Social Media Marketing Activities Research Articles

Beyond Likes and Shares: Unveiling the Sequential Mediation of Brand Equity, Loyalty, Image, and Awareness in Social Media Marketing's Influence on Repurchase Intentions for High-Tech Products.

This study aims to investigate the impact of social media marketing activities (SMMA) on repurchase intention (RPI) with the mediating effect of brand equity (BE), Brand loyalty (BL), Brand image (BI), and Brand awareness (BA) on high-tech products. This study utilized a purposive sampling technique. The data were collected through a structured questionnaire technique from 385 consumers. The descriptive data analysis through SPSS and hypothesis testing through SMART PLS (3.330). The results demonstrate that SMMA positively influences RPI. Additionally, BL, BA, and BI positively mediate the relationship between the SMMA and RPI. Finally, BE negatively mediates the relationship between SMMA and RPI. In theory, it enhances our comprehension of the mechanisms by which SMM impacts consumer behaviour, illuminating the intermediate functions of brand-related notions. In essence, the results provide useful information for marketers who want to use social media platforms efficiently to increase the likelihood of customers buying high-tech products again.

Social Media Marketing Activities, Brand Community Engagement and Brand Loyalty: Modelling the Role 
of Self-brand Congruency with Moderated Mediation Approach

All regions are experiencing a boom in social media adoption, and marketers are continuously seeking innovative approaches to grow their network of loyal customers through online brand communities. The present study aims to examine how social media marketing activities may lead to brand loyalty. In this connection, the study investigates the role of brand community engagement and self-brand congruency. The data were gathered using a survey based on a questionnaire from 245 social media users following certain brand community pages on various social media platforms. Analysis of data set was conducted using structural equation modelling via Amos 23.0 and SPSS 20.0. Additionally, moderated mediation was assessed using SPSS’s Process macro. The findings reveal that social media marketing activities significantly influence customer’s loyalty towards the brand. However, this effect was found to be mediated through brand community engagement. Additionally, the outcome of the moderated mediation analysis demonstrated that the indirect impact of social media marketing activities on brand loyalty through brand community engagement was moderated by self-brand congruency. The study produces novel insights into the intricate relationship between social media marketing activities, brand community engagement, brand loyalty and self-brand congruency, significantly providing a roadmap for managers, guiding them to strategically craft brand experiences, adapt to consumer trends and foster emotional attachments with the brand.

How social media marketing activities affect brand loyalty? Mediating role of brand experience

PurposeIncreasingly brands are performing several activities on social media in order to alter consumer consumption towards their offering. However, limited studies have attempted to understand as how activities on social media influence usage intentions and brand loyalty. Thus, this study aims to examine the influence of social media marketing activities (SMMA) on brand experience and its association with continued usage intentions (CUI) and brand loyalty.Design/methodology/approachThe study conceptualized a research model by using the theoretical premise of stimulus-organism-response theory. SMMA acts as stimulus, four (sensory, affective, behavioral and intellectual) elements of brand experience act as organism, and CUI and brand loyalty act as response. A survey-based questionnaire is used to collect data from 309 respondents. The hypothesized associations of research model were examined using the structural equation modeling approach.FindingsResults of the study are in line with hypothesized associations among constructs. Results suggest that SMMA is associated with all four elements of brand experience. Also, affective, behavioral and intellectual aspects of brand experience are associated with CUI which influence brand loyalty. The moderating role of education on hypothesized association and the mediating role of organism are also confirmed.Originality/valueUsing stimulus-organism-response theory, this study confirms that SMMA are associated with sensory, affective, behavioral and intellectual aspect of brand experience which has not been examined so far. Also, the novel findings of study add to existing literature of SMMA, brand experience and brand loyalty. The study further contributes to literature by showing the moderation effect of education.

Effects of Social Media Marketing on Buying Interest

This study aims to analyze Instagram's social media marketing activities have a positive and significant effect on brand equity, buying interest, word-of-mouth marketing. The author updates the research model that has previously been carried out. The industry that the researchers chose was the dairy industry. This study uses SOR (Stimulus Organism Response) theory as the basis for research. This researcher used quantitative methods with 192 respondents using the Roscoe formula with purposive sampling techniques. Data in this study was obtained by filling out questionnaires by respondents. There are 28 questions that must be answered by respondents through Google Form. Researchers analyzed the results of the validity of the Fornel Lacker Criterion discriminant. This study is intended to determine the impact generated from social media marketing activities (SMMA) and buying interest in children's milk products. This research shows that Instagram's social media marketing activities have a positive and significant effect on buying interest. Brand equity has a positive and significant effect on word-of-mouth marketing. The result obtained for marketing effectiveness is to use word of mouth marketing which has a positive and significant effect on respondents' buying interest.

