‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product

Waworuntu, Evi C; Mandagi, Deske W.; Pangemanan, Anthony Stafford

doi:10.33019/society.v10i2.463

Cited by 9 publications

(23 citation statements)

References 35 publications

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“…For instance, research by (Sijabat, Rantung, dan Mandagi 2022)posits that compelling and visually appealing content on social media platforms can stimulate positive sensory responses among users, enhancing their overall engagement. This aligns with the idea that well-crafted SMM has the potential to captivate not only the cognitive but also the sensory faculties of the audience (Waworuntu, Mandagi, dan Pangemanan 2022). Moreover (Rotty dkk.…”

Section: Figure 1 Measurement Model Test Resultssupporting

confidence: 78%

“…This shift is not merely a response to the sheer magnitude of social media users, but a calculated effort to tap into the dynamic nature of online interactions and consumer behavior. As highlighted by (Waworuntu, Mandagi, dan Pangemanan 2022), the overarching goal is not only to establish a pervasive digital presence but also to actively engage with the audience, creating a symbiotic relationship that extends beyond traditional marketing channels…”

Section: Introductionmentioning

confidence: 99%

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Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions

Pasuhuk,

Mandagi

2023

edukasia

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This study endeavors to assess the effectiveness of Social Media Marketing (SMM) on the brand gestalt of educational institutions, with a specific focus on universities. In particular, the research aims to examine the impact of SMM on 4S dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. The research design employed is descriptive causal, utilizing primary data collected through a survey of 209 samples consisting of private university students in North Sulawesi, Indonesia. Data analysis was carried out using Structural Equation Modeling (SEM), supported by the SmartPLS statistical program. The results of the analysis reveal a positive and significant influence of SMM on all four dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. These findings shed light on the crucial role of social media in shaping robust brand perceptions.

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Section: Figure 1 Measurement Model Test Resultssupporting

confidence: 78%

Section: Introductionmentioning

confidence: 99%

Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions

Pasuhuk,

Mandagi

2023

edukasia

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“…Rooted in principles that prioritize the well-being and development of individuals, this leadership style underscores core values such as empathy, collaboration, and a dedicated commitment to serving others (Chiniara and Bentein 2016;Suhartanti, Pratiwi Dwi, and Wahyu Eko Prasetyanto 2022). The profound implications of applying servant leadership to teachers extend to their morale, job satisfaction, and overall professional engagement, as substantiated by research findings (Crippen and Willows 2019;Waworuntu, Mandagi, and Pangemanan 2022).…”

Section: Teachers' Moralementioning

confidence: 95%

A Systematic Review of Servant Leadership Outcomes in Education Context

Kainde,

Mandagi

2023

edukasia

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This study presents a comprehensive systematic review aimed at investigating the role of servant leadership within the context of education. The primary objective was to identify and synthesize empirical studies exploring the outcomes and impacts of servant leadership in educational settings. Given the paucity of systematic reviews addressing servant leadership in education, this research seeks to bridge the gap in existing literature by providing an evidence-informed exploration of how servant leadership operates and can be effectively applied in educational institutions. The study employed a systematic literature review methodology, analyzing 30 scientific articles sourced from the Scopus and Web of Science (WOS) databases. The results of the data analysis highlighted the critical role played by servant leadership in the education context. At the individual level, servant leadership fosters a vibrant environment where teachers experience enhanced morale, job satisfaction, and engagement. Trust and loyalty flourish, solidifying the bonds within the educational community. On the organizational level, servant leadership empowers individuals and fosters improved communication, leading to a positive and collaborative organizational culture. The findings underscore the profound impact of servant leadership on teacher outcomes, affirming its relevance as a guiding philosophy for effective leadership within educational settings.

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“…For instance, contented customers tend to develop a positive attitude toward the company, strengthening their emotional connection and fostering loyalty (Sijabat et al , 2022). Moreover, because they have had a satisfactory experience, they perceive less risk in revisiting, reducing the uncertainty associated with trying new options (Waworuntu et al , 2022). Additionally, satisfied customers are more likely to spread positive word of mouth, potentially influencing others to choose the brand, thus increasing repurchase or revisit intentions (Toding and Mandagi, 2022).…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention

Mandagi,

Rampen,

Soewignyo

et al. 2023

IJPHM

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Purpose The purpose of this investigation is to scrutinize the unexplored realm concerning the interplay of hospital brand gestalt on patient satisfaction and revisit intentions. Design/methodology/approach A self-administered online survey was conducted with 227 patients who had stayed at and received health-care services from a private hospital in the city of Manado, Indonesia, within the past 12 months. The quantitative data were subsequently analyzed using a structural equation model with the assistance of Smart PLS statistical software. Findings The results suggest that the hospital brand gestalt significantly and positively influences patient satisfaction, which, in turn, leads to patients’ intentions to revisit. Furthermore, patient satisfaction serves as a significant mediator in the relationship between brand gestalt and revisit intentions. Research limitations/implications This study enhances the comprehension of brand gestalt’s influence on customer attitudes and behaviors within the health-care context, contributing to the expanding body of literature concerning holistic brand perception. For health-care providers, the study underscores the significance of creating a uniform and distinctive brand experience to boost patient satisfaction and cultivate loyalty. In summary, this study paves the way for strategic branding initiatives in health care, ultimately enhancing patient experiences and organizational outcomes. Practical implications For health-care providers, this study emphasizes the importance of crafting a consistent and differentiated brand experience to enhance patient satisfaction and foster loyalty. Overall, this study opens avenues for strategic branding efforts in health care, ultimately improving patient experiences and organizational outcomes. Originality/value While there is a growing interest in the role of brand gestalt in marketing research, there is still a need for more empirical research to explore the link between brand gestalt, customer satisfaction and revisit intention. Surprisingly, to the best of the authors’ knowledge, no previous studies have investigated the role of brand gestalt in the context of health care.

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‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product

Cited by 9 publications

References 35 publications

Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions

Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions

A Systematic Review of Servant Leadership Outcomes in Education Context

Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention

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