scholarly journals Social Commerce Marketing Activities Participation Among University Level Students in Pakistan

2021 ◽  
Vol 5 (2) ◽  
pp. 147-154
Author(s):  
Muhammad Irfan ◽  
Hamid Ullah
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Social Commerce ◽  
Information Communication ◽  
Latent Construct ◽  
Structure Equation Modeling ◽  
Marketing Activities ◽  
University Level ◽  
The Relationship

We live in the era of information communication society, where people are connected more than ever. Social media is becoming most trustable tool after word of mouth. The aim of this study was to examine participation of university level students in social marketing activities. The sample consisted of total 281 students, determined by circumstantial method. Questionnaire developed by the work of using the research of Korkmaz (2013), was used as data collection tools. Significant level was accepted as p<0.05 in statistical analysis. Independent t test, and structure equation modeling were used to assess the relationship among latent construct. Consequently, significant

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

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.

Impact of online social media activities on marketing of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meesha Gupta ◽  
Asif Ali Syed
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Green Products ◽  
Content Type ◽  
Online Social Media ◽  
Indian Consumers ◽  
Premium Price ◽  
Marketing Activities ◽  
The Relationship

Purpose The purpose of this paper is to identify, empirically analyze and validate the relationship between various social media marketing activities influencing the attitude of Indian consumers toward green products and their willingness to pay (WTP) a premium price for them. Design/methodology/approach Data was collected from 536 respondents who not only use various social media channels for purchases and gaining information but also prefer and buy green products across India. Exploratory factor analysis was done for the refinement and validation of the questionnaire items, and structural equation modeling was used to analyze the relationship among various variables. Findings The findings of the empirical study confer consumer’s attitude toward green products being shaped by four main social media marketing activities, namely, word of mouth, interaction, entertainment and customization, whereas trendiness was found to be insignificant toward predicting consumer’s attitude. The positive attitude so formed has a significant and positive impact on the willingness of consumers to pay a premium price for green products. Originality/value This research takes a lead in analyzing the construct WTP a premium for green products because this has been comparably less explored in Indian context. As spending a little extra by Indian consumers is a super sensitive issue, studying their willingness is therefore an important construct to be taken into account.

scholarly journals Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era

2022 ◽  
Vol 12 ◽  
Author(s):  
Khalid Jamil ◽  
Liu Dunnan ◽  
Rana Faizan Gul ◽  
Muhammad Usman Shehzad ◽  
Syed Hussain Mustafa Gillani ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Community ◽  
Social Identification ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Marketing Activities ◽  
The Relationship

The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.

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 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 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.

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 A Proposed Framework Of Mediating Role Of Interpersonal Employee Conflict Between The Relationship Of Servant Leadership And Academicians OCB, Using PLS

2019 ◽  
Vol 8 (5C) ◽  
pp. 1369-1374
Keyword(s):  
Servant Leadership ◽  
Organizational Citizenship ◽  
Structure Equation ◽  
Equation Modeling ◽  
Mediating Role ◽  
Structure Equation Modeling ◽  
Relationship Of ◽  
The Relationship ◽  
New Framework

Interpersonal employee conflicts exist in every organization, which relates to Organizational citizenship behaviours of employees. This study investigates the mediating role of interpersonal employee conflict between the relationship of servant leadership approach and academicians OCB. Variance based structure equation modeling is implementes as smar PLS is used to investigate the reltionship. A new framework is proposed as Interpersonal employee conflict mediates the relationship between servant leadership and academicians OCB. It is recommened to reduce the interpersonal employee conflict as these hampers the relationship between servant leadership dimensios ad academicians OCB.

scholarly journals Pemanfaatan Website dan Media Sosial Untuk Meningkatkan Brand Awareness Terhadap Pusat Pelatihan dan Pedesaan Swadaya (P4S) Desa Karang Melok, Bondowoso

