The Effect of Perceived Social Media Marketing Activities on Brand Loyalty Through Brand Consciousness and Value Consciousness on Vivo Smartphone

Yoel, Chrein Yonathan; Ellitan, Lena; Lukito, Robertus Sigit Haribowo

doi:10.24123/jeb.v2i2.4473

Cited by 3 publications

(1 citation statement)

References 10 publications

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“…However, in several previous work of literatures, SMM was found not to have a significant effect on Purchase Intention (Chan et al, 2020;Emini, 2021). Meanwhile, based on a further literature review, SMM was proven to be able to influence PI through the indirect influence of brand image, brand awareness, and brand preference (Aileen et al, 2021;Anantasiska et al, 2021;Zhafirah, 2019); advertising value (Zhafirah, 2019); customer relationships (Gautam & Sharma, 2017); trust (Liu et al, 2019), and Perceived Value (hereinafter referred to as PV) (Kim & Ko, 2012;Chrein et al, 2021;Moslehpour et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Understanding the Effect of Social Media Marketing on Purchase Intention : a Value-based Adoption Model

Vidyanata

2022

JDM

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The rapid use of social media has skyrocketed over the past decade all over the world, including in Indonesia. Organizations can significantly benefit by utilizing social media as an integral part of their marketing strategy. However, there is no consensus regarding to which extent Social Media Marketing (SMM) is able to influence Purchase Intention (PI). The purpose of this study is to examine the effect of SMM on PI based on the Value-Based Adoption Model (VAM). The research population of this study is 791 thousand accounts of @halodoc Instagram followers. Halodoc becomes an interesting object to study because it is engaged in the healthcare sector, where consumers will be thoroughly evaluating the Perceived Value (PV) of the service offered. The sample consists of 130 respondents using the purposive sampling method. This study concludes that SMM has no direct influence on PI; SMM has a positive and significant effect on PV; PV has a positive and significant effect on PI and PV fully mediates the influence between SMM on PI. This study confirms that the SMM should be focusing on establishing consumers’ favorable internal response. Nevertheless, this research still has some technical limitations, where the prospective respondents were reluctant to reply direct messages from unknown senders. .

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Section: Introductionmentioning

confidence: 99%

Understanding the Effect of Social Media Marketing on Purchase Intention : a Value-based Adoption Model

Vidyanata

2022

JDM

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Algılanan Sosyal Medya Pazarlama Faaliyetlerinin Marka ve Değer Bilincine Etkisi Üzerine Bir Araştırma

Arklan,

Tuzcu

2024

Süleyman Demirel Üniversitesi Vizyoner Dergisi

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Giderek değişen dijital yaşam ve tüketici bakış açısı karşısında işletmeler rekabetçi üstünlük sağlayabilmek için sosyal medya pazarlama faaliyetlerini kullanarak marka ve değer bilincine yönelik çalışmalara başlamışlardır. Şirketlerin markalarını tanıtmak ve hatırlatmak amacıyla kullandıkları sosyal medya pazarlama faaaliyetleri sayesinde tüketiciler bir markaya dönük fiyat, imaj, kalite gibi hususlarda bilgi alabilmekte ve bu bilgiler sayesinde o markaya ilişkin bir bilinç düzeyine erişebilmektedirler. Markaların yapmaya çalıştığı şey, kendilerine dönük istenen yönde bir bilinç oluşturarak rakiplerinden farklı bir konuma taşınmaktır. Buradan hareketle çalışma, algılanan sosyal medya pazarlama faaliyetlerinin marka bilinci ve değer bilinci üzerindeki etkisini ortaya koyma amacı taşımaktadır. Bahsi geçen amaç minvalinde, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi ile İletişim Fakültesi öğrencileri üzerinde bir alan araştırması gerçekleştirilmiştir. 506 üniversite öğrencisinden elde edilen bulgular doğrultusunda, sosyal medya ortamlarının alışveriş yapmak için güvenilir bulunduğu, satın alma süreçlerinde bir ürün ya da markaya ilişkin bilgilenmek amacıyla kullanıldığı, algılanan sosyal medya pazarlama faaliyetlerinin ise marka bilinci ve değer bilinci üzerinde anlamlı ve olumlu bir etkisinin olduğu sonucuna ulaşılmıştır.

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The Influence of Social Media, Brand Trust, Brand Affect and Value Consciousness on Brand Loyalty: Online Transportation Cases in Indonesia

Santoso

2023

Wseas Transactions on Business and Economics

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Currently, the use of social media in Indonesia as part of social interaction activities in the community and at the same time as a medium for companies to promote their products is increasing. Likewise, digital technology has penetrated public transportation activities in the community, with the emergence of Gojek and Grab as the two leading online transportation brands in Indonesia. The purpose of this study is to find out whether digital marketing activities can affect the buying behavior of a brand. Specifically, this study aims to determine the effect of Social Media Marketing on Brand Trust, Brand Affect and Value Consciousness, and ultimately on Brand Loyalty. The research objects are the two major online transportation companies, namely Gojek and Grab. Using survey research methods and purposive random sampling technique, 240 respondents in Yogyakarta city, Indonesia, were given a questionnaire related to their perceptions of the five constructs above. By using structural equation modeling, measurement tests and structural tests were carried out. The results show that Social Media Marketing affects the Brand Affect, Brand Trust and Value Consciousness positively and significantly. While the Brand Affect affects the Brand Trust and Brand Loyalty positively and significantly. However, the Value Consciousness does not significantly affect the Brand Loyalty. The results of the study prove that digital marketing activities through social media can have a significant effect on the formation of consumer trust and finally on brand loyalty. Some of the implications of the results of this study are discussed further in the discussion.

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The Effect of Perceived Social Media Marketing Activities on Brand Loyalty Through Brand Consciousness and Value Consciousness on Vivo Smartphone

Cited by 3 publications

References 10 publications

Understanding the Effect of Social Media Marketing on Purchase Intention : a Value-based Adoption Model

Understanding the Effect of Social Media Marketing on Purchase Intention : a Value-based Adoption Model

Algılanan Sosyal Medya Pazarlama Faaliyetlerinin Marka ve Değer Bilincine Etkisi Üzerine Bir Araştırma

The Influence of Social Media, Brand Trust, Brand Affect and Value Consciousness on Brand Loyalty: Online Transportation Cases in Indonesia

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