
Functional Value ◽  
The Impact

Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and co-creation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention.

Impact of Muslim decision-making style and religiosity on intention to purchasing certified halal food

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hardius Usman ◽  
Chairy Chairy ◽  
Nucke Widowati Kusumo Projo
Keyword(s):  
Decision Making ◽  
Online Survey ◽  
Positive Impact ◽  
Survey Method ◽  
Consumer Decision Making ◽  
High Quality ◽  
Consumer Decision ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to: build Muslim consumer decision-making style (MCDMS); analyze the influence of the consumer decision-making style on Muslim behavior to buy halal certified food; analyze the impact of religiosity on Muslim behavior in buying halal-certified food and study the role of religiosity in the relationship between MCDMS and Muslim behavior in buying halal certified food. Design/methodology/approach This study’s target population is the Muslim Indonesian population age at least 18 years old. The self-administered survey method is carried out based on convenience and snowball sampling techniques and the questionnaire is distributed online. This study collects data from 396 Muslim respondents in Indonesia through an online survey. Factor analysis and regression with interaction variables are applied to test the research hypothesis statistically. Findings This study reveals several results: MCDMS produces 10 dimensions; halal consciousness is an important dimension; the perfectionist/high-quality conscious and price-conscious, has a significant negative effect on the intention to buy halal-certified food; the halal consciousness and the recreational/hedonic conscious have a significant positive effect on the intention to buy halal certified food; religiosity has a significant positive impact directly on the intention to purchase halal-certified food; Religiosity positively moderates the impact of a perfectionist/high-quality conscious and price-conscious on the intention to buy halal-certified food. Originality/value This paper will build an MCDMS by adding the dimensions of halal consciousness. The author has not found literature about MCDMS. This research will also study the impact of MCDMS and religiosity on the intention to buy halal-certified food, as well as will study the role of religiosity in relationships between Muslim decision-making styles and intention to buy halal-certified food. Similar research is still very limited in marketing literature.

scholarly journals The impact of positive valence and negative valence on social commerce purchase intention

2019 ◽  
Vol 33 (2) ◽  
pp. 774-791 ◽  
Author(s):  
Nick Hajli
Keyword(s):  
Decision Making ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Purchase Decision ◽  
Least Squares Regression ◽  
Social Commerce ◽  
Data Set ◽  
Content Type ◽  
Consumer Feedback ◽  
The Impact

Purpose New research emphasizes the importance of social communications in e-commerce purchase decision-making processes but there are many technical and social challenges such as multi-faceted trust concerns. How consumers view and value referent’s online testimonials, ratings, rants and raves, and product usage experiences remain an important factor that needs to be better understood. Social commerce as a relatively new stream in e-commerce yet is growing fast and gaining the attention of scholars and practitioners, especially due to recent revenue developments. Consistent with e-commerce websites that do not enable consumer feedback, trust is a challenging matter for consumers to consider when they visit social commerce websites. Researching trust models and influences is increasingly important especially with the proliferation of online word of mouth (WOM) strongly effecting many consumers at many different phases of social commerce purchase decision making and transacting. The paper aims to discuss this issue. Design/methodology/approach This study examines the effects and importance of institution-based trust and WOM within a model of consumer behaviour on social commerce websites. This research examines how trust and consumer feedback may affect consumers’ purchase intentions. This study collects data from the little-understood market of urban Iran and develops a research model to examine consumers’ purchase intentions on social commerce websites. A robust data set from urban Iran (n=512) is analyzed using partial least squares regression to analyze the proposed model. Findings The results of the analysis show that institution-based trust influences social media communication, leading to elevated purchase intention on social commerce websites. This research adds to the prior literature that espouses on the importance of consumers developing strong beliefs of vendor trust in social commerce platforms. Originality/value Explaining how consumer purchase decision making is effected by using institution-based trust and electronic WOM in a little understood Middle Eastern context an important contribution of this research. Suggestions on practical and theoretical developments of this research in the sharing commerce research stream conclude this paper.

