scholarly journals The Impact of Relationship Quality Between Social Media Influencers and Their Followers on Brand Purchase Intention

2021 ◽  
Vol 13 (4) ◽  
pp. 1
Author(s):  
Tsung-Hsien Kuo ◽  
Han-Kuang Tien
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Purchase Intention ◽  
Self Monitoring ◽  
Interactive Relationship ◽  
Advertising Skepticism ◽  
High Level ◽  
The Impact ◽  
The Relationship ◽  
Survey Questionnaires

Social media influencers (SMI) have been shown to influence the purchase decision-making of their followers. In this respect, it is necessary to explore the interactive relationship between them, i.e., relationship quality. Researchers will not know the extent to which social media influencers affect their followers and their persistence of persuasion until they understand the SMI-follower relationship quality. This study focused on whether the SMI-follower relationship quality enables followers to transfer their trust in SMIs and affects their attitude toward the advertised or recommended product and brand. Furthermore, it explored whether followers’ skeptical attitude toward advertising moderates the relationship between the SMI-follower relationship quality and trust transference, and whether followers’ self-monitoring moderates the relationship between their advertising skepticism and trust transference. This study distributed survey questionnaires online, and obtained a total of 235 valid copies. The data were used to conduct path analysis through the software PROCESS. The empirical data showed that the higher the SMI-follower relationship quality, the more likely are the followers to transfer their trust in SMIs to the advertised or recommended product or brand. In addition, it was found that trust transference positively mediates the impact of relationship quality on brand attitude. Further, the results indicated that the followers’ high level of advertising skepticism negatively moderates the impact of SMI-follower relationship quality on trust transference, and that a high level of self-monitoring inhibits the negative moderating effect of advertising skepticism on the relationship between SMI-follower relationship quality and trust transference to a larger extent.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

scholarly journals Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

2022 ◽  
Vol 6 (1) ◽  
pp. 64-74
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Questionnaire ◽  
Digital Platforms ◽  
The Impact ◽  
The Relationship

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

scholarly journals SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

2021 ◽  
Vol 30 (2) ◽  
pp. 475-492
Author(s):  
Adelina Emini ◽  
◽  
Jusuf Zeqiri
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Transition Economy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Survey Tool ◽  
Brand Engagement ◽  
The Impact ◽  
The Relationship

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

scholarly journals Antecedents of and Their Impact on Purchase Intention of Customers Purchasing through Social Media: An Empirical Research on Facebook in Bangladesh

2020 ◽  
Vol 4 (2) ◽  
pp. 63
Author(s):  
Barnali Nandi ◽  
Mohammad Rakiv
Keyword(s):  
Social Media ◽  
Multiple Regression ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Influential Factors ◽  
Significance Level ◽  
The People ◽  
Facebook Pages ◽  
The Impact ◽  
The Relationship

This research paper aims to clarify the relationship between the influential factors and their impact on the intention of the customers to make a purchase from social media particularly Facebook in Bangladesh.From the literature review, a conceptual model has been established, which is followed by the multiple regression model.The collected data are analyzed using multiple regression analysis. Among the four independent variables three factors namely trust, perceived value and brand loyalty are founded to be influential at the 0.05 significance level and the remaining variable perceived risk has some impact on the purchase intention of the customers using social media but it is not as much influence as other three factors at this significance level.Although there are some researchers conducted to measure the impact of social media marketing, there is a rare study in the context of emerging economies like Bangladesh that tries to investigate the influential factors which ultimately drive customers to make purchases from Facebook pages in Bangladesh.This research proves to be helpful for retailers who are doing their marketing using social platforms in Bangladesh. As most of the people in Bangladesh are using Facebook, this study helps the retailers to understand which factors ultimately drive customers to make a purchase from the Facebook pages in Bangladesh.

Analisis Pengaruh Interactivity Dan Sincerity Pada Social Mediaaccount Musisi Terhadap Sense Of Closeness Dan Reciprocity Antara Musisi Dengan Fans dan Implikasinya Terhadap Legal Purchase Intent Telaah Pada Social Media Account Instagram @Duadrum

2018 ◽  
Vol 9 (2) ◽  
pp. 49-61
Author(s):  
Moses Natadirja
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Positive Relationship ◽  
Structural Model ◽  
Distribution Channel ◽  
Online Questionnaire ◽  
Channel One ◽  
Limited Budget ◽  
Marketing Social ◽  
The Relationship

Social media nowadays can be used not only for interacting with each other, exchanges ideas, and develop new friends, furthermore it can be used to promote and selling products or services. It is also used for musician for sales and promotion of their CD album to their fans through social media, especially for musicians , who choose to be independent with limited budget and distribution channel. One of the musician who choose to be independent is Dua Drum. The purpose of this study is to examine the relationship between musician’s social media (Interactivity & Sincerity), the tie that fans may develop via social media (Sense of Closeness & Reciprocity), and purchase legal CD album. This Research is using a quantitative approach with gathering 127 responses through online questionnaire and analyzed using Structural Model Equation (SEM). The result of this research is there are a positive relationship between Interactivity & Sincerity with Sense of Closeness & Reciprocity, and also a positive relationship between Sense of Closeness & Reciprocity with Legal Purchase Intention of CD album. Keywords: Music, Internet Marketing, Social Media Marketing, Purchase Intention

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.

scholarly journals Quality of Care Provided by Family Caregivers of Older People With Dementia: Measurement and Interpretations

2020 ◽  
Vol 4 (Supplement_1) ◽  
pp. 152-152
Author(s):  
Afeez Hazzan
Keyword(s):  
Quality Of Care ◽  
Older People ◽  
Family Caregivers ◽  
Family Caregiver ◽  
Primary Reason ◽  
People With Dementia ◽  
High Level ◽  
The Impact ◽  
The Relationship

