The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content

Yasin, Mahmoud M.; Porcu, Lucía; Liébana‐Cabanillas, Francisco

doi:10.3390/su11174649

Cited by 15 publications

(9 citation statements)

References 76 publications

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“…Social media brand communities are a subset of online brand communities however fundamental distinction lies in their interactive stages. Many organizations are using social media sites since they have become famous on social sites recently, and they likewise can build brand community dependent on social sites (Muniz, Jr. & O'Guinn 2001;Kaplan & Haenlein, 2010;Essamri et al, 2019;Yasin et al, 2019). In furthermore to having offline brand communities' brands, for example, Aston Martin also attempt to keep up with their online images to connect with consumer online, in this way improving their association of individuals of their brand community via social media sites, (for example, Facebook, Twitter and so on) (Essamri et al, 2019).…”

Section: Brand Communitymentioning

confidence: 99%

“…These sites are very helpful and useful and helpful for users to keep them free and give facilities to cooperate them on numerous topics, language, issues and a lot more which display an environment that gives open assess information, connections and messages to users (Yasin et al, 2019). The establishment of a brand community area that incorporates data, not only for business reasons, greatest effects on member's feelings and purchase intention (Algesheimer et al, 2005;le Duong, 2020).…”

Section: Brand Communitymentioning

confidence: 99%

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The influence of Social media marketing on consumer purchase intention: investigating the effect of non-local brands.

Raza¹,

Saleem²,

Ali³

2022

pakIJELCS

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A large number of people are using social media which gives advantages to marketers to keep connected with their customers and also keep updated about what customers want. In this research, we are discussing the effect of social media marketing from the perception of non-local brands. The problem that we identified in the previous research is the easy usage of non-local brands' websites and apps which could be a concern for the social media consumers’ purchase intentions in Pakistan which are being investigated in this research along with other variables. The literature of the study includes a detailed discussion about the hypothesis which consists of the relationship between brand trust, brand community, brand awareness, emotional attachment, Interaction and ease of use with purchase intention, and the relationship between purchase intention and brand loyalty. This research approach was quantitative. The Data were collected online from 351 social media users in Pakistan. The research model was empirically tested using a structural equation model. This research has seven hypotheses in which H1, H2, H3 are rejected and H4 to H7 are accepted. This research has identified that companies should increase interaction, emotional attachment, and ease of use through social media to influence the consumer’s purchase intention to increase brand loyalty.

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Section: Brand Communitymentioning

confidence: 99%

Section: Brand Communitymentioning

confidence: 99%

The influence of Social media marketing on consumer purchase intention: investigating the effect of non-local brands.

Raza¹,

Saleem²,

Ali³

2022

pakIJELCS

View full text Add to dashboard Cite

show abstract

“…In general, religious values are not the most important factor when it comes to social media engagement. Therefore, there are other factors driving social media engagement such as customer knowledge, prior experience and familiarity with banking services (Suhartanto, 2019); entertainment (Triantafillidou and Siomkos, 2018); brand experience (Yasin et al, 2019); customer online brand experience (Yasin et al, 2020); and Facebook reliance on customer experience (Triantafillidou and Siomkos, 2018). In this regard, religious people are especially motivated to like, share and comment when the brand related contents are compatible with the Islamic rules.…”

Section: Hypotheses Testingmentioning

confidence: 99%

Looking into the Islamic banking sector in Palestine: do religious values influence active social media engagement behavior?

Yasin

Porcu

Liébana‐Cabanillas

2020

JIMA

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Purpose The purpose of this paper is to investigate how religious values of Islamic banking users influence their active social media engagement behavior (SMEB), when exposed to online brand related-content. Design/methodology/approach The method used for data collection was an online self-administered questionnaire. A total of 448 valid responses were obtained from Islamic banks customers, who are members of at least one online brand community (OBC) on Facebook. Responses were analyzed and processed by means of structural equation modeling. Findings The results of the online survey reveal that religious values have a positive influence on the active SMEB in terms of contributing (like and/or share) and creating (posting positive comments) of brand related-contents via Facebook OBC. Religious values play a key role in encouraging Islamic banks’ customers to share and forward posts, advertisements and/or contents. Furthermore, religious values encourage customers to forward contents that comply with their religious values and beliefs and are also compatible with the Islamic rules of Shari’ah. Originality/value The findings of this study suggest that religious values are likely to impact customer behavior when consuming, liking, sharing and commenting on the online contents generated by Islamic banks. Given the fact that Islamic religious values are universal and persistent, there is a potential for long-term benefits for those Islamic banks that identify profitable religious consumer segments within the domestic and global markets as well as to promote and enhance active SMEB in terms of number of positive comments, likes and shares of brand-related contents.

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“…According to statistics, over 50 million businesses use Facebook as a social media platform to undertake commercial activities such as supplying products and services, running promotional campaigns, running adverts, gathering client feedback, and so on. Customers' involvement and contact with businesses via social media accounts for 30% of the budget of the market's top companies [1]. As a result, the size of the marketing communication space has expanded and relocated, as in an authentic "global village" [2].…”

Section: Introduction Structural Changes In the Field Of Manifestatio...mentioning

confidence: 99%

The Degree of Adoption of Business Intelligence in Romanian Companies—The Case of Sentiment Analysis as a Marketing Analytical Tool

et al. 2022

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The structural changes in the public communication space through the advent of the Internet and the further development of online commerce culminate today with the explosion of blockchain techniques and social networks. This communication space was quickly taken over by marketing tools, as demonstrated by the many marketing campaigns dedicated to these new communication channels. The development of online commerce and the emergence of social networks have allowed consumers to efficiently search for brands/products/services, compare them, express their point of view on them, and even give them grades. Due to the explosion of relevant data online, the changing business environment needs attention to interpret and extract relevant information. The application of sentiment analysis to public reaction in the online environment provides the researcher with how the authors of the analyzed texts (clients/beneficiaries) express themselves regarding the studied reference (product/service/organization/social theme and a feature of them). Along with the other metrics present in marketing, including digital marketing, the reports in the analysis panels of google analytics and social networks, sentiment analysis instantly provides the general and competitive context in which the product/service/theme evolves. In this article, two types of research have been conducted to highlight the benefits felt, but also the degree of knowledge, implementation, and use of sentiment analysis in online marketing analysis. One of the types of research was qualitative, carried out on 10 participants (specialists in the field of marketing), with the help of an interview guide. Qualitative research aims to find out the level of knowledge of sentiment analysis and the general degree of digitalization of Romanian companies, an indicator considered critical in the new post-pandemic business environment. The second research was quantitative and used to develop analysis by structural equations. For this, a questionnaire applied to a sample of 108 respondents was used. Through the analysis by structural equations, a conceptual model was developed that presents the main factors that are related to others and that contribute to the satisfaction of the users of the analysis of feelings for obtaining marketing data.

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The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content

Cited by 15 publications

References 76 publications

The influence of Social media marketing on consumer purchase intention: investigating the effect of non-local brands.

The influence of Social media marketing on consumer purchase intention: investigating the effect of non-local brands.

Looking into the Islamic banking sector in Palestine: do religious values influence active social media engagement behavior?

The Degree of Adoption of Business Intelligence in Romanian Companies—The Case of Sentiment Analysis as a Marketing Analytical Tool

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