Social Media Marketing and e-WOM: A Descriptive Approach to Mediterranean Young's Online Brand-Related Activities, Attitudes and Engagement

Şahin, İlker; Gülmez, Mustafa; Ersoy, E. G. K.

doi:10.34231/iuyd.518958

Cited by 5 publications

(1 citation statement)

References 38 publications

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“…Kebahagiaan yang dirasakan saat memainkan permainan on line serta otoritas penuh dalam membentuk visualiasi dari karakter dalam permainan diketahui memberikan pengaruh pada pemain untuk melakukan pembelian pada item virtual (Syahrivar et e-WOM dalam penelitian ini adalah komunikasi verbal antar personal antara kelompok yang tidak masuk dalam satu komunitas (terpisah) dan bukan untuk tujuan komersial (Djimantoro & Gunawan, 2020). Menurut Sahin et al (2019), e-WOM terdapat beberapa indikator, yaitu: Berbagi informasi, Kepercayaan terhadap informasi, Daya tarik informasi. Motivasi pembelian dalam penelitian ini faktor pendorong pelanggan dalam melakukan kegiatan membeli sebuah produk (Rosha, 2017).…”

Section: Pengaruh E-wom Dan Motivasi Pembelian Terhadap Keputusan Pem...unclassified

Pengaruh E-Wom Dan Motivasi Pembelian Terhadap Keputusan Pembelian Barang Virtual

Wirasatya,

Seminari

2024

EEB

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A purchase decision is an integrated process that is combined to evaluate two or more alternative behaviors and choose one of them. When a consumer chooses to buy a brand, he still has to carry out the decision and make the actual purchase. The purposes of the study is to determines the effects of e-WOM and purchases motivation on purchasing decision by online game players, Seal Online Blade of Destiny with 100 respondents. The sample method used in this study is the saturated sampling technique. Data was collected through the distribution of questionnaires. Analysis technique used is path analysis. Result show e-WOM and purchases motivation have positive significants effects on purchasing decisions. This shows that the better e-WOM and the motivation, the more purchasing decisions was made

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Section: Pengaruh E-wom Dan Motivasi Pembelian Terhadap Keputusan Pem...unclassified

Pengaruh E-Wom Dan Motivasi Pembelian Terhadap Keputusan Pembelian Barang Virtual

Wirasatya,

Seminari

2024

EEB

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Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily

Pang,

Qiao,

Zhang

2024

Technological Forecasting and Social Change

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Do Social Media Characteristics Trigger Customer Engagement? An Empirical Study On Smart Phone Brands

POLAT

Kirezli

2022

Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi

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Even though, smart-phone becomes the foremost important object in consumers’ lives, companies strive to establish a long-term and steady relationship via media channels. In that vein, social media emerged as a novel way to improve consumer engagement with the brands. This study aims to examine the social media characteristics’, which are entertainment, customization, interaction, word of mouth and trend on customer engagement. A quantitative research type is adopted. Data collection method is online survey with a sample size of 334 respondents. The study has three major findings. First, interactivity is found to be improving both cognitive and emotional engagement. Second, customized entertainment of social media sites’ seemed to enhance cognitive engagement. Third, trendiness and word of mouth (WOM) are cultivating emotional engagement. This study contributes to the current literature by offering insights to improve both cognitive and emotional engagement.

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Social Media Marketing and e-WOM: A Descriptive Approach to Mediterranean Young's Online Brand-Related Activities, Attitudes and Engagement

Cited by 5 publications

References 38 publications

Pengaruh E-Wom Dan Motivasi Pembelian Terhadap Keputusan Pembelian Barang Virtual

Pengaruh E-Wom Dan Motivasi Pembelian Terhadap Keputusan Pembelian Barang Virtual

Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily

Do Social Media Characteristics Trigger Customer Engagement? An Empirical Study On Smart Phone Brands

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