Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context

Anas, Ashraf Mohamed; Abdou, Ahmed Hassan; Hassan, Thowayeb H.; Alrefae, Wael Mohamed Mahmoud; Daradkeh, Fathi Mohammed; El-Amin, Maha Abdul-Moniem Mohammed; Kegour, Adam Basheer Adam; Alboray, Hanem Mostafa

doi:10.3390/su15097207

Cited by 12 publications

(5 citation statements)

References 85 publications

(158 reference statements)

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“…The better the appearance of influencers in mobile advertisements, the better customers can find the actual or ideal congruence (SIC) between themselves and the influencers (Xiao et al, 2021;Zogaj et al, 2021;Malär et al, 2011). Besides this, visually appealing content and sources with strong SIC can boost CE, establish trust and credibility and eventually boost company's sales and revenue (Anas et al, 2023;Hollebeek et al, 2022). Similarly, Lee and Watkins (2016) highlight that attractive and similar-looking models were more successful at eliciting favorable attitudes and purchase intentions.…”

Section: Discussionmentioning

confidence: 97%

Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

Talha,

Tahir,

Mehroush

2023

SJME

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Purpose The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement. Design/methodology/approach This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire. Findings The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE. Practical implications The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism. Originality/value Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.

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Section: Discussionmentioning

confidence: 97%

Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

Talha,

Tahir,

Mehroush

2023

SJME

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“…Purchase intention is an important concept in marketing because it can be used to measure and predict consumer behavior (Anas et al, 2023). e ability to foresee future demand for a company's goods or services is one of purchasing intention's main bene ts.…”

Section: Purchase Intentionmentioning

confidence: 99%

Green Price and Purchase Intention of University Students in Plateau State, Nigeria

Sambo,

Kabuoh,

Owolabi

2024

IJASBSM

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In today's volatile marketplace, there is a disconnect between the awareness of environmental issues and actual consumer behavior, particularly among young people like university students. Despite growing concerns about the environment, many continue to engage in unsustainable consumption practices. This is especially pronounced in Plateau State, Nigeria, where environmental challenges are significant. This study aims to understand why there's such a mismatch between green price and how students actually make purchasing decisions. It emphasizes the urgency of addressing this issue to promote more sustainable consumption habits among young people. Ultimately, the research seeks to investigate the effect of green price on purchase intention of university students in Plateau State, Nigeria. The study adopted a survey research design. The population size was 25,000 students from the two approved universities by NUC in Plateau State, Nigeria. The study utilized the Krejcie and Morgan table to determine the sample size of 417 students as respondents. Data was collected through a structured and validated questionnaire. The Cronbach's alpha reliability coefficients of constructs ranged from 0.791 to 0.981 The response rate was 93.33%. Data was analyzed using descriptive and inferential statistics. The findings revealed that green price has a significant effect on purchase intention (R = 0.413, R2 = 0.168; t =8.949, β =0.450>0.05). The study concluded that green price has a significant effect on purchase intention of university students in Plateau State, Nigeria. It is therefore recommended that businesses should consider implementing competitive pricing strategies for their eco-friendly products. Offering discounts, promotions, or incentives for purchasing green products are encouraged. This could help stimulate purchase intentions and drive sales.

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“…CS is described as the measurement of how well a company's products or services meet or surpass the expectations of its customers [49]. Due to the growing presence and influence of the Internet and social media, the hospitality industry now places a higher emphasis on delivering exceptional customer satisfaction [50]. As customers have access to more information and options, providing superior customer satisfaction is crucial for businesses to thrive in a highly competitive market and gain positive online reviews and referrals [11,25,50].…”

Section: The Link Between Cs and Ewommentioning

confidence: 99%

“…Due to the growing presence and influence of the Internet and social media, the hospitality industry now places a higher emphasis on delivering exceptional customer satisfaction [50]. As customers have access to more information and options, providing superior customer satisfaction is crucial for businesses to thrive in a highly competitive market and gain positive online reviews and referrals [11,25,50]. In an ever-evolving landscape where customers have the power to influence others to purchase a particular service or product through eWOM, CS is a vital element in the success of businesses [12,15].…”

Section: The Link Between Cs and Ewommentioning

confidence: 99%

Power of eWOM and Its Antecedents in Driving Customers’ Intention to Revisit: An Empirical Investigation on Five-Star Eco-Friendly Hotels in Saudi Arabia

et al. 2023

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In recent years, electronic word-of-mouth (eWOM) has greatly impacted the hotel industry, as social media and online review platforms have given customers many opportunities to share their personal experiences with other individuals. Hence, this study aimed to empirically investigate several relationships within the setting of five-star eco-friendly hotels in Saudi Arabia. These included: (1) the direct impact of perceived quality (PQ), positive emotional experience (PEE), and customer satisfaction (CS) on promoting positive eWOM; (2) the potential intermediary role of CS in the connections between PQ, PEE, and eWOM; (3) the direct influence of eWOM on intention to revisit (ITR); and (4) the potential intermediary role of eWOM in the PQ–ITR, CS–ITR, and PEE–ITR relationships. To achieve these objectives, an online questionnaire was developed and directed to a sample of Saudi individuals who have stayed in five-star eco-friendly hotels, particularly in Riyadh City. Based on their previous interactions with these hotels on the TripAdvisor website during the last six months and their willingness to participate in the field study, a convenience sampling technique was utilized to select participants for data collection. The study mainly focused on Saudi individuals to investigate their behaviors and attitudes toward eco-friendly hotels, which have been considered a growing trend in the country in recent years. Participants were emailed individually, and a total of 423 acceptable forms were gathered and subjected to analysis using the PLS-SEM method. The research’s findings revealed that PQ had the strongest predictive power for promoting positive eWOM, leading to a greater increase in ITR than PEE and CS. Moreover, the study identified the significant mediating influence of CS in exploring how PEE and PQ contribute to customers’ intention to spread positive eWOM. Additionally, the results showed the substantial role of eWOM in mediating the relationships between PQ, PEE, CS, and ITR. Based on these findings, the study suggests practical implications for hotel operators and marketers looking to promote positive eWOM and increase revisit intentions.

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Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context

Cited by 12 publications

References 85 publications

Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

Green Price and Purchase Intention of University Students in Plateau State, Nigeria

Power of eWOM and Its Antecedents in Driving Customers’ Intention to Revisit: An Empirical Investigation on Five-Star Eco-Friendly Hotels in Saudi Arabia

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