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Do Facebook Likes Lead to Shares or Sales? Exploring the Empirical Links between Social Media Content, Brand Equity, Purchase Intention, and Engagement
... Content marketing has often been deemed as an ongoing and dynamic conversation between brands and customers (Lou and Xie 2021). Extent research has investigated its effectiveness on marketing outcomes (e.g., Ahmad, Musa, and Harun 2016;Coursaris, Van Osch, and Balogh 2016) and the mechanism(s) through which it works (Lou and Xie 2021;Xie and Lou 2020). For instance, some research evidenced the positive impact of content marketing on consumer engagement (e.g., Ashley and Tuten 2015;Du Plessis 2017;Kim and Ko 2012), and recent findings show that social media content marketing positively affects brand equity and purchase intentions (Coursaris, Van Osch, and Balogh 2016). ...
... Extent research has investigated its effectiveness on marketing outcomes (e.g., Ahmad, Musa, and Harun 2016;Coursaris, Van Osch, and Balogh 2016) and the mechanism(s) through which it works (Lou and Xie 2021;Xie and Lou 2020). For instance, some research evidenced the positive impact of content marketing on consumer engagement (e.g., Ashley and Tuten 2015;Du Plessis 2017;Kim and Ko 2012), and recent findings show that social media content marketing positively affects brand equity and purchase intentions (Coursaris, Van Osch, and Balogh 2016). ...
... Recent literature on content marketing often investigates the role of content marketing in brand building (e.g., brand awareness, brand equity) (e.g., Ahmad, Musa, and Harun 2016;Coursaris, Van Osch, and Balogh 2016). Content marketing includes brands posting tutorials or backstage stories or other brandrelated non-hard-sell contents on their owned media (social media or websites) (Lou and Xie 2021). ...
Content marketing is an effective approach to brand communication on social media and can inspire people to develop a sense of "ownership" toward the product/brand featured in branded content. Drawing on the theory of psychological ownership and the uses and gratification theory, this study proposed a comprehensive framework to explicate how individual motivations serve as precursors of psychological ownership toward products featured in content marketing, via two processing routes or intermediaries, namely consumers' flow experience and perceived content value. As such, this study identified six motivations expli-cating why consumers engage with content marketing: content inspiration, brand likeability, brand conversation, incentive, habitual pass time, and personal identity. Specifically, we found that some antecedents-the motivations of content inspiration, brand likability, brand conversation , and personal identity-positively predicted psychological ownership, via increasing flow and content value, respectively. Furthermore, psychological ownership was positively related to brand loyalty. These findings propose a comprehensive model explaining the process through which content marketing affects psychological ownership and subsequent brand loyalty.
... Brand Equity strongly impacts Engagement Intention. This study introduces a novel perspective on social media engagement intention, evaluating the value of engagement actions like liking, commenting, and sharing in bolstering brand equity and fostering brand loyalty (Coursaris et al., 2016). Brand Equity strongly impacts Engagement Intention. ...
... In the study conducted by Coursaris et al (2016) The study examined the relationship between brand equity and engagement intention. The findings indicate that engagement intention exerts influence over engagement behavior, particularly in activities like likes, comments, and shares, which can enhance brand equity. ...
... This means that the stronger a company's Brand Equity, the more likely it is that people will want to participate with the company's social media. The findings of this investigation are consistent with earlier research Coursaris (2016). This suggests that Brand Equity exerts a favorable and notable influence on the intention to engage on social media platforms. ...
The COVID-19 pandemic has brought about significant transformations in various aspects of life. Shifts in consumer behavior, for instance, can exert influence on global economic operations. This situation indirectly boosts the e-commerce sector while expediting the decline of conventional retail. Matahari Department Store is an example of a retail business adapting to this trend. Matahari, a retail company, recently shifted its focus towards online marketing. On one of its social media platforms, Matahari consistently presents engaging content. Nevertheless, this does not necessarily imply that Matahari enjoys a high level of social media engagement. This study aims to evaluate how brand equity influences engagement behavior, with engagement goals acting as a mediator, while considering social media context as a moderating factor. The research employed a quantitative approach with a causal orientation. The target population for this study comprises the followers of the Matahi Department Store Instagram account. The sampling method employed was purposive, indicating that the sample was selected based on specific criteria. Data collection was conducted through the online distribution of questionnaires using Google Forms. The collected data was analyzed through the utilization of SMART PLS 3.0 software employing the Structural Equation Modeling (SEM) method. As per the research results, brand equity is influenced through engagement intention and exhibits a positive and statistically significant impact on both consumption and donation behavior. Additionally, the connection between intention to be involved and behavior in consumption is affected by media richness.
... This limited understanding generates doubts among the business firms as practitioners regarding the outcome of FB marketing (Hutter et al., 2013). In addition, many studies in this field have not extended beyond the focus on bottom-line improvement (Coursaris et al.,2016). To fill this vacuum, thus, this study focuses mainly on identifying impact of FB marketing emphasizing on the Sri Lankan fashion-retail industry to take a brand to the next level while investing in FB as a tool for bottom-line improvement. ...
... According to this study, identity and conversation have an impact on brand awareness while reputation and relationship have an impact on perceived quality and brand loyalty, respectively. Further, the studies of Godey et al., (2016), (Bruhn et al.,2012), Coursaris et al., (2016) and Schivinski and Dabrowski (2016) prove that SM communication has an impact on BE. As a result, this study expects that the FB marketing of fashion-wear retailers has an impact on CBBE. ...
... Consequently, this strategic effort will generate revenue for the organization in long term. This finding is in conformity with the study of (Coursaris, Van Osch and Balogh, 2016)which reveals CBBE as a complete mediator and also with the study of (Bruhn, Schoenmueller and Schäfer, 2012) which suggests a weak relationship between FB marketing and PI. ...
Purpose –This study focuses on examining the impact of Facebook marketing components on customer-based brand equity (CBBE) and purchase intention (PI). Design/methodology/approach – A conceptual model was developed based on the literature and related hypotheses were tested based on the responses of 390 Facebook (FB) fans of four leading fashion-wear retailers in Sri Lanka who have been selected on a random basis. The data was collected using an online survey and analyzed using the structural equation modeling. Findings- The results indicate that Facebook marketing has a strong impact on customer-based brand equity. The items entertainment, reputation and relationship remain for Facebook marketing construct to test its impact on customer-based brand equity. This finding helps to recognize the role of Facebook marketing from the strategic point of view, confirming its significant contribution in taking a brand to the next level. Furthermore, the direct impact of Facebook marketing on purchase intention was not significant and customer-based brand equity fully mediates the relationship between Facebook marketing and purchase intention. Originality –This research applies the Honeycomb model which is a rarely used model to identify the components of Facebook marketing. Hence, this can be identified as one of first this kind of research in Sri Lanka. Further, this study address Fashion-wear retail industry which another important but understudied sector in Sri Lanka. Implications – This article connects the consumers’ opinion on Facebook marketing. The findings of Facebook marketing on taking brand equity into next level will be useful for decision making in business organizations. The effective use of social media will reduce the promotional expenses. Further, the application of Honeycomb model shows the appropriate criteria for Facebook marketing and fill the gap of the unavailability of criteria for social marketing evaluation.
... This limited understanding generates doubts among the business firms as practitioners regarding the outcome of FB marketing (Hutter et al., 2013). In addition, many studies in this field have not extended beyond the focus on bottom-line improvement (Coursaris et al.,2016). To fill this vacuum, thus, this study focuses mainly on identifying impact of FB marketing emphasizing on the Sri Lankan fashion-retail industry to take a brand to the next level while investing in FB as a tool for bottom-line improvement. ...
... According to this study, identity and conversation have an impact on brand awareness while reputation and relationship have an impact on perceived quality and brand loyalty, respectively. Further, the studies of Godey et al., (2016), (Bruhn et al.,2012), Coursaris et al., (2016) and Schivinski and Dabrowski (2016) prove that SM communication has an impact on BE. As a result, this study expects that the FB marketing of fashion-wear retailers has an impact on CBBE. ...
... Consequently, this strategic effort will generate revenue for the organization in long term. This finding is in conformity with the study of (Coursaris, Van Osch and Balogh, 2016)which reveals CBBE as a complete mediator and also with the study of (Bruhn, Schoenmueller and Schäfer, 2012) which suggests a weak relationship between FB marketing and PI. ...
