The Impact of Perceived Social Media Marketing Activities: An Empirical Study in Saudi Context

Purpose – The purpose is to investigate the impact of social media marketing activities in the context of Saudi consumers of social media. A research model is developed in this study to examine the relationships. Design/methodology/approach – This research is quantitative and uses the probability sampling technique, simple random sampling. Data is collected through a questionnaire in a survey of 241 Saudi social media users. Structural equation modeling (SEM) with PLS 3 was used with SPSS 22.0 for statistical data analysis. Chi–square and overall model fit indices further confirm the structural model fit. Findings – The results indicate that social media marketing activities significantly influence brand loyalty, purchase intentions, value consciousness and brand consciousness; brand loyalty has a significant statistical impact on eWOM; eWOM influences purchase intention significantly; brand consciousness does not mediate the relationship between perceived social media marketing and brand loyalty, while value consciousness mediates this relationship. Research limitations/ future research – The research is limited to Saudi social media users and this limits the results from being generalized. Future research must be conducted in other countries. Moreover, limited research is conducted with these variables in previous studies. Originality/value – This article is pioneering in that it investigates the effects of social media marketing in the context of Saudi consumers, a topic of relevance for both marketers and scholars in the era of social media. It provides empirical evidence and valuable insights through a proposed model.

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PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY: EFEK MEDIASI BRAND-VALUE CONSCIOUSNESS PADA MEREK ADIDAS DI INDONESIA

Journal of Management and Business ◽

10.24123/jmb.v15i2.281 ◽

2018 ◽

Vol 15 (2) ◽

Cited By ~ 1

Author(s):

Archie Edrick Hermanus

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Mediation Effect ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Value ◽

Value Consciousness ◽

The Impact ◽

The Relationship

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

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Linking social media marketing activities with brand love

Kybernetes ◽

10.1108/k-04-2017-0130 ◽

2017 ◽

Vol 46 (10) ◽

pp. 1801-1819 ◽

Cited By ~ 13

Author(s):

Raed Salah Algharabat

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Love ◽

Content Type ◽

Marketing Activities ◽

Facebook Pages ◽

The Impact

Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

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THE EFFECT OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY THROUGH BRAND CONSCIOUSNESS AND VALUE CONSCIOUSNESS ON VIVO SMARTPHONE

Journal of Entrepreneurship & Business ◽

10.24123/jeb.v2i2.4473 ◽

2021 ◽

Vol 2 (2) ◽

pp. 96-105

Author(s):

Chrein Yonathan Yoel . ◽

Lena Ellitan ◽

Robertus Sigit Haribowo Lukito .

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Sampling Technique ◽

Social Media Marketing ◽

Equation Modeling ◽

Purposive Sampling ◽

Value Consciousness ◽

Marketing Activities

This research was conducted to determine the influence of Social Media Marketing Activities on Brand Loyalty through Brand Consciousness and Value Consciousness in Vivo smartphone. This research is casual research. The sampling technique uses non probability sampling by purposive sampling by purposive sampling. Respondents in this study were Vivo smartphone users and followed one of the Vivo smartphone social media. While the sample is 100 respondents. Data in this study were collected by distributing questionnaires using Google Form (online). The data analysis technique used is Structural Equation Modeling (SEM) using the SmartPLS 3 program. The result in this research indicate that: Perceived Social Media Marketing Activities has a positive and significant effect on Brand Loyalty, Brand Consciousness and Value Consciousness. Brand Consciousness has a positive and significant effect on Brand Loyalty. Value Consciousness has no effect Brand Loyalty. Perceived Social Media Marketing Activities through Brand Consciousness and Value Consciousness has no effect on Brand Loyalty in Vivo smartphone users

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

Scholedge International Journal of Multidisciplinary & Allied Studies ISSN 2394-336X ◽

10.19085/sijmas070701 ◽

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

Purpose: 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.Methodology: 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.Findings: 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.Originality/Importance: 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.

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

Business And Management Studies An International Journal ◽

10.15295/v6i1.229 ◽

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.

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The influence of perceived social media marketing activities on brand loyalty

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-10-2015-0154 ◽

2017 ◽

Vol 29 (1) ◽

pp. 129-144 ◽

Cited By ~ 56

Author(s):

Ahmed Rageh Ismail

Keyword(s):

Social Media ◽

Undergraduate Students ◽

Brand Loyalty ◽

Social Media Marketing ◽

Convenience Sample ◽

Content Type ◽

Value Consciousness ◽

Marketing Activities ◽

The Impact ◽

The Relationship

Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

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

Business And Management Studies An International Journal ◽

10.15295/bmij.v6i1.229 ◽

2018 ◽

Vol 6 (1) ◽

pp. 128-148 ◽

Cited By ~ 6

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

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Linking Social Media Marketing Activities with Brand Love: Perspective on Brand Fashion

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.b1073.0982s919 ◽

2019 ◽

Vol 8 (2S9) ◽

pp. 314-321

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Positive Impact ◽

Equation Model ◽

Social Media Marketing ◽

Brand Love ◽

Marketing Activities ◽

The Impact ◽

Positive Effect

The purpose of this study is to investigate the impact of social media marketing activities on brand love which resulted in brand loyalty. The sample used was Instagram users who were customers of four fashion brands (Nike, H&M, Zara, Adidas) as many as 280 respondents. The method used is a non-probability sampling using a structural equation model that is run by the AMOS program. The results of this study indicate that social media marketing activities have a positive effect on self-expressive brands (inner and social), social media marketing activities have a positive impact on brand love, self-expressive brands (inner and social) have a positive effect on brand love, brand love has an effect positive for brand loyalty. The managerial implications suggested in this study include fashion social media brands that contain exciting content, managers provide product size customization, easy-to-remember product design, launching the limited edition series, and membership promotion strategies.

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Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

Sustainability ◽

10.3390/su13042277 ◽

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.

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The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽

10.46961/mediasi.v2i3.396 ◽

2021 ◽

Vol 2 (3) ◽

pp. 163-180

Author(s):

Dwi Mandasari Rahayu

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Consumer Response ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

Study Results ◽

Brand Involvement ◽

The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

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