Influence of Social Media Marketing Activities, Commitment and Trust on Purchase Intention of Vitamin C Products in Indonesia

PurposeThis research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.Design/methodology/approachData were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).FindingsThe results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.Research limitations/implicationsThis study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.Practical implicationsThe study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.Originality/valueThe study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.

Social Media is getting incredibly popular amongst brands and consumers both. This study aims to identify the constructs of perceived Social Media Marketing (SMM) activities of an e-commerce brand, Amazon and to evaluate the influence of those activities on customer equity drivers; value equity, relationship equity and brand equity and purchase intention using a PLS-SEM approach. The five constructs of perceived SMM activities are Interactivity, Informativeness, Personalization, Trendiness and Word of Mouth. The effects of SMM activities on value equity, relationship equity and brand equity were significantly positive. Out of the three customer equity drivers, only brand equity had a significant impact on the purchase intention, whereas value equity and relationship equity had no significant influence on purchase intention. The findings of this study will help the e-commerce brands to forecast the future purchasing behavior of their customers as well as manage their SMM activities.

This study examines the influence of social media marketing on brand awareness and purchase intention for apartment products. In the digital marketing era, platforms such as Facebook, Instagram, and Twitter are key in reaching and interacting with target audiences. This study aims to identify and determine how the influence of content creation involvement and attributes of social media marketing (SMM) activities in order to influence brand awareness and subsequently increase purchase intention in purchasing apartment products, Corporate Credibility and Brand Self Congruity variables are also added in order to identify the influence on purchase intention. The research method used is using the PLS-SEM calculation method. The research findings show that social media marketing activities, especially the factors of Interaction, Entertainment, Customization, Trendiness and Electronic Word-of-Mouth have a significant effect on brand awareness, among these factors the most influential on Brand Awareness is Electronic Word-of-Mouth. In addition, Brand Awareness, Corporate Credibility and Brand Self-Congruity are proven to have a significant positive relationship with Purchase Intention, but among these variables that have a significant influence is Brand Self-Congruity. This research was conducted in urban areas in Jakarta, Bogor, Depok, Tangerang and Bekasi, which requires further research to cover other major cities in Indonesia and consider additional variables that influence the overall purchasing decision process specifically for Apartment products. Insights from this research are useful for marketers or developers or entrepreneurs interested in the property sector, especially in formulating digital marketing strategies and the use of social media marketing to increase brand visibility and purchase motivation.

The main aim of this study was to investigate the role of social media marketing activities on customer purchase intention in a local fast food restaurant. The independent variabel used in this study is social media marketing activities and the dependent variabel used in this study is purchase intention. The intervening variables used are value equity, brand equity, and relationship equity. Necessary data was gathered from the followers of social media via a quantitative online survey. Using a self administrated questionnaire, 250 respondents were asked to answer the survey employing convenience sampling method. After obtaining the desired responses, the data was analyzed by the AMOS 24 structural equation modeling. The results indicated that for direct effects, social media marketing activities have positive and significant effects on value equity, brand equity, and relationship equity. The results also indicated that brand equity and relationship equity have positive and significant effects on purchase intention. Value equity has positive but not significant effect on purchase intention. Then social media marketing activities have negative direct effects on purchase intention. Meanwhile, for indirect effects, social media marketing activities don’t have significant effects on purchase intention through value equity. But social media marketing activities have moderate effects on purchase intention through brand equity. Finally, social media marketing activities have significant effects on purchase intention through relationship equity.

This study explores direct and indirect effects with data collection methods through surveys by distributing questionnaires. The population in this study is a woman who uses barenbliss cosmetic products for at least 18 years. Based on the research results, 6 hypotheses can be accepted, namely The results of this study indicate that social media marketing activities have a positive effect on purchase intention, social media marketing activities have a positive effect on brand trust, social media marketing activities have a positive effect on brand image, price perception has a positive effect on brand image, brand trust has a positive effect on purchase intention, brand trust has a positive effect as a mediation on the relationship between social media marketing activities and purchase intention. A total of 4 hypotheses were rejected which showed no effect including, price perception and brand image have no effect on purchase intention, brand image has no effect on the relationship between price perception and purchase intention, brand image has no effect on the relationship between social media marketing activities and purchase intention. This research provides managerial implications for the marketing sector of a company to optimize social media strategies to create consumer purchase intention. Keywords: Social media marketing activities, price perception, brand trust, brand image, purchase intention