Abstract Family caregivers of older people living with dementia are relatives, friends, or neighbors who provide assistance related to this condition, but who are unpaid for the services they provide. Although caregiving could be personally rewarding, many caregivers report a high level of strain. Compared to caregivers of older adults who do not have dementia, family caregivers of older people living with dementia report lower quality-of-life (QoL). In a published systematic review examining the relationship between family caregiver QoL and the quality of care provided, only one study was found to be somewhat relevant. The study suggested that the primary reason for an absence of research into the link between family caregiver QoL and quality of care was the absence of a questionnaire for measuring quality of care in dementia. Therefore, any attempt to investigate the impact of caregiver QoL on the care provided to older people with dementia must first address the lack of an instrument to measure quality of care. To address this issue, we interviewed approximately 20 family caregivers in order to elicit feedback on measurements and interpretation of the quality of care provided by family caregivers of older people living with dementia. Content analysis of the interview transcripts revealed that the quality of relationships with family, caregiver availability to provide or supervise care, and availability of paid or volunteer help are important for the quality of care provided. These results have important implications, particularly for the development of an instrument to measure quality of care in dementia.

scholarly journals Ethics of Retailers and Consumer Behavior in E-Commerce

2020 ◽  
Vol 11 (1) ◽  
pp. 107-126
Author(s):  
Zhi Yang ◽  
Quang Van Ngo ◽  
Chung Xuan Thi Nguyen
Keyword(s):  
Electronic Commerce ◽  
Communication Technology ◽  
Purchase Intention ◽  
Purchase Decision ◽  
Information Communication ◽  
Significant Relationships ◽  
Online Retailers ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

In the era of the information-communication technology with the development of electronic commerce, consumers can buy almost everything anywhere and at any time. One of the greatest benefits of e-commerce has been the convenience and the vast choices which consumers get online. However, some serious issues exist that impede consumers from transaction online. These issues have attracted the attention of many marketing researchers in recent years. In this research, the authors focus on the impact of consumers' ethics perception of e-retailer on their purchase intention and satisfaction. The authors also try to clarify the roles of trust and commitment in the relationship of ethics on consumers purchase decision and satisfaction because of their importance in e-commerce but also the privation in the research of previous studies. The data collected from a survey of 390 online consumers in Vietnam. Results reveal that there are significant relationships between online retailers' ethics and consumers' purchase intention and satisfaction via the mediation of trust and commitment.

scholarly journals How Does Suppliers’ Fairness Affect the Relationship Quality of Agricultural Product Supply Chains?

2018 ◽  
Vol 2018 ◽  
pp. 1-15 ◽  
Author(s):  
Yuling Sun ◽  
Zehua Liu ◽  
Hui Yang
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Procedural Fairness ◽  
Agricultural Product ◽  
Fairness Perception ◽  
Positive Effects ◽  
Distributive Fairness ◽  
Study Results ◽  
The Impact ◽  
The Relationship

Although many studies have suggested that the relationship between different supply chain members significantly affects agricultural product quality, suppliers’ perceptions of fairness, which greatly influence their decisions on building the relationship quality, are often overlooked. Particularly, the empirical evidence to investigate the impacts of suppliers’ fairness on the relationship quality and the factors that affect the suppliers’ fairness is missing, and therefore this knowledge gap needs to be filled by new research. Herein, we conducted a survey of 450 agricultural product suppliers and systemically analyzed the impact of antecedents on fairness perception and the impact of fairness perception on relationship quality. In addition, we developed a structural equation model and found that information sharing and price satisfaction had significantly positive effects on procedural fairness and distributive fairness, respectively. Furthermore, our studies demonstrated that procedural fairness is more important in improving the relationship quality than distributive fairness. However, supplier dependence is another important impact factor, and it greatly decreases the positive effects of suppliers’ fairness on relationship quality. In summary, the study results provide several managerial implications and extend our understanding of the importance of suppliers’ fairness in the relationship quality, which involves product development with respect to the supplier’s performance.

Characterizing response quantity on academic social Q&A sites: a multidiscipline comparison of linguistic characteristics of questions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lei Li ◽  
Anrunze Li ◽  
Xue Song ◽  
Xinran Li ◽  
Kun Huang ◽  
...  
Keyword(s):  
Information Needs ◽  
Function Words ◽  
Second Person ◽  
Content Type ◽  
Five Disciplines ◽  
Negative Effect ◽  
Academic Communication ◽  
High Level ◽  
The Impact ◽  
The Relationship

PurposeAs academic social Q&A networking websites become more popular, scholars are increasingly using them to meet their information needs by asking academic questions. However, compared with other types of social media, scholars are less active on these sites, resulting in a lower response quantity for some questions. This paper explores the factors that help explain how to ask questions that generate more responses and examines the impact of different disciplines on response quantity.Design/methodology/approachThe study examines 1,968 questions in five disciplines on the academic social Q&A platform ResearchGate Q&A and explores how the linguistic characteristics of these questions affect the number of responses. It uses a range of methods to statistically analyze the relationship between these linguistic characteristics and the number of responses, and conducts comparisons between disciplines.FindingsThe findings indicate that some linguistic characteristics, such as sadness, positive emotion and second-person pronouns, have a positive effect on response quantity; conversely, a high level of function words and first-person pronouns has a negative effect. However, the impacts of these linguistic characteristics vary across disciplines.Originality/valueThis study provides support for academic social Q&A platforms to assist scholars in asking richer questions that are likely to generate more answers across disciplines, thereby promoting improved academic communication among scholars.

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