Consumer’s Engagement With Brand-Related Social-Media Content Scale

Schivinski, Bruno; Christodoulides, George; Dąbrowski, Dariusz

doi:10.1037/t52694-000

Cited by 3 publications

(3 citation statements)

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“…Regarding hypotheses 1 and 2, the results revealed a strong influence of both environment and philanthropy CSR Activity on customer satisfaction, while regarding Hypotheses 5 and 6, our findings revealed that both brand attitude and customer satisfaction have a no significant impact on revisit intention. This finding is not consistent with prior research showing that a positive brand attitude promotes consumer satisfaction with a particular brand ( (Foroudi, 2019); (Schivinski & Dabrowski, 2016); (Wang et al, 2019a); (Yang et al, 2012)). From this study, it shows that customers will be able to return and become loyal customers if the hotel has better CSR Activities, rather than better service quality and brand attitude.ntion to return to the hotel brand (b = 0.071, p> 0.05).…”

Section: Discussioncontrasting

confidence: 98%

“…(Foroudi, 2019), (Schivinski & Dabrowski, 2016), (Wang et al, 2019b), and (Yang et al, 2012) were previous research that provided evidence for the importance of brand relationship attitude regarding consumer repurchase choice. Additionally, numerous studies have shown how key factors in determining customer happiness and retention are brand attitude and service quality features ( (Wong et al, 2014); (Foroudi, 2019); ("Satisfaction: A Behavioral Perspective on the Consumer," 2010)).…”

Section: Brand Attitudementioning

confidence: 94%

“…Previous research by (Foroudi, 2019), (Schivinski & Dabrowski, 2016), (Wang et al, 2019a), and (Yang et al, 2012) have emphasized the significance of brand views in consumers' decisions to repurchase products. Additionally, several studies have demonstrated that brand attitude and service quality are the primary influences on customer satisfaction scores and retention (Cheng, Yeh, & Wong, 2014;(Foroudi, 2019); (Oliver, 1997)).…”

Section: Introductionmentioning

confidence: 99%

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Influence of CSR Activity, Service Quality and Brand Attitude to Customer’s Re-Visit Intention in Hotel Industry

Simarmata¹,

Utomo²,

Elferdy³

et al. 2023

MUDIMA

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Hotels are key component of tourism industry and tourism industry is strongly reliant on them. The tourism industry and the hotel sector are most closely related. Corporate social responsibility is a key strategic resource in the hospitality sector. This study intends to investigate probable causes of guests' favorable opinions of hotel.The suggested approach covers environmental CSR, charitable CSR, physical quality, employee behavior, customer satisfaction, brand attitude, and revisit intention. Using samples of domestic and international hotel guests who visited Bali, Indonesia, the model is put to the test. Testing of the model made in this study resulted in customers satisfaction and revisit intention positively influenced by CSR philanthropy. According to hypothesis testing, Environmental and Philanthropy CSR are more important to hotel guests' satisfaction and revisit intention than service quality and brand attitude.CSR is regarded as a valuable resource, especially in the service industry. Only a few research have looked at the combined effects of brand attitude and service quality, in contrast to earlier research that concentrated on CSR activities and service quality. Therefore, the goal of this study is to investigate the possible reasons for hotel customers' positive perceptions of the establishment. The suggested model considers CSR efforts, service encounters, customer happiness, brand attitude, and intention to return. Samples of Indonesian and foreign hotel clients are used to test the model. In tests of the proposed model, path coefficients from CSR activities (environmental and philanthropic), but not from physical quality, staff behavior, and brand attitude provide meaningful results. According to hypothesis testing, perceived environmental and philanthropy CSR support are more important to customer satisfaction and intent to return than physical quality, employee behavior, and brand attitude. From these findings, it shows that hotels need to make better CSR strategies, especially in CSR philanthropy. CSR can be a good marketing tool to "attract customers" to the hotel industry. The findings have crucial significance for researchers studying the impact of CSR initiatives on customer behavior to effectively manage customers' pleasant experiences with amenities and workers, as well as hotel brand sentiment. This research also has an impact on the hotel industry in deciding a better CSR strategy considering its positive effect on customer satisfaction and customer revisit intention. CSR is a topic that is frequently brought up by the hospitality sector, particularly hotels. By highlighting the essential elements of hotel patron behavior, current CSR literature supported by this study

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Section: Discussioncontrasting

confidence: 98%

Section: Brand Attitudementioning

confidence: 94%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Influence of CSR Activity, Service Quality and Brand Attitude to Customer’s Re-Visit Intention in Hotel Industry

Simarmata¹,

Utomo²,

Elferdy³

et al. 2023

MUDIMA

View full text Add to dashboard Cite

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The impact of sharing brand messages: How message, sender and receiver characteristics influence brand attitudes and information diffusion on Social Networking Sites

Araujo

2019

Communications

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Social Networking Sites (SNSs) not only enable users to read or create content about brands, but also to easily pass along this content using information diffusion mechanisms such as retweeting or sharing. While these capabilities can be optimal for viral marketing, little is known, however, about how reading brand messages passed along by SNS contacts influences online brand communication outcomes. Results of a survey with active SNS users indicate that (1) message evaluation, (2) the relationship with the sender, and (3) the receiver’s opinion leadership and opinion-seeking levels influence not only the receiver’s intention to pass along the message further, but also his or her attitude towards the brand. The implications of these findings are discussed, including how these capabilities brought on by SNSs change the brand-consumer relationship online.

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The Use of Digital Social Networks and Engagement in Chilean Wine Industry

Egaña

Pezoa-Fuentes

Roco

2021

JTAER

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Recently, companies and consumers of the wine industry have changed their manner of two-way communication, with the rise of technology that introduces social networks and urges the spread of content. In this study, we identified the use and importance of engagement in social networks such as Facebook (2008 to 2018), Instagram (2012 to 2018) and Twitter (2010 to 2018) since the creation of their official accounts for the main Chilean wineries. The methods used involve qualitative and quantitative approaches that integrate the opinion of a panel of experts to estimate a social media engagement indicator through a descriptive statistical analysis and network analysis, from data originated of 70,856 publications. The results show the upward evolution of engagement, calculated through the interactions seen from users of social networks of the wineries, with users of networks of these wineries leaning towards Facebook in the first place, then Instagram, and Twitter. The contribution of this research lies in the generation of empirical evidence that allows the wine industry in a developing country to enhance its competitive advantage through the correct use of its social networks, the management of its engagement, and the diffusion of new marketing strategies.

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Consumer’s Engagement With Brand-Related Social-Media Content Scale

Cited by 3 publications

References 0 publications

Influence of CSR Activity, Service Quality and Brand Attitude to Customer’s Re-Visit Intention in Hotel Industry

Influence of CSR Activity, Service Quality and Brand Attitude to Customer’s Re-Visit Intention in Hotel Industry

The impact of sharing brand messages: How message, sender and receiver characteristics influence brand attitudes and information diffusion on Social Networking Sites

The Use of Digital Social Networks and Engagement in Chilean Wine Industry

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