How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context

Yee, Wong Foong; Ng, Siew Imm; Seng, Kaixin; Lim, Xin‐Jean; Rathakrishnan, T.

doi:10.1057/s41270-021-00110-1

Cited by 15 publications

(13 citation statements)

References 91 publications

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“…Furthermore, the The outcomes also revealed that perceived relevance has a positive effect on the brand loyalty. Additional support was seen in the study of Yee et al, (2021) who demonstrated that perceived relevance in the advertising messages on social media have positive impact on brand loyalty. Lacey et al, (2007) also indicated that customization or perceived relevance is vital for brands as it improves the overall commitment of customers.…”

Section: Discussionmentioning

confidence: 84%

An Exploration of Social Media Marketing Features and Brand Loyalty in the Fast Food Industry

Hanaysha¹,

Sharma²,

Momani³

2021

JCCC

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The key objective of this research was to test the role of social media marketing features (interactivity, perceived relevance, entertainment, and informativeness) in affecting brand loyalty in the fast-food industry. The required data was obtained through a quantitative survey from customers of fast-food brands in the United Arab Emirates. The findings revealed that most of the social media marketing features positively influence brand loyalty. In detail, it was found that interactivity and perceived relevance positively affect brand loyalty. However, contrary to expectations, it was found that the impact of entertainment on brand loyalty is insignificant. Finally, the outcomes confirmed that informativeness is a significant predictor of brand loyalty. This research adds to the existing marketing literature on this topic through the examination of selected social media marketing features and brand loyalty in a Middle East country as the empirical research on this topic, particularly, in this region is scarce.

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Section: Discussionmentioning

confidence: 84%

An Exploration of Social Media Marketing Features and Brand Loyalty in the Fast Food Industry

Hanaysha¹,

Sharma²,

Momani³

2021

JCCC

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“…However, there is nevertheless still interest in the online world to identify means of developing customer commitment. In this research, we emphasized that the three motives of customers, namely remuneration, socialization, and empowerment, are essential factors for developing customer commitment in marketing through social media ( Yee et al, 2021 ).…”

Section: Discussionmentioning

confidence: 99%

“…According to Zhao et al (2019) , the TRA may be used in studies examining commitment, as commitment can be perceived as a preceding belief factor affecting an individual’s online purchase intentions. Similarly, other researchers have used the TRA as a computational tool to empirically examine the association between commitment and purchasing intentions in a social media context ( Yee et al, 2021 ). Thus, we use UGT and the TRA to demonstrate how antecedents such as motivations and commitment can significantly impact consumers’ online purchase intentions in a social media context ( Wu and Kuang, 2021 ).…”

Section: Literature Reviewmentioning

confidence: 99%

Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing

Qian

Zhou

2022

Front. Psychol.

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This study aimed to investigate the effects of customers’ motivations (specifically young consumers) on online purchase intentions as mediated by commitment toward online fashion retailers. The survey method was used to collect data from Chinese respondents using a questionnaire. The convenience sampling technique was used to collect data from 275 respondents. Collected data were analyzed on smart-PLS using the structural equation modeling technique. Results of the study show a significant and positive impact of social empowerment and remuneration motivations on consumer commitment online purchase intention. Further results show that consumer commitment partially mediates the relationship between social empowerment, remuneration, and online purchase intention. This study contributes to the literature in the domain of consumer commitment by focusing on the underlying needs and motivations of consumers. The researchers have demonstrated a strong need to understand the dynamics of commitment due to its importance in affecting purchase intention. This study also has several implications that guide online retailers how to motivate consumers with social, remuneration and empowerment incentives to develop their intention to purchase online. Fashion retailers are suggested to gratify certain consumer motives to increase commitment. Specifically, among the three motives, empowerment motivation emerged as the strongest predictor of consumer commitment in social media environment. This study will help to the online brands to attract more customers by providing the motivation such financial, empowerment and socialization.

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“…Este nuevo paradigma del sector está motivado por la transformación de los consumidores en sujetos activos, «sofisticados, más exigentes, y mejor formados e informados» (Martínez Navarro, 2017: 27), denominados «consum-actor», «consumauthor» (Rinaldi y Testa, 2017), «consumer as designer» y «consumer as merchant» (Sun y Zhao (2018: 9), generadores de contenido -user generated content (UGC)-a través de la web 2.0 y las redes sociales, que se constituyen como elemento híbrido del mix, al permitir tanto la comunicación empresa-consumidor como entre los propios usuarios (Mangold y Faulds, 2009). Kaplan y Haenlein (2010: 61) definen las redes sociales (social media) como «un grupo de aplicaciones basadas en internet que se construyen sobre los fundamentos ideológicos y tecnológicos de la web 2.0, y que permiten la creación e intercambio de contenido generado por el usuario», democratizando la comunicación corporativa (Kietzmann et al, 2011), y ofreciendo beneficios derivados de su impacto positivo en la intención de compra (Erkan y Evans, 2018), la percepción, confianza y lealtad hacia la marca (Gretry et al, 2017;Yee et al, 2021), el comportamiento y gasto de compra del consumidor (Goh et al, 2013), la eficiencia e integración de las comunicaciones (Valos et al, 2016), y en las relaciones con los clientes y su engagement (De Vries et al, 2012;Hollebeek et al, 2014), En un sector tan dinámico como la moda, los social media se consolidan como herramientas indispensables para la interacción marca-usuario, permitiendo un mayor impacto de sus contenidos, que genera engagement (Castillo-Abdul et al, 2021) y puede mejorar el rendimiento de las marcas de moda (Wu et al, 2020), incluso en las pequeñas empresas del sector (Rienda et al, 2020;Hsiao et al, 2020), que deben hacer énfasis en la generación de contenido relevante (Nash, 2019) y la personalización (Wang et al, 2019).…”

Section: Social Media En La Industria De La Modaunclassified

“…Las emprendedoras incorporan las redes sociales como parte de su estrategia comunicativa, pero su uso se restringe a escasas publicaciones que no generan interacción con los usuarios, limitando el rol del adprosumer en la generación de contenido para la marca (Martinez-Sala et al, 2018). Esto obstaculiza el aprovechamiento de los beneficios de las RRSS para el fortalecimiento de las relaciones con los públicos (Bozkurt et al, 2020;Shahbaznezhad et al, 2021) y su impacto en positivo en aspecto clave como la intención de compra (Erkan y Evans, 2018) o la lealtad hacia la marca y la intención de compra (Kumar et al, 2021;Yee et al, 2021).…”

Section: Discusión Y Conclusionesunclassified

Social media en emprendimientos femeninos de moda en Nicaragua: actividad, presencia y engagement

González-Ros¹

2022

IgualdadES

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The objective is to analyse the use of social networks as a communication and social media tool for Nicaraguan fashion brands. It analyses the presence, activity and engagement generated by female entrepreneurs in the fashion sector belonging to the Nicaraguan Businesswomen's Network (REN) on the social media platforms Facebook and Instagram. The analysis is carried out by measuring the variables of the PGRS model (presence, generation, response and suggestion) and the content published on both platforms. It is clear that women's businesses in the fashion sector in Nicaragua make limited use of social networks as a tool for communication and engagement with their audiences to strengthen the development of their social media strategy and, consequently, the survival and growth of their businesses.

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How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context

Cited by 15 publications

References 91 publications

An Exploration of Social Media Marketing Features and Brand Loyalty in the Fast Food Industry

An Exploration of Social Media Marketing Features and Brand Loyalty in the Fast Food Industry

Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing

Social media en emprendimientos femeninos de moda en Nicaragua: actividad, presencia y engagement

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