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Oktalia Juwita ◽  
Priza Pandunata ◽  
Soekma Yeni Astuti
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Word Of Mouth ◽  
Organic Fertilizer ◽  
Brand Awareness ◽  
Registration Process ◽  
Data Collection Process ◽  
Marketing Activities ◽  
Farmer Groups ◽  
Main Activity

ABSTRAK    Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S) adalah salah satu kelompok tani yang diketuai oleh Bapak Buharto di desa Karang Melok, kecamatan Tamanan, kabupaten Bondowoso. Kegiatan utama dari P4S adalah memberikan pelatihan untuk menjalankan pertanian organik dan pembuatan pupuk organik. Permasalahan yang dihadapi P4S adalah pada kegiatan pemasaran dan proses pendaftaran bagi kelompok atau individu yang ingin mengikuti pelatihan. Selama ini pemasaran yang dilakukan oleh P4S adalah dengan cara konvensional yaitu dari mulut ke mulut. Pendaftaran hanya dapat dilakukan secara langsung melalui telpon tanpa adanya proses pendataan. Upaya yang dapat dilakukan untuk pemasaran dan meningkatkan brand awareness P4S adalah dengan membuatkan website dan akun di media sosial (facebook), dan kemudian disosialisasikan penggunaanya ke pengelola/anggota P4S.Kata kunci : P4S, pemasaran, brand awareness, website, media sosial. ABSTRACT “Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S)” is one of the farmer groups chaired by Mr. Buharto in Karang Melok village, Tamanan, Bondowoso. The main activity of P4S is to provide training to runing organic farming and making organic fertilizer. The problems faced by P4S are marketing activities and the registration process for groups or individuals who want to take part in the training. So far the marketing carried out by P4S is in the conventional way, which is word of mouth. Registration can only be done directly by telephone without the data collection process. Efforts that can be made for P4S in marketing activities and increasing brand awareness are by creating websites and account on social media (in this case Facebook), and then disseminated its use to members of P4S.

scholarly journals E-cigarette use and onset of first cigarette smoking among adolescents: An empirical test of the ‘common liability’ theory

F1000Research ◽  
2020 ◽  
Vol 8 ◽  
pp. 2099
Author(s):  
Hui G. Cheng ◽  
Edward G. Largo ◽  
Maria Gogova
Keyword(s):  
Structural Equation Modeling ◽  
Cigarette Smoking ◽  
Structural Equation ◽  
Equation Modeling ◽  
Cigarette Use ◽  
Tobacco Products ◽  
Latent Construct ◽  
The Us ◽  
The Common ◽  
The Relationship

Background: E-cigarettes have become the most commonly used tobacco products among youth in the United States (US) recently. It is not clear whether there is a causal relationship between e-cigarette use and the onset of cigarette smoking. The “common liability” theory postulates that the association between e-cigarette use and cigarette smoking can be attributed to a common risk construct of using tobacco products. This study aims to investigate the relationship between ever e-cigarette use and cigarette smoking onset in the US using a structural equation modeling approach guided by the “common liability” theory. Methods: The study population is non-institutionalized civilian adolescents living in the US, sampled in the longitudinal Population Assessment of Tobacco and Health study. Information about tobacco product use was obtained via confidential self-report. A structural equation modeling approach was used to estimate the relationship between e-cigarette use at wave 1 and the onset of cigarette smoking at wave 2 after controlling for a latent construct representing a “common liability to use tobacco products.” Results:  After controlling for a latent construct representing a “common liability to use tobacco products”, ever e-cigarette use does not predict the onset of cigarette smoking (β=0.13, 95% CI= -0.07, 0.32, p=0.204). The latent “common liability to use tobacco products” is a robust predictor for the onset of cigarette smoking (β=0.38; 95% CI=0.07, 0.69; p=0.015). Conclusions: Findings from this study provide supportive evidence for the ‘common liability’ underlying observed associations between e-cigarette use and smoking onset.

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