The effect of brand community quality on users’ switching intention focusing on brand community of social media

Inwon, Kang; Son, Jeyoung

doi:10.20462/tebs.2017.12.18.6.93

Cited by 3 publications

(3 citation statements)

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“…Entertainment refers to the fun that the advertising media provides to the users (Xu et al, 2009). It is considered to be the crucial component of social media that generates user engagement, positive emotion, and usage intentions of the users (Kang, 2005).…”

Section: Social Media Marketing Activities As Environmental Stimuli (S)mentioning

confidence: 99%

Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers

Aggarwal

Mittal

2022

International Journal of Online Marketing

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In the light of growing interest and usage of social networking sites, smartphones, and internet availability, this study aims to analyze the impact of social media marketing activities on the purchase intentions of the customer via customer equity drivers- relationship equity, value equity and, brand equity in the context of the smartphone industry. An online survey was conducted with a total of 343 respondents who were active users of social media. The collected data were analyzed using structural equation modeling. The findings of the study revealed that interactivity was the most important dimension of social media marketing activities (SMMAs) and personalization and e-WOM being the second one. SMMAs were found to have a significant impact on customer equity drivers and value equity and brand equity were positively related to the purchase intentions of the customers. The findings of the study will help managers to develop SMMA strategies and boosting future sales by influencing the purchase intentions of the customers through perceived SMMA.

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Section: Social Media Marketing Activities As Environmental Stimuli (S)mentioning

confidence: 99%

Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers

Aggarwal

Mittal

2022

International Journal of Online Marketing

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“…Some methods of utilizing social media are described in Table 3. Entertainment is an attitude and a continuous pursuit that leads to favorable perceptions regarding the brand [61]. Customizations enable the customer to specify their order to the business, which makes it possible to obtain customer satisfaction because of the exclusivity of the product and service [53,62].…”

Section: Social Media Activity (Sma) Affecting Ornamental Agribusines...mentioning

confidence: 99%

An Overview of the Increasing Ornamental Plant Business in Indonesia Post-COVID-19 Pandemic as a Result of Social Media and Its Future Perspective

Mubarok,

Suminar,

Karyani

et al. 2023

Sustainability

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The ornamental plant is one of the important horticultural commodities in Indonesia, but its development differs from that of other horticultural commodities, such as vegetable and fruit plants. The COVID-19 pandemic, which has been ongoing since early 2020, apart from having an impact on health, has also positively impacted the ornamental plant business in Indonesia. Home confinement caused certain physiological problems that could be solved by indoor gardening activity, leading to an increase in the demand for ornamental plants, especially for leafy ornamental plants. This review provides a comprehensive overview of the growth of the ornamental production business in Indonesia in terms of psychological needs and the power of social media. There was an increase in ornamental prices due to the impact of the COVID-19 pandemic in Indonesia. Consumer preferences and behaviors were also altered by the pandemic, as indicated by consumers’ new motivations, perceptions, learning, and belief systems regarding ornamental plants. The government has launched several strategies to gain domestic competitiveness and maintain its sustainability in the environment. Digital transformation has been applied by ornamental plant businesses in Indonesia. The digital marketing of ornamental plants relies on social media concepts such as entertainment, customization, interactions, electronic word of mouth (EWOM), and trendiness.

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“…Social media platforms provide fun, joy, and entertainment (Shareef et al, 2018). The entertainment element of SMM is an important factor in influencing the perceived brand image (Kang, 2005;Seo & Park, 2017). Consumers who perceive a brand's social media presence as fun, exciting and cool will have positive perceptions of its image (Muntinga et al, 2011;Taylor et al, 2011).…”

Section: Entertainment and Sandton Brand Imagementioning

confidence: 99%

Social Media Marketing Attributes, Sandton’s Rental Market Brand Image, and the Millennials’ Rental Preference: An Empirical Study

Nhlabathi

Mgiba

Ligaraba

2022

Real Estate Management and Valuation

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A good image of millennials’ residential rental space is an important issue. This image can be impacted by the available telecommunication technology. Social media marketing can, therefore, be an important marketing tool to achieve it. Many studies have shown that a good brand image positively impacts brand preference. This study quantitatively investigated the impact of social media attributes of trendiness, entertainment, customization, information, interaction on Sandton’s rental market’s brand image, and the relationship between this image and millennials’ rental preference. Data were collected from millennials who have lived, live or intend to live in Sandton. Structural equation modeling was employed for data analysis. The findings of the study are that entertainment, customization, and information positively impact Sandton’s image and that trendiness and interactions do not. Also, the image of Sandton’s rental market has a positive influence on the millennials’ preferences as to rental housing. The outcomes will find application for both academics and management practice as will be shown below.

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The effect of brand community quality on users’ switching intention focusing on brand community of social media

Cited by 3 publications

References 0 publications

Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers

Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers

An Overview of the Increasing Ornamental Plant Business in Indonesia Post-COVID-19 Pandemic as a Result of Social Media and Its Future Perspective

Social Media Marketing Attributes, Sandton’s Rental Market Brand Image, and the Millennials’ Rental Preference: An Empirical Study

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