The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement

Emini, Adelina; Zeqiri, Jusuf

doi:10.54820/fdor9238

Cited by 5 publications

(2 citation statements)

References 17 publications

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“…Similarly, Emini & Zeqiri [114] explored the mediating role of brand awareness and brand engagement in the relationship between SMM and purchase intention. Their findings revealed PLOS ONE a positive indirect impact of SMM on purchase intention, with brand awareness and brand engagement acting as full mediators.…”

Section: Serial Mediation Analysismentioning

confidence: 99%

Unveiling the adoption of metaverse technology in Bangkok metropolitan areas: A UTAUT2 perspective with social media marketing and consumer engagement

Sritong,

Sawangproh,

Teangsompong

2024

PLoS ONE

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As the metaverse emerges as a transformative digital realm, its adoption and integration into various aspects of society are subjects of increasing scholarly and practical interest. This research investigated the factors influencing the intention to use metaverse technology (IU) in Bangkok metropolitan areas, with a particular focus on the extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, alongside the role of social media marketing (SMM) and consumer engagement (CE). To verify behavioral intention, gender, age, and experience are proposed as moderating factors affecting the constructs on individuals’ behavioral intention of metaverse technology usage. The study collected data from 403 Thai internet users living in Bangkok and its surrounding areas using an online questionnaire. Subsequently, the PLS-SEM method was employed to validate the research model’s robustness and reliability. Structural model analysis revealed significant relationships among constructs, highlighting SMM’s direct influence on UTAUT2 (β = 0.787) and CE (β = 0.211). Serial mediation analyzes demonstrated a fully mediating role of SMM influencing UI through CE (β = 0.572) and UTAUT2 (β = 0.306). Moderation analyzes revealed the association between SMM and IU, mediated through UTAUT2 and CE, is moderated by age and experience. Additionally, the integration of PLS-SEM and artificial neural network (ANN) models underscored the accuracy and predictive power of the proposed framework. The findings of this study not only contribute to academic literature but also offer practical implications for marketers aiming to navigate the metaverse landscape effectively. They emphasize the pivotal role of UTAUT2 constructs and the subtle interplay between SMM, CE, and IU in shaping successful marketing strategies.

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Section: Serial Mediation Analysismentioning

confidence: 99%

Unveiling the adoption of metaverse technology in Bangkok metropolitan areas: A UTAUT2 perspective with social media marketing and consumer engagement

Sritong,

Sawangproh,

Teangsompong

2024

PLoS ONE

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“…Social media marketing activity diukur dengan indikator penelitian Emini & Zeqiri (2021), brand awareness diukur menggunakan indikator penelitian Malarvizhi et al (2022), brand trust diukur menggunakan indikator penelitian Atulkar (2020), brand love diukur dengan indikator penelitian Torres et al (2022), dan brand loyalty diukur dengan menggunakan indikator penelitian Sohail et al (2020). Social media marketing activity, brand awareness, brand trust, dan brand love merupakan variabel independen, dan brand loyalty merupakan variabel dependen dalam penelitian ini.…”

Section: Pengukuran Variabelunclassified

Analisa pengaruh social media marketing activity terhadap brand loyalty dengan mediasi brand awareness, brand trust, dan brand love

Purwianti,

Fionna

2023

JMSAB

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The study was conducted with the aim to evaluate the effect of social media marketing activity on brand loyalty mediated by brand awareness, brand trust, and brand love. Data were collected through questionnaires given to 260 respondents who live in Batam City, and are fans or users of several fast fashion brands in Indonesia, including zara, stradivarius, h&m, and uniqlo. To analyze the data, the software used is Smart PLS. The results obtained through data analysis state that social media marketing activity has a positive and significant influence on brand loyalty, brand awareness, brand trust, and also brand love. Brand loyalty is positively and significantly influenced by brand awareness, brand trust, and brand love. Brand awareness, brand trust, and brand love also mediate positively and significantly in the influence of social media marketing activity on brand loyalty.

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Drivers and outcomes of online customer engagement – evidence from Balkan countries

Jashari-Mani,

Zeqiri

2023

JEC

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Purpose Due to the worldwide internet usage and online presence of businesses, digital marketing is an integrated part of the overall marketing strategy. One of the main investments in this field is the investment on more creative content that engages more potential customers. Online brand communities (OBCs) are used by businesses as a tool to have higher rates of engagement. Many researchers have developed customer engagement (CE) models to better understand it, but the transition economies like the countries of the Balkan are somehow left aside. Due to this identified gap in the literature, this paper aims to provide a model explaining the drivers and outcomes of CE, specifically on OBCs. Design/methodology/approach The research is based on primary data collected with an online questionnaire. Sample consisted of 764 respondents from four Balkan countries (Kosovo, North Macedonia, Albania and Montenegro). Data were analyzed using SPSS Statistics and IBM AMOS 26. To test the research model and hypotheses, confirmatory factor analysis and structural equation modeling were used. Findings First, the study found a positive impact of entertainment and customer satisfaction, and celebrities’ endorsement in CE. Furthermore, the results revealed a positive impact of CE on customer purchase intention and customer loyalty. Practical implications The research findings aim to help businesses of Balkan countries to better understand the importance and operation of CE in OBC. Originality/value This paper enriches the existing digital marketing literature of transition economies with a model of online CE.

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The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement

Cited by 5 publications

References 17 publications

Unveiling the adoption of metaverse technology in Bangkok metropolitan areas: A UTAUT2 perspective with social media marketing and consumer engagement

Unveiling the adoption of metaverse technology in Bangkok metropolitan areas: A UTAUT2 perspective with social media marketing and consumer engagement

Analisa pengaruh social media marketing activity terhadap brand loyalty dengan mediasi brand awareness, brand trust, dan brand love

Drivers and outcomes of online customer engagement – evidence from Balkan countries

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