scholarly journals Assessing the Impact of the COVID-19 Pandemic in Spain: Large-Scale, Online, Self-Reported Population Survey

10.2196/21319 ◽  
2020 ◽  
Vol 22 (9) ◽  
pp. e21319 ◽  
Author(s):  
Nuria Oliver ◽  
Xavier Barber ◽  
Kirsten Roomp ◽  
Kristof Roomp
Keyword(s):  
Social Media ◽  
Social Behavior ◽  
Economic Impact ◽  
Large Scale ◽  
Online Survey ◽  
Spanish Population ◽  
Survey Method ◽  
Economic Damage ◽  
Large Sample ◽  
The Impact

Background Spain has been one of the countries most impacted by the COVID-19 pandemic. Since the first confirmed case was reported on January 31, 2020, there have been over 405,000 cases and 28,000 deaths in Spain. The economic and social impact is without precedent. Thus, it is important to quickly assess the situation and perception of the population. Large-scale online surveys have been shown to be an effective tool for this purpose. Objective We aim to assess the situation and perception of the Spanish population in four key areas related to the COVID-19 pandemic: social contact behavior during confinement, personal economic impact, labor situation, and health status. Methods We obtained a large sample using an online survey with 24 questions related to COVID-19 in the week of March 28-April 2, 2020, during the peak of the first wave of COVID-19 in Spain. The self-selection online survey method of nonprobability sampling was used to recruit 156,614 participants via social media posts that targeted the general adult population (age >18 years). Given such a large sample, the 95% CI was ±0.843 for all reported proportions. Results Regarding social behavior during confinement, participants mainly left their homes to satisfy basic needs. We found several statistically significant differences in social behavior across genders and age groups. The population’s willingness to comply with the confinement measures is evident. From the survey answers, we identified a significant adverse economic impact of the pandemic on those working in small businesses and a negative correlation between economic damage and willingness to stay in confinement. The survey revealed that close contacts play an important role in the transmission of the disease, and 28% of the participants lacked the necessary resources to properly isolate themselves. We also identified a significant lack of testing, with only 1% of the population tested and 6% of respondents unable to be tested despite their doctor’s recommendation. We developed a generalized linear model to identify the variables that were correlated with a positive SARS-CoV-2 test result. Using this model, we estimated an average of 5% for SARS-CoV-2 prevalence in the Spanish population during the time of the study. A seroprevalence study carried out later by the Spanish Ministry of Health reported a similar level of disease prevalence (5%). Conclusions Large-scale online population surveys, distributed via social media and online messaging platforms, can be an effective, cheap, and fast tool to assess the impact and prevalence of an infectious disease in the context of a pandemic, particularly when there is a scarcity of official data and limited testing capacity.

scholarly journals Assessing the Impact of the COVID-19 Pandemic in Spain: Large-Scale, Online, Self-Reported Population Survey (Preprint)

2020 ◽  
Author(s):  
Nuria Oliver ◽  
Xavier Barber ◽  
Kirsten Roomp ◽  
Kristof Roomp
Keyword(s):  
Social Media ◽  
Social Behavior ◽  
Economic Impact ◽  
Large Scale ◽  
Online Survey ◽  
Spanish Population ◽  
Survey Method ◽  
Economic Damage ◽  
Large Sample ◽  
The Impact