The Power of Social Media for Marketing Activities to Boost Brand Love of Local Products

It has become increasingly difficult for local brands to compete with global brands, as most foreign brands are perceived as better than local brands. As such, local companies were highly suggested to change their public perception through appropriate marketing communications. Social media for business purposes can be optimized through social media marketing activities (SMMA) to shape positive customer attitudes and behaviors. This study aimed to examine the influence of SMMA on customer love for local brands and the effect of SMMA on increasing brand awareness and image as two essential antecedents for creating brand love. This research design used a survey and involved 200 customers and social media visitors of local brands. Data was analyzed using the WarpPLS software. The findings showed that SMMA could increase customer love for local brands through brand awareness and brand image. Research also found that SMMA can directly influence brand love. The influence of SMMA on brand awareness was more powerful than brand image. From a customer perception perspective, brand awareness and brand image were important conditions for strengthening brand love. The implication of this research is that local product companies should design and manage their marketing activities in social media based on the important criteria from the customer’s perspective.
 Keywords: social media marketing activities, brand awareness, brand image, brand love, local product

Predicting Generation Z consumers’ food waste reduction behavior through social media marketing activities: a mediated model

PurposeThe present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the restaurant service industry in Pakistan. The study focuses on the impact of social media advertisements and investigates the mediating influence of waste reduction intentions on actual behavior. This underscores the significance of contextual and emotional variables in comprehending consumer behaviors.Design/methodology/approachThe study used a cross-sectional research methodology to examine the impact of SMMAs on the behavior of Generation Z consumers in Pakistan’s food service industry with regard to reducing food waste. A study was conducted to investigate the restaurant purchasing behaviors of a sample consisting of 449 individuals belonging to the millennial generation, often known as Generation Z.FindingsThe majority of variables related to SMMA, except for interactivity and personalization, were shown to have a positive impact on individuals’ intents to reduce food waste. The study observed a significant relationship between consumers’ intentions to decrease waste and their actual behavior in waste reduction. Furthermore, this relationship was shown to be influenced by the mediating role of waste reduction intention.Originality/valueExamining how social media affects Pakistani Generation Z’s efforts to reduce food waste is what makes this study distinctive. According to the research, the majority of social media factors positively influence intentions to reduce waste. The relationship between intentions and actual behavior, which highlights the impact of social media campaigns and emotional aspects in promoting waste reduction, is one of the important conclusions.

The Influence of Social Media Marketing Activities on Brand Loyalty in Mobile Phone Products

Marketing activities through social media have become a common practice in the 21st-century business world. This has facilitated direct interaction between companies and consumers, engaging them in direct communication. This study aims to systematically and comprehensively examine the impact generated by social media marketing activities (SMMA) on the creation of brand awareness, brand image, and perceived quality. The research will measure the impact on brand equity resulting from the utilization of SMMA, specifically focusing on its influence on brand loyalty concerning mobile phone products within Indonesian society. The research will employ data collection through surveys and Structural Equation Modeling (SEM) methodology. The findings indicate that Social Media Marketing Activities (SMMA) have a positive and significant impact on brand awareness, brand image, and perceived quality. Furthermore, brand awareness, brand image, and perceived quality are proven to positively and significantly influence brand loyalty. Brand equity, represented by brand awareness, brand image, and perceived quality, has shown the ability to mediate the relationship between SMMA and brand loyalty. Further research could delve into the impact of SMMA on customer equity and expand the study by incorporating additional variables related to brand loyalty. Companies may benefit from investing in marketing efforts utilizing social media platforms as effective marketing tools.

