scholarly journals Motivation, engagement, attitudes and buying intent of female Facebook users

2016 ◽  
Vol 16 (1) ◽  
Author(s):  
Irene Le Roux ◽  
Tania Maree
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Emerging Market ◽  
Empirical Support ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Brand Community ◽  
Community Members ◽  
Online Social Media

Orientation: This research examined the influence of motives and engagement on brand attitudes and the influence thereof on buying intentions in the context of online social media brand communities.Research purpose: The primary purpose was to investigate the interrelationship between motives, engagement, brand attitudes and buying intent of female Facebook brand apparel community members in South Africa.Motivation for the study: Social media created a new tool for marketers to break through advertising clutter. Scholars assert that the influence of social media brand communities on consumers’ attitudes, behaviour and intentions need to be studied, and such research should be applied to a specific industry.Research design, approach and method: A total of 333 female apparel brand community members on Facebook completed a quantitative, structured online survey. Structural equation modelling (SEM) was used to investigate the interrelationship between the constructs.Main findings: The results indicated significant relationships between some of the hypothesised constructs, namely hedonic motives and brand attitude, as well as brand attitude and buyingintention.Practical/managerial implications: The findings suggested marketers should create entertaining and useful brand community experiences, as that lead to favourable attitudes, and positively influence buying intention. Suggestions for marketers to use this platform effectively to engage community members were provided.Contribution: The research contributed to the limited knowledge on brand community behaviour on Facebook in an emerging market context. This research examined female consumers, an influential segment of social media users. It provided empirical support for the theoretical relationship between brand attitude and buying intention.

scholarly journals Unexpected events and brand loyalty. The case of Crusaders Rugby Club

2021 ◽  
Author(s):  
◽  
Paula Ash
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Demographic Data ◽  
Positive Influence ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Unexpected Event ◽  
Sports Team ◽  
Research Questions

<p>Prompted by the Christchurch mosque massacres of March 2019, considerable concern was expressed by society around the world, and New Zealand in particular, about anything that might provoke further attacks on Muslims. Consequently, the branding of the Crusaders rugby club in Christchurch came under scrutiny - and became the topic of this research. The research questions were: which brand elements of a sports team would have the greatest impact on attitude to that brand and consequently the brand loyalty; and how will time and an unexpected event change attitudes to a brand, especially the influence of brand elements? Although indications are that sports related brand elements should influence brand attitude and in turn positively influence brand loyalty, this has never been researched against the backdrop of an unexpected event.   Adopting a post-positivist approach, a quantitative study was undertaken to answer the research questions. An anonymous online survey yielded 361 usable responses, of which 103 were from Crusaders fans. The analysis was conducted as two studies: (1) the whole participant group and (2) only the Crusaders fans. Study one provided demographic data and consumer views on sports brand elements influencing brand attitudes, either side of an unexpected event. For study two, factor analysis and structural equation modelling provided an indication of the hypothesized relationships between certain brand elements (name, logo, characters, pageantry) and past success on attitude to the brand and thence to brand loyalty.  Findings indicate that before such an event, only name and characters exerted a positive influence on attitude towards the brand, whereas after the event, name, characters, logo and past success all exerted an influence on attitude. In neither situation did pageantry exert a significant influence on brand attitude. In both situations, attitude influenced brand loyalty positively.  This study seeks to contribute empirical evidence for academics and practitioners alike, that supports the identification of relevant brand elements influencing brand attitudes and brand loyalty, in a sports setting. Since loyalty is longitudinal in nature, further unique temporally orientated insights into potential societal attitude shifts, are also contributed.</p>

scholarly journals The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

2019 ◽  
Vol 23 (6) ◽  
pp. 835-853 ◽  
Author(s):  
Bruno Schivinski ◽  
Daniela Langaro ◽  
Christina Shaw
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Online Survey ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Media Communication ◽  
Intentions To Participate ◽  
Social Media Communication ◽  
The Impact

Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers' attitudes towards the brand and the event was examined. An online survey (n = 307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (1) the effects of firm-created social media (SM) brand-related content on brand attitude, (2) the influence of user-generated SM brand-related content on both brand and event attitudes, (3) the impact of brand attitude on event attitude, (4) the influence of event attitude on the consumers' intentions to participate; and (5) identifies different arrays revealing how consumers' attitudes towards the brand and the event mediate the relationship between SM communications on consumers' behavioral intentions, while distinguishing the type of SM brand-related content source.

scholarly journals Unexpected events and brand loyalty. The case of Crusaders Rugby Club

2021 ◽  
Author(s):  
◽  
Paula Ash
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Demographic Data ◽  
Positive Influence ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Unexpected Event ◽  
Sports Team ◽  
Research Questions

<p>Prompted by the Christchurch mosque massacres of March 2019, considerable concern was expressed by society around the world, and New Zealand in particular, about anything that might provoke further attacks on Muslims. Consequently, the branding of the Crusaders rugby club in Christchurch came under scrutiny - and became the topic of this research. The research questions were: which brand elements of a sports team would have the greatest impact on attitude to that brand and consequently the brand loyalty; and how will time and an unexpected event change attitudes to a brand, especially the influence of brand elements? Although indications are that sports related brand elements should influence brand attitude and in turn positively influence brand loyalty, this has never been researched against the backdrop of an unexpected event.   Adopting a post-positivist approach, a quantitative study was undertaken to answer the research questions. An anonymous online survey yielded 361 usable responses, of which 103 were from Crusaders fans. The analysis was conducted as two studies: (1) the whole participant group and (2) only the Crusaders fans. Study one provided demographic data and consumer views on sports brand elements influencing brand attitudes, either side of an unexpected event. For study two, factor analysis and structural equation modelling provided an indication of the hypothesized relationships between certain brand elements (name, logo, characters, pageantry) and past success on attitude to the brand and thence to brand loyalty.  Findings indicate that before such an event, only name and characters exerted a positive influence on attitude towards the brand, whereas after the event, name, characters, logo and past success all exerted an influence on attitude. In neither situation did pageantry exert a significant influence on brand attitude. In both situations, attitude influenced brand loyalty positively.  This study seeks to contribute empirical evidence for academics and practitioners alike, that supports the identification of relevant brand elements influencing brand attitudes and brand loyalty, in a sports setting. Since loyalty is longitudinal in nature, further unique temporally orientated insights into potential societal attitude shifts, are also contributed.</p>

Brand community integration and satisfaction with social media sites: a comparative study

2017 ◽  
Vol 11 (1) ◽  
pp. 39-55 ◽  
Author(s):  
Melissa Clark ◽  
Hulda G. Black ◽  
Kimberly Judson
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Community Integration ◽  
Equation Modeling ◽  
Community Settings ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Positive Results

Purpose This paper aims to address two primary research questions: Why does a consumer integrate into a brand community and how does that impact overall satisfaction with the brand? Which of the main social media sites (Facebook, Twitter, LinkedIn and Pinterest) is more/less appropriate for cultivating a brand community? Design/methodology/approach Data were collected via an online survey of college students at two universities. The data were analyzed using structural equation modeling with AMOS software. Findings Results suggest that brand community does lead to satisfaction with a social media brand. Consumers are more likely to integrate into a brand community if they view the site as personally relevant. Relevancy is affected by the frequency with which the consumer visits the site. The analysis also indicates that there are interesting differences among the different sites. Research limitations/implications This study has some limitations due to the demographics of the respondents and the finite listing of sites. Practical implications Social media marketers looking to build brand community and increase satisfaction will be able to use the results of this study to make informed decisions regarding these efforts. Social implications Society could benefit from this study if marketers use the findings to engage consumers in brand communities through social media. Brand communities help participants to feel more engaged and connected to others. It is well known that people thrive in community settings and this togetherness, as opposed to isolation, will be good for the participants and society in general. Originality/value The understanding of why a consumer would integrate into a brand community is valuable information because it is generally known and accepted that there are positive results for the brand, but this study takes it a step further and looks at the specific social media sites to give guidance to marketing practitioners as to which ones are best for brand community building.

scholarly journals Late-Night Use of Social Media and Cognitive Engagement of Female Entrepreneurs: A Stressor–Strain–Outcome Perspective

