Facebook marketing for fashion apparel brands: Effect of other consumers’ postings and type of brand comment on brand trust and purchase intention

Jung, Yeo Jin

doi:10.1080/20932685.2016.1162665

Cited by 18 publications

(10 citation statements)

References 23 publications

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“…We first found that SMM significantly influences TRU. This finding is consistent with most prior research's findings [37,39,[45][46][47]68,69]. Thus, the evidence infers that the company's marketing activities on social media influence consumers' trust in the company.…”

Section: Discussionsupporting

confidence: 90%

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What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Moslehpour

Ismail

Purba

et al. 2021

JTAER

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This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

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Section: Discussionsupporting

confidence: 90%

“…At the same time, similar finding in the hotel industry is also revealed [46]. Furthermore, according to Jung and Kim [47], SMM's variable significantly affects consumers' TRU, particularly word of mouth. Thus, it postulates the following hypothesis:…”

Section: Hypothesessupporting

confidence: 55%

What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Moslehpour

Ismail

Purba

et al. 2021

JTAER

View full text Add to dashboard Cite

show abstract

“…While dimensions of Buying Interest Online, there are; Favorable behavioral intention and Unfavorable behavioral intentions. The results of this study are in accordance with previous researchs conducted by [22], [23], [24], [25], [26], [27], and [28] that Brand Trust variable has a positif and significant effect on Online Purchase Intention.…”

Section: ) the Influence Of Brand Trust On Online Purchase Intentionsupporting

confidence: 92%

The Influence of Online Customer Behavior and Brand Trust on Online Purchase Interest

Ikhsani¹,

Hudaya²

2020

Proceedings of the International Conference on Environmental and Technology of Law, Business and Education on Post Covid 19, IC

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“…Similarly, experts believe that positive postings on social media platforms increase customers' trust in the brand (Jung & Kim, 2016).…”

Section: Followers' Comments and Trustmentioning

confidence: 99%

Impact of brands' Facebook page characteristics and followers' comments on trust building and purchase intention: Alternative attractiveness as moderator

Nikbin

Aramo

Iranmanesh

et al. 2022

J of Consumer Behaviour

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Drawing on signaling theory, this research aims to examine the impact of brands' Facebook page characteristics (information variety, information currency, and responsiveness) and followers' comments on building trust and its consequent effect on purchase intention by considering attractiveness of alternatives as a moderator. Data were obtained from 396 brands' Facebook page followers in Malaysia using an online survey and analyzed using the partial least squares technique. The results indicated that a brand's Facebook page information variety and information currency significantly affect trust in that brand. Additionally, responsiveness and followers' positive comments on the Facebook page were found to have a significant influence on both trust in brand and trust in product. Furthermore, both trust in brand and trust in product were significantly related to intention to purchase. Our results revealed that alternative attractiveness negatively moderates the influence of trust on purchase intention. The findings extend the literature by illustrating that (i) the influence of customer‐generated information on trust is higher than the influence of company‐generated information; (ii) the determinants and impacts of trust in brand and trust in product are different; and (iii) existence of attractive alternatives may offset the impact of trust in brand on purchase intention. The findings are useful for brand managers and enable them to influence customers' trust through successful management of brands' Facebook fan pages.

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Facebook marketing for fashion apparel brands: Effect of other consumers’ postings and type of brand comment on brand trust and purchase intention

Cited by 18 publications

References 23 publications

What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

The Influence of Online Customer Behavior and Brand Trust on Online Purchase Interest

Impact of brands' Facebook page characteristics and followers' comments on trust building and purchase intention: Alternative attractiveness as moderator

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