Purpose-This study focuses on examining the impact of Facebook marketing components on customer-based brand equity (CBBE) and purchase intention (PI). Design/methodology/approach-A conceptual model was developed based on the literature and related hypotheses were tested based on the responses of 390 Facebook (FB) fans of four leading fashion-wear retailers in Sri Lanka who have been selected on a random basis. The data was collected using an online survey and analyzed using the structural equation modeling. Findings-The results indicate that Facebook marketing has a strong impact on customer-based brand equity. The items entertainment, reputation and relationship remain for Facebook marketing construct to test its impact on customer-based brand equity. This finding helps to recognize the role of Facebook marketing from the strategic point of view, confirming its significant contribution in taking a brand to the next level. Furthermore, the direct impact of Facebook marketing on purchase intention was not significant and customer-based brand equity fully mediates the relationship between Facebook marketing and purchase intention. Originality-This research applies the Honeycomb model which is a rarely used model to identify the components of Facebook marketing. Hence, this can be identified as one of first this kind of research in Sri Lanka. Further, this study address Fashion-wear retail industry which another important but understudied sector in Sri Lanka. Implications-This article connects the consumers' opinion on Facebook marketing. The findings of Facebook marketing on taking brand equity into next level will be useful for decision making in business organizations. The effective use of social media will reduce the promotional expenses. Further, the application of Honeycomb model shows the appropriate criteria for Facebook marketing and fill the gap of the unavailability of criteria for social marketing evaluation.
... Perceived Risk (economic, functional, psychological time and social) is related to brand equity of online real estate sites. According to prior literature, the higher the brand equity of a product, the more inclined the consumer is to purchase that particular product (Coursaris et al., 2016). This means that increased brand equity results in favorable purchase intentions for that particular brand (Slaton et al., 2020). ...
... All of the types of perceived risk indicated a negative influence on brand equity, as was also the case in the studies of (Kirchoff et al., 2019;Çal & Lambkin, 2017;Chang & Chen, 2013), with the exception of social risk, which was observed to have a positive influence. Brand equity of online real estate sites tends to shape the intentions of real estate investors positively, which is aligned with the results of (Slaton et al., 2020, Çal & Lambkin, 2017, Coursaris et al., 2016. It can be deduced from the results that social risk can help increase brand equity, as it relies upon the intentions of real estate builders to understand and take care of social responsibility. ...
Keywords: The research aims to identify how perceived risk tends to affect the intention to invest through online real estate sites. It also tends to identify the mediating role of investing attitude of the investors and their brand equity related to those sites. Survey approach was used to gather and compile all the data, and hypotheses were tested through the structural equation modeling technique. The outcomes revealed a negative role played by economic, functional, time and social risk on the intention of investors to invest through online real estate sites. The five different kinds of perceived risk showed a negative influence on investing attitude and brand equity except for social risk which positively influenced brand equity and investing attitude. Investing attitude and brand equity cause a positive change in investors' intentions to invest. In addition to it, investing attitude and brand equity of online real estate sites significantly mediates the linkage between all types of perceived risk and investors' investment intentions. Online real estate sites can use this model to determine how different investors perceive risk related to real estate sites and in turn work on these factors to increase their intentions for investment which ultimately is the primary basis of actual investment. There have not been many studies related to investment through online real estate sites. Especially in Pakistan, no such study that involved the investors' intentions to invest through online real estate sites had been conducted earlier. Brand Equity of online real estate sites is also a variable which has been studied for the first time in this work with intentions to invest. Thus, this study presents the first confirmation of this model within the online real estate industry. perceived risk, investing attitude, brand equity, intention to invest, online real estate sites JEL Classification:
... Perceived Risk (economic, functional, psychological time and social) is related to brand equity of online real estate sites. According to prior literature, the higher the brand equity of a product, the more inclined the consumer is to purchase that particular product (Coursaris et al., 2016). This means that increased brand equity results in favorable purchase intentions for that particular brand (Slaton et al., 2020). ...
... All of the types of perceived risk indicated a negative influence on brand equity, as was also the case in the studies of (Kirchoff et al., 2019;Çal & Lambkin, 2017;Chang & Chen, 2013), with the exception of social risk, which was observed to have a positive influence. Brand equity of online real estate sites tends to shape the intentions of real estate investors positively, which is aligned with the results of (Slaton et al., 2020, Çal & Lambkin, 2017, Coursaris et al., 2016. It can be deduced from the results that social risk can help increase brand equity, as it relies upon the intentions of real estate builders to understand and take care of social responsibility. ...
The research aims to identify how perceived risk tends to affect the intention to invest through online real estate sites. It also tends to identify the mediating role of investing attitude of the investors and their brand equity related to those sites. Survey approach was used to gather and compile all the data, and hypotheses were tested through the structural equation modeling technique. The outcomes revealed a negative role played by economic, functional, time and social risk on the intention of investors to invest through online real estate sites. The five different kinds of perceived risk showed a negative influence on investing attitude and brand equity except for social risk which positively influenced brand equity and investing attitude. Investing attitude and brand equity cause a positive change in investors’ intentions to invest. In addition to it, investing attitude and brand equity of online real estate sites significantly mediates the linkage between all types of perceived risk and investors’ investment intentions. Online real estate sites can use this model to determine how different investors perceive risk related to real estate sites and in turn work on these factors to increase their intentions for investment which ultimately is the primary basis of actual investment. There have not been many studies related to investment through online real estate sites. Especially in Pakistan, no such study that involved the investors’ intentions to invest through online real estate sites had been conducted earlier. Brand Equity of online real estate sites is also a variable which has been studied for the first time in this work with intentions to invest. Thus, this study presents the first confirmation of this model within the online real estate industry.
... On the social media, the level of user engagement will not only have a positive impact on brand image and attitude, but also can improve brand equity [48]. If the brand loyalty of consumers reaches a certain level, it will not only increase the repurchase intention of consumers but also enhance word of mouth. ...
... The information on the social media can influence consumers' brand attitude and the willingness of buying products or services provided by the brand. Moreover, an attractive message can have a positive impact on brand attitudes and purchase intention [48]. Today's advance technology leads to increased interactivity, and consumers' acquisition of new information through UCG to participate, in order to lead consumers' purchasing behavior [2]. ...
At the age of this rapid era, social media is becoming an increasingly central part which applied by brands to communicate with their customers. It also enables consumers to engage into the different platforms. Furthermore, User-Generated Content (UGC) is another method to offer the potential engagement with brands. Individuals could take part in any social platform to express their feelings or experiences either to a brand or other consumers. This is a quantitative study. 357 useful samples were collected from online questionnaires, and all the participants were Taiwanese. Smart PLS statistical software were used in the study. The results of the study showed that while consumers are using social media to search for brands’ information, which the information and the interaction of UGC have a significant positive relationship on brand awareness, and brand association. Moreover, brand association and perceived quality have significant positive correlation with purchase intention. In conclusion, brands should pay more attention on consumers’ perceived quality because it might affect their behavior. Brands also need to provide two-way communications for users to connect with each other. The study shows that the information of UGC have positive significant effect on brand awareness, brand association and perceived quality. When customers interact with other users to receive brand information on the social media would not influence perceived quality, but they also care about brand awareness and perceived quality while buying the brands. These results contribute to the enterprise to apply UGC as an important part of brand marketing, so as to pay close attention to consumers’ behaviors.
... In the same way, information technologies have become relevant for all economic and business sectors [5]. The above is reflected in the importance that the use of social networks is acquiring in companies [6] and how engagement management [7][8][9], make a difference in a connected and versatile world. ...
... In general the publications of the wineries were shared a total of 179,226 times (Mean = 9957; Sd = 14,339.21). This is an important metric since it increased the visibility of the content, which provided an additional advantage for promotions, advertising campaigns and brand recognition, as they could reach consumers around the world, increasing sales [9]. On the other hand, a total of 100,152 publications were commented (Mean = 5564; Sd = 6340.17), ...
Recently, companies and consumers of the wine industry have changed their manner of
two-way communication, with the rise of technology that introduces social networks and urges the spread of content. In this study, we identified the use and importance of engagement in social networks such as Facebook (2008 to 2018), Instagram (2012 to 2018) and Twitter (2010 to 2018) since the creation of their official accounts for the main Chilean wineries. The methods used involve qualitative and quantitative approaches that integrate the opinion of a panel of experts to estimate a social media engagement indicator through a descriptive statistical analysis and network analysis, from data originated of 70,856 publications. The results show the upward evolution of engagement, calculated through the interactions seen from users of social networks of the wineries, with users of networks of these wineries leaning towards Facebook in the first place, then Instagram, and Twitter.
