Impact of Firm Created, and User Generated Social Media Communications on Consumer-Brand Metrics of Smartphones During Covid-19

Singh, Gursimranjit; Kumar, Arvind

doi:10.31620/jccc.06.22/11

Cited by 3 publications

(3 citation statements)

References 67 publications

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“…H4: UGSMS has a positive effect on brand passion Article's contents are provided on a Attribution-Non Commercial 4.0 Creative commons license. To see the complete license contents, please visit http://creativecommons.org/licenses/by-nc/4.0/ According to Singh & Kumar (2022), social media engagement results in three types of activities, namely consuming content, creating content, and contributing to the content. A study examining the impact of user-generated content reported that negative reviews could damage the success of video games.…”

Section: Firm-created Social Media Communication (Fcsmc)mentioning

confidence: 99%

The Role of Social Media Marketing Communication on the Instagram Platform in Growing Consumer Buying Intention

Sabila,

Albari

2023

JBMR

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Today, technological advancements have resulted in a major transformation in the means of communication between consumers and companies. Such developments have also impacted communication through social media, which is a more efficient way to find new consumers and retain existing ones. Therefore, conducting research that relates the purchase intention generated by the variables of Firm-created social media communication (FCSMC), User-generated social media communication (UGSMC), and consumer love for the brand can be useful for predicting consumers' actual purchase of the brand. This study will involve Instagram users in Indonesia who access them at least three times a week. The sample size was determined to be 200 people, selected using the convenience sampling method. The research data is obtained primarily and collected using a questionnaire. Furthermore, the data obtained were analyzed using the SEM approach and the help of the AMOS 22 data processing program. The results showed the importance of the relationship between FCSMC and UGSMC in shaping brand passion and consumer purchase intention. This means that to be able to generate brand passion and consumer buying interest, it is not enough for companies to carry out marketing communications through social media managed by the company; these communications must be able to inspire and shape marketing communications created and disseminated by social media users through their content.

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Section: Firm-created Social Media Communication (Fcsmc)mentioning

confidence: 99%

The Role of Social Media Marketing Communication on the Instagram Platform in Growing Consumer Buying Intention

Sabila,

Albari

2023

JBMR

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“…Penelitian dilakukan di Jakarta pada bulan Juni tahun 2022 dengan mengumpulkan data melalui kuesioner online pada platform google forms [12]. Jumlah sampel minimal adalah 5 kali dari total jumlah item pernyataan yang digunakan pada kuesioner [13]. Terdapat 17 indikator pernyataan dalam penelitian ini, sehingga minimal jumlah sampel adalah : 5 x 17 = 85.…”

Section: Metode Penelitianunclassified

“…Pengujian instrumen dalam penelitian dilakukan dengan menguji validitas dan realibilitas. Uji validitas digunakan untuk mengukur apa yang seharusnya diukur, sedangkan uji reliabilitas digunakan untuk penetapan konsitensi, akurasi dan prediktibilitas suatu alat ukur [13].…”

Section: Metode Penelitianunclassified

Analisis Sosial Media Marketing Terhadap Purchase Intention

Hartanto

Hurriyati

Dirgantari

2022

INFEB

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The purpose of this study is to analyze the effect of Social Media Marketing on Customer Purchase Intentions. The data used in this study were obtained directly from distributing online. The number of respondents in this study was 115 people. The results of testing the hypothesis in this study indicate that: Firm- Created Social Media Communication has a positive and significant effect on User-Generated Social Media Communication,and Brand Passion. Meanwhile, User-Generated Social Media Communication has no effect on Brand Passion. The results of the study also show that Brand Passion has a positive and significant effect on Brand Loyalty and Purchase Intention. Brand Loyalty also has a positive and significant effect on consumer Purchase Intention. As for the limitations in this study, it only uses one company brand as the object studied, so the results cannot be generalized to coffee shop company brands as a whole and also the selection of respondents is only in Indonesia so it is not can represent the behavior of Starbucks consumers as a whole spread across many countries. Furthermore, this study has not been able to reveal the overall factors that influence purchase intention due to limited variables in this study which are only limited to social media marketing which is divided into two parts; firm-created social media communication and user-generated social media communication, brand passion and brand loyalty so that there are other variables that are not included in this study.

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Interventions of Organizational Identification and Job Satisfaction on Person-Environment Perceptions and Work Engagement: Insights for K12 School Administrators in India

Sharma

Kumar

2023

International Journal of Public Administration

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Impact of Firm Created, and User Generated Social Media Communications on Consumer-Brand Metrics of Smartphones During Covid-19

Cited by 3 publications

References 67 publications

The Role of Social Media Marketing Communication on the Instagram Platform in Growing Consumer Buying Intention

The Role of Social Media Marketing Communication on the Instagram Platform in Growing Consumer Buying Intention

Analisis Sosial Media Marketing Terhadap Purchase Intention

Interventions of Organizational Identification and Job Satisfaction on Person-Environment Perceptions and Work Engagement: Insights for K12 School Administrators in India

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