Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel

Gutiérrez, Anabel; Punjaisri, Khanyapuss; Desai, Bhavna N.; Alwi, Sharifah Faridah Syed; O’Leary, Simon; Chaiyasoonthorn, Wornchanok; Chaveesuk, Singha

doi:10.1016/j.jretconser.2023.103272

Cited by 33 publications

(27 citation statements)

References 67 publications

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“…Political identity can carry the weight of many implied understandings that have an underlying economic effect. In 2021 56.7 billion Dollars was spent on social media advertising in the US [13]. Strong examples are marketing and brand ideals that may try to appeal to certain groups that may lead to the opposition of other party identities.…”

Section: Emfrm 2023mentioning

confidence: 99%

The Effect of Widespread Social Divides Due to Polarizing Social Media Perspectives on Economic Growth

Jiang

2024

HBEM

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Widespread access to social media technology and increasing political polarization has facilitated instruments that create social divide. The economic implication from increasing polarization is the focal point of the study. Analysis was made of producer and viewer biases, political consumption’s implication on behavior, and the economic reactions due to polarization. The review found that social divide is perpetuated by social media regardless of content’s intention due to the concept of political self-preservation. Political polarization in the most radical context can have a large and direct effect on businesses in the rapid short-term context. Company reaction, however, proves that political identity is more centrally identified as a marketing strategy. Overall revenue is the determining factor of political affiliation, companies will not relinquish potential profit and will oscillate political standing to appeal to the most promising circumstances. Findings show how businesses will have increased difficulty marketing to appease increasingly separated social factions without certain objections. Current findings are still limited by the sample of social media platforms and generalized with a few accepted trends in a limited industry scope. Political polarization due to social media and its connection to technology also opens a broader conversation of the potential lack of objectivity and productivity for all future technology and controversial topics when polarization is at the forefront in consumer reaction. Further research into elasticity of products and political polarization, increased reliance and objectivity in viewership, and solutions to identity preservations will provide greater context for future economic trends.

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Section: Emfrm 2023mentioning

confidence: 99%

The Effect of Widespread Social Divides Due to Polarizing Social Media Perspectives on Economic Growth

Jiang

2024

HBEM

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“…The phenomenon of social networking sites has radically altered advertisements and ushered in a new age for organizations. Several companies are now embracing social media as venues for promotion and two-way engagement (Gutierrez et al, 2023). "A series of internet-based apps that expand on the philosophical and intellectual roots of web 2.0, allowing the production and interchange of user-generated information," (Nuseir et al, 2023).…”

Section: Social Advertisement and Mediamentioning

confidence: 99%

Perception and Awareness of Youth Toward the Social Advertising Campaigns Being Run by Private Brands

Sarmah¹,

Khatun

Singh

2023

International Journal of Asian Business and Information Management

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Advertising is a nicely designed and encapsulated communication about any product or service that gives a brief picture and an attractive and appealing message intending to arouse the interest of target consumers. Information technology is rapidly changing the pace of this communication. When it comes to advertisement and campaigns blended with IT tools, social media plays most the significant role. The aim of this research is to check whether the youth are aware of various social advertising campaigns being run by different organizations and what is their perception about these campaigns. A sample of 300 students enrolled in a large private Indian university chosen on the basis of convenience sampling were considered for collecting data. A structured questionnaire was administered to extract the required data. The result shows that 64.3% respondents thinks that the advertisements which are being run for social causes are real and these advertisements genuinely have a purpose of spreading awareness about any particular social cause. The study further highlighted that the youth pays more heed to those advertisements which are using celebrity with a combination of good music and story. The study focuses on the variables like awareness and perception of youths regarding the social advertisement campaigns and various factors that are responsible for influencing the behavior of individual towards the advertisements including gender, age group, geographical location, qualification, and background.

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“…Interaksi manusia kian berkembang seiring dengan meningkatnya penggunaan media sosial. Platform media sosial ini memberikan peluang untuk pertukaran tatap muka bagi kelompok, organisasi, dan pemerintah untuk terlibat langsung dengan masyarakat, melalui komunikasi informal, dan untuk tujuan komersial, sosial, politik, dan pendidikan (Gutierrez et al, 2023).…”

Section: Faktor-faktor Yang Memengaruhi Source Of Consumer Informationunclassified

Analisis Faktor-Faktor yang Memengaruhi Source of Consumer Information pada Pengunjung UKM Agrowisata

Pramudya Putra,

John Nefri,

Roni Afrizal

et al. 2023

jtear

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Technological developments play an important role in marketing activities, one of which is digital marketing through social media. With the existence of social media, it becomes easier, faster and lower cost for consumers to obtain information related to products or services offered by business organizations such as Small and Medium Enterprises. However, information on social media is less trustworthy and less credible because of several biases, so many consumers still rely on word of mouth when they want to search for or dig up information about products or services. The use of appropriate information sources has an influence on marketing strategies in business organizations such as Agrotourism SMEs, one of which is Dangau Abak. The lack of marketing research in Agrotourism SMEs, especially in the field of prepurchasing, is one of the reasons why this research is important to carry out. This research aims to determine the source of consumer information used by visitors to obtain information (word of mouth or social media) and analyze the factors that influence the use of this information source. This research was conducted on visitors to the Dangau Abak Agrotourism UKM which is a Small and Medium Enterprise in the Agrotourism sector with a total of 65 visitors as respondents. Data analysts use a binary logistic regression model with data collection techniques using observation, interviews and questionnaires. This research shows that most visitors obtain information about Dangau Abak Agrotourism UKM from social media, namely 57%. This research concludes that age and interaction with social media influence the use of information sources, both word of mouth and social media.

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Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel

Cited by 33 publications

References 67 publications

The Effect of Widespread Social Divides Due to Polarizing Social Media Perspectives on Economic Growth

The Effect of Widespread Social Divides Due to Polarizing Social Media Perspectives on Economic Growth

Perception and Awareness of Youth Toward the Social Advertising Campaigns Being Run by Private Brands

Analisis Faktor-Faktor yang Memengaruhi Source of Consumer Information pada Pengunjung UKM Agrowisata

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