scholarly journals Social Media Communication and Customer Loyalty with the Mediating Role of Social Customer Relationship in Retail Chain Stores in Sri Lanka

2021 ◽  
Keyword(s):  
Social Media ◽  
Sri Lanka ◽  
Customer Loyalty ◽  
Customer Relationship ◽  
Media Communication ◽  
Chain Stores ◽  
Mediating Role ◽  
Retail Chain ◽  
Social Media Communication

Social media communication and higher education brand equity: The mediating role of eWOM

2020 ◽  
Author(s):  
Sabira Sagynbekova ◽  
Ecem Ince ◽  
Oluwatobi A. Ogunmokun ◽  
Ridhwan O. Olaoke ◽  
Uchechukwu E. Ukeje
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Brand Equity ◽  
Media Communication ◽  
Mediating Role ◽  
Social Media Communication

The Effect of Hypermarkets’ Social Media Usage on Indonesian Customers’ Loyalty

2015 ◽  
Vol 21 (4) ◽  
pp. 751-755
Author(s):  
Retno Dewanti ◽  
Ishak Ismail ◽  
Malliga Marimutu
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Purchase Intention ◽  
Psychological Distance ◽  
Positive Influence ◽  
Sem Analysis ◽  
Customer Relationship ◽  
Validity And Reliability ◽  
Mediating Role ◽  
The Relationship

Most studies argue that the implementation of relationship like customer relationship management (CRM) may represent the difference between the success and failure of retailing organization. The purposes of this research is: (1) to test the new construct of CRM based on elements of social media related to the customer relationship, (2) to investigate the relationship between CRM and purchase intention, (3) to investigate the relationship between purchase intention and customer loyalty, (4) to examine the effect of purchase intention as a mediating role between CRM and customer loyalty, (5) to examine psychological distance as the moderating role between CRM and purchase intention. The conceptual focus of CRM model is to see the effectiveness of using social media to create purchase intention and their impact on customer loyalty. This research used SEM analysis with Smart PLS 2.0 version to test the validity and reliability of the data. The data sample is collected from Twitter and Facebook users. The results indicated that the CRM has a positive influence on purchase intention. On the other hand, purchase intention has a positive effect on customer loyalty and at the same time, it played a mediating role between CRM and customer loyalty. Psychological distance was moderated by CRM and purchase intention. The four hypotheses are supported. The limitation of this research is that it is only confined to Twitter and Facebook users that usually go to hypermarkets in five biggest malls in Jakarta.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahasweta Saha ◽  
Sangeeta Sahney
Keyword(s):  
Social Media ◽  
Information Search ◽  
Online Shopping ◽  
Consumer Socialization ◽  
Media Communication ◽  
Content Type ◽  
Shopping Experience ◽  
Socialization Agents ◽  
Social Media Communication

PurposeThe purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.Design/methodology/approachThis study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.FindingsThe findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.Originality/valueThe findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.

PERAN PUBLIC RELATIONS ORGANISASI B2B MEMBANGUN BRAND IMAGE MELALUI JEJARING SOSIAL PROFESIONAL LINKEDIN (STUDI KASUS MITSUBISHI FUSO)

2021 ◽  
Vol 6 (2) ◽  
pp. 156
Author(s):  
Suci Sitoresmi
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Brand Image ◽  
Media Communication ◽  
Brand Association ◽  
Use Of Social Media ◽  
Social Media Communication ◽  
Business To Business

Social media communication still not becoming key focus in business to business (B2B) organization. In fact, social media utilization in supporting company activities continues to develop. This condition requires B2B companies to adapt to the tremendous use of social media nowadays. LinkedIn is a media social platform which has the same ‘professional’ audience with B2B organizations, including professional executive, decision makers, and top-level-management. The purpose of this writing is to determine how does the role of B2B public relations in building brand image through LinkedIn. This research was conducted through a qualitative approach with a case study method. The results show that the role of B2B public relations in building brand image through LinkedIn can be done by creating LinkedIn contents that considering the dimensions of brand image, namely brand identity, brand personality, brand association, brand behavior and attitude, and brand competence and benefit.

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