The contribution of this research lies in the generation of empirical evidence that allows the wine industry in a developing country to enhance its competitive advantage through the correct use of its social networks, the management of its engagement, and the diffusion of new marketing strategies.
... Individuals engage in purchasing behavior not only to acquire the product but also to experience the purchasing process and the accompanying pleasure (Holbrook 1986;Lascu 1991). When making purchase decisions, consumers are influenced by social value (Babin et al. 1994), which is the perception that individuals can achieve internal motivation through online interactions (Coursaris et al. 2016). Such social value has a significant impact on consumer behavior in e-commerce (Choi 2019). ...
A deeper understanding of purchase intentions within the unique context of real-time streaming platforms, on which consumers interact by exchanging opinions and recommending products, is required. Based on the stimulus-organism-response (SOR) theory, this study investigates the effect of real-time streaming on purchase intention for e-commerce products, which goes beyond traditional e-commerce platform research. The findings reveal that accuracy of product recommendation increases functional value and the streamers’ attractiveness enhances social value and immersion. Additionally, consumer-to-consumer (C2C) interactions elevate both social and functional values as well as immersion. Based on SOR theory, this study empirically extends the purchase intention model tailored to the unique context of streaming commerce. We include the roles and significance of streamers’ attractiveness and C2C interactions as variables to explain this context and provide a mediation mechanism for purchase intention. This study provides empirical evidence of the operational direction for the success of real-time streaming commerce platforms.
... As a result, brand equity could be a mediator between perceived SMMAs and purchase intentions. Coursaris et al. [96] found a mediating effect of brand equity between engaging brand content and purchase intention. Moslehpour et al. [5] found a partial mediating effect of brand image (which is part of brand equity and especially related to brand associations) regarding the effect of social media marketing activities on purchase intentions. ...
Although there are studies in the literature investigating the effect of social media marketing activities (SMMAs) on brand equity and purchase intentions, scant information is available regarding consumers’ attachment to social media (ASM) and usage frequency considering the abovementioned variables. Accordingly, one of the main purposes of this study is to investigate the effect of consumers’ ASM on their perceptions of SMMAs. The second main purpose of this study is to test whether social media usage frequency has a moderating effect regarding the impact of perceived SMMAs on brand equity and purchase intentions. Questionnaires were collected face-to-face and a data set of 907 Turkish youth consumers were evaluated. Two major international technology brands were selected for the purposes of this study. Hypotheses were tested using structural equation modeling and the bootstrapping method for mediation analysis. The results showed that ASM and social media usage frequency are distinctive factors in the context of perceived SMMAs. Consumers’ ASM creates a psychological difference that positively affects their perceptions of brands’ SMMAs. Moreover, social media usage frequency negatively moderates the effect of perceived SMMAs on brand equity and purchase intentions. Another important finding is that brand equity partially mediates the impact of perceived SMMAs on purchase intentions. The present article describes the first study to test the effect of consumers’ ASM on perceived SMMAs and to investigate the moderating effect of social media usage frequency regarding the effect of perceived SMMAs on brand equity and purchase intentions. The conceptual framework contains both a mediator and moderator that generated additional insights into the literature regarding the context of this study.
... This hypothesis implies that while awareness of advertising may influence buying intention, its impact is mediated by consumers' attitudes towards the advertised products or brands. These finding are in line with (Coursaris et al., 2016;Kwon and Ahn, 2020). To begin with, it's crucial to understand the concept of mediation in this context. ...
This study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context.
... Consumers usually show their engagement on social media by commenting or sharing content (Coursaris et al., 2016). Depicted as energy, involvement, and efficacy is the state of engagement (Kim, Kim & Wachter 2013). ...
Manuscript type: Research Article Research Aims: This paper analyses the role of the Technology Acceptance Model (TAM), perceived enjoyment, perceived social influence, consumer intention to engage, and brand loyalty in the context of gamification in e-commerce. Design/methodology/approach: Online survey was conducted to collect data, and Partial Least Square (PLS) was used to analyse the effects among variables. Research Findings: The study found that perceived usefulness, perceived social influence, and perceived enjoyment had a positive effect on brand attitude, while perceived ease of use had an insignificant impact on brand attitude. The brand attitude was found to have a significant effect on loyalty intention. Theoretical Contribution/Originality: This research elaborated on the role of TAM in using the gamification method for intention to engage, brand attitude, and its effect on loyalty intention. Practitioner/Policy Implication: The company that applies gamification should develop a fun and interesting game to create engagement. Emotional bonding and a positive consumer feeling must be maintained to build consumer loyalty. Research limitation/Implications: The external factor such as subjective norm, design, image, job relevance, technology efficacy influence, the level of perceived usefulness, and ease of use.
... Consumer engagement is a multidimensional concept encompassing behavioral (e.g., Van Doorn et al. 2010) and psychological (e.g., Hollebeek 2011) dimensions. Behavioral consumer engagement on social media, indicated by actions such as likes and shares, has been widely studied in the context of CSR communication (Chae 2021;Coursaris, van Osch, and Balogh 2016;Al-Haddad et al. 2022). This approach aligns with social media content's cognitive and affective engagement, reflecting consumers' interactions and connections with the brand (Van Doorn et al. 2010). ...
... Menarik tumpuan dan kehendak dari pembeli (Sari, H., & Anggraeni, L., 2019) lantas menjadi sebab kepada penjualan (C. K. Coursaris, 2016). f. ...
Among the online business marketing strategies that target the attraction of buyers to the product is their trust about the marketability and effectiveness of the product through the number of likes on social media. This practice is related to several legal issues that need to be refined and addressed through fiqh analysis that investigates the purpose, method and effect of this issue. Thus, this study aims to present this problem thoroughly, then identify the aspects that require fiqh analysis, and then place the parameters that determine the Shariah-compliant standards for this problem. This study relies on qualitative methods through the collection of data from primary and secondary written sources, and depends on the methods of ijtihad and the opinions of scholars in assessing this problem and the rulings that apply to it. Among the findings of this study is that the sale and purchase of likes is bound by the fiqh of sale and purchase of service benefits as the basis of its necessity, while the basis that causes the ban refers to the element of fraud and ambiguity in this transaction.
... The number of likes, comments, and shares significantly increases purchase intention (Venugopal et al., 2018). They also significantly impact brand equity, which later affects social media engagement intention and consumers' brand purchase intention (Coursaris et al., 2016). Company generated content (CGC) has a positive impact on consumers' spending and cross buying behaviours (Kumar et al., 2016;Goh et al., 2013). ...
Strategies for brand community engagement have been lagging behind the social media growth. This paper thus attempts to understand the effects of content types on brand community engagement (likes, comments, and shares) in the understudied yet important country of Thailand using a comprehensive framework. This study collected 1,574 posts from 183 Facebook pages in nine brand categories. Content analysis was conducted
to extract the content type of each post. The main study explored post-type effects together with the moderating influences of the brand category (FMCGs vs. non-FMCGs) and brand internationalisation (global vs. local brands). The research also explored real cases of Facebook posts in nine brand categories and compared the influence of posts on fan engagement. The findings showed that different content types were utilised among brand categories and brand groups, but above all entertaining posts received the highest fan engagement. Both FMCG and global brands significantly moderated several relationships between post types and fan engagement. There were a small number of posts in some brand categories due to the nature of each industry. Recommendations are made regarding an effective content strategy to enhance Facebook page engagement for marketers and social media managers.
... Social networking sites play a significant role in the success of online marketing Pandey et al. (2020), promoting brand popularity (Li & Wu, 2018), encouraging word-of-mouth communication, sales increasing (Coursaris et al. 2016), and building client social support (Naeem, 2019). Instead, social media demonstrates that principles that improve customer confidence may be found there (Seo et al., 2020). ...
Examining the effects of digital marketing on customer purchase decisions was the main goal of this study.Specific objectives guided the study, including the evaluation of digital marketing platforms in Iraq with the ability to impact purchasing decisions and the identification of product categories that customers purchased on digital media platforms. Although the corporation is not completely responsible for the purchase choice process of consumers, It is a comprehensive procedure that takes into account psychological aspects, social influence, word-of-mouth, cultural values, and financial level. A total of 250 questionnaires were delivered, with the exclusion of the unfinished surveys, and 220 usable samples were obtained, yielding an overall response rate of 88%. Multiple regressions, reliability tests, correlation tests, and descriptive analysis were all employed in this study. The findings of this study also demonstrated the major effect of digital marketing on customer purchase decisions, including social media marketing and mobile marketing. Hypothesis testing, however, showed that various well-known digital marketing platforms in Iraq had an impact on students' behavior. Through digital media platforms, students in Iraq make purchases across a wide range of product categories, and digital marketing has an impact. In the end, firms need to implement plans to harness the digital world and technology as well as raise brand recognition through online media in order to compete in today's business climate.
