Bridging social media content and re-purchasing behavior: The mediation role of interactivity and e-WOM

Yu, Cheng Zhen; Chan, Tak Jie; Zolkepli, Izzal Asnira

doi:10.5267/j.ijdns.2022.10.008

Cited by 5 publications

(9 citation statements)

References 56 publications

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“…Penggunaan media sosial dalam masyarakat merupakan hal yang menjadi tren dan juga menjadi bagian dari kehidupan masyarakat, sehingga perusahaan harus mampu memberikan komunikasi yang baik kepada konsumen melalui e-wom, yang merupakan faktor penting dalam komunikasi perusahaan dan pelanggan di media sosial, selain itu, social media content dan e-wom telah menjadi faktor penentu konsumen untuk melakukan re-purchasing behavior. Penelitian ini mencoba untuk mengetahui hubungan lebih lanjut dari keterikatan social media content dan re-purchasing behavior, dalam penelitian ini, e-wom menjadi variabel yang memediasi hubungan keterkaitan antara social media content terhadap repurchasing behavior, penelitian sebelumnya yang dilakukan oleh Lee et al, (2019); Lim et al, (2020); Ramzan & Syed, (2018); Yu et al, (2023); Zhang et al, (2017) telah menjelaskan tentang keterkaitan hubungan antara social media content terhadap re-purchasing behavior, namun, tidak melakukan pembahasan dan penelitian lebih dalam terkait e-wom sebagai mediasi. Dari uraian diatas dan beberapa penelitian terdahulu yang meneliti hubungan keterkaitan antara social media content terhadap re-purchasing behavior yang di mediasi oleh e-wom, penelitian ini bertujuan untuk menganalisis social media content and re-purchashing behavior: the mediation role of e-wom.…”

Section: Pendahuluanunclassified

“…Namun, ada dua faktor utama yang muncul antara niat beli dan keputusan pembelian. Faktor pertama adalah sikap orang lain dan faktor kedua adalah situasi yang tidak dapat diprediksi (Gallarza et al, 2020;Yu et al, 2023). Re-purchasing behavior merupakan perilaku pelanggan.…”

Section: Re-purchasing Behaviorunclassified

“…Kostov, (2020) dan Yu et al, (2023) dalam penelitiannya menjelaskan bahwa social media content dapat berpengaruh positif terhadap purchasing behavior dan re-purchasing behavior, sehingga perusahaan harus mampu memastikan bahwa mereka dapat mempertahankan citra dari merek melalui nilai-nilai positif didalam social media content yang konstan untuk memastikan keputusan pembelian. Selanjutnya Lim et al, (2020) juga menjelaskan bahwa social media content memiliki dampak positif terhadap…”

Section: Hipotesis Social Media Content Terhadap Re-purchasing Behaviorunclassified

“…Hasil ini selaras dengan penelitian yang dilakukan oleh Zhang et al, (2017) yang menjelaskan tidak adanya hubungan signifikan antara social media content terhadap re-purchasing behavior. Penelitian terdahulu lebih banyak menemukan hubungan positif dari social media content terhadap repurchasing behavior seperti penelitian yang dilakukan oleh Kostov, (2020); Yu et al, (2023) dan Lim et al, (2020). Ketika pemasar melakukan kegiatan pemasaran melalui social media content, konten yang efektif mengarah pada penguatan niat beli ulang para konsumen dan perilaku pencarian produk yang berkelanjutan.…”

Section: Pembahasan Social Media Content Terhadap Re-purchasing Behaviorunclassified

“…Penggunaan media sosial dalam kehidupan sehari-hari konsumen, membuat konsumen lebih selektif terhadap produk yang akan dibelinya, Kostov, (2020) dan Yu et al, (2023) menjelaskan bahwa harga produk yang cenderung mahal, akan memberikan dampak negatif terhadap repurchasing behavior konsumen, selain itu komunikasi yang dilakukan oleh perusahaan dalam memasarkan produknya juga dapat memberikan dampak negatif terhadap nilai jual dari produk tersebut.…”

Section: Pembahasan Social Media Content Terhadap Re-purchasing Behaviorunclassified

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Social Media Content and Re-Purchashing Behavior: The Mediation Role of E-Wom

Novie

2023

JIMMU

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This research aims to determine the relationship between the role of e- WOM in mediating the relationship between social media content and re-purchasing behavior, while also analyzing the relationship between social media content and e-WOM, and the relationship between e-WOM and re-purchasing behavior. Research using a quantitative approach using partial least squares (PLS). The population in the study were consumers of Deliwafa Store which has branches in Surabaya, Sidoarjo, Gresik, and Malang. The sample in this study was determined using purposive sampling, with a total sample used of 172 respondents. The results of this study indicate that social media content has no significant effect on re-purchasing behavior, social media content has a significant effect on e-WOM, e-WOM has a significant effect on re-purchasing behavior, and e-WOM has a significant effect in mediating the relationship between social media content and re-purchasing behavior.

