Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers

Abstract

In the light of growing interest and usage of social networking sites, smartphones, and internet availability, this study aims to analyze the impact of social media marketing activities on the purchase intentions of the customer via customer equity drivers- relationship equity, value equity and, brand equity in the context of the smartphone industry. An online survey was conducted with a total of 343 respondents who were active users of social media. The collected data were analyzed using structural equation modeling. The findings of the study revealed that interactivity was the most important dimension of social media marketing activities (SMMAs) and personalization and e-WOM being the second one. SMMAs were found to have a significant impact on customer equity drivers and value equity and brand equity were positively related to the purchase intentions of the customers. The findings of the study will help managers to develop SMMA strategies and boosting future sales by influencing the purchase intentions of the customers through perceived SMMA.

The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

“…This is in line with the opinion of Seo & Park (2018), which states that customization measures how far a product can meet customer needs and preferences [23]. In addition, the results of Aggarwal & Mittal's (2022) study also show that personalization, commonly called customization, has a significant influence on driving consumer equity in mobile phone brands [29]. Even so, the results of a study by Nawi et al, (2022) show that customization does not have a significant effect on relationship equity for mobile phone brand consumers aged 18-40 years in Malaysia [7].…”

“…The results of previous research that included entertainment as a variable in one dimension of SMMA also had a positive effect on relationship equity [17,28,29]. Based on the analysis, this is because customers feel that they need entertaining content to improve their relationship with the brand.…”

“…First, the findings by Yadav & Rahman (2018), shows that there is a significant influence between interactivity and all customers equity drivers (including the relationship equity) in the e-commerce industry [4]. Second, the results of Aggarwal & Mittal's (2022) study, shows that one of the SMMA dimensions, namely interactivity, has a positive effect on relationship equity among cellphone brand customers [29]. Third, the results of the study by Kurnia & Rachmawati (2020), stated the same way to previous studies above [28].…”

“…Second, the results of a study by Kurnia & Rachmawati (2020) on Shopee application customers, show that there is a direct influence between entertainment and customer equity [28]. Third, the results of Aggarwal & Mittal's (2022) study on mobile phone brand customers show that there is an influence on entertainment as part of social media marketing activities which can further optimize customer loyalty to the brand [29]. Customers will be more interested in buying a brand's products because there is interesting content produced by brands on social media, especially Instagram.…”

Social Media Marketing Activities (SMMAs) as Stimulus on Purchase Intention with Customer Engagement as Mediator on @avoskinbeauty TikTok’s Account

“…Purchase Intention refers to someone who intends to purchase specific products or services (Ajzen & Fishbein, 1980). With the availability of social media platforms such as TikTok, it is possible to investigate how effective the Avoskin Beauty brand's social media marketing is at increasing feelings of Purchase Intention compared to traditional marketing through Customer Engagement [12][13][14][15].…”