... Bruhn et al. (2012) disclosed that social media communications have a significant impact on BE. Godey et al. (2016) provided an all-inclusive outline demonstrating the effect of social media on BE and confirmed that social media has a positive and significant impact on BE. Coursaris et al. (2016) validated that the increased engagement of a brand's social media content develops a positive attitude of customers towards the brand and increases BE. Social media platforms affect several layers of BE (Baruah, 2012;Muniz Jr. & O'Guinn, 2001). ...
The enormous number of social media users globally and the increased time spent by each user on social media every day have made social media an irreplaceable part of the contemporary marketing mix. Markets have become more competitive because of the new informed and empowered customers. Integrating social media into the existing marketing mix and honing its power to the optimum is the need of the hour. This has led marketers and researchers to develop a considerate understanding of social media and to analyse its effect on customers. This research paper attempts to address this contemporary paradigm and investigates the effect of social media on customer equity in fast-food restaurants. In addition, the effect of user-generated content and firm-generated content on relationship equity, value equity and brand equity is analysed. A conceptual framework is proposed in this regard, and later the relationships of this framework are evaluated with the help of data from 400 respondents. The results confirmed that social media has a positive effect on the drivers of customer equity for fast-food restaurants. While user-generated content affects brand equity the most, followed by value equity and relationship equity, firm-generated content affects relationship equity the most, followed by brand equity and value equity.
... On the product level, marketer-generated social media content can affect sales (Wan and Ren 2017) and greater cumulative social network usage can have a positive effect on overall shopping activity (Zhang et al. 2017). Further, social media engagement can lead to greater brand equity, which in turn positively affects purchase intentions (Coursaris, Osch, and Balogh 2016). Finally, Lee, Hosanagar, and Nair (2018) whose main focus lies on empirically estimating the effects of informative and brand personality-related content on engagementconnect one of their dependent variables (click-throughs) to economic value as it captures leads that can potentially turn into conversions. ...
This study investigates the value of influencer endorsement within brand-owned social media posts in terms of engagement and online store performance. Specifically, it focuses on how endorser-caused engagement translates to online store performance. The authors examine metrics that capture short-term performance (online shop visits and immediate sales) by tracking immediate responses to social media posts. They conduct an empirical analysis based on real Facebook posts published over 1.5 years by a leading European online fashion retailer that targets young adults. To confirm results and shed light on the underlying mechanisms, the authors further conduct a randomized online experiment (N = 305) that mimics the field study. They find that influencer endorsements are associated with increased engagement and that engagement is associated with higher online store performance. The results show that endorsement negatively moderates the effect of engagement because it distracts from the products (i.e., the “vampire effect”). The authors conclude that consumers’ underlying intentions of engaging with social media posts vary, which implies that engagement caused by an endorser has less economic value than engagement motivated by other (e.g., product-related) reasons. From a practical perspective, social media brand post endorsement should be considered a tool for brand marketing rather than for performance marketing, and social media metrics should be interpreted with care, because not all engagement may help online store performance.
... According to Rahman et. al (2017), user engagement significant ly impacts purchase intention because audiences are more likely to purchase the product when they engage or participate in any social media. Madlberger and Kraemmer (2019) discovered that the online platform users' behaviors affect their intention to acquire the offering. Furthermore, Coursaris et. al (2016) confirmed that the more engaged the user is in an online platform, the greater the probability of forming positive behavior towards it. As a result, their purchase intention and possibly their intent to continue engaging may be influenced, which may eventually result in continuous positive purchase intention, user engagement, brand atti ...
TikTok, a widely utilized social media platform owned by ByteDance, has become more incorporated into several marketing strategies because of its fast-growing market and engagement reach. With Generation Z users dominating the platform, content creation for short-form videos mainly aims to get their attention and awareness. This study identified what influences the behavior and perception of users when exposed to emotional, entertaining, and informative TikTok advertisements and examined how these affect the associations they form with the videos in regards to their purchase intention. The researchers sought to gather the data needed with an online survey questionnaire wherein a purposive sampling method was used to determine 386 male and female TikTok users, aged 18-24 years old, residing in Metro Manila, Philippines. The data analysis was done in a quantitative manner with a descriptive-correlational design and statistical tool, Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings have shown that emotional, entertaining, and informative dimensions of TikTok video advertisements positively affect consumer behavior. However, only the emotional dimension positively affects purchase intention out of the three dimensions. Further, this study discovered that Generation Z’s consumer behavior significantly impacts their purchase intention. Data from this research can aid students, professors, marketers, and advertising agencies understand the customers' behavior towards TikTok and learn how they can use it as leverage for further improvement of strategies in addressing the customers' needs.
... Many scholars explore the consumer behavior as a result of brand equity building for offline and online brands for the last decade. One of the most analyzed results of CBBE in the reviewed literature is the purchase intention of consumers acting in an online environment and social media [48][49][50][51]. Many scholars suggest brand purchase intention as one of the most essential outcomes of CBBE due to social media marketing activities [52][53][54]. ...
Purpose: Unprecedented communication features of social media noticeably reinforce the active role of consumers in the value co-creation (VCC) of offline and online brands including social media. From the consumer perspective, this study examines a contribution of VCC behavior to consumer-based brand equity (CBBE) and consequent intention to use social media based on Instagram as the most popular platform in Kazakhstan. Methodology: A web-based survey provided data from 550 Instagram users in Almaty city. Empirical analysis includes testing statistical assumptions using SPSS 23, conducting confirmatory factor analysis (CFA), and structural equation modeling (SEM) using Warp PLS 7.0. Findings: With the result of this study investigation, the paper develops the model that explains the effect of VCC on continuous usage intention to use social media through CBBE comprising brand associations, brand loyalty and brand perceived quality. Originality: Even though the importance of social media in the brand VCC process is widely recognized, a brand equity view of social media brands with users’ participation is under-investigated. However, brand equity’s importance for firm sustainability in terms of long-term business strategy is indisputable. This research enhances brand equity theory and VCC concept with the empirical data within the modern social media context. Practical implications: Owners and managers of social media brands can use the conceptual model to grow, maintain and assess their brands’ equities through their marketing efforts on the consumer motivation for brand VCC activities driving continuous usage of the brands.
... De acordo com a literatura, pode afirmar-se que os vídeos fazem parte do futuro e serão a tendências nos próximos anos (4,24), e as marcas tem vindo a acompanhar estas migração para os vídeos ao criar canal de Youtube para a marca (8) e na criação do conteúdo próprio da marca. Este conteúdo tem inúmeras vantagens para a marca, tal como a promoção da confiança na marca (16), o seu reconhecimento (2) e ainda na construção de ligações afetivas (6) e atitudes positivas para com a marca (7). O brand equity surge como um fator que tornaria os consumidores mais recetivos à comunicação da marca (13) e que este mesmo valor influencia e está associado a uma preferência (3). ...
... The effects of social media and conventional media, their relative importance, and their relatedness have been studied on short-term corporate stock market performance (Yu et al., 2013). The relationship between social brand engagement and media-based purchase intention has been found to be associated with potential returns on investment (Coursaris et al., 2016). ...
In the broader context, financial performance refers to the degree to which financial targets are achieved and is an essential component of risk management in finance. It is the method of calculating the outcomes of the policies and operations of an organisation in monetary terms. It is used over a given period of time to assess the overall financial health of companies. It can also compare related companies in the same industry or compare aggregated industries or sectors. However, technological developments have forced various industries to adapt to social media to communicate with consumers, including the banking industry, to ensure their financial performance. Also, good communication with customers will improve banking financial performance. Thus, the present study is conducted to study whether social media affects the banking industry's financial performance. The secondary data were collected from the Financial Services Authority of Indonesia for 30 banking institutions and the data analysed using the Pearson rank correlation. The results showed that social media, such as Facebook and Instagram, significantly affect the banking industry's financial performance. We found that other kinds of social media, namely Facebook, have no significant effect on financial performance. In conclusion, this study confirms that social media is one crucial factor that influences the banking industry financial performance in Indonesia's context.
