Customer Brand Engagement, Perceived Social Presence, and Brand Trust and Loyalty in Corporate Facebook

Pongpaew, Wimmala; Speece, Mark; Tiangsoongnern, Leela

doi:10.2139/ssrn.2727178

Cited by 4 publications

(7 citation statements)

References 7 publications

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“…Hypothesis H6 is supported by data and disclosed that social media mediates the relationship between relationship marketing and customer loyalty. Several previous researchers (Pongpaew et al, 2016;Gamboa & Goncalves, 2014;Gummerus et al, 2012;Mershon, 2012) corroborate this finding through their study showed that when social media is used, relationship marketing can heighten customer loyalty.…”

Section: Discussionmentioning

confidence: 61%

“…The mediating effects of social media and relationship quality between relationship marketing and customer loyalty are the actual factors that generate customer loyalty, leading to customer retention and repeat purchase in the travel and tourism sector. This can be validated by the discoveries of earlier scholars (Samudro et al, 2019;Pongpaew et al, 2016;Keshavarz & Ali, 2015;Bajs et al, 2015;Balakrishnan et al, 2014;Gamboa & Goncalves, 2014;Chen & Myagmarsuren, 2013;Abdullah et al, 2013;Bilgihan et al, 2013;Fuentes-Blasco et al, 2010;Mershon, 2012).…”

Section: Conclusion and Managerial Implicationsmentioning

confidence: 62%

“…From the findings of (Pongpaew et al, 2016;Balakrishnan et al, 2014;Bilgihan et al, 2013;Fuentes-Blasco et al, 2010), it was noted that the influence of social media towards customers' loyalty is significant and implied that online social media helps form a formidable relationship with customers which then leads to greater customer loyalty. The above outcomes undoubtedly imply that social media mediates the relationship between relationship marketing and customer loyalty.…”

Section: Relationship Marketing and Customer Loyalty Is Mediated By Social Mediamentioning

confidence: 99%

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The Impact of Relationship Marketing on Customer Loyalty in the Tour and Travel Companies in Malaysia During Cov-19 Pandemic: Parallel Mediation of Social Media and Relationship Quality

Kanapathipillai¹,

Mahbob²

2021

EJMMS

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The aim of this research was to examine the parallel mediating effect of social media and relationship quality between relationship marketing and customer loyalty. A series of regression analysis provided the statistical result that tested the hypothesis proposed in this research. The total population of the travel and tourism firms registered with the Ministry of Tourism, Arts and Culture was 4746. The results of this study were obtained from data collected through 361 out of 600 self-administered questionnaires. A series of regression analysis assessed the impact of relationship marketing on customer loyalty in the tour and tourism companies in Malaysia. The results indicated that social media platforms utilised and the application of relationship quality are statistically significant and mediates the relationship between relationship marketing and customer loyalty. It can be concluded accurately from the literature and the statistical analysis conducted that there is concrete evidence that relationship marketing impacts customer loyalty. The intervening variables tested were social media use and relationship quality. The outcomes verified that social media and relationship quality are crucial factors that induces customer loyalty. Both social media and relationship quality defines how the effects between relationship marketing and customer loyalty occur. The mediating effects of social media and relationship quality between relationship marketing and customer loyalty are the actual factors that generate customer loyalty which then leads to customer retention and repeat purchase in the travel and tourism sector in Malaysia. Article visualizations:<img src="/-counters-/edu_01/0895/a.php" alt="Hit counter" />

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Section: Discussionmentioning

confidence: 61%

Section: Conclusion and Managerial Implicationsmentioning

confidence: 62%

Section: Relationship Marketing and Customer Loyalty Is Mediated By Social Mediamentioning

confidence: 99%

See 1 more Smart Citation

The Impact of Relationship Marketing on Customer Loyalty in the Tour and Travel Companies in Malaysia During Cov-19 Pandemic: Parallel Mediation of Social Media and Relationship Quality

Kanapathipillai¹,

Mahbob²

2021

EJMMS

View full text Add to dashboard Cite

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“…Li et al [12] demonstrated that network service scenarios positively influence customer engagement. Pongpaew et al [13] examined the Facebook live-streaming scenario, and concluded that optimizing social features is conducive to customer brand engagement. Social factors also play an important role in customer engagement.…”

Section: Introductionmentioning

confidence: 99%

“…Meanwhile, social presence and customer trust play indispensable roles in the relationship between social interaction and customer engagement [13,18,[22][23][24]. The perception of social presence depends on interactive factors [23,25] and significantly impacts customers' shopping decisions online [26,27].…”

Section: Introductionmentioning

confidence: 99%

Impact of Social Interaction on Customer Engagement in China’s Social Commerce—A Moderated Chain Mediation Model

Li,

Tian,

Wang

2023

Behavioral Sciences

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With the emergence of social commerce, customer engagement is increasingly considered as an important influencing factor for enterprises to maintain a competitive advantage. Despite the extensive literature examining the determinants of customer engagement in social commerce from the perspectives of platform functions and technical dimensions, discussions on social interaction remain rare. Based on a sample dataset of 460 valid questionnaires collected via an online survey within China, using the structural equation model, this study attempts to investigate the effect of social interaction on customer engagement. Specifically, it divides social interaction into two dimensions, namely information-oriented and relation-oriented interactions. It is found that both informational and relational interactions are essential for driving customer engagement. Social presence and customer trust sequentially mediate the effect of social interaction to enhance customer engagement. In other words, social interaction enhances the sense of social presence, which in turn heightens customer trust, ultimately spurring a greater customer engagement. Self-construal moderates the relationship between social interaction and customer engagement. For interdependent customers, the effect of social interaction on customer trust is particularly significant. This study provides novel insights into how and when social interaction shapes customer engagement, highlighting the mechanisms and boundary conditions involved in this relationship within a social commerce context, which can also offer practical guidance for platforms and merchants seeking to facilitate greater engagement among customers.

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Branding for Bottom of the Pyramid: A Case of Branded Footwear Consumer in Indian Rural Setting

Gupta

Tandon²

2018

Advances in Theory and Practice of Emerging Markets

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Customer Brand Engagement, Perceived Social Presence, and Brand Trust and Loyalty in Corporate Facebook

Cited by 4 publications

References 7 publications

The Impact of Relationship Marketing on Customer Loyalty in the Tour and Travel Companies in Malaysia During Cov-19 Pandemic: Parallel Mediation of Social Media and Relationship Quality

The Impact of Relationship Marketing on Customer Loyalty in the Tour and Travel Companies in Malaysia During Cov-19 Pandemic: Parallel Mediation of Social Media and Relationship Quality

Impact of Social Interaction on Customer Engagement in China’s Social Commerce—A Moderated Chain Mediation Model

Branding for Bottom of the Pyramid: A Case of Branded Footwear Consumer in Indian Rural Setting

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