Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision

Ansari, Sinoka; Ansari, Ghishwa; Ghori, Muhammad Umar; Kazi, Abdul Ghafoor

doi:10.31580/jpvai.v2i2.896

Cited by 110 publications

(104 citation statements)

References 17 publications

(12 reference statements)

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“…The more appropriate promotion through social media can improve purchasing decisions. This research is in line with research conducted by Ristania and Jerry (2014) as well as Ansari et al (2019) which state that social media marketing affects purchasing decisions. 2) Direct Brand Awareness Influence on Purchasing Decisions on Janji Jiwa Cofee Consumers among Jabodeta Students.…”

Section: Figure 2 Path Analysis Modelsupporting

confidence: 91%

“…Companies need to consider the market aspects that exist in social media and create interesting content in order to improve consumer purchasing decisions. Based on research results Ansari, Ansari, Ghori, and Kazi (2019) as well as research from Farih, Jauhari, and Widodo (2019) state that social media marketing has an effect on purchasing decisions.…”

Section: Introductionmentioning

confidence: 99%

“…To improve purchasing decisions, another thing that needs to be considered is brand awareness so that consumers recognize the product or product brand we are selling. Based on research conducted by Ansari et al (2019) show that brand awareness and purchasing decisions have a weak influence. Then research from Kurniasari and Agung (2018) shows that brand awareness affects purchasing decisions.…”

Section: Introductionmentioning

confidence: 99%

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The Effect of Social Media Marketing and Brand Awarness on Purchase Decisions With Viral Marketing as Intervening Variables on Janji Jiwa Coffee Consumers Among Students Using Social Media Area Jabodeta

Awaludin

Sukmono

2020

AMBR

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<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

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Section: Figure 2 Path Analysis Modelsupporting

confidence: 91%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Effect of Social Media Marketing and Brand Awarness on Purchase Decisions With Viral Marketing as Intervening Variables on Janji Jiwa Coffee Consumers Among Students Using Social Media Area Jabodeta

Awaludin

Sukmono

2020

AMBR

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“…Therefore, in this propelled development-driven time, brands produce the products as indicated by their consumers needs. Consumers request the products and afterward brands deal with carrying consumers' request into common sense product solutions [10,11].…”

Section: Introductionmentioning

confidence: 99%

Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

Siddiqui

Khan

et al. 2021

JTAER

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The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs as a tool for information sharing and its effect on brand image and online purchase intentions. The consumer survey was done through a structured questionnaire developed in accordance with the literature. Data was collected from 256 respondents, using both offline and online modes from 4 different cities of India. Structural Equation Modeling was employed to estimate the proposed model and determine the antecedents of consumer eWOM credibility and in turn its effect on brand image leading to consumer purchase intentions. The results show SNS activities play a significant role in creating eWOM credibility, which leads to shaping the brand image and purchase intentions. The findings would help companies to create a positive brand image to enhance their purchase intentions through eWOM aroused via SNSs.

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“…Sosyal medya terimi, teknik beceri gerektirmeden içeriğin kullanıcılar tarafından kolayca oluşturulmasını, iyileştirilmesini ve paylaşılmasını kolaylaştırmak için Web 2.0 teknolojilerinden yararlanan çevrimiçi platformlar ve mobil uygulamalar ailesini tanımlamak için kullanılmaktadır (Gretzel, 2019). Endüstri devriminden bu yana gerçekleşen en büyük devrim olarak kabul edilen sosyal medya (Ansari, Ansari, Ghori ve Kazi, 2019), insanların kişilerarası etkileşimlere olan ihtiyaçlarını karşılamak için çeşitli platformlar üzerinden birçok sosyal aktiviteyi çevrimiçi sanal dünyaya taşımıştır. Örneğin, gerçek zamanlı mesajlaşma uygulamaları, insanlar arasında bilgi paylaşımını ve çevrimiçi sosyal temasları kolaylaştırmaktadır.…”

Section: Introductionunclassified

Marka Tatmini, Güveni ve Sadakati Arasındaki İlişkinin Sosyal Medya İletişimi Kapsamında İncelenmesi

Çolakoğlu¹

2021

Gaziantep University Journal of Social Sciences

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Bir iletişim ortamı olarak sosyal medyanın tüm dünyada yoğun olarak ilgi görmesiyle birlikte markalar, mevcut ve potansiyel müşterileriyle etkileşime geçerek hedeflerine ulaşmak için sosyal medya platformlarını kullanmaya başlamıştır. Doğru yöntemler uygulandığında klasik iletişim araçlarına kıyasla birçok avantajı bulunmasına karşın, dinamik yapısı ve devamlı değişen eğilimleri, markaların bu platformlar üzerinden gerçekleştirdiği iletişimin müşterileri üzerindeki etkilerini anlamasını daha da önemli hale getirmiştir. Bu kapsamda, sosyal medyada takip edilen markaların marka tatmini, güveni ve sadakati arasındaki ilişkileri incelemek amacıyla 400 üniversite öğrencisiyle yüz yüze anket gerçekleştirilmiştir. Oluşturulan model doğrultusunda, marka tatmininin marka güveni ve marka sadakati üzerinde doğrudan ve pozitif etkisinin olduğu, aynı zamanda marka memnuniyetinin marka sadakati üzerindeki etkisine marka güveninin kısmi aracılık rolü oynadığı sonucuna ulaşılmıştır. Elde edilen sonuçlar, markaların sosyal medya üzerinden marka iletişimi stratejilerini oluşturmada yardımcı olabileceğinden uygulamacılara ve temel marka bileşenleri olan bu değişkenler arasındaki ilişkilerin sosyal medya kapsamında incelenmesinin akademik olarak da ilgili literatüre katkı sağlayıcı nitelikte olduğu düşünülmektedir.

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Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision

Cited by 110 publications

References 17 publications

The Effect of Social Media Marketing and Brand Awarness on Purchase Decisions With Viral Marketing as Intervening Variables on Janji Jiwa Coffee Consumers Among Students Using Social Media Area Jabodeta

The Effect of Social Media Marketing and Brand Awarness on Purchase Decisions With Viral Marketing as Intervening Variables on Janji Jiwa Coffee Consumers Among Students Using Social Media Area Jabodeta

Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

Marka Tatmini, Güveni ve Sadakati Arasındaki İlişkinin Sosyal Medya İletişimi Kapsamında İncelenmesi

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