Do social media marketing activities promote customer loyalty? A study on the e-commerce industry

PurposeThe research paper examines the impact of perceived social media marketing activities (SMMAs) (interaction, entertainment, customization, trendiness and word of mouth (WOM)) on customer loyalty (CL) toward e-commerce providers. The study also explores the mediating role of customer relationship quality (CRQ) (commitment, trust and satisfaction) on the relationship between perceived SMMAs and CL.Design/methodology/approachThe study is based on the S-O-R model, which states that characteristics of the environment (stimulus) arouse a cognitive state (organism) that results in positive or negative behavior (response). The present study proposes the characteristics of the e-commerce environment as stimuli (S), the inner state of customers as an organism (O) and consumer behavior as the response (R). This study investigated the responses of 487 social media users through structural equation modeling (SEM).FindingsThe results offer three crucial findings. First, the study validated that perceived SMMA comprises five dimensions (interaction, entertainment, customization, trendiness and WOM) in the Indian e-commerce context. Second, perceived SMMA significantly influences CRQ (commitment, trust and satisfaction). Third, CRQ significantly mediates the relationship between perceived SMMA and CL.Originality/valueThe study attempts to understand the effect of perceived SMMA on CL via CRQ in an e-commerce context, especially in an emerging economy like India. The present study argues that the SMMA of e-commerce is likely to be reflected in CL when the consumers experience CRQ through commitment, trust and satisfaction. Thus exploring the mediating role of CRQ is the authors' contribution.

Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity

Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity

The Effect of Phenomenon in Social Media Marketing Activities

The Effect of Phenomenon in Social Media Marketing Activities

Social Media Marketing Activities (SMMA) As A Brand Formation Strategy A Study Of The Brand Image Formation Strategy Of Tasikmalaya Embroidery Products

Branding is an effort to establish a brand, both products, companies, and other objects. Forming a brand requires the right strategy to achieve the predefines goals, where the goal is usually quantifiable objectives. The formation of a brand will be proven by the behavior changes of the targeted public of the brand object because the branding strategy will usually be aimed at a specific public target. Social Media Marketing Activities (SMMA) is a strategy initially developed for marketers in promoting, however, its application has expanded to encompass the formation of product brands and companies. The method of writing this article is exploratory, wherein the author tries to explore the marketing activities of the embroidery industry in Tasikmalaya, which are then analyzed and associated with existing phenomena. The results indicate that SMMA is used by the embroidery industry on a large and small scale because of its ease of application, but although it is easy SMMA must be accompanied by other tools, because in forming a company brand it is not enough just to base on social media activities, but other activities that will invite public experience in interacting with these products and companies. Positive experience is the main factor in shaping the brand image of a product or company.

Do Social Media Marketing Activities Enhance Customer Satisfaction and Co-Creation

Manuscript type: Research paper Research aims: The main objective of this research is to examine the role of Social Media Marketing Activities (SMMA) in enhancing customer satisfaction and co-creation of local brands from the Schematic Perspective Theory. Specifically, this research aims to analyse the effect of SMMA on brand awareness and brand image, and the impact of brand image on customer satisfaction and customer co-creation. Design/Methodology/Approach: This research was designed with a survey method which involved 316 respondents, and the data was analysed using partial least squares structural equation modeling, with the WarpPLS 7.0 software. Research findings: The findings indicated that the effect of SMMA is positively significant on customer brand awareness and brand image. And brand image, in turn, has a positively significant effect on satisfaction, and satisfaction has an impact on customer co-creation. This research also found that satisfaction has an important role in mediation, that also stimulates customer co-creation. Theoretical contribution/Originality: This study theoretically contributes to the relationship between customer satisfaction and co-creation in the context of SMMA, based on Schematic Perspective Theory and Social Exchange Theory (SET). However, the research focus on SET on the effect of customer satisfaction on customer co-creation is secondary. Practitioner/Policy implications: The implication of this research is very important for companies to design their own SMMA based on interactivity and customisation attributes. Customer satisfaction is a necessary condition for enhancing customer co-creation. Research limitation/Implications: To enhance the understanding of the complex relationship among the variables, we suggest examining the effects of SMMA directly on customer satisfaction, and the possibility of reciprocal relationship between cus

The Mediating Role of Brand Trust: Is Enhancing TikTok Marketing Activities Important to Create Loyalty?