Keywords: Financial performance, social media, banking industry, Indonesia context
... This study focuses on the behavioral aspect of consumer engagement because of the interactive and co-creative nature of social media. The behavioral aspects of consumer engagement are often used as the key metrics in previous studies to evaluate a consumer's response to social media advertising (Parveen et al., 2015;Coursaris et al., 2016;Barger and Labrecque, 2013;Hausman et al., 2014;Malslowska et al., 2016). Though varying across social media platforms, these engagement behaviors often include "like," "heart," "follow," "share" and "comment." ...
Purpose
The purpose of this study is to examine the kinds of ad appeals and brand types that contribute to perceived ad–media congruence on Instagram and how such congruence influences consumers’ engagement intentions via the interaction of self-related congruence constructs. Additionally, ad intrusiveness was studied as a mediator of the relationship between ad–media congruence and consumers’ behavioral engagement intention.
Design/methodology/approach
An online 2 (Ad appeal: hedonic vs utilitarian) × 2 (Brand type: hedonic vs utilitarian) between-subject experiment was conducted with four versions of mock-up Instagram in-feed native ads.
Findings
Results showed that hedonic advertising appeals contributed to ad–media congruence on Instagram, which yielded a lower level of ad intrusiveness and further resulted in higher consumer behavioral engagement intentions. The brand type did not significantly influence participants’ perceptions of ad–media congruence. Moreover, the findings indicate individuals’ brand-self congruence and ad-self congruence were significant moderators in interactions with ad–media congruence in influencing consumers’ behavioral engagement intentions.
Practical implications
Both brand managers and social media providers can leverage this study’s findings to improve ad effectiveness and consumer experiences in their respective social media landscapes. Specifically, knowing what kind of ad is more congruent and less intrusive, as well as how to better tailor targeting strategies in digital media spaces by building higher ad self- and brand self-congruence, can help them achieve persuasive effects when complying with the Federal Trade Commission disclosure guideline.
Originality/value
The current study advances extant literature on native advertising by examining the core characteristic of ad–media congruence and its relation to the key metric of social media marketing success – consumer engagement intentions. The findings also extend the congruence theory by examining the interaction effect of media- and self-related congruence constructs.
... This construct "involves an integrative collection of Web2.0 technologies that maintains a variety of online services and applications for people to create and exchange user-generated content" [83]. Social media usage and customers' involvement is a key factor in marketing [84,85], and it was found to be positively related to online wine purchasing behavior [86] and purchasing intention toward luxury fashion [87]. Hussain and Illiasu [83] also claimed that there is a strong relationship between users' online purchasing intention and usage of social media. ...
Today, social media have become a major trend, and consumers are engaging more and more in the social media platforms used by hotels. This does not mean that they book a hotel room via social media, as the booking process is a complex one. The paper investigates the factors that affect users’ intention to book a hotel room using social media applications. The recent enforcement of General Data Protection Regulation (GDPR) in the European Union and California Consumer Privacy Act (CCPA) in California may have an impact on consumers’ behavior. To investigate this further, the study integrates into a model the following constructs: Perceived ease of use, perceived usefulness, trust in online hoteliers, social media use, and permission-based-acceptance. The survey was conducted on Greek users of social media. An online questionnaire was used for data collection. The conceptual model was tested using Structural Equation Modeling (SEM) analysis. The study identified four factors that directly or indirectly influence consumers’ intention to book hotel rooms through social media. Usefulness directly affects intention to book online. Permission-based acceptance plays a core role in the model. Both constructs trust in online hoteliers and social media use, and have a direct positive effect on permission-based acceptance, whereas permission-based acceptance has a direct positive influence on intention to book through social media. The validated model stretches the need for hoteliers to obtain permission from consumers in carrying out their marketing activities. It is important for hotel owners, managers, and social media specialists to keep consumers in mind, offer them useful information and services, and have a trustworthy behavior in order to boost bookings through social media.
... Brand equity also create strong emotion connection between the brand and the consumers which influences the consumer to think about the brand the next time the consumer wants to make a purchase (Forbes, 2017). A part from that, brand equity is value added by the brand name that causes long term profit for a business organisation (Cousaris, Osch, & Balogh, 2016). The value of focusing on brand equity by organisations have been subject to extensive debate, just as the discussion of what encompasses brand equity and how it can be built with diverse business decision (Christodoulides & De Chernatony, 2010). ...
Social media has become a widely-adopted technology since it being introduced to the world, affecting businesses in myriad ways. Majority of companies nowadays started to invest on social media marketing in regards to the ability of this marketing initiative lead to better profitability. However, only few studies have looked at the empirical link between media richness from social media i.e. Instagram and purchase intention among consumers. This paper discusses the influences of media richness on Instagram towards consumers’ intention to purchase mediated by brand equity. This study was conducted utilising survey research method, aiming to create better understanding of consumer intention to purchase as being influenced by social media richness. A total of 537 undergraduate students in Kuala Lumpur, Malaysia age 19 to 24 years old took part in this study as respondents. The respondents are exposed to Instagram postings on similar products for sale. Partial least square structural equation modelling (PLS-SEM) applied to fit the data in the hypothesised model. The outcome of study is useful to both researchers and business practitioners to understand the importance of social media richness specifically utilising Instagram as business platform. Future study should consider on discovering different perspective of media richness involving other types of social media.
... To make online marketing successful, social networking sites play an important role . Social media offer different values to organizations by enhancing brand popularity (Al-Sheikh & Hasanat, 2020), facilitating word-of-mouth communication (Li & Wu, 2018), growing sales (Coursaris et al., 2016), Sharing data in a company sense (Wright, 2019), and build customer social support (Na eem, 2019). Instead, networking Social media shows that values which have a positive impact on consumer trust (M. ...
Successful marketing and promotion strategies achieve customer development, profitability, and long-term company success. Present markets become more competitive through changing markets, globalization, and innovative technology, which have rapidly changed the business world. Platforms like Facebook, Twitter, and YouTube are pushing marketing companies toward a new direction using social media marketing. Social media has penetrated so deeply into millions of people’s lives worldwide that it has also attracted marketers’ attention. This study will help determine how it influences Pakistani consumers’ purchase intentions. This research used a quantitative method based on primary data. The data was collected from Faisalabad, and the sample size was 250 participants. Among the 250 questionnaires, 190 are useable. The results show that trust and social media influence significantly affect consumers’ purchase intentions. Data analysis reveals that social media marketing has a greater influence than trust in purchase intentions through social networking sites. Therefore, improving websites’ quality enhances customers’ trust. Hence, trust plays an important role in e-commerce by directly influencing the purchasing intentions of customers.
Nowdays, social media (SM) and online advertising have become key tools for building and promoting a brand. This is very important for local entrepreneurs, such as wineries in Trebinje (Bosnia and Herzegovina), who want to increase visibility and reach a wider audience. This paper explores the use of SM with an overview on graphic design, analyzing the existing strategies that wineries in Trebinje use for promotion. Through a case study of 19 members of the Association of Winemakers and Vinegrowers “Vinos” Trebinje, the paper analyzes how visual identity and advertising design on SM affect brand perception and user engagement. Attention is paid to the creative aspects of graphic design, including the analysis of the use of basic graphic design elements (text and typography, photography, illustrations, colors, etc.) which contribute to creation of an attractive and recognizable brand. The methodology includes qualitative analysis through the case study of 19 wineries, analysis of content published on SM, as well as design analysis. Quantitative analysis is conducted to quantify user engagement through descriptive statistical analysis and analysis based on SM metrics. The results of the research indicate that wineries which use consistent and high-quality graphic design achieve significant levels of user engagement and a more positive perception of the brand. A comparative analysis of different wineries has identified best practices and proposes recommendations for improving online presence.
Despite all the marketing power social media marketing has, a major challenge it faces is how to create meaningful content that ignites a spark with audiences. The purpose of this research is to examine in what way brands can produce compelling social media content to engage and connect with target audiences. Eighteen brand Facebook Pages from nine major industries were reviewed to identify characteristics of content associated with higher levels of user engagement. Results show that multimedia content, transformational appeal, low levels of interactivity, and endorser type influence user engagement with brand posts on Facebook. Posts made on weekdays demonstrate higher levels of positive reactions than posts made during the weekends. In addition, consumer engagement is higher for service‐ (vs. product‐based) Facebook brand posts. Furthermore, the length of the message proved to play a key role in prompting users to share a social media post, in that longer posts were more likely to be shared than shorter ones.
