The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

Hafez, Md.

doi:10.4018/ijabim.294102

Cited by 4 publications

(2 citation statements)

References 60 publications

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“…Secondly, this study has considered a recent growing economy: Bangladesh, to draw the study sample as it is observed that the country has been experiencing a digital transformation across the nation [ 20 ], where eWOM plays a critical role in developing the business growth, especially on online platforms. Lastly, several studies in Bangladesh were carried out to exhibit the connection of social media with brand equity [ 21 ], consumer behavior [ 22 ], and purchase intention [ 23 , 24 ]. In contrast, the relationship between various attributes of eWOM and consumer behavioral aspects was rarely tested in the Bangladesh context, where social media-based businesses have started flourishing day by day.…”

Section: Introductionmentioning

confidence: 99%

The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory

et al. 2022

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The maturity and growth of social media have empowered online customers to generate electronic word of mouth (eWOM), on various online websites and platforms, which may influence an individual’s decision-making process. This paper explores eWOM information’s impact on social media users’ purchase intention by applying the information adoption model (IAM) and the technology acceptance model (TAM). PLS-SEM (SmartPLS V.3.3) has been utilized to test the hypotheses using data of 432 respondents. The research findings evinced that eWOM information quality, credibility, usefulness, and ease of use have been critical in determining online consumers’ intention to adopt eWOM and form purchase behavior on social media. The study’s outcomes offer the marketing managers a viewpoint to realize the significance of the effect of eWOM information on online purchase intention among social media users. Furthermore, the study findings will also enlighten marketing and business managers to utilize social media websites by gauging consumer behavior and focusing on characteristics of eWOM information on social media for better consumer insights.

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Section: Introductionmentioning

confidence: 99%

The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory

et al. 2022

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“…E-WOM is one dimension encompassed by social media marketing (SMM). SMM has a significantly positive effect on overall brand equity (Hafez, 2021). Twitter is a good platform for e-WOM, especially favorites (likes) and retweets (shares) that can help spread messages and enhance interaction among customers (Alboqami et al, 2015;Chu & Sung, 2015;Kim et al, 2014;Mucan & Özeltürkay, 2014;Weerawatnod et al, 2017).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Thai Commercial Banks on Twitter

Thongmak

2023

International Journal of Asian Business and Information Management

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Twitter is a social media (SM) platform that rapidly generates electronic word of mouth (e-WOM). Marketer-generated content (MGC) is controllable and could enhance the positive e-WOM. Hence, in this study, the author examined the characteristics of MGC and reactions from followers based on Thai banks' Twitter accounts. The author collected a total of 10,000 tweets from nine banks in Thailand—both high- and low-performing banks. The author conducted research with natural language processing (NLP) to uncover intents using an open application programming interface (API). The author used three data-mining techniques—association, clustering, and classification. The Twitter strategies of banks with high and low performances are quite similar. The sentiment is the intent type that dominates Thai banks' intent strategies. Several intents could be combined to draw e-WOM in terms of favorites (FAV) and retweets (RT). Six intent patterns (clusters) were extracted. Some of these clusters are classifiers for FAV and non-FAV tweets. This study guides the application of data mining in business research and suggests MGC strategies for marketers.

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Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness

Hafez

2022

International Journal of Information Management Data Insights

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The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

Cited by 4 publications

References 60 publications

The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory

The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory

Thai Commercial Banks on Twitter

Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness

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