Purpose A growing number of technology companies use service bundles, a promotional strategy in which marketers combine innovative products and services and offer them as a single package with a discount price. By integrating consumer-based brand equity (CBBE) and technology adoption frameworks, this study aims to investigate the effectiveness of social media marketing (SMM) activities in shaping consumer intentions to purchase technology service bundles (TSBs). Design/methodology/approach This study uses a mixed-method approach. In Study 1, a survey was administered to 765 WeChat users and customers of telecommunication companies in China. Building on the insights from Study 1, Study 2 uses in-depth email interviews with 44 participants to further explore and contextualize the underlying factors influencing customer purchase behaviours. Findings SMM activities have a negative influence on purchase intention. However, the influence of SMM activities on purchase intention becomes positive through the mediation of Adoption Preparedness and CBBE. Negative electronic word of mouth below social media brand posts have a negative effect on consumer intentions. Drawing on unified theory of acceptance and use of technology, this research also develops a multifaceted construct, Adoption Preparedness, composed of three first-order dimensions, including social influence, performance expectancy and effort expectancy. Research limitations/implications Although we draw on a sample of real customers of telecommunication companies in China, replication in another geographical context might be needed. Practical implications The results provide guidelines for social media managers on how to promote TSBs on social media. Originality/value The study provides new insights into how SMM activities influence consumer purchase intention for technology service offerings and develops a multidimensional construct of technology adoption (i.e. Adoption Preparedness).

This study investigates the role of Social Media Marketing Activities (SMMA) in influencing purchase decisions, with purchase intention as a mediating variable and brand image as a moderating variable, focusing on Sweet Mango, a local fashion brand in Jepara, Indonesia. Using a quantitative approach, data were collected from 97 respondents through online surveys and interviews, employing a purposive non-probability sampling method. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results reveal that SMMA significantly enhances purchase intention, which in turn strongly influences purchase decisions. Furthermore, purchase intention mediates the relationship between SMMA and purchase decisions. While brand image does not directly affect purchase intention, it plays a significant moderating role by strengthening the relationship between SMMA and purchase intention. Additionally, SMMA indirectly impacts purchase decisions through its influence on purchase intention. These findings underscore the critical importance of leveraging social media marketing strategies to drive consumer behavior while simultaneously building a strong brand image to maximize effectiveness. The study contributes to the literature by addressing inconsistencies in the relationship between brand image and consumer behavior and offers practical insights for local businesses aiming to optimize their digital marketing efforts. Limitations include the small sample size and focus on a single brand, suggesting opportunities for broader future research.

Although there are studies in the literature investigating the effect of social media marketing activities (SMMAs) on brand equity and purchase intentions, scant information is available regarding consumers' attachment to social media (ASM) and usage frequency considering the abovementioned variables. Accordingly, one of the main purposes of this study is to investigate the effect of consumers' ASM on their perceptions of SMMAs. The second main purpose of this study is to test whether social media usage frequency has a moderating effect regarding the impact of perceived SMMAs on brand equity and purchase intentions. Questionnaires were collected face-to-face and a data set of 907 Turkish youth consumers were evaluated. Two major international technology brands were selected for the purposes of this study. Hypotheses were tested using structural equation modeling and the bootstrapping method for mediation analysis. The results showed that ASM and social media usage frequency are distinctive factors in the context of perceived SMMAs. Consumers' ASM creates a psychological difference that positively affects their perceptions of brands' SMMAs. Moreover, social media usage frequency negatively moderates the effect of perceived SMMAs on brand equity and purchase intentions. Another important finding is that brand equity partially mediates the impact of perceived SMMAs on purchase intentions. The present article describes the first study to test the effect of consumers' ASM on perceived SMMAs and to investigate the moderating effect of social media usage frequency regarding the effect of perceived SMMAs on brand equity and purchase intentions. The conceptual framework contains both a mediator and moderator that generated additional insights into the literature regarding the context of this study.