Today, we have witnessed many events and festivals organized by different countries throughout the years. Some of these are organized locally, while the others are international. Social media networks are one of the essential marketing strategies which included advertising and promotion for event organizers. In this chapter, social media platforms, which can be used in promoting events and festivals, will be discussed conceptually by making a comprehensive literature review based on relevant literature. After reviewing the literature, this chapter will report how social media networks can be used as a promotional strategy for the event industry. So, this chapter aims to analyze in depth the relationship between social media platforms and promotions of events, and assessed how social media applications can be used to promote tourism events and festivals. At the end of the chapter, some practical implications will be presented to events marketers about social media tools used effectively to build effective promotional strategies for events and festivals.
The rise of right-wing populists in Western Europe has often been linked to their ability to exploit social media affordances to fuel anger. While scholarship has already examined the emotional dimension of the populist right’s online communication, with some researchers studying specifically the fuelling of anger among social media users, we still lack empirical proof of the mobilizational effectiveness of what we describe as “anger-triggering communication.” To explore this question, in this article, we develop a statistical and topic analysis of right-wing populists’ Facebook pages in Italy, France, Spain, and Germany during the 2019 European Union (EU) election campaign. We find that (a) right-wing populists on Facebook have a significantly higher number of “Angry” Facebook reactions per post compared to their political adversaries; (b) there is a positive and significant effect of the number of Angry reactions on the number of times a post is shared; (c) Angry reactions and Shares are overrepresented in posts on immigration and security, but anger-fuelled mobilization is not limited to these topics. These findings contribute to the scholarship on social media, emotional communication, and populism, adding insights on the mobilizational effectiveness of negative campaigning. The article highlights that stoking public anger, especially around controversial issues such as immigration and security, is a rewarding tactic because it increases motivational strength, and contributes to triggering high-threshold interactions such as sharing, which, in turn, are key for achieving virality in the diffusion of political messages.
The proliferation of technology in today’s world has led consumers to gain insight into brands via digital communication and shape their purchase intentions accordingly. However, brand awareness alone might not be sufficient to enhance consumers’ purchase intentions in the age of digital communication. Therefore, to paint a more comprehensive picture of this relationship, the paper seeks to address how and when does brand awareness lead to purchase intention in the age of digital communication? Based on the quantitative design, 208 responses conveniently
collected were analyzed, and PLS-SEM was employed to examine the hypothesized relationships. The study clarifies empirically the indirect effect of brand awareness, consumer attitude, and purchase intention in the age of digital communication. The study also provides new insights into the moderated-meditation relationship, results indicate that brand awareness in the presence of celebrity endorsement will develop a positive attitude that will positively affect purchase intention. The findings of the study not only contribute to advancing the mediating effect of consumer attitude but also verify the buffering role of celebrity endorsement. In conclusion, companies that use digital communication technologies and take into consideration celebrities who are well-liked by the target market may be able to attract consumers’ attention,
shape attitude, and influence them to make a purchase. In the end, both theoretical and practical implications are discussed.
In this research, it is aimed to examine the relationship between perceived brand value, satisfaction, and behavioral intention in football from the perspective of football spectators in Turkey. The “Brand Equity Scale” used in their research by Tsordia, Papadimitriou, and Parganas (2018), the “Satisfaction Scale” used by Argan, Özgen, and Koç (2018) in their research, and the "Behavioral Scale" adapted by Katlav and Öney (2018) are suitable for the determined purpose. The brand equity structure used in the research consists of four (4) dimensions (brand awareness, perceived quality, brand association, brand loyalty) and a total of nineteen (19) statements. Four (4) statements were used to measure the structure of satisfaction, and four (4) statements were used to measure the structure of behavioral intention. While using the descriptive research model to reveal these relationships; the relational research model was used to test the hypotheses and reveal the relationships between the variables. The sample of the research consists of 308 people who are interested in football between the years 2020-2021, selected by convenient sampling method. In line with the purpose of the research, the Structural Equation Model was used to evaluate the relationship between structures. The data were analyzed with a two-stage approach. In the first stage, the measurement model was tested, and in the second stage, the relationship between the structures was tested. As a result of the analysis, it was determined that the measurement model produced valid and reliable results. As a result of the structural model analysis, three hypotheses developed on the theoretical basis were accepted. Accordingly, it has been observed that the effect of brand equity on satisfaction and behavioral intention, and the effect of satisfaction on behavioral intention, are significant. Based on these findings, it can be said that the perceived brand value in football has an effect on both the satisfaction of the audience and the formation of behavioral intention. Extended English summary is in the end of Full Text PDF (TURKISH) file. Özet Bu araştırmada, Türkiye’de futbol seyircilerinin bakış açısından futbolda algılanan marka değeri, tatmin ve davranışsal niyet arasındaki ilişkinin incelenmesi amaçlanmıştır. Belirlenen amaca uygun Tsordia, Papadimitriou ve Parganas’ın (2018) araştırmalarında kullandıkları “Marka Değeri Ölçeği”, Argan, Özgen ve Koç’un (2018) araştırmalarında kullandıkları “Tatmin Ölçeği” ve Katlav ve Öney’in (2018) uyarlamasını yaptıkları “Davranışsal Niyet Ölçeği” kullanılmıştır. Araştırmada kullanılan marka değeri yapısı dört (4) boyut (marka farkındalığı, algılanan kalite, marka çağrışımı, marka bağlılığı) ve toplam ondokuz (19) ifadeden oluşmaktadır. Tatminin yapısının ölçülmesinde dört (4) ifade ve davranışsal niyetin yapısının ölçülmesinde de dört (4) ifadeden yararlanılmıştır. Bu ilişkileri ortaya çıkarmak için betimsel araştırma modelinden yararlanılırken; Hipotezleri test etmek ve değişkenler arasındaki ilişkileri ortaya çıkarmak için ilişkisel araştırma modeli kullanılmıştır. Araştırmanın örneklemini, 2020-2021 yılları arasında futbolla ilgilenen uygun örnekleme yöntemi ile seçilmiş 308 kişi oluşturmaktadır. Araştırmanın amacı doğrultusunda yapılar arası ilişkiyi değerlendirmek için Yapısal Eşitlik Modelinden yararlanılmıştır. Verilerin iki aşamalı yaklaşımla analiz edilmiştir. Birinci aşamada ölçüm modeli, ikinci aşamada yapılar arası ilişki test edilmiştir. Analiz sonucunda ölçüm modelinin geçer ve güvenilir sonuçlar ortaya koyduğu tespit edilmiştir. Yapısal model analizi sonucunda kuramsal temele dayalı geliştirilen üç hipotez de kabul edilmiştir. Buna göre, marka değerinin tatminin ve davranışsal niyet üzerindeki, tatminin ise davranışsal niyet üzerindeki etkisinin anlamlı olduğu gözlemlenmiştir. Bu bulgular temelinde, futbolda algılanan marka değerinin, hem seyircilerin tatminin yaşanmasına, hem de davranışsal niyet oluşumuna etkisi olduğu söylenebilir.
To understand the impact of content marketing in the digital media on the effectiveness of marketing so that it can be used as a sustainable business strategy. Approach: This is a review paper which exhaustively studies previously published research on the topic. It gives an overview as to how content marketing can be utilized as a sustainability tool in businesses. Findings: Through an exhaustive review of literature, it was observed that there is a positive linkage between content marketing strategy and cost reduction, resource efficiency, customer attraction, competitive advantage, and brand building. Practical implications: The paper suggests how content marketing brings sustainability to any business. Value: While talking about sustainability in business, the paper stresses upon the business value and not just the monetary value of any business.
The article illustrates the role of social media in business. Particular attention is paid to the growth of social media marketing activities in the context of the COVID-19 pandemic. The study identified the main reasons why consumer activity increased on social media due to the COVID-19 pandemic. The paper shows respondents' assessments of how social media supports solving the problems caused by the COVID-19 pandemic. The article also defines which area should be most active on social media regarding the COVID-19 pandemic.
This study explores the relationship between social media usage, the use of public libraries, and reading habits. The data were collected using a questionnaire that evaluates the profile of public library users, the use of social media platforms, and reading habits. A total of 222 valid answers were obtained. The results show that only 33.5% of the respondents are regular users of public libraries. The findings suggest that using social media negatively influences being a public library user who spends more time in social media at the expense of reading and using libraries. Since the number of users is a performance indicator for libraries, increased social media use could threaten their survival. However, social media can be an opportunity to reach current users to stimulate non-users to visit and change reading habits.
