To Assess the Impact of Social Media Marketing on Consumer Perception

Ali, Zulqurnain; Shabbir, Muhammad Aqib; Rauf, Mashal; Hussain, Abid

doi:10.6007/ijarafms/v6-i3/2172

Cited by 30 publications

(19 citation statements)

References 10 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…patronage and loyalty). The usage of a model like this is not uncommon as Ali et al (2016), Chen (2014) and Mustapha et al (2017) used similar model (i.e. multiple regression analysis) in their studies.…”

Section: Methodsmentioning

confidence: 99%

H. alal¯ Marketing Practices and Performance of Cooperative Societies in Ilorin Metropolis, Kwara State, Nigeria

Ismaila

Olamilekan

Ajoke

2020

J. Islam. bus. manag.

View full text Add to dashboard Cite

The rise in the number of Muslims who desire to comply with Islamic religion prescriptions had led to the existence of strong demand for h . alāl products which most business firms now try to supply. This research examined h . alāl marketing practices and the performance of cooperative societies in Ilorin metropolis. It uses members' patronage of h . alāl product offering and loyalty to dynamic product pricing as measures of performance. Multi-stage sampling procedure was adopted to determine the suitable sample size from the target population and multiple regression analysis was employed as the analytical technique. Finding revealed that h . alāl product offering has a significant influence on members' patronage of Islamic cooperative societies.

show abstract

Section: Methodsmentioning

confidence: 99%

H. alal¯ Marketing Practices and Performance of Cooperative Societies in Ilorin Metropolis, Kwara State, Nigeria

Ismaila

Olamilekan

Ajoke

2020

J. Islam. bus. manag.

View full text Add to dashboard Cite

show abstract

“…Similarly, in a related study, Alam and Khan (2015) also discovered that social media have a significant impact on brand awareness. Ali et al (2016) also discovered that social media marketing affects consumer perception and purchase decisions. In another related study by Abzari et al (2014), it was revealed that social media influenced consumer brand attitude and intention to buy from Khodro Company in Iran.…”

Section: Effects Of Social Media On Consumer Brand Awareness and Patronagementioning

confidence: 99%

Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

Ikpo¹,

Okolo²,

Oranusi³

2021

British Journal of Management and Marketing Studies

View full text Add to dashboard Cite

Communication has initiated a paradigm shift from the traditional to new the new social media. This study investigated the influence of Twitter messages and Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services in Enugu: an innovation adoption theory & hierarchy of effects model exposition. The specific objectives of the study were to ascertain the extent of the influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services. Also, to determine the extent of the influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services. This study contributed to the extant gap in marketing literature by using Twitter messages and Facebook messages to promote Nike Lake Resort services in Enugu. The population of the study includes guests of Nike Lake Resort selected through a convenient sampling technique. The survey method was adopted and the sample size of 384 was determined using Freud and William’s formula known as the Z-score method. Cronbach’s alpha was used to determine the reliability of the instrument of 0.870. The Pearson product-moment correlation coefficient was used to analyse data. Findings revealed a significant positive influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.937, p < 0.05). Also, it was revealed that there is a significant positive influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.943, p < 0.05). Twitter messages and Facebook messages are effective marketing tools for communicating Nike Lake Resort services to consumers. There is need for Nike Lake Resort to continuously improve on the use of Twitter messages and Facebook messages channels to help boost consumer awareness and patronage in future.

show abstract

“…Moving to the second are of our conceptual framework, i.e., the employment of social networks in building retail consumer loyalty, we have to admit that literature in the field covers quite broad spectrum of issues -from the role of consumer references and the rewarding engagement strategies, from the electronic word of mouth (e-WOM) and creation of online communities to the online communication strategies (Ali, 2016;Leonardi et al, 2013;Poturak & Softić, 2019;Pütter, 2017;Schivinski & Dabrowski, 2014). Thus, L. M. Rehnen and others (2017) and L.M.…”

Section: Figurementioning

confidence: 99%

Enhancement of Retail Consumer Loyalty in Latvia by Means of Social Media Communication

Linina

Vēvere

2020

EurInsStud

View full text Add to dashboard Cite

Social media communication has become an important tool both in relying information to potential consumers, as well as in creating experience sharing opportunities. The purpose of this paper is to examine the impact of’ social media communication on the loyalty formation in retailing. The tasks to be carried out are: (1) to research theoretical framework of social media communication and loyalty; (2) to work out methodology for empirical research; (3) to carry out research on consumers’ perception of retail stores online communication. Within the framework of the current study the authors employed a method of customer survey. Applying the non-probability snowball sampling method the questionnaire was distributed via e-mails and Facebook groups (n=327). The general population in this research consisted of the economically active Latvia residents in 2020. The authors used 5-point Likert scale (1-low evaluation, 5 – very high evaluation). The SPSS program was used for this purpose, the following indicators were calculated: arithmetic mean (X ̅), Median (Me); Mode (Mo); Variation; Standard Deviation; Variation Coefficient. The research question posed in the article was the following: What role does social media play in enhancing consumer loyalty in retailing? Findings: 87% of all respondents have noticed the communication of Latvian retail store networks on social media and 60% of all respondents have chosen to follow the profile of social networks to one of them, which indicates the untapped opportunities of companies in this respect. Evaluating the communication of Latvian retail store chains, the arithmetic average is 2.68, but for communication on social media - 2.72. It means that in order to increase these indicators, Latvian retail store chains must develop a communication strategy taking into account both the values of the target audience and the basic principles of building relationships with customers. The current research results can serve as grounds for the strategy development.

show abstract

To Assess the Impact of Social Media Marketing on Consumer Perception

Cited by 30 publications

References 10 publications

H. alal¯ Marketing Practices and Performance of Cooperative Societies in Ilorin Metropolis, Kwara State, Nigeria

H. alal¯ Marketing Practices and Performance of Cooperative Societies in Ilorin Metropolis, Kwara State, Nigeria

Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

Enhancement of Retail Consumer Loyalty in Latvia by Means of Social Media Communication

Contact Info

Product

Resources

About