The luxury market’s digital transformation has elevated Social Media Marketing Activities (SMMA) as a critical brand communication tools influencing consumer perceptions and behaviors. However, the French luxury market has seen limited research on the impact of SMMA on consumer behavior, creating a significant research gap. This replication study examines the impact of SMMA on consumer loyalty (CL) and purchase intention (PI) in the French luxury sector. This study uses a conceptual replication with an extension method. Data were collected from 324 adult luxury consumers in France and analyzed using structural equation modeling (SEM). The results show that perceived value (PV) mediates the relationship between SMMA, CL, and PI with an indirect path of 0.476 and 0.475; p < 0.05, while perceived quality (PQ) mediates only the relationship between SMMA and PI with an indirect path of 0.078; p < 0.05. Theoretically, this study advances marketing communications by reframing SMMA as a strategic communication tool, shifting from firm-level equity metrics to a consumer-centric perception-based framework. Practically, the findings challenge the over-reliance on product-centric quality and instead call for a value-centric approach through SMMA.

This study provides a new perspective on the influence of social media marketing activities (SMMA) on the purchase intention of students towards the Kahf brand. The use of social media has truly increased massively, and this has led many companies to change the way they engage their brands with consumers. This phenomenon creates a need for this research to further investigate the influence of Social Media Marketing Activities (SMMA) on social brand engagement (SBE), brand equity (BAQ), and purchase intention (PIN). Therefore, the aim of this study is to explore the impact of SMMA on students' purchase intentions regarding the Kahf brand, considering brand equity and social brand engagement. This research uses the SOR (Stimulus Organism Response) theory as the foundation of the study. This research uses a quantitative method with 144 respondents, employing Roscoe's formula and purposive sampling technique. The data in this study was obtained by having respondents fill out a questionnaire. There are 20 questions that respondents must answer through Google Forms. The researcher analyzes the results of the discriminant validity using the Fornell-Larcker Criterion. This research aims to determine the impact of social media marketing activities (SMMA) and purchase intention on the products offered by the Kahf brand. The survey results will be analyzed using descriptive statistics, employing PLS-SEM version 4.0 and SPSS to test the quantitative data. The results of this study indicate that social media marketing activities have a positive and significant impact on purchase intention, while brand equity and social engagement do not have a positive and significant effect on purchase intention. The findings suggest that the effectiveness of marketing is achieved through social media marketing activities that positively and significantly influence respondents' purchase intentions.

The rapid growth of social media platforms has revolutionized how brands interact with their customers. This study aims to quantitatively investigate the impact of social media marketing activities (SMMA) on customers' purchase intention for the Puma apparel brand in Indonesia, with brand image, brand awareness, and brand equity as mediating factors. The study first examines Puma’s promotional efforts across social media platforms such as Facebook, Twitter, Instagram, and YouTube. Using Structural Equation Modeling (SEM) with SmartPLS 3 software, the research evaluates the effectiveness of Puma's social media marketing activities in enhancing brand awareness, brand image, and brand equity. The data was collected from a sample of 93 Indonesian university students via an online survey. The findings reveal that social media marketing activities have a limited impact on brand awareness, brand equity, and brand image, with R-square values of 0.184, 0.303, and 0.279, respectively. Furthermore, we found that social media marketing activities have a positive and significant impact on brand awareness (P = 0.000, T = 4.591), brand image (P = 0.000, T = 6.596), and brand equity (P = 0.000, T = 6.027), which in turn significantly influence customers' purchase intention. Brand awareness and brand image are shown to positively affect purchase intention (P = 0.004, T = 2.056 for brand awareness; P = 0.001, T = 3.427 for brand image), while brand equity (P = 0.000, T = 4.325) also significantly contributes to purchase intention. However, the relationship between brand awareness and brand equity was not statistically significant (P = 0.482, T = 0.703). The R-square results further indicate a moderate impact of the independent variables on purchase intention (R² = 0.566). These findings provide valuable insights for brand managers and marketing professionals in the apparel industry, emphasizing the strategic use of social media marketing to drive customer engagement, build brand loyalty, and ultimately influence purchasing decisions.

