scholarly journals The Role Social Media Marketing Plays in Customers’ Purchase Decisions in the Context of the Fashion Industry in Saudi Arabia

2021 ◽  
Vol 17 (1) ◽  
pp. 117
Author(s):  
Khald S. Alatawy
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
Online Survey ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Value ◽  
Purchase Decisions ◽  
Fashion Industry ◽  
Media Technology ◽  
Consumer Interactions

Globalization and rapid advancements in communication technologies have changed the way people throughout the world communicate with one another. Social media has grown in popularity as a technology that allows companies and consumers to communicate without being physically present. As a result, businesses in a variety of industries have turned to social media marketing (SMM) to boost consumer interactions, brand value and recognition, word of mouth, and sales. However, some socioeconomic and cultural characteristics in a given location have an impact on the usage of SMM. The growth of social media technology has resulted in a surge in social media users in Saudi Arabia, providing the opportunity for fashion businesses to leverage SMM to make great strides in this region. As a result, the current research project seeks to investigate how SMM (SMM) might influence customer purchase decisions in the Saudi Arabian fashion sector. In this respect, a self-administered online survey with a sample size of 106 participants was performed in the Kingdom of Saudi Arabia. According to the study’s findings, there has been an increase in the usage of social media, and clients now prefer to shop online. Fashion businesses have a lot of potential to employ SMM to boost their brand value, awareness, identity, and word of mouth.

scholarly journals The Influence of Social Media Marketing Instagram, Word of Mouth and Brand Awareness of Purchase Decisions on Arthenis Tour and Travel

2019 ◽  
Vol 2 (2) ◽  
pp. 218-226
Author(s):  
Novita Alfian ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Travel Agents ◽  
Regression Tests

The purpose of this study is to analyze the extent of Social Media Marketing Instagram, Word of Mouth, and Brand Awareness of purchasing decisions at Arthenis Tour and Travel. This study uses primary data obtained from customer answers. The instrument uses a questionnaire with a Likert scale. The population in this study are 105 Arthenis Tour and Travel consumers and taking a sample of 83 people. The hypothesis is used with multiple linear regression tests. Based on the results of the study, obtained the value of Fcount (198,348) > Ftable (2,72) related to simultaneous and partial on Social Media Marketing Instargram, Word of Mouth and Brand Awareness of the expected variables as a result of purchase. It is expected for travel agents can support their Instagram, using Word of Mouth and Brand Awareness so they can increase their sales.

scholarly journals Do Social Media Impact Consumer Buying Decisions in the Fashion Industry during the COVID-19 Pandemic?

2021 ◽  
Vol 11 (4) ◽  
Author(s):  
SMBL Suraweera ◽  
WGJM Jayathilake
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Data Interpretation ◽  
Mean Value ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
Fashion Industry ◽  
Purchasing Decisions ◽  
The Impact ◽  
Buying Decisions

Impact on consumer shopping behavior ramped up despite the fluctuations in the pandemic and lockdown in the past year due to of the social media. Because the advent of social media has changed the globe and the whole way it operates, putting the society and its peoples closer together even as a means of boosting customer assets through powerful communication during this challenging period. The purpose of this study is to define the characteristics of social media marketing factors and to examine the impact of those perceived factors upon customer purchasing decisions, given the immense concern in using social media marketing among fashion brands during the period of covid-19 pandemic. This research primarily fixated on five variables in social media, such as entertainment, interactions, trendiness, customization and word of mouth effect on the consumer purchasing decisions. A deductive methodology was taken, and 100 questionnaires, via the Google online form, were circulated to gather data. For data interpretation using SPSS, descriptive and inferential statistics were used such as mean value, standard deviation and correlation and regression analysis. The study of the data shows that social media-marketing factors like entertainment, communications, trends, customizing and word of mouth influence customer buying decisions, and that these factors have a positive relation with consumer purchase decisions. These results also revealed that women and individuals aged twenty-five to thirty-four years of age are more inclined to buy fashion-related products during this pandemic situation and suggested to develop marketing tools targeted at this particular category. Further, the results of this study will help fashion companies more specifically forecast the purchasing habits of their customers and control their investments and marketing efforts in this challenging period.

