Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

Impact of social commerce constructs and social support on social commerce intentions

2019 ◽  
Vol 32 (1) ◽  
pp. 68-93 ◽  
Author(s):  
Zaryab Sheikh ◽  
Liu Yezheng ◽  
Tahir Islam ◽  
Zahid Hameed ◽  
Ikram Ullah Khan
Keyword(s):  
Social Support ◽  
Social Networking ◽  
Relationship Quality ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
Social Commerce ◽  
Content Type ◽  
The Social ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the influence of social commerce constructs (SCCs), social support and relationship quality on social commerce intentions, which lead to use behaviour of social networking sites for social commerce.Design/methodology/approachData were collected from 343 users of social networking sites in Pakistan. The data analysis was conducted using PLS-SEM.FindingsThe results show that SCCs have empowered consumers through the existence of virtual groups, ratings and reviews and recommendations and referrals, thereby having a significant impact on social commerce intentions. The relationship quality with social networking sites, measured through commitment, satisfaction and trust, also proved to be a leading forecaster of social commerce intentions. The impact of social support could not positively influence the relationship quality with the social networking site. However, social support influences the social commerce intentions significantly.Research limitations/implicationsFuture research should enrich model with some moderating variables and data may be collected from actual online shoppers only.Practical implicationsThis study provides valuable insights to retailers to formulate their social commerce strategies as per decision factors results to have maximum engagement of consumers in social commerce.Originality/valueThe study proposes the unique model for finding the social commerce intentions and use behaviour using social support theory, relationship marketing theory and information systems literature.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

scholarly journals The impact of social networking sites on the lives of individuals within Palestinian society during the period 2015-2020 "Afield study applied to the residents of Bethlehem – Palestine": أثر مواقع التواصل الاجتماعي الإلكترونية على حياة الأفراد داخل المجتمع الفلسطيني خلال الفترة ما بين 2015 – 2020 " دراسة ميدانية مطبقة على سكان مدينة بيت لحم – فلسطين"

2020 ◽  
Vol 4 (4) ◽  
Author(s):  
Abdelmajid Nayif Alawneh
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Research Community ◽  
Negative Consequences ◽  
A Value ◽  
Impact Rate ◽  
The Social ◽  
Palestinian Society ◽  
The Impact

The aim of this research is to determine the extent of the impact resulting from electronic social networking sites with their various indicators on the lives of members of the Palestinian society in all aspects of living. The researcher has used the descriptive analytical method and the questionnaire tool in collecting field data, as the research community was a resident of the Palestinian city of Bethlehem located south The West Bank from all aspects of life and living for them, and the sample taken from the research community reached (888) individuals, with a percentage (3%) of the entire research community, and this research has reached a set of important results on this topic, one of the most important being that most users The reality of social media are from the young category, and that the most used website is Facebook compared to jealousy, as it turns out that the most affected aspects of life from electronic social networking sites are the social aspect, whose impact ratio has reached a value (1.90%) followed by the religious side, which came The percentage of being affected by social media has reached a value of (3.87%), then came the educational aspect, which has reached an impact rate of (4. 83%), then the behavioral aspect came with an impact rate of (3. 81%) then, culturally, at a value of (78%), as for the psychological aspect, which reached a value of 2.63%), another and the lowest of these values ​​came to the economic aspect, which reached a value (9.58%), thus forming the least effects resulting from the existence and use of sites. Electronic social networking within the Palestinian society. As for the nature of the relationship between social media and the aspects of life for members of Palestinian society, a strong and statistically significant relationship has emerged, and the nature of this relationship came in a direct way between each of the subscription period, the number of hours of daily use, the number of added friends, the goal of the subscription, and the number of sites The electronic system used and between the various aspects related to the life of the members of the Palestinian society represented in the social, religious, educational, behavioral, cultural, psychological and economic fields. At the end of the research, the researcher made a number of recommendations at the public and private levels that came from the most important of them. The time for awareness-raising by educational institutions represented in schools and universities to warn against the increase in the use of such sites and warn of the negative consequences resulting from them, and to identify the main issues in which the use of electronic social networking sites that are beneficial to the user are required, especially in social, behavioral, and other aspects.  

