Evaluating the Impact of Social Media Marketing on Online Course Registration

Spackman, Jonathan S.; Larsen, Ross

doi:10.1080/07377363.2017.1368774

Cited by 19 publications

(6 citation statements)

References 14 publications

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“…We also found that SMM significantly influences PI, supporting the previous findings [10,37,55]. Thus, it can be concluded that consumer PI will be even greater when the SMM is well managed.…”

Section: Discussionsupporting

confidence: 89%

“…According to Gautam and Sharma [10], SMM activities have a significant positive influence on consumers' PI for a luxury fashion brand. Another study by Spackman and Larsen [55] also supported this finding. The results revealed that when Facebook marketing was highly entertaining, interactive, and broadly shared by followers, it resulted in a better relationship between an organization and its customers.…”

Section: Hypothesis 4 (H4) Bi Significantly Influences Pimentioning

confidence: 65%

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What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Moslehpour

Ismail

Purba

et al. 2021

JTAER

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This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

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Section: Discussionsupporting

confidence: 89%

Section: Hypothesis 4 (H4) Bi Significantly Influences Pimentioning

confidence: 65%

What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Moslehpour

Ismail

Purba

et al. 2021

JTAER

View full text Add to dashboard Cite

show abstract

“…Earlier research suggested that a positive relationship exists among the construct of the studies which focused on samples interested in social media platforms. Th e data of these studies were collected from diff erent contexts, such as students (Algharabat, 2017;Ismail, 2017;Ismail et al, 2018;Yadav & Rahman, 2017, customers of luxury fashion products (Kim & Ko, 2010, students interested in e-learning social media sites (Spackman & Larsen, 2017), customers of airline companies (Seo & Park, 2018), and customers of automobile products (Ural & Yuksel, 2015). However, little eff ort has been made to incorporate SMMA as a key antecedent of behavioral outcome as evidenced by the literature review that examined SMMA literature in the tourism sector and found little scholarly eff ort to examine SMMA and behavioral outcomes (brand loyalty and purchase intention).…”

Section: Discussionmentioning

confidence: 99%

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Ibrahim

2021

Tourism (Zagreb, Online)

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This study advances research on social media marketing activities (SMMA) and brand trust by empirically exploring their relationships with brand loyalty, and purchase intention, among a representative cross-section of five-star (5) hotels and four-star (4) hotels Facebook profiles in Kyrenia City (Northern Cyprus). The data gathered for this research adds to our understanding of today's social media marketing as a new-generation marketing tool. This study also tests for the mediating effect of brand trust and the moderating effect of hotel ratings (five-star/four-star) on the proposed relationships. Based on 407 customers that were surveyed, the results indicate that SMMA did have a positive effect on brand loyalty, purchase intention, and brand trust. Hotel ratings (five-star/four-star) moderate the link between SMMA and brand loyalty; however, the link between SMMA and purchase intention was moderated by hotel ratings (five-star/four-star). The results showed that hotel ratings (five-star/four-star) made no difference at the model level. Therefore, the multi-group moderating effect of hotel ratings on the measurement model was tested at the path level. Lastly, the mediation outcome of brand trust was partially supported. Thus, consequential recommendations have been put forward.

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“…Influenced by a variety of factors, purchase intention can be shaped by personal preferences, perceived value, brand loyalty, product quality, price, marketing efforts, social influences, and the overall reputation of the product or service [5]. Understanding purchase intention In the context of Online Paid Courses (OPCs), brand equity is a critical factor that influences a customer's decision to enroll in these courses [14]. This research highlights that consumer experience significantly predicts brand meaning and customer satisfaction, both of which positively impact brand equity.…”

Section: Theoritical Background and Hypotheses Purchase Intentionmentioning

confidence: 99%

Purchase Intentions in Indonesian E-Learning: A Study on Brand Equity, Advertising, and Pricing

Aditya,

Pratama

2024

ijcsrr

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This study investigates the factors influencing purchase intentions for online paid courses in Indonesia, with a particular focus on brand equity, advertising, and price. Utilizing a Likert scale questionnaire distributed to 595 Indonesians aged 18-35, who bought their e-learning themselves or through family support. The research employs Partial Least Square-Structural Equation Modeling (PLS-SEM) for data analysis. Key findings indicate a strong preference for e-learning platforms offering interactive, practical content aligned with personal and professional development goals. The study reveals that enhancing skill sets, especially for career advancement or entrepreneurship, is a primary motivator for users. The importance of practical application of skills in real-world scenarios is emphasized, highlighting the need for practical exercises and case studies in course content. Quality mentorship and interactive features like live sessions significantly improve the learning experience, while technical issues and budget considerations are noted as potential barriers. The findings suggest that e-learning providers should focus on delivering high-quality content through flexible and competitive pricing models to attract and retain learners.

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Evaluating the Impact of Social Media Marketing on Online Course Registration

Cited by 19 publications

References 14 publications

What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Purchase Intentions in Indonesian E-Learning: A Study on Brand Equity, Advertising, and Pricing

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