Improving Brand Loyalty Through Social Media Marketing: Is It Possible? An empirical study of S-O-R paradigm

Wang, Zichen; Kortana, Tanapol; Kuang, Wenzhi

doi:10.1051/e3sconf/202021401039

Cited by 6 publications

(5 citation statements)

References 18 publications

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“…This idea is primarily based on research gaps in the SMM and INS literature. To address this gap, this study has attempted to incorporate the SOR framework (Mehrabian and Russell, 1974), which has been used to extend the understanding of customer journey using SMM platforms (Wang et al, 2020(Wang et al, , 2019. Given the evidence of the relationship between SMM, INS and PI, this study has applied the SOR framework to explain and measure the sequential effect of SMM (stimulus) on PI (responses) through INS (organism).…”

Section: Mediation Effect Of Consumer-based Brand Equity and Consumer...mentioning

confidence: 99%

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

Sharma

Fadahunsi

Abbas³

et al. 2022

JIBR

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Purpose Based on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase intention (PI), as well as to test the mediation effect of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI. Further, this study has also proposed and validated SMM as a reflective–formative higher-order construct (R-F-HOC) with its five first-order dimensions: customization, entertainment, interaction, trendiness and word of mouth (WoM). Design/methodology/approach Using a non-probability purposive sampling method, a structured questionnaire survey using Google forms was used to collect data from a sample of 236 UAE consumers. Subsequently, the data was analyzed with a hybrid method that combined partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis. Findings The findings suggest that SMM has a direct effect on CBBE, INS and PI. Both proposed mediation effects are statistically significant, and there is a partial complementary mediation effect of CBBE and INS between SMM and PI. This study validated the operationalization of SMM as R-F-HOC. Further, the results of the ANN analysis validate the results of the PLS-SEM, suggesting that SMM is the strongest predictor of PI followed by CBBE and INS. Research limitations/implications In terms of theoretical significance, this study has advanced our understanding of the process by which the influence of SMM is transferred to PI via CBBE and INS. This study has also made a significant contribution by validating SMM as a R-F-HOC. In terms of practical implications, this study suggests that SMM should be best assessed as a R-F-HOC construct with five dimensions: customization, entertainment, interaction, trendiness and WoM. This study has also demonstrated the importance of CBBE and INS in transmitting the effect of SMM on PI to marketers. Originality/value This study contributes to the digital advertising literature by filling a knowledge gap about the mediation effect of CBBE and INS between SMM and PI via the SOR framework. SMM’s multidimensionality as a R-F-HOC has also been established.

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Section: Mediation Effect Of Consumer-based Brand Equity and Consumer...mentioning

confidence: 99%

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

Sharma

Fadahunsi

Abbas³

et al. 2022

JIBR

View full text Add to dashboard Cite

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“…Communicating information by marketers to consumers is affecting all facets of consumer behavior (Mangold and Faulds, 2009). Social media communication can result in positive brand associations, increased perceived quality of brand (Dobele, et al, 2007), increased brand awareness (ElAydi, 2018;Mehr, Mehr and Mehr, 2018;Godey et al, 2016;Zahid, 2014;Schivinski and Dabrowski, 2014;Ashfaq Yan, 2011), brand trust (Ibrahim, Aljarah and Sawaftah, 2021;Diffley, et al, 2011), and brand loyalty (Wang, Kortana and Kuang, 2020;Ibrahim et al, 2021;Bong, 2017;Bilgin, 2018;Khan, 2017;Erdogmus and Cicek, 2012;Diffley et al, 2011;Thackeray et al, 2008). Marketing communications made on diverse social media platforms, including Facebook, YouTube, Instagram and Twitter that support customers to interact and share information have substantial influences on consumer-based brand equity in terms of brand awareness, hedonic brand image, functional brand image and brand sustainability (Seha, Ashraf and Azam, 2019; Adetunji, Mohd Rashid and Ishak, 2018).…”

Section: Hypothesesmentioning

confidence: 99%

The Mediating Role of Segmentation in Social Media Marketing and Brand Equity: A Study in Food and Beverage Industry

Abdul Ghani Azmi

2023

IJEMA

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Food and beverage industry in Malaysia provides a significant GDP contribution. However, majority of firms are SMEs that face financial access as their main problem. Social media marketing is a novel trend in business nowadays due to technology intensification. This article investigates the link between social media marketing and brand equity whereby segmentation is the mediator variable in the SME food and beverage industry. By using questionnaires distributed systematically to consumers at shopping malls, about 329 usable responses were obtained. The results indicated no direct relationship between social media marketing and brand equity. A positive and significant relationship exists, however, between social media marketing and segmentation, segmentation and brand equity which indicates that segmentation is a partial mediator. The findings imply that SMEs especially in the food and beverage industry should carefully segment their market and at the same time, increase social media usage in marketing their products. This study is the first attempt to examine segmentation as mediating variable in the food and beverage industry.

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“…Social media marketing provides the business with an effective communication outlet with the consumer to form brand loyalty [27] [28]. Furthermore, improving brand loyalty through social media marketing reveals that the higher degree of social media marketing, the better consumer loyalty to specific brands increases [47].…”

Section: Influence Of Customization In Social Media Marketing To Bran...mentioning

confidence: 99%

“…The effect of indicators of social media marketing increases brand awareness, as it is a relevant tool in reminding consumers, resulting in the brand of the business staying in their minds [1]. In addition, social media marketing is an innovative strategy that enhances the experiences of consumers in a certain brand hence brand loyalty [47].…”

Section: Influence Of Customization In Social Media Marketing To Bran...mentioning

confidence: 99%

Influence of social media marketing on the brand performance of the students’ small online businesses

Aguilar¹,

Ongon²,

Samulde³

et al. 2022

World J. Adv. Res. Rev.

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Social media marketing is a type of marketing that used social media platforms to promote its products and brand. Facebook is one of the social media platforms that is used by students’ small online businesses to inform and attract their customers. This study aims to analyze the influence of social media marketing on the brand performance of the student’s small online businesses. The study used a correlation quantitative research design with the random sampling technique. The respondents were composed of 100 customers of the students’ small online businesses who have given their evaluation about their perception of social media marketing in terms of entertainment, interaction, trendiness, advertisement, and customization. And their perception of brand performance in terms of brand awareness and brand loyalty. The results show that social media marketing has a significant influence on the brand performance of the students’ small online businesses. All variables of entertainment, interaction, trendiness, advertisement, and customization moderately influenced brand awareness and brand loyalty.

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Improving Brand Loyalty Through Social Media Marketing: Is It Possible? An empirical study of S-O-R paradigm

Cited by 6 publications

References 18 publications

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

The Mediating Role of Segmentation in Social Media Marketing and Brand Equity: A Study in Food and Beverage Industry

Influence of social media marketing on the brand performance of the students’ small online businesses

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