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Section: Pendahuluanunclassified

Section: Re-purchasing Behaviorunclassified

Section: Hipotesis Social Media Content Terhadap Re-purchasing Behaviorunclassified

Section: Pembahasan Social Media Content Terhadap Re-purchasing Behaviorunclassified

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Social Media Content and Re-Purchashing Behavior: The Mediation Role of E-Wom

Novie

2023

JIMMU

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Impact of Social Media and Peer Pressure on Moral Disengagement among Secondary School Students in Onitsha North LGA, Anambra State

Ojiakor-Umenze,

Nelson Etodike,

Evelyn Uchechukwu

et al. 2024

J. Commun.

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Nigerian students are at a crossroads because of the rapid erosion of the value system in Nigeria, not because of corruption, unemployment, and poverty. The emergence of social media and peer influence has a different impact. This study explored the effects of social media and peer pressure on moral disengagement among secondary school students in Onitsha North LGA of Anambra State. The research sample size was 400 secondary school students selected through a multi-stage sampling technique from a population of 1,400 secondary school students in 12 government secondary schools in the Onitsha Education Zone. The results show that the presence of participants on social media, such as WhatsApp, Facebook, Instagram, etc., is quite high, with more than half of the population 167 (50.9%) always using social media. These findings also reveal the high use of social media among students, which may hurt student life, especially moral life. It was also confirmed that friendship and fun were the main satisfactions students got from social media, with a combined rate of 68% for 238 students. In addition, peer pressure has a negative (but not significant) impact on students' moral disengagement. However, this impact did not reach a substantial proportion at β = 0.06, p > 0.05 (n = 389), which means that the results did not support the first hypothesis, so it was rejected. Social media has a positive and significant impact on students' moral disengagement at β = 0.49, p < 0.05 (n = 389). These findings reveal a directly proportional impact of social media use on students' moral disengagement. It is recommended that parents, teachers, and other guardians regulate internet exposure via social media in teenagers and young adults to prevent them from becoming too busy or becoming addicted.

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The Intermediary Role of Electronic Word of Mouth in the Relationship Between Digital Marketing Techniques and Purchasing Behaviour to Enhance Decent Work and Economic Growth: A Survey of Students at the University of Mosul

Ahmed,

Alshaher

2024

jlsdgr

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Purpose: An analysis of the digital marketing techniques literature shows growing of these techniques among students at the University of Mosul. In order to achieve this goal, the study model was designed initially to address changes and competitive challenges. Therefore, this research aims to study the effect of using digital marketing techniques on purchasing behavior through the mediating role of electronic word of mouth (e-WOM) to support the achievement of the Sustainable Development Goals. Design/methodology/approach: The descriptive analytical approach was adopted to test the proposed model of technique whose validity was verified using survey data from (350) individuals. This study used (Amos 24) which is a structural equation modeling (SEM) software and a statistical technique to assess factor relationships. Results: The results of the study variables and their dimensions indicate that there is a significant impact relationship between digital marketing techniques and purchasing behavior. There is also a significant impact relationship between digital marketing techniques and e-WOM. There is also a significant impact relationship between e-WOM and purchasing behavior. There is a significant impact of digital marketing techniques on purchasing behavior through the mediating role of e-WOM. This indicates the ability of the study sample individuals to diagnose and know the concepts adopted by the study and attempt to diagnose them through the field aspect. Originality/Value: The identified factors play a major role in individuals' intentions towards using digital marketing techniques in purchasing behavior through the mediating role of e-WOM. The results of this study contribute to helping individuals build their needs and desires with high quality and distinct specifications.

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Bridging social media content and re-purchasing behavior: The mediation role of interactivity and e-WOM

Cited by 5 publications

References 56 publications

Social Media Content and Re-Purchashing Behavior: The Mediation Role of E-Wom

Social Media Content and Re-Purchashing Behavior: The Mediation Role of E-Wom

Impact of Social Media and Peer Pressure on Moral Disengagement among Secondary School Students in Onitsha North LGA, Anambra State

The Intermediary Role of Electronic Word of Mouth in the Relationship Between Digital Marketing Techniques and Purchasing Behaviour to Enhance Decent Work and Economic Growth: A Survey of Students at the University of Mosul

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