In contemporary societies, forms of communication have become, in many ways, predominantly online. The rise of social media has reshaped the culture of communication and created new virtual environments offering multiple opportunities for individuals to create profiles on different platforms, to communicate both personally and professionally. Although there is research on the phenomenon of Branding in social media, it is observed that the people-related perspective presents gaps in conceptual alignment and scientific depth and therefore holds immense room for progression. Thus, the objective of this article is, through a theoretical revision, to investigate and discuss the influence of communication practices and dynamics in the process of Personal Brand Management in social media, in order to contribute to overcome some of the gaps in scientific knowledge and enable the use of this knowledge by society in general.
The various existing social media platforms aim at interaction and connectivity between users within online communities through the production and sharing of content. Like sports, social media allows users to obtain experiences that often stirs emotion. This empirical study combines football with social media through a multiple linear regression analysis involving the social networks, Facebook, Instagram, and Twitter, of the three biggest Portuguese clubs—SL Benfica, FC Porto, and Sporting CP. This research reviews the literature of sports fanaticism, the structure, and content of posts, combined with a bibliometric analysis of social media, which allows the understanding of this vast theme in four components: social media engagement, user-generated content, online communities, and content marketing. Through the testing of the hypotheses written for this research, assertive conclusions were obtained about the performance of social media posts in the sports field, such as the relevance of visual posts, compared to textual posts; the effectiveness of posts that refer to the nostalgia of the supporter; and the determination of the social network most suitable for the accompaniment of a live football match.KeywordsSocial mediaSports marketingMultiple linear regression
Bu çalışmanın amacı nüfuz pazarlamasında nüfuzluya olan güvenin marka değeri, marka aşkı ve satın alma niyeti üzerindeki etkisinin araştırılmasıdır. Araştırmanın evrenini 1 milyondan fazla takipçisi olan bir sosyal medya nüfuzlusunun paylaşımlarını görenler oluşturmaktadır. Online olarak gerçekleştirilen ve kolayda örnekleme yöntemiyle ulaşılan 411 kişi çalışmanın örneklemini oluşturmaktadır. Çalışmada nüfuzlunun giydiği lüks bir hazır giyim markası kullanılmıştır. Çalışmada nüfuzluya olan güvenin satın alma niyetine,
marka aşkına ve marka değerine olan doğrudan etkileri ayrıca marka aşkı ve marka değeri aracılığı ile satın alma niyetine dolaylı etkisi ve marka aşkı aracılığı ile marka değerine dolaylı etkisi araştırılmıştır. Elde edilen verilerin çözümlenmesinde yapısal eşitlik modellemesi kullanılmıştır. Elde edilen sonuçlara göre, sosyal medyada nüfuz pazarlamasında nüfuzluya olan güvenin marka aşkı ve marka değeri üzerinde doğrudan olumlu etkisi vardır. Nüfuzluya olan güvenin satın alma niyetinde marka aşkı ve marka değeri aracılıkları ile dolaylı ve olumlu etkisi bulunmaktadır. Diğer bir sonuca göre, nüfuzluya olan güvenin marka değeri üzerinde marka aşkı aracılığıyla dolaylı ve olumlu etkisi vardır. Elde edilen sonuçlar çerçevesinde, sosyal medyada nüfuz pazarlaması için kullanılacak nüfuzlunun güvenilir olmasının oldukça önemli olduğu görülmektedir.
Creating brand posts that stimulate consumer engagement on social media is both vital and challenging to digital marketers. Despite previous research on this topic, to date, little is known about how the linguistic styles of brand posts influence consumer engagement. Based on the communication accommodation theory, brand anthropomorphism literature, and linguistic research, this paper examined the effects of three brand post linguistic styles, namely, emotionality, complexity, and informality, on consumer engagement. Through analyzing the 15,396 brand posts collected from 104 Facebook pages, we found that the linguistic styles of brand posts can impact consumer engagement, but the effects vary regarding the three consumer engagement behaviors (i.e., like, share, comment). The findings of this paper improve our understanding of the role that language plays in brand-consumer communications on social media as well as provide guidelines for social media marketers on how to design engaging brand posts from the perspective of linguistics.
An understudied area in the field of social media research is the design of decision support systems that can aid the manager by way of automated message component generation. Recent advances in this form of artificial intelligence has been suggested to allow content creators and managers to transcend their tasks from creation towards editing, thus overcoming a common problem: the tyranny of the blank screen. In this research, we address this topic by proposing a novel system design that will suggest engagement-driven message features as well as automatically generate critical and fully written unique Tweet message components for the goal of maximizing the probability of relatively high engagement levels. Our multi-methods design relies on the use of econometrics, machine learning, and Bayesian statistics, all of which are widely used in the emerging fields of Business and Marketing Analytics. Our system design is intended to analyze Tweet messages for the purpose of generating the most critical components and structure of Tweets. We propose econometric models to judge the quality of written Tweets by way of engagement-level prediction, as well as a generative probability model for the auto-generation of Tweet messages. Testing of our design demonstrates the need to take into account the contextual, semantic, and syntactic features of messages, while controlling for individual user characteristics, so that generated Tweet components and structure maximizes the potential engagement levels.
It is a major challenge for many organisations to create content on social media which leads to customer engagement. The purpose of this research is to develop a framework that contains a strategy for creating content which leads to customer engagement. For developing a framework, a Design Science Research Methodology is applied. Based on the literature and expert-interviews, five elements have emerged that are essential: the goal, target audience, listening, content creation, and evaluation. The element listening, is crucial when creating content. Listening helps to discover the customer’s interests, so that an organisation can respond to this. The sub-elements of listening are: listening to influencers, listening to what is said about your brand and competitor, discovering channel preferences, discovering customer motives, and discovering customer interests. Listening allows organisations to determine several content characteristics that influences customer engagement. A case study is used in order to validate the use of the framework. The case study shows that this framework is a useful guide to determine the content for achieving customer engagement. The case study also shows that in practice little attention is paid to listening in relation to content creation.
Despite the growing scholarship on social media (SM) marketing, a holistic consideration of what constitutes an informed messaging strategy has yet to emerge. Drawing on the contextual usability literature, this study proposes a Contextual Messaging Framework, encompassing four dimensions-Brand, Industry, Medium, and Action-that jointly drive the strategy, media type, and content as employed in a particular brand social media post and its subsequent effect on consumer engagement. Employing a longitudinal multiple case study of three Fortune 110 companies-Delta Airlines, Wal-Mart, and McDonald's-we analyzed 369 Facebook posts across two six-week data collection periods. Support was obtained for all hypotheses revealing that our framework not only offers a reliable set of conceptualizations and operationalizations that can be employed by SM researchers in future SM studies, but further offers a comprehensive lens that can guide SM practitioners in the design of effective messages that result in greater consumer engagement.
How do consumers represent their identities on online social media platforms? In this article, we focus on consumers' use of brands on their Facebook pages as subtle cues to represent their selves. Although recent research suggests that consumers present an actual, not an ideal self, our data reveal that veridical presentations of the actual self through brands rarely exist. Furthermore, we contribute to an understanding of how multiple selves interact to inform brand connections. We offer insights into how and why consumers either blend or integrate their actual and ideal selves or choose one of them exclusively when these selves conflict. Additional contributions and future directions in the areas of self, branding, and social media are discussed.
The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of how brand value is created and what its precise effects are. This study explores some of the consequences of brand equity. In particular, the authors examine the effect of brand equity on consumer preferences and purchase intentions. For comparative purposes, two sets of brands are tested, one from a service category characterized by fairly high financial and functional risk (hotels), and one from a generally lower risk product category (household cleansers). Each set includes two brands that are objectively similar (based on Consumer Reports ratings), but they have invested markedly different levels of advertising spending over the past decade. Across both categories, the brand with the higher advertising budget yielded substantially higher levels of brand equity. In turn, the brand with the higher equity in each category generated significantly greater preferences and purchase intentions.
The authors report a study of the effects of price, brand, and store information on buyers' perceptions of product quality and value, as well as their willingness to buy. Hypotheses are derived from a conceptual model positing the effects of extrinsic cues (price, brand name, and store name) on buyers' perceptions and purchase intentions. Moreover, the design of the experiment allows additional analyses on the relative differential effects of price, brand name, and store name on the three dependent variables. Results indicate that price had a positive effect on perceived quality, but a negative effect on perceived value and willingness to buy. Favorable brand and store information positively influenced perceptions of quality and value, and subjects' willingness to buy. The major findings are discussed and directions for future research are suggested.
Effective social brands are like friends. You can trust them. You can build a community around them. But once that community begins to reach around the globe, you had better keep it real and you had better respect its personal privacy.