scholarly journals Machine Learning Methods for Analysing the Impact of Social Media on Students Academic Performance

2020 ◽  
Vol 1 (1) ◽  
pp. 13-22
Author(s):  
Kiran Shahzadi ◽  
Muhammad Shahzad Sarfraz ◽  
Mazhra Saqib ◽  
Hamza Mansoor Shah
Keyword(s):  
Social Media ◽  
Academic Performance ◽  
Social Networking ◽  
Social Networking Sites ◽  
Research Question ◽  
Support Vector ◽  
K Nearest Neighbor ◽  
Media Impact ◽  
The Social ◽  
The Impact

Today Social networking is a common apporch, mostly along with youngster. The social media impact on the academic performance of students become fundamental part to determine. Social Networking Sites (SNS) for example, twitter facebook are presently an vital medium that are used to connect peoples and different  associations approximately the world  Technology is thriving quick with the passage of time, and the youngsters are trapped in this swift revolutionize. In this paper we find out in which ways social sites affects student’s academic performance and recognize the impact of social sites on our educational system. The reason at the back huge use of social networking sites. Social sites networking (SNS) have grow from being merely libertine stages for personl  use to awesome progressive structure that utilized both blend and inside and remotely for relationship and joined exertion with shafts separated stakeholders. Generally among youthful understudies, Social sites networks is an unmistakable example today In this paper by using student-por.csv and student-mat.csv dataset, we work on the classifier on  the social media impact on students academic performances. For this purposes we choose K nearest-neighbor (KNN), support vector machine (SVM) and Linear regression algorithm using python that predict slightly better and give right prediction about the student’s academic performance.  In social networking model our work has enhanced our imminent.  The results reveal that there is strong relationship between social media and student’s academic performance. This paper shows that mostly students have cell phones and also have internet availability so they use 40 mints form 4 hours daily and not give attentions to their studies, all these activities on internet effect the student’s academic performance. This study will commence with introduction and background of existing studies. After that on the basis of background there will be a research question.

scholarly journals Link between social distancing, cognitive dissonance, and social networking site usage intensity: a country-level study during the COVID-19 outbreak

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tanusree Chakraborty ◽  
Anup Kumar ◽  
Parijat Upadhyay ◽  
Yogesh K. Dwivedi
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Cognitive Appraisal ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Individual Response ◽  
Content Type ◽  
Social Distancing

PurposeSocial distancing is an important strategy to control the spread of the COVID-19 pandemic, so it is imperative to understand the behavioral impact of social distancing on individuals. This research studied social distancing from a cognitive appraisal of voluntary social distancing compliance (CAVSD) point of view and a non-medical perspective, specifically the psychological impact (PI) of social distancing on the usage intensity of social networking sites (SNS) during the COVID-19 outbreak in India.Design/methodology/approachThe study was conducted on 477 SNS users as a full sample and groups based on age, sex and work status. The model was empirically investigated using structural equation modeling.FindingsCAVSD was negatively associated with PI although it was not a significant predictor, while CAVSD and PI were significant predictors of SNS usage intensity; moreover, SNS usage intensity differed between groups of people.Practical implicationsThese findings are significant for organizations, corporations and educational institutions in both the public and private sectors. There is a need to identify subsections of individuals in need of social support and relief from isolation and loneliness. Individuals are relying on social media to handle social distancing and the pandemic, and this shows up in an increase in social networking activity.Originality/valueThis study contributes to the existing literature by positing social networking as a basic virtual need for socialization, and social media platform assists in that. Cognitive appraisal is an important determinant of individual response.

