Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty

Salem, Suha Fouad; Salem, Sharif Omar

doi:10.1177/0972150919830863

Cited by 53 publications

(38 citation statements)

References 67 publications

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“…By including all age groups, this study also closes the gap in research that has only evaluated a single age group (Alsaad et al, 2017;Ismail, 2017). Many recent studies have recommended conducting subsequent research on more varied and diverse demographics (Koay et al, 2020;Salem & Salem, 2019;Yadav & Rahman, 2017.…”

Section: Introductionmentioning

confidence: 84%

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Ibrahim

2021

Tourism (Zagreb, Online)

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This study advances research on social media marketing activities (SMMA) and brand trust by empirically exploring their relationships with brand loyalty, and purchase intention, among a representative cross-section of five-star (5) hotels and four-star (4) hotels Facebook profiles in Kyrenia City (Northern Cyprus). The data gathered for this research adds to our understanding of today's social media marketing as a new-generation marketing tool. This study also tests for the mediating effect of brand trust and the moderating effect of hotel ratings (five-star/four-star) on the proposed relationships. Based on 407 customers that were surveyed, the results indicate that SMMA did have a positive effect on brand loyalty, purchase intention, and brand trust. Hotel ratings (five-star/four-star) moderate the link between SMMA and brand loyalty; however, the link between SMMA and purchase intention was moderated by hotel ratings (five-star/four-star). The results showed that hotel ratings (five-star/four-star) made no difference at the model level. Therefore, the multi-group moderating effect of hotel ratings on the measurement model was tested at the path level. Lastly, the mediation outcome of brand trust was partially supported. Thus, consequential recommendations have been put forward.

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Section: Introductionmentioning

confidence: 84%

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Ibrahim

2021

Tourism (Zagreb, Online)

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“…A quantitative method was used in this study by employing self-administered questionnaires to address the research problem and to evaluate the hypotheses (Ferguson et al, 2010;Salem & Salem, 2019).…”

Section: Methodsmentioning

confidence: 99%

Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry

Salem

2021

SAGE Open

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The increasing growth of new hotels in the Malaysian domestic market indicates that the hospitality and tourism industry is growing rapidly. As a result, there will be high competition as customers can easily switch from one hotel to the other. Therefore, to maintain competition in the market, it is crucial for hotels to recognize the importance of conflict handling, trust, and customer commitment in maintaining good relationships with their customers. Hence, the objective of this study is to study, relationship marketing constructs such as conflict handling, trust, and commitment are evaluated based on their direct and indirect relationships with customer retention. Overall, 188 questionnaires were collected from hotel guests in Malaysia to evaluate the structural relationships between these constructs and the performance of the measurement model using SmartPLS 3.2.3. Moreover, the importance-performance map analysis (IPMA) was used to identify measures that could be utilized to enhance management activities. The research outcomes of this study indicated that customer retention is directly influenced by conflict handling, whereas customer engagement is directly affected by trust, conflict handling, and commitment. However, conflict handling, commitment, and trust indirectly affected customer retention via customer engagement. The IPMA also revealed several aspects to help decision-makers and managers prioritize their actions efficiently. The results of this study revealed that customer engagement and conflict handling had the highest effect, whereas commitment and customer engagement had the highest performance on customer retention in the hotel industry. Therefore, to maintain customer loyalty, it is recommended that hotel managers prioritize their customers’ complaints and resolve them effectively.

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“…Currently, however, internet users are provided with the avenue to not only select their preferred contents ( Ang, 2011 ; Salem, 2021 ), but also to create their own contents, alter the contents presented, impart information, and convey disapproval ( Normalini et al., 2019 ). As such, a portion of data processing is conducted on the side of the consumer, while each user can be deemed both the user and creator of the content ( Al Harbi et al., 2019 ; Salem and Salem, 2019 ). This is termed ‘customer engagement’ ( Tarofder et al., 2017 ).…”

Section: Review Of Relevant Literaturementioning

confidence: 99%

Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry

Jalal

Bahari

Tarofder

2021

Heliyon

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The unprecedented growth of social media usage questions the conventional customer relationship management (CRM). Social CRM strategy is a novel version of CRM empowered by social media technology that offers a new way of managing relationships with customers effectively. The aims of this study are two-fold, examining the important determinants of the successful adoption of the social CRM; and to validate the outcomes on this novel social CRM adoption in the healthcare industry. The proposed adoption model of this study derived with theoretical support from TOE, DOI and ISS theories in IS/IT, social media, and CRM literatures. This undertaking focuses on the use of structural equations modelling, to examine a theoretical social CRM (Social Customer Relationship Management) model involving 17 Iraqi hospitals, and a sample total of 428. The model's principal independent constructs are associated to the viewpoint of top management, IT staff and operational staff, regarding the grounds for social CRM adoption, the operations performed on social CRM, and the themes employed. PLS-SEM was applied for statistical analysis, to evaluate the hypnotized linkages between the variables. The results show that, social CRM adoption has a tremendous impact on healthcare organizations with its perceived benefits. According to the results attained, all constructs have significant impact on social CRM adoption except for leadership knowledge. Consequently, adoption results in remarkable outcomes that gives credence to the intervening performance of social CRM. Following an examination of the model, which included a scrutiny of its pathways, we are of the view that the concerns, past history, and potential let-downs with regards to social CRM adoption, need to be thoroughly investigated. This study is one of the few researches that provide the in-depth knowledge about the constructs impacting CRM transformation and the benefits attained. The results can guide healthcare providers during their efforts to develop effective marketing techniques, and advance the perceived benefits, particularly in the healthcare profession. Moreover, this study contributes to the IS literature by suggesting the empirically extended TOE model which advances the conventional TOE model.

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Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty

Cited by 53 publications

References 67 publications

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages

Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry

Transforming traditional CRM into social CRM: An empirical investigation in Iraqi healthcare industry

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