Benefits of Facebook fan/brand page marketing and its influence on relationship commitment among Generation Y: Empirical evidence from Malaysia

Radzi, Nor Azim Ahmad; Harun, Amran; Ramayah, T.; Kassim, Abdul Wahid Mohd; Lily, Jaratin

doi:10.1016/j.tele.2018.07.002

Cited by 23 publications

(17 citation statements)

References 63 publications

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“…The effects of commitment on consumer behavior toward a certain product, brand, service, or organization, in general, have been widely examined (Shaikh et al, 2015;Sanchez-Franco, 2009). Prior research (Gundlach et al, 1995;Radzi et al, 2018) has highlighted the importance of commitment by stating that this variable is a significant ingredient of any successful long-term relationship, and that commitment is a potential driver of customer loyalty. Overall satisfaction, on the other hand, is a cumulative evaluation based on the total purchase and consumption experience of a product or service over time (Garbarino and Johnson, 1999) and is largely viewed as a function of all previous transaction-specific satisfactions (Jones and Suh, 2000).…”

Section: The Relationship Between Consumer Brand Commitment and Consumer Overall Satisfactionmentioning

confidence: 99%

Examining consumers’ usage intention of contactless payment systems

Karjaluoto

Shaikh

Leppäniemi

et al. 2019

IJBM

102

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Purpose The purpose of this paper is to develop and test a conceptual model that combines the modified Unified Theory of Acceptance and Use of Technology (UTAUT2) with a consumer brand engagement (CBE) model to predict consumers’ usage intentions toward contactless payment systems in a developed country. Design/methodology/approach The authors cooperated with a contactless payment service provider in Finland and reached out to 22,000 customers, resulting in 1,165 usable responses. The collected data were analyzed using structural equation modeling. Findings The study shows that the UTAUT2 and the CBE model together explain approximately 70 percent of the variance in usage intention. Of the predictors, habit and consumers’ overall satisfaction have the strongest influence on usage intentions. The model also confirms the positive relationship between intention and use. Practical implications Understanding the reasons for both the intention to use and the continued use of contactless payments is important for merchants, banks and other service providers. This study shows which technology adoption factors drive both the intention and the use of contactless payments. The finding that intention is mainly driven by habit and overall satisfaction and not by hedonic reasons indicates that such behaviors are difficult to change. Originality/value This study is among the first to examine contactless payment usage in a developed market, where over half of all point-of-sale transactions are executed using contactless payment cards and/or cell phones.

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Section: The Relationship Between Consumer Brand Commitment and Consumer Overall Satisfactionmentioning

confidence: 99%

Examining consumers’ usage intention of contactless payment systems

Karjaluoto

Shaikh

Leppäniemi

et al. 2019

IJBM

102

View full text Add to dashboard Cite

show abstract

“…Many previous studies provided the benefits of social media branding. For example, creating a brand page on social media can continuously update information about the brand and increasing exposures (Ko et al, 2005); developing direct conversations with consumers on social media can foster an intimate relationship between brands and consumers (Phua and Ahn, 2016); and getting consumers engaged in brands' social media pages has positive effects on consumer loyalty and commitment, which can influence consumers' behaviors such as more positive word of mouth and purchase intentions (Popp and Wilson, 2018;Radzi et al, 2018). In addition, given that social media can be easily accessed and used by consumers and are highly interactive compared to other traditional advertising platforms, brands are placing increasing emphasis on interacting with consumers on social media to increase consumer engagement and build a desirable consumer-brand relationship (Phua and Ahn, 2016).…”

mentioning

confidence: 99%

Fostering brand–consumer interactions in social media: the role of social media uses and gratifications

Qin

2020

JRIM

114

119

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Purpose An increasing number of brands are using algorithms to embed brand-related content to targeted consumers’ social media pages. This paper aims to analyze how do consumers’ motives of using social media in general influence their potential brand–consumer interactions and the following branding outcomes. To examine this, this study selected Facebook as the social media platform and Nike as the brand to conduct an online survey experiment to examine the effects of social media usage motives on consumers’ interactions with the brand in social media. Design/methodology/approach An online survey experiment using Nike’s Facebook page as the stimuli was conducted to analyze the interactions between consumers and a specific brand’s social media page in a natural setting. Data were collected in the USA via Amazon’s Mechanical Turk (MTurk). Findings This study demonstrated that brand–consumer interactions, both content-consumption and content-contribution intentions, can be fostered by certain motives of using social media: information-seeking and self-identity. This study also suggested that content-consumption behavior has significant associations with consumers’ positive attitudes toward the brand’s social media pages, while content-contribution behavior does not show significant effects. Originality/value This study provides new insights about how consumers’ general motives of social media usage influence their intentions to interact with the brand in social media from two levels (i.e. content-consumption and content-contribution).

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“…One of the uses of social media in the business world is the brand page , where the online public channel most often used by brands for related organizations and public interests (Voorveld, 2019), so its presence is very important for companies to be able to communicate in influencing customer loyalty and expectations through uploaded content that contains various information. In addition, the existence of a brand page also supports marketing, which ultimately builds customer-brand bonds through customer pleasure and satisfaction on social media on brands (Radzi, et al, 2018). Thus, the research hypothesis are as follows:…”

Section: Development Of Hypothesismentioning

confidence: 99%