Social Media

2018 ◽  
pp. 112-128
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Positive Attitude ◽  
Media Use ◽  
Social Media Use ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media ◽  
Number Of Individuals

The use of social media around the globe is increasing at an exponential rate. An increasing number of individuals have become members of one or more social networking sites leading to soaring membership numbers, largely because these sites are free and easy to use. This trend is important for libraries. Being part of the community, libraries need to capitalize the potential of social media for instant and direct communication with their members. The librarians are gradually showing a positive attitude towards social media tools. The objective of this chapter is to review the social media use by libraries around the globe. The chapter also provides specific recommendations for social media use in libraries.

The impact of Facebook on libraries and librarians: a review of the literature

2014 ◽  
Vol 48 (3) ◽  
pp. 226-245 ◽  
Author(s):  
Evgenia Vassilakaki ◽  
Emmanouel Garoufallou
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Relevant Literature ◽  
Lessons Learned ◽  
Social Networking Site ◽  
Library Science ◽  
Main Body ◽  
Content Type ◽  
Selective Review ◽  
The Impact

Purpose – Social networking sites are becoming more and more popular triggering an increase in published research and impacting different aspects of daily life. One such aspect concerns libraries and librarians and the way they have adopted social networking sites. The purpose of this paper is to present a selective review on libraries’ adoption and use of a specific social networking site such as Facebook in order to promote their services. Design/methodology/approach – The method of selective review is employed to identify, document and present the relevant literature in a structured and annotated way. More specifically, all types of documents published between 2006 and 2012 are considered. In addition, the papers are assigned based on their expressed aim/s to emerged themes and sub-themes. Findings – It was found that the main body of the reported literature focused on reporting experiences, problems and lessons learned from building a presence on Facebook. A few studies aimed to explore users’ and librarians’ perspectives towards social networking sites whereas there is a strong need for specific guidelines to assist libraries and librarians in adopting Facebook. Research limitations/implications – This systematic literature review consists of articles published between 2006 and 2012. Originality/value – This paper contributes to identifying, collecting and presenting research regarding the use of Facebook in the field of library science. In addition, it identifies and summarises the main problems and challenges libraries and librarians are faced with when employing Facebook.

scholarly journals Factors Influencing Consumer’s Purchase Intention on Social Networking Sites: Evidence from Bangalore

2018 ◽  
Vol 17 (4) ◽  
pp. 41-58
Author(s):  
Sayyed Arbaina ◽  
A S Suresh
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Consumer Behaviour ◽  
Purchase Intentions ◽  
Social Networking Site ◽  
Factors Influencing ◽  
Online Shoppers

Most online shoppers indicate that they visit e-retail websites on a social networking site. Previous research shows that visiting websites affect the consumer’s purchase intentions. This study identified various factors that affect consumer behaviour while shopping on social media. It further studied the services offered by social media and several factors that influence the consumer’s purchasing experience in social networking sites. Analysing 105 responses, the study revealed that factors such as price, services offered, advertising attitude, and shopping attitude have a significant impact on consumer behaviour.          

scholarly journals THE IMPACT OF FACEBOOK SOCIAL NETWORKING SITES ON YOUTH PSYCHOLOGY DEVELOPMENT

2018 ◽  
Vol 1 (2) ◽  
pp. 95-107
Author(s):  
Nengsih Nengsih
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Time Management ◽  
Social Networking Site ◽  
Adolescent Psychology ◽  
Negative Impacts ◽  
The Impact

The increasing use of Facebook social networking sites, most of which are teenagers, is a growing phenomenon at this time. As a result the positive and negative impacts that social media poses have an impact on their use. Facebook's social networking site influences the development of adolescent psychology, both physically (brain / amygdala), cognitive, social, personality, moral and religious. The purpose of this paper is to look at the impact of Facebook social networking sites on the development of adolescent psychology. Based on the results of the discussion that the impact of Facebook's social networking site on the development of adolescent psychology, among others: 1) Facebook as a medium for expressing feelings and channeling emotions, 2) Conflict of teenagers in using Facebook, 3) Facebook media for searching for identity and means of socialization, 4) Influencing time management of adolescents.

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