Social Media Marketing: Evolution and Change

Sharma, Shweta; Verma, Harsh V.

doi:10.1007/978-981-10-5323-8_2

Cited by 45 publications

(31 citation statements)

References 42 publications

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“…Thus, there is no agreed-upon definition of SMM. From a marketing viewpoint, SMM denotes the usage of social media networks for marketing tasks (Sharma and Verma, 2018). In the promotional aspect, SMM is the application of social media platforms to endorse a firm and its goods (Akar and Topcu, 2011).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust

Hafez

2021

IJBM

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PurposeThis research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.Design/methodology/approachData were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).FindingsThe results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.Research limitations/implicationsThis study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.Practical implicationsThe study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.Originality/valueThe study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.

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Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust

Hafez

2021

IJBM

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“…SNSs treat users as active participants, not as passive recipients of content gathered from related organizations. They provide users with a great deal of freedom, allowing them to exchange views and develop relationships with each other (Sharma and Verma, 2018). The most popular SNSs in the market, such as Facebook, Twitter, Instagram, and Myspace not only have these qualities, but have also been continuously improved to provide users with a stronger sense of immersion, intimacy, and belonging when they interact with their virtual social circles (Bullas, 2014).…”

Section: Development Of Social Networking Sitesmentioning

confidence: 99%

The Relationship Between SNS Usage and Disordered Eating Behaviors: A Meta-Analysis

Zhang

Wang²,

Li³

et al. 2021

Front. Psychol.

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Social Networking Sites (SNSs) are common tools with which modern people share their lives and establish social relationships. However, some studies have found SNSs to be associated with eating disorders, although other have identified no connection between the two. To explore the interaction between SNSs and eating disorder behaviors, this study aimed to comprehensively synthesize previous studies using meta-analysis methods. Based on selection criteria, there were 87 effect sizes from 22 studies. After analysis using a three-level random-effects meta-analysis model, a positive correlation between the use of SNSs and irregular eating behaviors was found, r = 0.09 (95% CI: 0.06, 0.11; p < 0.001). In addition, by analyzing potential moderators, body mass index (r = −0.032; 95% CI: −0.058, −0.006; p = 0.019), survey methods, and sample sources was discovered could alter the relationship between SNSs and disordered eating behaviors. Specifically, there was a significantly larger association between SNSs results obtained by paper and pencil surveys and disordered eating behaviors (r = 0.114; 95% CI: 0.081, 0.147; p < 0.001) than that between SNSs results obtained by online surveys and disordered eating behaviors (r = −0.055; 95% CI: −0.102, −0.007; p < 0.01). University students showed a larger correlation between SNSs and disordered eating behavior than other samples (r = 0.089; 95% CI: 0.049, 0.129; p < 0.001). Overall, this meta-analysis confirms that the excessive use of SNSs is associated with an increased risks of disordered eating behaviors. It is hoped that this study can provide a reference for the management and intervention of dietary behaviors related to social networks in the future.

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“…Efek viral di antara pengguna sosial media memungkinkan merek untuk didiskusikan dan telah dikenal luas di antara sejumlah besar pengguna (Kumar et al, 2011;Sharma & Verma, 2018…”

Section: Kerangka Pemikiranunclassified

Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan

Fahmi

Arif²,

Farisi³

et al. 2019

Ekobis

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This study aims to analyze the effect of social media marketing on brand image and repeat purchases, and to analyze the role of brand image in mediating the effect of social media marketing on repeat purchases in the Fast-Food Restaurant industry in Medan. The respondents are consumers who have made purchases at five fast food restaurants in Medan. 140 people were selected using random sampling. Data collected using questionnaire and interviews, and analyzed using descriptive and path analysis. The results proved that social media marketing was significantly influenced brand image; brand image was significantly influenced repeat purchase; and, social media marketing was significantly influenced repeat purchase. Moreover, social media marketing proved has no significant effect on repeat purchase through brand image as mediator.

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Social Media Marketing: Evolution and Change

Cited by 45 publications

References 42 publications

The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust

The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust

The Relationship Between SNS Usage and Disordered Eating Behaviors: A Meta-Analysis

Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan

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