Influence of brand related user-generated content through Facebook on consumer behaviour: a stimulus-organism-response framework

Arif, Imtiaz; Aslam, Wajeeha; Siddiqui, Hira

doi:10.1504/ijeb.2020.10028062

Cited by 2 publications

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“…Marketing managers have included social media when developing and executing IMC strategies in the promotion mix for a customer focused promotional message. This shift in the control over information is radically persuading the perception people develop over a brand or company (Aslam et al, 2020). Consumers prefer to network and create groups on various online media platforms that share common preferences, interests, and desires.…”

Section: Introductionmentioning

confidence: 99%

Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach

2022

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The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. This research aimed to track the evolution and advancement of the IMC concept, and how it reformed the way of marketing communications. Moreover, the study highlights the importance of social media, as how it can influence consumer behavior in a substantial way. The study developed a theoretical framework through systematic review in the context that serve to integrate the existing conceptual framework of IMC with social media (SM) that is also called consumer generated media (CGM) and offer implications for understanding the manifestation as a tool of augmentation for marketing practice. The present study reviews and explains the liaison between social media/consumer generated media and IMC through enhanced IMC outcomes in the modern-day marketing communication approach. The findings of the study serve as a springboard for future research and applications in the field of marketing mix, in order to build strong foundations of the brand physically as well as virtually in the mind of customers.

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Section: Introductionmentioning

confidence: 99%

Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach

2022

Self Cite

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Determinants of Consumers’ Purchase Behaviour Towards Online Food Delivery Ordering (OFDO)

Ambad¹,

Haron²,

Ishar³

2022

JSSH

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Nowadays, customers globally are turning to online shopping for almost everything, which is considered a new norm expected to remain indefinitely. Although online food delivery ,has become a trend, several issues hinder customers from purchasing food online, such as poor customer reviews, trust issues, low food quality, poor packaging, delay in delivery, and risk associated with personal data. Thus, this study aims to identify the effect of reference groups, positive online comments, perceived risks, perceived benefits, and food safety consciousness of online food delivery ordering (OFDO) adoption. The convenience sampling technique was used to collect data from Malaysian consumers. The questionnaire survey data was collected from 288 respondents using the structural equation modelling-partial least squares (SEM-PLS) method. This study shows that reference groups, positive online comments, perceived benefits, and food safety consciousness positively affect the purchase behaviour of online food delivery services. Among all factors, the perceived benefit of online food delivery ordering (OFDO) has the largest effect on consumer behaviour (f2=0.273). Customers prefer using OFDO due to the application’s user-friendly interface, variety of choices, ease of ordering from anywhere and anytime, better discounts, rewards, and cashback.

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Influence of brand related user-generated content through Facebook on consumer behaviour: a stimulus-organism-response framework

Cited by 2 publications

References 0 publications

Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach

Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach

Determinants of Consumers’ Purchase Behaviour Towards Online Food Delivery Ordering (OFDO)

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