The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment

Gavurová, Beata; Bačík, Radovan; Fedorko, Richard; Nastišin, Ľudovít

doi:10.7441/joc.2018.02.05

Cited by 39 publications

(28 citation statements)

References 8 publications

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“…The TPB model has an extra dimension of perceived behavioural control, which describes someone's belief and behaviour as well. Several research studies showed the significance and superiority of the TPB model over the TRA model (Ali et al, 2017;Shih & Fang, 2004;Prapavessis et al, 2015;Ercsey, 2017;Gavurova et al, 2018). According to Shih and Fang (2004), perceived behavioural control (PBC) is described as someone's conduct because of perceived comfort and strain through coordinated behaviour.…”

Section: Theory Of Planned Behaviourmentioning

confidence: 99%

Application of the Theory of Planned Behaviour Model for Examining Customers’ Intentions towards Islamic Hire Purchase Financing

Ahmed¹,

Vveinhardt²,

Štreimikienė³

et al. 2019

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The paper deals with the issues relevant to behavioural economics studies, demonstrating psychological and behavioural aspects of Muslim banking customers across the world. The aim of the research is to investigate the factors that are significant to customers using the Islamic hire purchase (auto financing) in Pakistan. The novelty of this study is to develop a modified model based on the Theory of Planned Behaviour (TPB) and apply it to bridge this gap as well as to identify the determinants. The TPB model was applied to examine the intention of customers buying automobiles through Islamic hire purchase financing. This study involves 730 respondents who are customers of Islamic hire purchase (IHP) from major Islamic banks of Pakistan. The results of the study demonstrated that the basic items of the TPB instrument, for instance, subjective norms, attitude, and perceived behavioural control, significantly influenced customers' intention to use Islamic hire purchase financing. At the same time, researchers assimilated three factors such as religious belief, pricing of Islamic banking products, and knowledge of Islamic banking products as moderating variables. The results verified their moderation and exhibited a significant link between items of the Theory of Planned Behaviour model and intention to use the Islamic hire purchase.

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Section: Theory Of Planned Behaviourmentioning

confidence: 99%

Application of the Theory of Planned Behaviour Model for Examining Customers’ Intentions towards Islamic Hire Purchase Financing

Ahmed¹,

Vveinhardt²,

Štreimikienė³

et al. 2019

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show abstract

“…The Swani and Milne research (2017) analyzed Fortune 500's content strategy focusing on services and goods. The findings from the multivariate multilevel Poisson model have shown that the use of corporate branding is more beneficial in the content on social media related services, while in case of selling goods it is more efficient to use the brand name in the content on social media (Gavurova et al, 2018). According to the Brookes study (2010), photos have an average of 22% more engagement than videos and 54% more engagement than text posts.…”

Section: Literature Reviewmentioning

confidence: 99%

Quantitative study of selected Facebook marketing communication engagement factors in the optics of different post types

Nastišin

Fedorko

Vavrečka³

et al. 2019

Innovative Marketing

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The objective of the research was to identify statistically significant differences in selected engagement indicators on Facebook – likes and shares in relation to the different types of content that brands on this platform add to. The analysis was performed on a sample of three global companies from the top 25 most valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA (Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were analyzed in order to differentiate the liking and sharing of content types. Data collection was carried out in the first half of 2018. The findings pointed to two statistically significant differences that were also interpreted in the discussion of the research. The findings have shown that in case of liking, in two cases out of three, there is a statistically significant difference in terms of the type of content added, when photos came out as those with the greatest potential to get like from Facebook users and fans. At the same time, the same finding appeared in the case of sharing, which is an even stronger form of engagement. Likewise, photos were shown to be the most promising in terms of potential content sharing by Facebook users and fans. The study provided some clues as to where this research should go further and explore the relationship more deeply in view of the more extensive quantitative research, and also the potential qualitative approach. The future research directions include analyzing companies of different types and sizes and also taking into account the contribution from other social networks with the same or similar engagement indicators.

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“…Consumer behaviour analysis is a key aspect for the success of e-business. However, consumer behaviour towards changes in the Internet market changes as users gain experience Yu et al, 2005;Gavurova et al, 2018). Perceptions that affect their electronic purchase can have different impacts on consumer choice or buyback, because the use of information technology (IT) can change based on perceptions and attitudes .…”

Section: Literature Reviewmentioning

confidence: 99%

Technology acceptance model in e-commerce segment

Fedorko¹,

Bačík²,

Gavurová³

2018

Management &Amp; Marketing

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Consumer behaviour analysis is a key aspect for the success of e-business. The main objective of the study is to analyse the impact of selected user experience factors on e-commerce web site visiting (technology). The objective of the study is to create a model that will explain the impact of each major factor on the user experience and the re-visit of the e-shop. To explain the use of e-commerce technology, in the second part we have modified the original technology acceptance model (TAM) with other constructs. Specifically, there are modern technologies such as social networks or mobile apps that affect the use of e-shops. The TAM model is one of the most used models of what the system uses to identify the perceived usefulness and perceived simplicity of use from the user’ side. For the main advantage of our study, we consider that we have highlighted the importance of the factor of modern technology and therefore of social networks, mobile applications and contextual advertising. This factor, along with the other two factors, has been incorporated into our model and has shown that modern technologies have a direct impact and are therefore directly related to the frequency using the e-commerce websites.

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The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment

Cited by 39 publications

References 8 publications

Application of the Theory of Planned Behaviour Model for Examining Customers’ Intentions towards Islamic Hire Purchase Financing

Application of the Theory of Planned Behaviour Model for Examining Customers’ Intentions towards Islamic Hire Purchase Financing

Quantitative study of selected Facebook marketing communication engagement factors in the optics of different post types

Technology acceptance model in e-commerce segment

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