Purpose: This study evaluates the effectiveness of social media marketing (SMM) activities for IT companies (ITCs) in the enterprise software market. Specifically, it examines the impact of SMM activities on perceived market leadership and customer engagement while considering the moderating role of product category knowledge. Design/methodology/approach: A quantitative research design was employed, utilizing data collected from 322 users of customer relationship management (CRM) software who follow these companies on social media. Structural equation modeling (SEM) was used to test the proposed hypotheses and evaluate the relationships between SMM activities, perceived market leadership, and customer engagement. Findings: The results indicate that informativeness and customization in SMM activities significantly enhance perceived market leadership and customer engagement. Conversely, interaction and entertainment dimensions have limited impact. Perceived market leadership mediates the relationship between SMM activities and customer engagement. Moreover, product category knowledge strengthens the influence of informativeness on customer engagement. Originality/value: This study addresses a critical gap in the literature by exploring the role of SMM activities in B2B contexts, specifically in the enterprise software market, where research is limited. It provides actionable insights for ITCs, emphasizing the strategic importance of informative and tailored SMM approaches in establishing market leadership and fostering customer engagement.

Social media marketing activities have been grasping considerable attention from marketers and researchers recently, as demonstrated by more research efforts investigating these relatively new marketing channels and their impacts. This study reports on a meta-analysis examining social media marketing activities (SMMA) relationships with brand equity (BE) and purchase intention (PI). A quantitative meta-analysis of 15 articles (n = 6282) is conducted in order to determine the effect sizes of these relationships. Furthermore, potential moderating effects have been investigated for two types of study characteristic variables; measurement characteristics (type of economic development, type of questionnaire employed, type of study quality), and context characteristics (industry type and sample type of social media). The meta-analysis results indicate a positive relationship between SMMA and BE (r = 0.57) reflecting a large effect, while SMMA relationship with PI (r = 0.43) indicates a medium positive effect. Moreover, the results of meta-regression show that context characteristics do not moderate the relationship between SMMA and BE or between SMMA and PI. As for measurement characteristic, only the type of study quality moderates the relationship SMMA and PI. Based on these findings theoretical and practical implications are presented.

This study aims to explain the linkage between perceived social media marketing activities (SMMAs) and purchase intentions through the mediating effects of brand trust, brand experience, and brand love based on the stimulus-organism-response (SOR) theory. The sample consists of 200 social media users who followed a brand’s social media on any platform. The multiple sequential mediation model is tested using partial least squares structural equation modeling. The results reveal that perceived SMMAs have a significant positive influence on brand trust. Furthermore, brand trust also has a significant positive influence on brand experience and brand love. Subsequently, brand experience and brand love positively influence purchase intentions. In addition, the relationship between perceived SMMAs and purchase intentions is sequentially and positively mediated by brand trust and brand experience. This study demonstrates that the influence of SMMAs on purchase intentions is indirect. Instead, when consumers perceive positive SMMAs from a brand, they will develop brand trust, followed by brand experience, thereby increasing the tendency to purchase from the brand.

The objective of this research is to investigate the relationship between Social Media Marketing Activities (SMMA) on the outcome Purchase Intention (PI) and Electronic Impulse Buying (EIB). Convenience sampling technique was used and a pre-tested structured questionnaire was filled by 145 participants in Karachi. The items in the questionnaire included SMMA, PI, and EIB developed in previous studies. The research results reveal that, SMMA has a significant impact on both PI and EIB. Moreover, concerning the EIB, PI assumes a critical role. But it has to be noted that there is no support for SMMA’s indirect effect on the EIB through PI. These findings enhance the knowledge gap regarding how SMMA affects the customers’ behavior in a given context of EIB. The research emphasizes that marketers should strive to carry out share-worthy social media campaigns that persuade consumers to buy products on planned as well as impulse bases. On the same note, legislators should put measures in place which would check unethical and unclear social media marketing. Although the present study has made efforts to select the sample conveniently, the limitations and assumptions are considered as liabilities of this research study: Convenience sampling, sample size and cultural difference. Subsequent investigations should examine SMMA’s effects in various ways, for instance, with a focus on longitudinal research designs and psychological intermediaries like consumer trust and brand loyalty, as well as expanding the geographical scope of the study to enhance external validity.