scholarly journals Social Media Marketing Effect towards Purchase Decision at the Embroidery MSMEs in Tasikmalaya

2021 ◽  
pp. 202-209
Author(s):  
Nadia Ulfa Agustin Hilman ◽  
Maya Ariyanti ◽  
Astri Ghina
Keyword(s):  
Social Media ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Descriptive Analysis ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Research Findings

This study aims to determine the effect of social media marketing with the independent variables of Interactivity, Informativeness, Word-of-mouth, Personalization, and Trendiness towards the purchase decision at the Embroidery in Tasikmalaya, specifically at Ar Riaz Collection store. Data collection for this present research was done by using a questionnaire with purposive sampling method to 100 respondents who were the consumers of Ar Riaz collection (one of the embroidery MSMEs in Tasikmalaya). Furthermore, the data analysis techniques used for this study were descriptive analysis and multiple linear regression analysis. The research findings indicated that Word-of-mouth, Trendiness partially established more positive and significant effect towards purchase decision rather than Interactivity and Personalization did. On the other hand, social media marketing, which consists of interactivity, informativeness, word-of-mouth, personalization, and trendiness, had been shown to simultaneously have a significant effect on purchase decisions at the Embroidery MSMEs in Tasikmalaya city.

Marketing effectiveness of hotel Twitter accounts: the case of Saudi Arabia

2018 ◽  
Vol 9 (1) ◽  
pp. 65-79 ◽  
Author(s):  
Mansour Talal Alansari ◽  
Natalia Velikova ◽  
Tun-Min (Catherine) Jai
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
The Body ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Marketing Effectiveness ◽  
Positive Attitudes

Purpose The purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market. Design/methodology/approach Modifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model. Findings When consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth. Originality/value The study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING, TRUST BRAND, AND WORD OF MOUTH ON PURCHASE DECISIONS (CASE STUDY AT REAL B DISTRO SURABAYA).

2019 ◽  
Vol 1 (2) ◽  
pp. 267-273
Author(s):  
Risky Bahrudin Yusuf ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Social Media Marketing ◽  
Purchase Decisions ◽  
Brand Trust ◽  
Purchasing Decisions

The intention of consumer purchases is the willingness of a product to buy the goods they want. this is a strong determinant in the purchase of a product or brand. Therefore this study aims to analyze whethervariables social media marketing, brand trust, word of mouth can influence purchasing decisions to buy various Persebaya attribute products that are sold at Real B Distro Surabaya. This research is quantitative research with a sample of 160 respondents. Furthermore, the data were analyzed using multiple linear regression analysis techniques and classical assumption tests. The results showed that the three hypotheses proposed had a significant and supportive effect. 

scholarly journals The role of electronic word-of-mouth in influencing consumer repurchase intention in social commerce

2020 ◽  
Vol 74 ◽  
pp. 03003 ◽  
Author(s):  
George Lăzăroiu ◽  
Gheorghe H. Popescu ◽  
Elvira Nica
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Word Of Mouth ◽  
Online Reviews ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Repurchase Intention ◽  
Social Commerce ◽  
Internet Users

This research investigates the way consumer repurchase intention in social commerce is shaped by electronic word-of-mouth at global scale. Building our argument by drawing on data collected from Deloitte, eMarketer, MarketingCharts, Marketing Insider Group, McKinsey, Mediakix, Nielsen, Smart Insights, and Statista, we performed analyses and made estimates regarding trusted information sources according to consumers, products/services that Internet users have personally recommended to others, channels through which Internet users would like to receive recommendations from others, leading social media marketing tactics among marketers/media agency professionals, sources that have influenced a recent purchase decision, what are retail digital buyers most concerned about when choosing a social e-commerce platform, important information in online reviews that influence purchase decisions according to Internet users, % of respondents who made a purchase influenced by electronic word-of-mouth channels, leading social media trends that will have the biggest effect on their advertising and marketing strategies, Internet users who agree that online reviews have an important influence on purchase decisions (by age), effective content formats for influencer marketing, and factors that influence whether a product is considered at each stage of the consumer decision journey. The data for this research were collected through an online survey questionnaire and were analyzed via structural equation modeling on a sample of 4,200 respondents.

