An Exploration of Social Media Marketing Features and Brand Loyalty in the Fast Food Industry

Hanaysha, Jalal Rajeh; Sharma, Anshuman; Momani, Alaa M.

doi:10.31620/jccc.12.21/08

Cited by 22 publications

(23 citation statements)

References 47 publications

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“…Prior research has found that the social elements have an impact on the satisfaction of the need for relatedness while teamwork boosts the desire to toil collectively for acquiring the main objectives (Sailer et al, 2017), and competition emboldens characters to strive toward a single motive (van Roy & Zaman, 2019), and interacting permits the consumers to stay connected. These current finding extends previous investigations on interactivity (Hanaysha et al, 2021), which specifies consumers play an active part while interacting with the situation/environment (van Noort et al 2012).…”

Section: Discussionsupporting

confidence: 89%

Gamification Interaction Features in Language Learning Apps, Brand Engagement, and Brand-Consumer Relationship Quality

Alvi¹

2022

JCCC

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Gamified interactions are extensively used in Language learning apps to make learning languages easier. Gamified interactions are the result of the game-like feature being used to co-create compelling experiences. However, there exists a lack of empirical studies on the efficiency of gamified interaction on brand engagement and brand relationships, which are the main constructs for assessing the métier and worth of the brand in the contemporary framework of language learning apps. The current study aims to fill the research gap by exploring the associations between gamified interaction features in Language learning apps, brand engagement, and brand-consumer relations quality parameters, namely Trust, Commitment and Satisfaction. The proposed conceptual model was validated utilizing the Partial least squares (PLS) structural equation model (SEM) with SmartPLS, using data collected from 152 respondents in March 2022 through an e-questionnaire. The findings showed that interacting with gamified achievement features influenced brand engagement positively and significantly; absorption and social interactions had a minor positive but negligible influence on brand engagement. Brand engagement exerted an affirmative substantial influence on Brand Trust, Commitment, and Satisfaction. Trust has a strong influence on Commitment; Commitment has an affirmative effect on brand satisfaction. These findings imply that gamified interactions may positively influence brand engagement and enhance brand-consumer relations quality in the context of Language learning apps. The theoretical and practical implications were discussed.

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Section: Discussionsupporting

confidence: 89%

Gamification Interaction Features in Language Learning Apps, Brand Engagement, and Brand-Consumer Relationship Quality

Alvi¹

2022

JCCC

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“…In fact, it can be very effectively used for promoting health practices among the masses at even individual levels (Syed-Abdul et al, 2016). It can be a great tool to reach out to the target population (Hanaysha et al, 2021) at individual level with personalized messages as well as a source of knowledge sharing too (Sharma, 2021). Researchers found that young population uses SNSs quite regularly, particularly Facebook, for collecting news and information, search facts and be aware of environmental issues too (Rahim & Jalaladeen, 2016).…”

Section: Social Networking Sitesmentioning

confidence: 99%

Does Environmental Awareness via SNSS Create Sustainable Consumption Intention Among the Millennials?

Shamsi¹,

Narula²,

Sharma³

2022

JCCC

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Globalization as well as digitalization is changing not only the business formats but also the environmental scenario of this planet. It is quite imperative to move society towards sustainable consumption. As social networking sites are believed to be capable of influencing users’ perspectives, their role in creating sustainable consumption intentions must be explored. This research, thus, explores the impact of Environmental Awareness via Social Networking Sites (SNSs) and Environmental Concerns on Green Product Purchase Intention i.e. sustainable consumption intention. It also strives to uncover reasons for and against the green consumption of millennials. A total of 300 questionnaires were administered to students and young professionals of North Indian Tier-2 cities, out of which 281 were found to be complete and relevant for the study. The data analysis was done using the IBM SPSS Statistics v25 and IBM SPSS Amos v22 to explore the impact of Environmental Awareness via Social Media and Environmental Concerns on Green Product Purchase Intention. The results demonstrate that environmental concern as well as environmental awareness via SNSs have a significant impact on green product purchase intention. The study also highlights environmental sustainability (concern) and personal consciousness as reasons for green consumption and Unavailability is a reason against it regarding millennials. Moreover, the study suggests the tested variables to be considered for theory building or modification of existing ones like the Theory of Planned Behaviour, Technology Acceptance Model, etc.

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“…assessment to ascertain the relationships hypothesized between the constructs (Hanaysha et al, 2021;Rashid et al, 2022).…”

Section: Figure -1: Conceptual Modelmentioning

confidence: 99%

An Empirical Investigation Into Why Startups Resist Use of Digital Marketing

Chakraborti¹,

Dutta²,

Jana³

2022

JCCC

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Despite the challenges of pandemics and economic slowdown, the Indian economy is witnessing a surge in entrepreneurial activities. At the same time, we are also seeing start-up companies witnessing financial losses, mass lay-offs and salary cuts due to pandemic restrictions and economic slowdown. The main reason for failure is the lack of a viable strategy to develop and execute a strong branding, promotion and marketing strategy. Digital marketing offers a viable and affordable option to start-ups for marketing and brand building. However, many of the start-ups are resistant to the use of digital marketing for marketing and brand building. The purpose of the research study is to understand why start-ups resist the adoption of digital marketing tools and technologies. We have conducted a cross-sectional study by collecting primary data from 355 respondents from a similar number of companies, who were either owners of start-up companies or managers working in startup companies. The important finding was that factors like usage barrier, value barrier, risk barrier and psychological barrier were the major inhibitors to the adoption of digital marketing by start-ups. Gender, age and size of the company played a moderating role in influencing the adoption intention. For male owners of start-up companies, the effect of usage barrier, value barrier, risk barrier and psychological barrier all were significant, while for female owners, only the effect of value barrier and risk barrier was significant. Value barrier and risk barrier had a significant impact on young owners, while usage barrier and value barrier had a significant impact on middle-aged owners and value barrier and risk barrier had a significant impact on old owners.

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An Exploration of Social Media Marketing Features and Brand Loyalty in the Fast Food Industry

Cited by 22 publications

References 47 publications

Gamification Interaction Features in Language Learning Apps, Brand Engagement, and Brand-Consumer Relationship Quality

Gamification Interaction Features in Language Learning Apps, Brand Engagement, and Brand-Consumer Relationship Quality

Does Environmental Awareness via SNSS Create Sustainable Consumption Intention Among the Millennials?

An Empirical Investigation Into Why Startups Resist Use of Digital Marketing

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