BACKGROUND Spain has been one of the countries most impacted by the COVID-19 pandemic. Since the first confirmed case was reported on January 31, 2020, there have been over 405,000 cases and 28,000 deaths in Spain. The economic and social impact is without precedent. Thus, it is important to quickly assess the situation and perception of the population. Large-scale online surveys have been shown to be an effective tool for this purpose. OBJECTIVE We aim to assess the situation and perception of the Spanish population in four key areas related to the COVID-19 pandemic: social contact behavior during confinement, personal economic impact, labor situation, and health status. METHODS We obtained a large sample using an online survey with 24 questions related to COVID-19 in the week of March 28-April 2, 2020, during the peak of the first wave of COVID-19 in Spain. The self-selection online survey method of nonprobability sampling was used to recruit 156,614 participants via social media posts that targeted the general adult population (age >18 years). Given such a large sample, the 95% CI was ±0.843 for all reported proportions. RESULTS Regarding social behavior during confinement, participants mainly left their homes to satisfy basic needs. We found several statistically significant differences in social behavior across genders and age groups. The population’s willingness to comply with the confinement measures is evident. From the survey answers, we identified a significant adverse economic impact of the pandemic on those working in small businesses and a negative correlation between economic damage and willingness to stay in confinement. The survey revealed that close contacts play an important role in the transmission of the disease, and 28% of the participants lacked the necessary resources to properly isolate themselves. We also identified a significant lack of testing, with only 1% of the population tested and 6% of respondents unable to be tested despite their doctor’s recommendation. We developed a generalized linear model to identify the variables that were correlated with a positive SARS-CoV-2 test result. Using this model, we estimated an average of 5% for SARS-CoV-2 prevalence in the Spanish population during the time of the study. A seroprevalence study carried out later by the Spanish Ministry of Health reported a similar level of disease prevalence (5%). CONCLUSIONS Large-scale online population surveys, distributed via social media and online messaging platforms, can be an effective, cheap, and fast tool to assess the impact and prevalence of an infectious disease in the context of a pandemic, particularly when there is a scarcity of official data and limited testing capacity.

scholarly journals Social Media Goes Green—The Impact of Social Media on Green Cosmetics Purchase Motivation and Intention

Information ◽  
2020 ◽  
Vol 11 (9) ◽  
pp. 447 ◽  
Author(s):  
Rebeka-Anna Pop ◽  
Zsuzsa Săplăcan ◽  
Mónika-Anetta Alt
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Information Source ◽  
Reliability And Validity ◽  
Product Portfolio ◽  
Environmentally Conscious ◽  
Consumer Motivation ◽  
Green Consumption ◽  
The Impact

In the 21st century, green consumption has risen into a global trend, which inclines cosmetic companies to be more environmental-friendly and to have a larger green product portfolio to satisfy these new consumers’ needs. Social media contributed to this trend, shaping consumers’ attitudes into more environmentally conscious behavior. The present study applied the Theory of Planned Behavior (TPB) to explain the impact of Social Media on consumers’ purchase intention and motivation (altruism and egoism). Based on empirical investigation, an online survey was developed to measure the proposed conceptual model. The reliability and validity of the reflective constructs were tested using partial least squares (PLS) modeling technique. The results indicate the importance of social media on consumers’ attitudes, subjective norms, altruistic and egoistic motivations, and the impact of these variables as the antecedents of green cosmetics purchase intention. These results have important theoretical implications. They revealed that external factors such as social media as an information source, have an important role in consumer motivation formation and green cosmetic purchasing intentions. The findings are relevant for marketers to implement better communication strategies on social media to increase consumers’ motivations and purchase intention toward green cosmetics.

An evaluation of social media advertising for Muslim millennial parents

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dessy Kurnia Sari ◽  
Suziana Suziana ◽  
Donard Games
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Content Type ◽  
Social Media Advertising ◽  
The Impact

Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

scholarly journals Mr Connenting Retail Marketing Mix and Trust in store with purchase behavior in developing country: A mediated role of Purchase intention

2018 ◽  
Vol 2 (3) ◽  
pp. 96-100
Author(s):  
Numair Ahmed Sulehri ◽  
Mansoor Ahmed
Keyword(s):  
Developing Country ◽  
Purchase Intention ◽  
Marketing Mix ◽  
Purchase Behavior ◽  
Purchase Decision ◽  
Retail Sector ◽  
Marketing Practice ◽  
Purchase Process ◽  
The Impact

Purpose: of the study was to evaluate the marketing practice in the retail sector of a developing country and the trust effect on purchase decision making. Objectives: This study had two main objectives. Foremost was the investigation the impact of marketing mix efforts of retail on the purchase process. Secondly; the investigation of trust in store towards purchase behavior Significance: this study had given insight for the intention-behavior gap (Sheeran and Webb, 2016). It had also added to the rarely explored field of retail in a developing country.

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