The Role of Consumer-Community Connectivity Based on Social Media: A Service Dominant Logic Theory Perspective

The relationships among community experience, community commitment, brand attitude, and purchase intention in social media

The aim of this research is to determine and analyze the influence of Perceived Credibility, Perceived Image and Service Quality on Purchase Interest in Shopee E-Commerce Products. This is known because of brand image, personal sales and product quality. The research population that will be used in the research is all Shopee users whose exact number is not known. Because the population is unknown, the sampling technique used is the Lemeshow formula. Can explain that calculations using the Lemeshow formula approach can be used to calculate the number of samples with an unknown population size. The sampling technique used is Accidental Sampling where respondents will be randomly selected to become the research sample. From this formula, the sample size was determined using the Lemeshow formula with a maximum estimate of 50% and an error rate of 10%, resulting in a sample of 96 respondents. The research results found that Consumer Credibility Perceptions had a positive and significant effect on Purchase Intention. Perceived Image of Consumer has a positive and significant effect on Purchase Intention. Service Quality has a positive and significant effect on Purchase Interest. Simultaneously, Consumer Credibility Perception, Consumer Image and Service Quality have a significant effect on Purchase Intention.

Gastronomy plays a central role in shaping tourists’ travel decisions, as authentic culinary experiences connect visitors with local culture and strengthen their attachment to destinations. This study examined the effect of gastronomic motivations on place attachment, with gastronomic experience as a mediating variable. A quantitative approach using Structural Equation Modeling (SEM) with AMOS 24 was employed to rigorously test the proposed relationships. Data were obtained from 400 valid questionnaires completed by tourists who had visited Bandung and tasted local cuisine within the past year. The sample size was determined using the Lemeshow formula, as the population size was unknown. The analysis involved confirmatory factor analysis (CFA) to assess construct validity and measurement reliability, followed by structural model testing. The results demonstrated that gastronomic motivations had a significant positive effect on both gastronomic experience and place attachment. Furthermore, gastronomic experience was found to significantly enhance place attachment, confirming its mediating role. These findings highlight the importance of gastronomy as both a motivational and experiential driver of tourists’ emotional bonds with destinations. From a managerial perspective, the study provides practical and strategic insights for destination managers and tourism stakeholders in developing marketing strategies and innovative tourism products that emphasize local culinary identity and community-based gastronomic experiences. Limitations include the single-destination focus, cross-sectional and self-reported data, and limited generalizability. Future research should adopt longitudinal designs or comparative studies across multiple destinations.

Purpose: In the midst of these dynamics of change, research, development and application of technology continues to be the main focus in efforts to achieve progress and efficiency in various sectors of life. Generation Z has been the primary architect of cultural and behavioral change on social media. One of the most prominent characteristics of Generation Z is their desire to create "viral" content on social media. Content created using CapCut often uses interesting video and audio effects, such as progress effects, dry effects, music effects, and so on. This application has various features that make it easier for users to create video content, such as video effects, audio and animation. This shows that generation Z tends to use the CapCut application to create and edit video content that they share on social media. This research was conducted based on a phenomenon that has recently occurred, where many generations Z want to create content on social media using the CapCut application and also from several previous studies that have been conducted which are still lacking in understanding CapCup user satisfaction as a medium for creating content for Generation Z. and from several interviews the author conducted with CapCut application users. Method: This research uses the user experience questionnaire (UEQ) method with six (6) variables, namely attractiveness, efficiency, clarity, dependability, stimulation and novelty. Dr. Martin Schrepp developed a special tool that can be used to analyze UEQ questionnaire results, namely the UEQ Data Analysis Tool. The UEQ Data Analysis Tool is in the form of an Excel application which can be obtained by downloading it directly from the official https://www.ueq-online.org/ website This study employs a quantitative research strategy. This study does not know the exact number of the population to be studied. So, the sample size was calculated using the Lemeshow formula, a survey was conducted on 96 users of the Capcut application. Result: Based on the results of the discussion regarding user experience, specifically Generation Z, in the CapCut Application using the User Experience Questionnaire (UEQ) method, conclusions can be drawn from the 6 variables in the UEQ used, the 6 variables obtained positive evaluation values, namely the Attractiveness (mean 1.177), Perspicuity variables. (mean 1.109), Efficiency (mean 1.109), Dependability (mean 1.159), Stimulation (mean 1.151) and Novelty (mean 0.763) with the highest evaluation value on the Attractiveness variable. 2. Based on the benchmark results, the values obtained for the Attractiveness variable were 1.18, Perspicuity 1.11, Efficiency 1.11, Dependability 1.16, Stimulation 1.15, and Novelty 0.76. Each variable gets an Above Average value (above the average). However, there is still potential for improvement to achieve standards of perfection desired. Users provided invaluable feedback and suggestions, highlighting the need for improvement. Novelty: This research provides 2 recommendations based on the results of evaluations using UEQ, which are expected to help in improving and improving the quality of the CapCut Application in the future.

