Ten Years of ‘Social Media Marketing’ Research in the Journal of Promotion Management: Research Synthesis, Emerging Themes, and New Directions

Arora, Anshu Saxena; Sanni, Saidat Abidemi

doi:10.1080/10496491.2018.1448322

Cited by 82 publications

(51 citation statements)

References 54 publications

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“…We extend the thinking of SSI, xenocentrism, and eWoM as international online marketing channels due to cross-country and cross-cultural learning effects (Tang, 2017). Social media plays a vital role of bringing people from different countries and cultures together; yet researchers have overlooked the moderating influence of culture (Arora and Sanni, 2019; Carlson et al, 2019; Dutton and Reisdorf, 2019; Kozinets et al, 2018; Lam et al, 2009; Tang, 2017). Cultural differences influence the nature of social networks (Smith, 2007) and can explain the interrelationships among the constructs of SSI, C-XEN, and eWoM.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Researchers (Pick and Eisend, 2016; Tang, 2017; Van Hoorn, 2015; Yoo et al, 2011) have noted that Hofstede’s cultural indices are better than the ones provided by Kluckhohn and Strodtbeck (1961), Trompenaars (1993), and Schwartz (1994). We adopt Hofstede’s (2001) four national cultural dimensions—power distance (PD), uncertainty avoidance (UA), masculinity/femininity, and individualism/collectivism—which have strong relationships to marketing strategy (Arora and Sanni, 2019; Erramilli and Rao, 1993; Johnson and Tellis, 2008; Samaha et al, 2014; Tang, 2017) and been used in prior cross-cultural WoM and eWoM research (e.g. Dawar et al, 1996; Lam et al, 2009; Schumann et al, 2010; Tang, 2017).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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The moderating role of culture in social media-based spatial imagery, consumer xenocentrism, and word-of-mouth for global virtual teams

Arora¹,

Arora

Taras³

2019

Int'l Jnl of Cross Cultural Management

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This study investigates how culture moderates the interrelationships among social spatial imagery (SSI), consumer xenocentrism (C-XEN), electronic word-of-mouth (eWoM), and overall project performance for global virtual teams (GVTs) in social media networked environments. In a sample of 1240 participants from developed economies (the United States and Italy) versus 1176 from emerging economies (China, India, Colombia, Brazil, and Malaysia), partial least squares structural equation modeling and multigroup analyses were conducted to examine the above social media-based interrelationships. The results indicate that low power distance (PD), individualist, and masculine cultures exert strong and positive relationships between C-XEN and negative eWoM; while high PD, collectivist, and less masculine (or feminine) cultures strengthen positive relationships between xenocentrism and positive eWoM. Further, negative eWoM aids project success for GVTs, while positive eWoM has no impact on project performance for developed and emerging economies. Theoretical and managerial implications for understanding cross-cultural aspects of SSI, C-XEN, eWoM, and GVT project performance in online social networks are discussed.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

The moderating role of culture in social media-based spatial imagery, consumer xenocentrism, and word-of-mouth for global virtual teams

Arora¹,

Arora

Taras³

2019

Int'l Jnl of Cross Cultural Management

Self Cite

View full text Add to dashboard Cite

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“…Social media-based research studies tend to be quantitative in nature (Arora & Sanni, 2019). For instance, Arli (2017) utilized statistical analyses to evaluate the impact of social media features on customers' attitudes toward brands, while Dodoo and Padovano (2020) examined statistically the role of personality in consumer perceptions of social media advertising and persuasion.…”

Section: Methodsmentioning

confidence: 99%

Information Dissemination and Interactions in Higher Education Social Media Posts

Lund

Wang

2020

Journal of Promotion Management

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“…As specified by the Nielsen Company (2012), customers pass more time on social media instead any other set of sites with an average of 121.18 min per day in 2012, which denotes an increase of 37% with respect to the previous year. This trend has encouraged scholars to recognize how to use social media to effect customer preferences, purchase decisions, and word of mouth (Arora & Sanni, 2019).…”

Section: Introductionmentioning

confidence: 99%

Social Media Marketing and Committed Customer: Analyzing the Underlying role of Customer Commitment in Developing Country Context

Khizar¹,

Yaqub²,

Javed³

et al. 2020

JBSEE

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This study aims at finding the effect of “Traditional Media Marketing”, “Social Media marketing”, and “Word of Mouth” on the customers’ “Intention to Purchase” (ITP) through their Commitment to specific Mobile phone brand Samsung mobile in Pakistan. The data was collected by using quantitative approach specifically from those professional accountants who were using Samsung mobile brand through simple random sampling technique. Total 450 questionnaires were distributed while 390 were returned as entirely filled generating a response rate of 86%. Data was analyzed using software SPSS 24 and AMOS 25, by performing structural equation modelling, confirmatory factor analysis, correlation, and regression and mediation tests. Barron and Kenny test was applied to analyze that whether the mediation is full or partial. Results explain that Traditional Media Marketing, Social Media Marketing, and Word of Mouth has a significant positive impact on Intention to Purchase. Similarly results demonstrate that Customer Commitment has a significant positive impact on Intention to Purchase. Finally, Customer Commitment (CC) mediates the relationship among the Traditional Media Marketing (TMM), Social Media Marketing (SMM), Word of Mouth (WOM) and Intention to Purchase (ITP). It is also concluded that there exists a partial mediation between the SMM, TMM and ITP. Further it is analyzed that there is no mediation among the WOM and ITP. This study focused on Pakistan due to some limitations while there were budgetary limitation and time constraints.

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Ten Years of ‘Social Media Marketing’ Research in the Journal of Promotion Management: Research Synthesis, Emerging Themes, and New Directions

Cited by 82 publications

References 54 publications

The moderating role of culture in social media-based spatial imagery, consumer xenocentrism, and word-of-mouth for global virtual teams

The moderating role of culture in social media-based spatial imagery, consumer xenocentrism, and word-of-mouth for global virtual teams

Information Dissemination and Interactions in Higher Education Social Media Posts

Social Media Marketing and Committed Customer: Analyzing the Underlying role of Customer Commitment in Developing Country Context

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