Word of mouth (WOM) communication is a major part of online consumerinteractions, particularly within the environment of online communities.-Nevertheless, existing (offline) theory may be inappropriate to describe online WOM and its influence on evaluation and purchase. The authors report the results of a two-stage study aimed at investigating online WOM: a set of in-depth qualitative interviews followed by a social network analysis of a single online community. Combined, the results provide strong evidence that individuals behave as if Web sites themselves are primary “actors” in online social networks and that online communities can act as a social proxy for individual identification. The authors offer a conceptualization of online social networks which takes the Web site into account as an actor, an initial exploration of the concept of a consumer–Web site relationship, and a conceptual model of the online interaction and information evaluation process.
Previous research has demonstrated that merely asking consumers purchase intent questions has a significant impact on their actual purchase incidence in the category. Our article extends this research to explore the impact of the "mere-measurement" effect at the brand level. We hypothesize that there are predictable patterns of brand-level purchase effects that depend on whether a consumer has previously made a purchase in the product category. The results demonstrate that current owners of cars are more likely to repurchase the brands they currently own when they are asked intent questions. In addition, the purchase behavior of current car owners is more consistent with their brand attitudes when they are asked intent questions. First-time car buyers, on the other hand, are more likely to purchase brands that have large market shares when asked intent questions. Finally, we discuss both the implications of these results and opportunities for future research. Copyright 1996 by the University of Chicago.
Past research has established that, while self-reports of purchase intentions can predict behavior, various factors affect the strength of the intentions-behavior link. This article explores one such factor: the impact of merely measuring intent. Our specific question concerns the impact of measuring intent on subsequent purchase behavior. Prior research suggests a mere-measurement hypothesis: that merely measuring intent will increase subsequent purchase behavior. We also suggest a polarization hypothesis: that repeated intent questions will have a polarizing effect on behavior. The results reveal that the effect of merely asking intent to buy once is an increase in the subsequent purchase rate. The effect of repeatedly asking intent for those with low levels of intent is a decreased propensity to buy with repeated measurements. These two effects are reduced given prior experience with the product. The implications of these findings and opportunities for future research are discussed.
The authors report a study of the effects of price, brand, and store information on buyers’ perceptions of product quality and value, as well as their willingness to buy. Hypotheses are derived from a conceptual model positing the effects of extrinsic cues (price, brand name, and store name) on buyers’ perceptions and purchase intentions. Moreover, the design of the experiment allows additional analyses on the relative differential effects of price, brand name, and store name on the three dependent variables. Results indicate that price had a positive effect on perceived quality, but a negative effect on perceived value and willingness to buy. Favorable brand and store information positively influenced perceptions of quality and value, and subjects’ willingness to buy. The major findings are discussed and directions for future research are suggested.
The author comments on Fornell and Larcker's article in the February 1981 issue of JMR. He indicates some limitations of the analyses, pinpoints where they can be misleading, and introduces some new notions.
Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand attitudes was exmained in the context of an advertising effects study. To manipulate product attribute beliefs and to create settings in which other mediation processes might occur, the authors exposed subjects to simple advertisements that contained either a verbal claim or visual information. Level of repetition also was varied. As expected, product attribute beliefs mediated attitude formation. However, another variable, termed attitude toward the advertisement, also mediated brand attitudes and purchase intentions. The authors discuss alternative explanations for the results and offer suggestions for future research.
Advances in causal modeling techniques have made it possible for researchers to simultaneously examine theory and measures. However, researchers must use these new techniques appropriately. In addition to dealing with the methodological concerns associated with more traditional methods of analysis, researchers using causal modeling approaches must understand their underlying assumptions and limitations.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Brand equity has been criticized by some for an alleged lack of managerial relevance. This paper reports a study which operationalizes brand equity and empirically tests a conceptual model adapted from the work of Aaker (1991) and Keller (1993) considering the effect of brand attitude and brand image on brand equity. The results indicate that brand equity can be manipulated at the independent construct level by providing specific brand associations or signals to consumers and that these associations will result in images and attitudes that influence brand equity. The results suggest that focusing on the constructs that create brand equity is more relevant to managers than trying to measure it as an aggregated financial performance outcome.
The author comments on Fornell and Larcker's article in the February 1981 issue of "JMR". He indicates some limitations of the analyses, pinpoints where they can be misleading, and introduces some new notions.
The concept of customer orientation in salespeople is defined, a scale is developed to measure the degree to which salespeople engage in customer-oriented selling, and the properties of the scale are reported. A test of the nomological validity indicates the use of customer-oriented selling is related to the ability of the salespeople to help their customers and the quality of the customer-salesperson relationship.
Despite the popular use of social media by consumers and marketers, empirical research investigating their economic values still lags. In this study, we integrate qualitative user-marketer interaction content data from a fan page brand community on Facebook and consumer transactions data to assemble a unique data set at the individual consumer level. We then quantify the impact of community contents from consumers (user-generated content, i.e., UGC) and marketers (marketer-generated content, i.e., MGC) on consumers’ apparel purchase expenditures. A content analysis method was used to construct measures to capture the informative and persuasive nature of UGC and MGC while distinguishing between directed and undirected communication modes on the brand community. In our empirical analysis, we exploit differences across consumers’ fan page joining decision and across timing differences in fan page joining dates for our model estimation and identification strategies. Importantly, we also control for potential self-selection biases and relevant factors such as pricing, promotion, social network attributes, consumer demographics and unobserved heterogeneity. Our findings show that engagement in social media brand communities lead to a positive increase in purchase expenditures. Additional in-depth examinations of UGC and MGC impacts show robust evidence that social media brand community contents affect consumer purchase behavior through embedded information and persuasion. Evidence also points to the different roles played by UGC and MGC, varying by the type of directed or undirected communication modes by consumers and the marketer. Specifically, the elasticities of UGC information richness are 0.006 (directed communication) and 3.140 (undirected communication), whereas those of MGC information richness are insignificant. Moreover, the elasticity of UGC valence is 0.180 (undirected communication), while that of MGC valence is 0.004 (directed communication). Overall, UGC exhibits a stronger impact than MGC on consumer purchase behavior. Our findings provide various implications for academic research and practice.
The authors assess the extent to which brand attitude, a key component of brand equity, has value relevance - that is, helps predict future earnings and thus firm value - in high-technology markets. Using data for firms in the computer industries, the authors find that changes in brand attitude are associated contemporaneously with stock return and lead accounting financial performance. The study also provides insights into the drivers of brand attitude. The authors find that both product attributes and peripheral cues shape brand attitudes in high-technology markets.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.
This study examines the relationships between brand equity, brand preference, and purchase intentions on international air passengers' decisions in Taiwan. The findings indicate positive relationships between brand equity, brand preference, and purchase intentions with a moderation effect of switching cost affecting the relationship between brand equity and purchase intentions. More specifically, the effect of brand equity on purchase intentions is not significant for passengers with low switching costs.
A comparison is undertaken between scale development and index construction procedures to trace the implications of adopting a reflective versus formative perspective when creating multi-item measures for organizational research. Focusing on export coordination as an illustrative construct of interest, the results show that the choice of measurement perspective impacts on the content, parsimony and criterion validity of the derived coordination measures. Implications for practising researchers seeking to develop multi-item measures of organizational constructs are considered.
A Contextual Messaging Framework: Informing the Design of Effective Social Media Marketing Messages Proceedings of the Twelfth Pre-ICIS SIG-HCI Workshop 2013
- C K Coursaris
- W Van Osch
- C Moorman
Coursaris, C.K. and Van Osch, W. 2013. " A Contextual
Messaging Framework: Informing the Design of Effective
Social Media Marketing Messages. " Proceedings of the
Twelfth Pre-ICIS SIG-HCI Workshop 2013, Milan, Italy.
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Social Bakers, Web Building a Personal Relationship through Social Media: A Study of Millennial Students' Brand Engagement
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Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content
- K Y Goh
- C S Heng
- Z Lin
The CMO Survey. Highlights and Insights, February 2013
- C Moorman
Building a Personal Relationship through Social Media: A Study of Millennial Students' Brand Engagement
- A Agozzino
Agozzino, A. 2012. "Building a Personal Relationship
through Social Media: A Study of Millennial Students'
Brand Engagement," Ohio Communication Journal (50),
pp. 181-204.
How KLM Achieves such Stellar Success on Facebook
- J Rezab
Rezab, J. 2014. "How KLM Achieves such Stellar
Success on Facebook," Social Bakers, Web, May 1, 2014.