Relationships among para-social interaction, perceived benefits, community commitment, and customer citizenship behavior: Evidence from a social live-streaming platform

스폰서십의 효과를 결정짓는 여러 요인 중 기업이 스폰서하는 공동체(community)의 구성원들이 어떤 태도를 가지고 있는가 하는 점이 가장 중요한 요인이라 할 수 있다. 공동체 구성원의 태도를 이해하는데 매우 중요한 이론으로 동일시(identification) 혹은 일체감 이론을 생각할 수 있다. 공동체 구성원이 자신이 속한 공동체에 어느 정도의 일체감을 느끼는가에 따라 공동체에 대한 행동과 공동체에 스폰서하는 기업에 대한 태도가 달라질 수 있다. 본 연구에서는 공동체의식 개념을 적용하여 공동체 일체감의 주요 선행요인을 확인하고, 공동체 일체감과 기업의 스폰서십에 대한 반응간의 관계를 살펴보고자 하였다. 연구방법으로는 설문조사와 공변량 구조분석등을 사용하였다. 연구결과 공동체 의식이 공동체 일체감과 공동체에 대한 충성도에 영향을 미치는 것을 알 수 있었다. 공동체 의식의 세부 요소별로 보면, 욕구의 충족, 소속감, 정서적 유대감은 공동체 일체감과 공동체 충성도에 모두 긍정적 영향을 미치며, 영향력은 공동체 충성도에만 영향을 미치는 것을 알 수 있었다. 또한 공동체 일체감이 높을수록 공동체 충성도가 높아지며, 공동체 충성도가 높아지면 스폰서에 대한 태도가 개선되는 반응이 나타남을 확인할 수 있었다. The attitude of community member plays a key role for sponsorship response. Theory of identification is very important to understand the attitude of community members. community identification can effect to behavior and attitude to sponsors of community members. This study examines antecedents of community identification and relations between community identification and sponsorship response. I found that sense of community effect to community identification and community loyalty. Satisfaction of need, membership, and emotional ties effect to community identification and community loyalty. But influence effect only to community loyalty. community identification effect to community loyalty. And community loyalty effect to sponsorship response.

Purpose – The aim of this research is to examine the impact of Social Media marketing on consumers’ brand loyalty in fast-moving consumer goods (FMCG) markets. Design/methodology/approach – In this study, quantitative research techniques were used. Primary data of the study was collected through a self-administered Likert type online survey. 201 usable responses were collected from volunteer participants familiar with fast-moving consumer goods. The research model of study was analyzed with the help of confirmatory factor analysis (CFA) and structural equation model (SEM) techniques. Findings – The research has shown that two independent variables (Electronic Word of Mouth and Community Commitment) influence brand loyalty in fast-moving consumer goods markets. But no relationship has been found between the other two independent variables (Social Media Advertisement and Online Brand Community) and brand loyalty. Discussion – In order to sustain brand loyalty, brand owners are using various kinds of marketing techniques. In addition to these existing efforts, brand owners have started to give more importance to social media marketing. Social media marketing is a more effective and less expensive way of reaching customers. The relationship between social media marketing and brand loyalty has drawn attention of both academia and practitioners. To contribute to the existing literature, this study assessed the role of social media in building brand loyalty in Fast-Moving Consumer Good (FMCG) markets. This study assessed the influence of four different social media marketing factors (Online Brand Community, Community Commitment, Social Media Advertisement, and Electronic Word of Mouth) on brand loyalty.

