The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Abstract

The aim of this study was to explore the effects of the antecedents of social media marketing, brand loyalty and purchase intention. Furthermore, the study aims at investigating the effect of social media marketing on brand loyalty and purchase intention. Finally, the study seeks to identify the effect of brand loyalty on purchase intention. In order to achieve the study objectives, a questionnaire was developed based on prior literature and a sample of customers consisting of 500 participants was selected in order to collect the required data. The model of the study was developed theoretically and then tested using structural equation modeling. The results confirmed that social media antecedents significantly affect three constructs: social media marketing, brand loyalty and customer purchase intention. In line with numerous previous studies, the results indicated that social media marketing significantly affects both brand loyalty and customer purchase intention. Finally, the findings showed that brand loyalty has a significant effect on customer purchase intention. Based on these results, it was concluded that organizations should pay more attention to the antecedents of social media marketing since it has direct effects on social media marketing application, brand loyalty and customer purchase intention. Despite the importance of these results, the study is still limited to measurements used to evaluate constructs, since these measurements were built on a small number of indicators, its cross-sectional design and a little number of antecedents being explored. Considering these limitations in the future might reveal different results. However, since the effect degree of social media marketing application is greater than the degree of the same construct on brand loyalty and purchase intention, social marketing application was not approved to play a mediating role between theses constructs. Hence, the major contribution of this study is that social media antecedents are no less important than the application of social media marketing itself. In other words, for organizations to ensure an effective application of social media marketing, an eye on its antecedents would bring the benefits of social media marketing into the light, which, in turn, would affect brand loyalty and customer purchase intention.

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“…This is an effective way of exploring what consumers need and want. Moreover, social media is used to interact directly between companies and consumers [22]. Marketing activities using social media have received more attention from companies because they can reduce marketing costs, increase profits, share information, build a wider business network and build better relationships with consumers in the long term.…”

Indonesian Online Shopping Practices in the COVID-19 Pandemic Era: A Study of Culture and Cyber Security Law

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“…That is different from advertising in public media such as TV, Radio, Newspapers, or Billboards, advertisements aimed at everyone or specific demographics. Advertisements cannot be targeted at specific individuals because advertisers and global media do not have information about particular users and cannot reach them (Almohaimmeed, 2019).…”

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“…Literatürde farklı ülkelerde, farklı örneklem grupları ve ürünler üzerinde yapılan çalışmalarda sosyal ağ sitelerindeki pazarlama faaliyetlerinin tüketicilerin satın alma niyetini pozitif yönde etkilediği tespit edilmiştir (Kim ve Ko, 2012;Balakrishnan, Dahnil ve Yi, 2014;Pjero ve Kercini, 2015;Gautam ve Sharmab, 2017;Sheth ve Kim, 2017;Almohaimmeed, 2019). Bu çalışmalarda elde edilen sonuçlardan yola çıkarak "H1: Sosyal ağ pazarlaması tüketici satın alma niyetini pozitif yönde etkiler."…”

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