Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets

Malarvizhi, C. A.; Mamun, Abdullah Al; Jayashreem, Sreenivasan; Naznen, Farzana; Abir, Tanvir

doi:10.1016/j.heliyon.2022.e10145

Cited by 26 publications

(53 citation statements)

References 53 publications

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“…The significance of e-WOM was unearthed in many studies in the marketing domain. For example, several studies have been carried out to uncover the influence of e-WOM on mobile banking adoption [ 135 ], purchasing intention [ 136 ], brand image, brand loyalty, purchase intent, brand awareness [ 137 , 138 ], repurchase intention [ 139 ], and customer satisfaction [ 140 ]. Further, a great deal of studies also focused on the motives and antecedents of e-WOM [ [141] , [142] , [143] , [144] , [145] , [146] , [147] , [148] ].…”

Section: Literature Review and Theoretical Supportmentioning

confidence: 99%

The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis

Balamoorthy¹,

Chandra²

2023

Heliyon

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Section: Literature Review and Theoretical Supportmentioning

confidence: 99%

The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis

Balamoorthy¹,

Chandra²

2023

Heliyon

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“…SOR offers a structured method to evaluate how external environmental "stimuli" such as marketing strategies and corporate environments can stimulate emotional reactions as "organisms". The results of these stimuli include customer behavior for example referred to as "response" [13,15]. SOR theory processing focuses on how a person's cognitive reactions process information from the external environment and produce a final reaction or response [19].…”

Section: Theory Sormentioning

confidence: 99%

“…For this reason, marketers need to understand what dimensions are in social media marketing activities (SMMA). Malarvizhi et al [13] mentioned that there are five dimensions in SMMA such as entertainment, interactivity, trendiness, customization, and electronic-word of mouth. In-depth studies on SMMA, however, are still needed to understand its influence in building brand image [13].…”

Section: Introductionmentioning

confidence: 99%

“…Utilizes internet technology to expand their market (such as Instagram) by posting content feeds or stories that contain information related to the product to create an image that is easily remembered by its consumers. Users of Instagram have claimed to find information on a variety of goods and services on social media platforms, and given that social media is trendy by posting the most recent information [13].…”

Section: Introductionmentioning

confidence: 99%

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The Effect of Social Media Marketing Activities of Skin Care Brand Image on Customer Loyalty

Anugrahani

Hartono

2023

AJEBA

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The presence of digital platforms is used as a means of communication, advertising, promotion, and lifestyle demonstration to maintain the existence and business operations of a brand by adopting online technology and social media marketing activities (SMMA). Globally and nationally, skin care product are rapidly expanding, but empirical studies on SMMAs in relation to skin care in Indonesia have remained scarce. This study aims to examine and analyze the effect of the five components of social media marketing activity (SMMA) on customer loyalty to the Something brand. This study was conducted using quantitative methods and processed with PLS-SEM applications (smartPLS3) to test the proposed hypotheses. This research was conducted in Indonesia by distributing online questionnaires through Google forms between January and February 2023. Respondents are Instagram users who know the Somethinc brand with a total of 220 respondents. There are differences in the results of research on the components of social media marketing activities (SMMA) including entertainment, trendiness, and customization have a significant and positive effect on brand image. Therefore, interactivity and electronic-word of mouth do not show positive and insignificant results on brand image. Other test results show that brand image has a significant and positive effect on customer loyalty. The results of this study contribute practical implications for company managers to create alternative solutions in digital marketing strategies by creating a positive image of the company and building long-term relationships with consumers.

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“…Based on Malarvizhi et al, (2022), this study divides the SMMA into 5 dimensions, namely entertainment, interactivity, trendiness, customization, and electronic word-of-mouth [6]. Entertainment is the way that brands entertain customers by providing funny or interesting content on social media.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

Wibowo

Hartono

2023

JEMT

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Aims: The purpose of this study was to analyze the factors that influence SMMA such as Entertainment, Interactivity, Trendy, Customization, and E-WoM on Relationship Equity and Customer Loyalty on the @somethincofficial Instagram account. Study Design: This study employs a quantitative approach. Place and Duration of Study: This study was conducted in Indonesia between January and February 2023. Methodology: The methodology used in this study uses a quantitative approach with a purposive sampling technique. The criteria for respondents in this study were active users of Instagram social media aged 21 years and over and who had previously purchased Somethinc products. The number of respondents taken in this study was 262 respondents. Data processing uses the PLS-SEM method. The variables used in this research are Entertainment, Interactivity, Trendy, Customization, E-WoM, Relationship Equity, and Customer Loyalty. Results: The results of this study indicate that entertainment has no positive effect on relationship equity. Interactivity has a positive effect on Relationship Equity. Trendy has a positive effect on Relationship Equity. Customization has no positive effect on Relationship Equity. E-WoM has a positive effect on Relationship Equity. While Relationship Equity has a positive effect on Customer Loyalty. The results of this research are expected to help related companies in developing strong relationships with customers based on the brand's social media activity.

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Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets

Cited by 26 publications

References 53 publications

The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis

The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis

The Effect of Social Media Marketing Activities of Skin Care Brand Image on Customer Loyalty

The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

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