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110376
Author(s):  
Fakhar Shahzad ◽  
Adnan Abbas ◽  
Adnan Fateh ◽  
Raja Suzana Raja Kasim ◽  
Kashif Akram ◽  
...  
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Cognitive Engagement ◽  
Equation Modeling ◽  
Negative Consequences ◽  
Female Entrepreneurs ◽  
Late Night ◽  
Use Of Social Media ◽  
Outcome Perspective

The excessive use of social media is an emerging phenomenon with several negative consequences in an entrepreneurial context. Based on the stressor–strain–outcome paradigm, this research aims to unveil the following: that social media late-night usage can affect two psychological strains (life invasion and technostress) among female entrepreneurs and thus influence their behavioral outcome (cognitive engagement). This study empirically tested the proposed mediation model using an online survey of 225 female entrepreneurs from the small- and medium-sized enterprise sector. A partial least squares structural equation modeling (PLS-SEM) was implemented to obtain the results. The findings indicate that late-night social media usage significantly raises life invasion and technostress among female entrepreneurs. Moreover, internal strains (life invasion and technostress) reduce female entrepreneurs’ cognitive engagement and significantly mediate the association between late-night use of social media and entrepreneurial cognitive engagement. This study draws associated practical and theoretical contributions based on findings, which were not previously discussed.

Examining the boundaries of journalism in the digital age : a SEM test of digital transitions in newsrooms

2017 ◽  
Author(s):  
◽  
Yanfang Wu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Business Models ◽  
Equation Model ◽  
Sem Analysis ◽  
Media Industry ◽  
Cross Sectional ◽  
News Organizations ◽  
Use Of Social Media

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The debate about boundaries in journalism amid the rise of citizen journalism, the crisis of business models in the news industry and the use of social media in the news-gathering and dissemination process, has become a central focus in the media industry and academia. There is no doubt that the digital transition is a trend. Based on the Carlson's (2015) boundaries of journalism theory and Shoemaker and Vos' (2009) levels of analysis in the gatekeeping theory, administering a cross-sectional, self-administered questionnaire, national online survey (N=1063), conducting a Structural Equation Model (SEM) analysis, the study seeks to find out the relationships between socialization and perceptions of digital impact on journalism, journalists and news organizations. The findings showed news organizations' social media culture affects journalists' use of social media. Twitter interactivity mediates journalists' social media internalization and their attitude toward social media. However, this mediating effects does not apply to Facebook and other social media interactivity. The distinguishing line between reporters and editors is blurring in news organizations. Older journalists (age>40) are picking up social media as additional journalistic tools and developing a positive attitude toward them. However, there still may be a long way to go before old journalists become experts in social media.

scholarly journals Youths’ Social Media Adoption: Theoretical Model and Empirical Evidence

2016 ◽  
Vol 11 (2) ◽  
pp. 22 ◽  
Author(s):  
M. Shakaib Akram ◽  
Wafi Albalawi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
The Social ◽  
Perceived Enjoyment ◽  
Adoption Intention

<p>Social media has become a major source of communication and collaboration between individuals and among groups. The current paper investigates the underlying motives of social media adoption. The research identifies various determinants such as perceived connectedness, perceived enjoyment, perceived usefulness and perceived ease of use as the major influencers of social media adoption intention. Using the sample from Saudi Arabia an online survey is conducted. Structural equation modeling has been used to test the proposed relationships. The results reveal that individuals’ perceived connectedness and perceived enjoyment act as stimuli for their social media adoption intention. Moreover, perceived ease of use and perceived usefulness mediate these stimuli and the individuals’ social media adoption intention. The paper concludes with the recommendations for the academicians and the social media designers/developers.</p>

scholarly journals PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA BRAND SMARTPHONE SAMSUNG

2021 ◽  
pp. 737
Author(s):  
Ketut Dewi Kurnia Sari ◽  
Osa Omar Sharif
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Technique ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Multivariate Technique ◽  
Analysis Technique