The Mamikos mobile application has become a popular platform for housing seekers in Indonesia. It has garnered a rating of 4.1 on the Play Store and 4.7 on the App Store. However, the factors influencing user acceptance and usage of the Mamikos mobile application remain unclear. This study aims to examine these factors using the extended Technology Acceptance Model (TAM) approach. Data was collected using purposive sampling. The Lemeshow formula was employed to determine the appropriate sample size, resulting in 168 respondents. Data analysis was conducted using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method. The findings indicate that social trust has a significant positive influence on both perceived usefulness and perceived ease of use. Perceived ease of use, in turn, has a significant positive influence on both perceived usefulness and attitude towards use. Subjective norms exert a significant positive influence on attitude towards use. Perceived usefulness significantly impacts attitude towards use, which in turn significantly affects intention to use. Intention to use has a significant positive influence on actual system usage. However, subjective norms do not significantly influence perceived usefulness.

PurposeLimited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.Design/methodology/approachData were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.FindingsThe three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.Practical implicationsThe findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.Originality/valueThis study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

TikTok social media is thought to influence the consumer behavior of Generation Z, who are quick to apply technology on a daily basis. The existence of restrictions and prohibitions on the use of TikTokShop shows that TikTok, especially TikTokShop, can influence consumer behavior patterns. The high use of the internet makes it easier to use digital wallets with flexibility. It is hoped that sharia financial literacy can reduce the consumptive behavior of Gen Z. This research aims to determine the simultaneous and partial influence of independent variables on the dependent variable. This type of research is field research. This research uses a quantitative approach. And the sampling technique uses incidental sampling and calculates the sample using the Lemeshow formula because the population size cannot be known with certainty. The data collection technique was carried out using a questionnaire. Data analysis techniques consist of research instrument tests which include validity and reliability tests, classical assumption tests which include normality, multicollinearity and heteroscedasticity tests, multiple linear regression analysis, coefficient of determination, and hypothesis tests which include the F test and T test. Simultaneously, it shows that the influence of the independent variable on the dependent variable is 31.3% and 68.7% is influenced by variables outside the research. The results of the T test (partial) show that the social media variables TikTok and sharia financial literacy have a positive effect as evidenced by the significance values, namely 0.00 and 0.02 < 0.05, which means that Ho is rejected and Ha is accepted. And for the digital wallet variable with a significant value of 0.12 > 0.05, which means there is no positive influence on consumer behavior (Y), then Ho is accepted and Ha is rejected.

Despite recognizing the importance of virtual brand community (VBC) and the existence of different types of electronic word-of-mouth (eWOM) behaviors (e.g., opinion giving, opinion passing and opinion seeking), the existing literature remains inadequate regarding the influences of VBC experiences and identification on eWOM. This study, incorporating stimulus–organism–response theory and related research, examines the influences of various VBC experiences (e.g., intellectual, sensory, entertainment, interactive, affective, and relational experiences) on the different types of eWOM behaviors, mediated via two different types of identification (i.e., brand identification and community identification). Data are collected using an online survey and analyzed using structural equation modeling. Results show that VBC experiences (with the exception of interactive experience) have a significant impact on brand identification and community identification. Moreover, community identification and brand identification distinctively affect the different types of eWOM behaviors. Theoretical and practical implications, limitations, and future research directions are discussed.