scholarly journals PENGARUH SOCIAL MEDIA MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN J.CO DONUTS AND COFFEE KOTA SAMARINDA

2021 ◽  
Vol 9 (1) ◽  
pp. 17
Author(s):  
Annisa Rinda Rahmawati
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Multiple Linear Regression ◽  
Word Of Mouth ◽  
Hypothesis Test ◽  
Linear Regression Analysis ◽  
Test Validity ◽  
Test Reliability ◽  
Social Media Marketing ◽  
Purchase Decisions

This study aims: (i) to find out social media marketing variables partially have a significant effect on purchase decisions (ii) to find out word of mouth variables partially have a significant effect on purchase decisions (iii) to find out social media marketing and word of mouth variables simultaneously have a significant effect on consumer purchase decisions at J.CO Donuts and Coffee in Samarinda. This study uses three variables namely social media marketing, word of mouth and purchase decisions. This type of research is a correlation method with a quantitative approach. The population in this research were all consumers of the J.CO Donuts and Coffee in Samarinda whose exact number was unknown and the sampling technique used non-probability sampling with purposive sampling method, the number of samples was 100 respondents. Data collection techniques: field research (observation, online and offline questionnaires) and library research. Then the analysis technique used is multiple linear regression using the test: validity test, reliability test, classic assumption test (normality test, multicollinearity, heteroscedasticity), hypothesis test (partial and simultaneous), multiple linear regression analysis. The result obtained in this study are (i) Social Media Marketing partially had a significant effect on Purchase Decisions (ii) Word Of Mouth partially had a significant effect on Purchase Decisions (iii) Social Media Marketing and Word Of Mouth simultaneously had a significant effect on consumer Purchase Decisions at J.CO Donuts and Coffee in Samarinda.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

scholarly journals How Social Media users’ Drive Influences Purchase Intention in Indian Fashion Industry

2020 ◽  
Vol 8 (6) ◽  
pp. 5153-5160
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Research Study ◽  
Popular Media ◽  
Social Media Marketing ◽  
Special Focus ◽  
Fashion Industry ◽  
Online Purchase ◽  
Convenience Sampling ◽  
Online Buying

Social media is very popular media in glob for communication as well as transaction for millions of people. As social media is widely and effectively use for commercial, marketers have also emphasized on utilization of social media like YouTube, Facebook, Instagram, Blogs for promoting their products as well as services. However, instead of having wide utilization of social media for promotion, Indian marketers don’t have concrete idea on users’ attitudes towards SMM (social media marketing) and influence of social media advertisement. Moreover, few researches have been carried out in this regards. There is a gap of understanding on social media user’s drive that affect their attitudes and intension of purchase of products in the sense of SMM and social media advertisement with special focus. The reason behind carrying out this research is to focus on influence of social media users’ drive on the intentions of online purchase in the context of SMM in the fashion business of India. In addition, it examines affection of social media advertisement on online buying intension. Data was congregated from 414 respondents through convenience sampling from the major cities of Gujarat and defined premises were measured with multiple regression method. The outcomes revealed that functional drive, entertainment drive and social media use have significant influence on social media user’s attitudes towards social media marketing. Further, results also revealed that there is influence of attitude towards SMM and social media advertisement on intension of online purchase by social media users. The results of the research study would be used by Industry in taking decisions regarding social media strategies. Markers in Industry would know attitude of users towards social media better and perform well as far as social media marketing is concern. Finally, theoretical and functional suggestions are also mentioned. The research study ends up with some shortcomings and direction for further study in discussed area.

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