This study aims to determine how the influence of the Electronic Word of Mouth (eWOM) on social media YouTube on Purchase Intention on Samsung smartphones in Bandung with the presence of a mediator from Brand Attitude. The research method used is a quantitative method with descriptive research objectives, the type of research is causal, the technique used in this study is non-probability sampling, data collection methods with cross sectional. In this study, the population used in this study were smartphone users in Bandung. The population in this study were smartphone users in Bandung who used social media Youtube. The sampling technique used the Cochran formula so that a minimum sample size of 385 respondents was determined and in the study the valid respondents were 400 respondents. The data analysis technique is a multivariate technique using the Structural Equation Modeling (SEM) method. For data analysis using the AMOS 24 application. The findings of this study indicate that there is no effect of eWOM Samsung smartphones on Purchase Intention and the influence of eWOM on the Brand Attitude of Samsung brand smartphones on Youtube social media

scholarly journals Hitek és tévhitek a növényi alapú étrendről egy online kutatás eredményei alapján

2020 ◽  
Vol 7 (2) ◽  
pp. 65-77
Author(s):  
Veronika Keller ◽  
◽  
Viktória Bocsková ◽  
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Healthy Lifestyle ◽  
Current Trend ◽  
Psychological Effects ◽  
Fruit And Vegetables ◽  
Online Social Media ◽  
Significant Relationships ◽  
The Earth ◽  
Different Types

A main current trend is healthy lifestyle and the consumption of fruit and vegetables. The assessment of healthiness of plant-based diet is not so obvious either among the population or food experts. In an online survey the knowledge, beliefs and misbeliefs about plant-based diet were analysed among members and non-members of online social media lifestyles groups. All in all, it can be stated that there are no significant relationships and differences between knowledge, attitude and perception of members and non-members. Social media users are aware of the different types of plant-based diet (vegetarian, vegan) and the positive and negative psychological effects. The associations connected to plant-based diet are the following: healthy, environmentally friendly and expensive. Only a small segment of Hungarian people follow plant-based diet. At the same the diverse and everyday consumption of fruit and vegetables is essential because of health and sustainability issues. Due to conscious nutrition and more plant-based diet, people can contribute to the protection of their own health and the Earth.

scholarly journals Why people use online social media brand communities

2018 ◽  
Vol 42 (2) ◽  
pp. 205-221 ◽  
Author(s):  
Puneet Kaur ◽  
Amandeep Dhir ◽  
Risto Rajala ◽  
Yogesh Dwivedi
Keyword(s):  
Social Media ◽  
Social Values ◽  
User Participation ◽  
Activity Levels ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Online Social Media ◽  
Consumption Values ◽  
Intention To Continue

Purpose The success and survival of any form of online community relies on the presence and active participation of its users. Hence, ensuring active user participation and retaining existing users is a key concern of the moderators of online communities. To address these challenges, the purpose of this paper is to investigate the epistemic, emotional, and social values that influence users’ intention to continue using an online social media brand community. Moreover, the study also investigates the differences in the influence of the investigated constructs and users’ various activity levels. Design/methodology/approach This study utilized the consumption value theory framework for testing the relationship between different measures. An empirical analysis of the consumption values of 577 users in an online social media brand community was accomplished using structural equation modeling. Findings The study findings revealed that emotional and social values exert partial influence in predicting users’ intention to continue using online social media brand communities. In particular, social enhancement and playfulness predict users’ continuation intentions. Moreover, the results show that the influence of the investigated constructs (except playfulness) is consistent across users with various activity levels in online social media brand communities. Research limitations/implications These findings pave the way for further theoretical and practical considerations of the role of consumption values in resolving challenges of user participation and retention. However, there are still some open gaps concerning the generalizability of the findings as well as other factors that could potentially influence the user intentions. Future studies should validate the findings by recruiting diverse users in terms of their age and cultural background. Practical implications The study findings are of special relevance for the service operators interested in practicing user-centric innovation. Moreover, the findings can help online social media brand community managers to kick start user-centric innovation activities in their community. Originality/value The study provides a novel perspective on the challenges of assessing users’ consumption behavior. The perceived values have been conceptualized using the constructs of social influence, problem solving, playfulness, social enhancement, and social interaction.

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