Social Media Marketing in Emerging Economies: A Mongolian Case Study

Borker, David R.

doi:10.5539/ijms.v6n2p31

Cited by 3 publications

(1 citation statement)

References 22 publications

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“…The research on social media marketing is limited (Sanni et al, 2018), especially in emerging markets (Rohm et al, 2004;Borker, 2014;Ilavarasan et al, 2018) (i.e. Iran).…”

Section: Introductionmentioning

confidence: 99%

Viral marketing and purchase intentions of mobile applications users

Fard

Marvi

2019

IJOEM

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Purpose In the preceding decades, due to the advancement of social media, traditional marketing has become less significant. Managers and entrepreneurs are seeking novel, effective and efficient ways both for new and technological products/services. Drawing on the theory of reasoned action, information adoption model and technology acceptance model, the purpose of this paper is to examine the effect of viral marketing on purchase intentions of mobile applications users in Iran. Design/methodology/approach Statistical population includes those Iranian users who have used two social networks (Facebook, Instagram, Line, LinkedIn, Pinterest, Telegram, Twitter, Viber, WeChat and WhatsApp) at least. Invalid questionnaires are excluded and 624 are used for the data analysis. Structural equations modelling is used to test the proposed model. Findings The findings show that the most effective factor on apps perceived usefulness is argument quality of information, followed by source credibility and quantity of information. Perceived usefulness is also predicted by perceived ease of use through the indirect effect of argument quality. Furthermore, it is also found that purchase intention is affected by perceived ease of use, followed by perceived usefulness through attitude towards the purchase. Research limitations/implications This research is limited to the Iranian mobile apps market. Future studies on viral marketing in app markets should collect data from multiple industries and multiple countries in order to achieve a more comprehensive perspective on the effects and consequences of viral advertising. Furthermore, rather than social networks, similar research can be conducted on different communication channels of the internet such as blogs, e-mails, chat rooms, online communities, discussion boards, corporate websites, e-commerce and social commerce websites (e.g. Amazon). It is also suggested that the conceptual model of the research can be extended considering other useful factors on purchase intentions than attitude (e.g. subjective norms and perceived behavioural control). Furthermore, future research should consider the role of mobile apps features in forming purchase intentions. Practical implications For the firms that develop mobile applications (particularly in Iran’s app market), increasing sales requires exploiting social media viral marketing to effectively change potential customers’ perceptions about usefulness and ease of use of their products. The findings suggest that a viral marketing strategy should be developed with high argument quality, followed by high source credibility and a large amount of information on social media. Originality/value This is one of the earliest studies investigating the viral effects of social networks on purchase intention in the mobile applications context. Although very few papers practically recognised the impact of viral marketing on purchase intention, the effect of this concept on mobile applications purchase intention had remained unknown.

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“…The research on social media marketing is limited (Sanni et al, 2018), especially in emerging markets (Rohm et al, 2004;Borker, 2014;Ilavarasan et al, 2018) (i.e. Iran).…”

Section: Introductionmentioning

confidence: 99%

Viral marketing and purchase intentions of mobile applications users

Fard

Marvi

2019

IJOEM

View full text Add to dashboard Cite

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Usage and Effectiveness of Social Media Marketing in Egypt : An Organization Perspective

Marzouk¹

2016

JJBA

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Social Media Marketing Applications and Fashion Brands

Rishi

Mohammed

Akriti

2023

Advances in Marketing, Customer Relationship Management, and E-Services

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South Asia's large size and economic diversification make it a diverse market. This diversity becomes crucial for marketers to reach consumers and share social media information about their products. Social media positively impacts branding and helps in fostering positive customer relationships. The chapter focuses on the South Asian market with detail on the social media marketing applications followed by the fashion brands in this region. The chapter sees the details from a theoretical lens and tries to comprehend the benefits and applications of social media marketing for fashion brands in South Asia. The chapter proposes an approach to designing a social media strategy and provides guidelines on how fashion brands can effectively use social media marketing. The chapter concludes by considering some obstacles the industry could face in the South Asian region and suggesting ways to overcome them by strategically using social media marketing.

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Social Media Marketing in Emerging Economies: A Mongolian Case Study

Cited by 3 publications

References 22 publications

Viral marketing and purchase intentions of mobile applications users

Viral marketing and purchase intentions of mobile applications users

Usage and Effectiveness of Social Media Marketing in Egypt : An Organization Perspective

Social Media Marketing Applications and Fashion Brands

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