Indonesian people are becoming more aware of the significance of skincare, increasing the demand for beauty care products. As a result, the frequency of purchasing skincare products in Indonesia has also risen. Local Indonesian skincare is a popular choice among the public. The variety of local skincare products encourages competition among companies to market their products. In the times, marketing through social media is increasingly popular to interact directly with customers. Indonesia ranks second in the world, with the number of TikTok users reaching 109.90 million. This research uses the S-O-R Model to analyze the positive influence of Marketing Activities on social media on Brand Loyalty, with the mediating role of Customer Brand Engagement and Brand Trust. The hypothetical relationships in the proposed model are tested using Structural Equation Modeling (SEM). Of the total respondents who were TikTok users for six months or more, 87.3% were women. This research aims to understand how social media marketing activities (SMMA) impact brand loyalty (BLO) for local skincare brands in Indonesia. It also considers the mediating roles of customer-based equity (CBE) and brand trust (BTR) in this relationship. The results of hypothesis testing showed a significant positive influence on all variables tested. The role of mediation has also proved significant, albeit with varying degrees of influence. Some variables tend to have a low influence on Brand Loyalty, while the most significant influence is seen in the influence of SMMA on Brand Trust. Thus, this study has important implications for local skincare companies in developing effective marketing strategies to build strong brand loyalty and increase customer trust in the brand.

Relationship between Social Media Marketing Activities and Consumer Response: A Comparative Study between Generations Y and Z with Reference to Retail Fashion Wear

Relationship between Social Media Marketing Activities and Consumer Response: A Comparative Study between Generations Y and Z with Reference to Retail Fashion Wear

Exploring Gen Z Social Media Marketing Engagement on Brand Experience, Brand Equity, and Brand Trust: The Context of Muslim Fashion

Objective: This research aims to analyze how social media marketing activities (SMMA) affect brand equity in Muslim fashion brands among Gen Z. Additionally, the study aims to determine the mediating role of brand experience and brand trust in the relationship between SMMA and brand equity. Design/Methods/Approach: The research participants were selected through purposive sampling based on the research objective. A total of 322 respondents who met the criteria were included in the study, and Smart PLS 3 software was used to test the hypotheses. Partial least squares (PLS) structural equation modeling was the analytical technique employed in this research. Findings: The findings indicate that social media marketing activities (SMMAs) are strongly linked to brand equity, brand experience, and brand trust. Moreover, both brand experience and brand trust are also significantly associated with brand equity. Brand experience and brand trust play a partial mediating role in the relationship between SMMAs and brand equity. Originality/Value: This research study offers several contributions to marketing literature and managerial implications. Firstly, the research findings can make a valuable addition to the existing marketing literature, particularly in consumer behavior in the digital era. Secondly, the study aims to examine the impact of brand experience and brand equity on customers' purchasing behavior in the Muslim fashion industry. Practical/Policy implication: It is recommended for marketers to manage social media pages, as these platforms facilitate the exchange of information and ideas among consumers. Effective management of social media pages can lead to positive outcomes and provide superior value and brand experience.

The Effect of Social Media Marketing Activities on Brand Loyalty and Willingness to Pay Premium Price: Brand Equity as Intervening Variable and Income Level as Moderating Variable

Currently, the Indonesian society cannot be separated from the need for the internet, which serves various purposes to facilitate their daily activities. The internet is used for accessing information, communication, education, entertainment, as well as business needs. By the end of 2022, the internet was predominantly used for exploring social media and streaming video. One of the companies that provides video-on-demand (VOD) streaming services popular among the Indonesian population is Viu. Viu utilizes marketing activities through social media, including on TikTok. This study intends to investigate the influence of social media marketing activities (SMMAs) on brand loyalty (BL) and willingness to pay premium price (WPP), with brand equity in terms brand awareness (BA) and brand image (BI) as a mediating factors and income level as a moderating factor. The research adopts a quantitative method with a causal approach. The population for this study comprises all followers of Viu’s TikTok account and Viu users. Purposive sampling, a sample selection technique based on specific considerations, is employed. Data collection is conducted through online questionnaires via google form. The data analysis technique utilized in this study is SEM-PLS using SmartPLS 3.2.9. The research findings indicate that SMMAs have a positive and significant influence on brand awareness and brand image. Brand awareness does not affect brand loyalty and willingness to pay premium price. However, brand image has a positive and significant influence on brand loyalty and willingness to pay premium price. Brand loyalty has a positive and significant influence on willingness to pay premium price. Brand awareness does not mediate the relationship between SMMAs and consumer willingness to pay a premium price, but brand image mediates this relationship. Furthermore, income level strengthens the relationship between brand loyalty and willingness to pay premium price.