The purpose of this study is to determine the effect of empowering leadership on the employee creativity by motivation to learn and trust in leader as a mediation variable. The population in this study is all State-Owned Bank Employees in Semarang City. Methods of data collection using observation, interviews, and questionnaires. Sampling technique using multi-stage sampling technique. The sample size is 220 people. Methods of data analysis using descriptive analysis, goodness-fit model analysis, regression analysis, and path analysis. Data analysis using Structural Equation Model (SEM) with WarpPLS version 6.0. The results show that empowering leadership positively influences motivation to learn, trust in leader, and employee creativity. In addition, the results of the study also showed that motivation to learn and trust in leader have a positive effect on employee creativity. Furthermore, the motivation to learn and trust in the leader is able to mediate between empowering leadership on employee creativity. The conclusion of this research is to produce a creative employee, it takes the role of a leader who can empower his subordinates. The ability of leaders to empower their subordinates will have a good impact on their employees, especially increasing the motivation to learn and trust in leaders. So that employees are optimal in expressing their creativity in the workplace. Suggestions for state-owned banking management that is more able to pay attention to the needs of employees and give confidence in subordinates to participate in solving problems.

Employee performance will be more optimal if the employee combines it with social media. Moreover, social media platforms have various applications supporting employee performance, such as Zoom, Google Meetings, Skype, Telegram, and Whatsapp. Social media has fairly high accessibility, is easy to apply, and provides a variety of certain features that can support employees' work. For this reason, this study will examine the effect of social media on employee performance, mediated by employee engagement and job satisfaction. This research was conducted on educational employees at Brawijaya University Malang. Brawijaya University is one university that uses social media for its employees. Furthermore, the research data were analyzed using PLS (Partial Least Square) with the SEM (Structural Equation Model) approach. The sampling technique used is purposive sampling, but in this study, it is not known for a certain number of employees who use social media, so researchers refer to determining the minimum sample size for the SEM model, which is 5-10 times the number of indicators. Based on these considerations, the respondents obtained a total of 122 employees with the status of State Civil Apparatus. The results of the PLS analysis show that social media has no significant effect on employee performance. Nonetheless, employee engagement and job satisfaction perfectly mediate the relationship between social media and employee performance. Based on the results of this study, it can be concluded that social media can improve the performance of educational employees at Brawijaya University Malang through the mediating role of employee engagement and job satisfaction.

Social media has become a significant component of organizations' digital marketing strategies, particularly for Micro, Small, and Medium Enterprises (MSMEs). The purpose of this study is to examine the relationship between Social Media Marketing (SMM), Social Media Engagement (SME), and Social Media Performance (SMP) using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) approach. This study employs a causal research design to investigate the cause-and-effect relationship between variables, with a sample of fashion MSMEs in City and Regency Tangerang who have actively used social media in their company operations. The findings indicate that SMM has a positive and significant impact on SME and SMP, with SME serving as a mediating variable in increasing social media performance. SME has an R-squared (R²) score of 0.404, indicating that additional variables can improve consumer involvement. The study's findings contribute to the creation of digital marketing strategies for fashion MSMEs, particularly in terms of improving communication and customer interaction via social media. This study has limitations since the sample size is confined to fashion MSMEs in Tangerang City and Regency, thus the results may not be entirely generalizable to other industries or areas.

This study aims to knowing the marketing strategies applied to the company through social media and promotions that can influence and build consumer loyalty. The population in this study is all Zalora consumer. The number of samples is 110 respondents. The sampling technique is Purposive Sampling. The data collection is using the questionnaire/question form. The method of data analysis is using SEM analysis (Structural Equation Modelling) with tool analysis is IBM SPSS AMOS 21 program. The results of the study shows that the research design using variable social media, product position, promotion, purchase decision, satisfaction, and loyalty that these models generally well/fit accepted by the result of calculation of index values that meet the criteria for goodness of fit index. The hypothesis presented in this study are 10 hypothesis with 5 hypothesis result has a significant influence (p 0.05). The conclusion of this study proves that the higher implementation of social media, it can improve on consumer loyalty, while promotion of the applied can’t influence on consumer loyalty.