Beyond the basics: Exploring the impact of social media marketing enablers on business success

Singh, Prakash

doi:10.1016/j.heliyon.2024.e26435

Cited by 1 publication

(1 citation statement)

References 102 publications

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“…Menurut (M. Huang et al, 2024), wiki, forum internet, media sosial berbasis lokasi, situs jejaring sosial, situs ulasan konsumen, situs komunitas konten, dan wiki adalah contoh aplikasi media sosial. (Singh, 2024) menawarkan definisi alternatif, mendefinisikan media sosial sebagai teknologi media baru yang memungkinkan kreasi dan interaksi bersama, sehingga memungkinkan penciptaan dan penyebaran konten buatan pengguna.…”

Section: Social Media Marketing Activityunclassified

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

Bimo Satrio Djati,

Agus Abdurrahman

2024

Journal of Economics, Business, Accounting and Management

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The purpose of this research is to determine the influence of Social Media Marketing Activities on brand equity; to determine the influence of brand equity on E-WOM; to determine the influence of E-WOM on consumer purchasing intentions and to determine the influence of Social Media Marketing Activities on consumer purchasing intentions. Research data collection was carried out using a cross sectional approach carried out over a 1 month period using questionnaires distributed via social media. Researchers distributed questionnaires to consumers who made online purchases to students in Yogyakarta. The analysis tool uses SEM AMOS. The research results show that there is a significant relationship between social media marketing activities and brand equity; there is a significant relationship between brand equity and e-wom; There is no influence of the e-WOM variable on purchase intention and there is a significant relationship between social media marketing activities and purchase intention.

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Section: Social Media Marketing Activityunclassified

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

Bimo Satrio Djati,

Agus Abdurrahman

2024

Journal of Economics, Business, Accounting and Management

View full text Add to dashboard Cite

show abstract

Beyond the basics: Exploring the impact of social media marketing enablers on business success

Cited by 1 publication

References 102 publications

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

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