Unpacking the Mediating Role of Brand Community Character on the Relationship Between Social Media Marketing Activities and Intention to Purchase Online

Whether it's the latest news or details on a specific product, social media is being used as the go-to source for information in today's digital age. Companies utilize social media marketing to spread the word about their products and spark online discussions. Brands with active online communities are more likely to see a rise in consumer interest and spending when consumers get familiar with such brands. Nowadays, people are more inclined towards doing business online than before. This study focuses on the impact of Pakistan's automobile sector marketing efforts on social media and intention to purchase online. The use of customer-based brand equity and perceived brand community character as mediators. Furthermore, due to increase in online sales E-commerce quality is utilized as a moderator to comprehend the impact on the association between the company's marketing efforts on the digital platforms and intention to purchase online. The Google form questionnaire yielded 398 replies by using a convenience sampling strategy. SPSS and Hayes Process Macro are utilized for data analysis. All hypothesis was accepted. The findings will aid automobile brand managers in understanding what to showcase in their online communities to achieve a positive brand outcome.

Pengaruh Price Dan Social Media Marketing Activities (SMMA) Terhadap Healthcare Apps Purchase Intention Dimediasi Oleh Consumption Values

The increasing use of social media in Indonesia opens up opportunities for entrepreneurs especially in the health sector on COVID-19 pandemic era. During the COVID-19 pandemic, the need for online health services has soared. According to data from the Global Web Index (GWI) social media users in Indonesia in 2022 increased by 12.6% in the past year. The number of rivalries between health facilities is getting tougher, so a specific strategy is needed in marketing techniques in the field of health services in Indonesia. Market price competition is also one of the problems in the business sector. In this study, 163 samples collected had purchased health care products on the MySiloam application belonging to Siloam Hospital Group. The sample was obtained by purposive sampling method and then the data was processed using the PLS-SEM analysis method with the SmartPLS ver 3.2.9 application. The results obtained from data processing, there are several hypotheses that do not show a relationship between research variables, but social media marketing activities (SMMA) have the strongest influence on epistemic value which then increases healthcare apps purchase intention. Suggestions for further research should be done with a wider number of samples and tighten the criteria for respondents so that the data obtained is more significant and accurate.

Social media marketing activities and luxury fashion brands in the post-pandemic world

PurposeSocial media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between brand social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context.Design/methodology/approachThis study conducted a post-pandemic survey in five major metropolitan cities in Pakistan with a total of 584 eligible young consumers who follow the fan pages of fashion brands. Structural equation modeling was used to test hypotheses.FindingsThe findings reveal that BSMM activities have a significant influence on three emotion states (pleasure, arousal and dominance); however, only pleasure and arousal significantly drive CBE (i.e. affective engagement and activation). Moreover, the results show that pleasure and arousal partially mediate the relationships between BSMM activities and affective and activation dimensions of CBE, while dominance fully mediates the relationship between BSMM activities and cognitive engagement. Interestingly, only affective engagement was shown to be the most potent component of CBE in fostering positive emotions toward luxury fashion brands.Originality/valueThis study contributes to the literature on social media marketing and consumer brand engagement by revealing valuable insights into post-pandemic luxury fashion branding that could assist academicians and marketing practitioners of non-Western markets.

The role of social media marketing activities in converting existing students into university advocates

ABSTRACT This paper focuses on university social media marketing (SMM) activities and their role in converting following students into university advocates on social media. The study, which has a relationship-oriented approach, first categorizes university SMM activities into four groups: entertainment, interaction, trendiness, and customization. Then it provides the theoretical background for the research model and unveils the role of university SMM on university image, student satisfaction, student loyalty, and electronic word-of-mouth (e-WoM). Data was gathered from 1072 university students in an undergraduate program at 55 universities in Istanbul, Turkey. Structural equation modeling was used to test the model. Results indicate that a university’s SMM activities have a significant role in spreading favorable attributes of universities on social media, and university image, student satisfaction, and student loyalty foster this relationship.