The Effect of Social Media Marketing to Satisfaction and Consumer Response: Examining the Roles of Perceived Value and Brand Equity as Mediation

Wahyudi, Handri Dian; Parahiyanti, Cesya Rizkika

doi:10.18415/ijmmu.v8i12.3210

Cited by 3 publications

(1 citation statement)

References 33 publications

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“…Khashman [90] highlighted that for companies to be successful in enhancing CS, it is necessary for them to go beyond customer requirements, make use of social networking sites, such as Instagram and Twitter, and monitor comments and conversations on their associated online platforms. In addition, when customers feel that their values and preferences are being considered in the products and services they receive, it may build trust and increase their satisfaction [91]. Hence, it can be deduced that there is likely to be an elevated level of customer satisfaction if casual-dining restaurant marketers stay up to date with trends in their industry, have an individualized approach when interacting with customers; respond in a timely manner to customer queries and complaints, create entertaining content; and tailor their messages to the appropriate customer segment.…”

Section: Discussionmentioning

confidence: 99%

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

et al. 2023

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Recently, social media marketing has become an effective tool for restaurants to gain visibility, increase customer engagement, and boost sales. Through social media marketing activities (SMMAs) including customization (CUST), entertainment (ENTR), trendiness (TRND), and interaction (INTR), restaurants can connect with their customers in a dynamic way that may affect their satisfaction and purchasing behavioral intention. Hence, this study primarily aims to empirically explore the individual influence of SMMAs namely CUST, ENTR, TRND, and INTR on social media followers’ satisfaction and purchase intention in a sample of casual-dining restaurants in Saudi Arabia. Furthermore, drawing on the Stimulus-Organism-Response (S-O-R) model, we also seek to investigate the influence of customer satisfaction as a mediating variable in the relationship between CUST-PI, ENTR-PI, TRND-PI, and INTR-PI. Furthermore, to examine the direct influence of CS on PI. In order to meet these objectives, an online survey was created to collect data from a convenience sample of restaurant social media followers. Data from 415 followers were analyzed using the PLS-SEM with a bootstrapping technique to confirm the research hypotheses. The findings of the study illustrated the significant positive effect of CUST, ENTR, and INTR on followers’ purchase intention, respectively. Trendy social media marketing activities did not significantly affect purchase intention. Additionally, CS partially mediated the relationships between CUST, ENTR, INTR, and PI but fully mediated the trendiness-purchase intention relationship. The results from this research can assist restaurant operators to leverage the benefits of social media more effectively by understanding how SMMAs influence customers’ purchase intentions and enhancing their understanding of how customer satisfaction can be used to capitalize on the benefits of social media.

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Section: Discussionmentioning

confidence: 99%

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

et al. 2023

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Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Ye¹,

Yin²,

Gao³

2022

Front. Psychol.

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Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand’s overall equity requires strategies that the brand managers must implement. Based on Marx’s theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of brand resonance and customer affective commitment in the relationship between product perceived value and customer-based brand equity, respectively. For this purpose, the data were gathered from 310 customers of branding products in China. The present study applied partial least square structural equation modeling for empirical analyses using Smart PLS software. The present study’s findings acknowledge that product perceived value did not directly influence customer-based brand equity. However, results confirmed that product perceived value positively influences brand resonance and customer affective commitment. Furthermore, the outcomes of the present study also concluded that both brand resonance and affective commitment played a mediating role between product perceived value and customer-based brand equity, respectively. Theoretically, the study contributed to the literature by examining the influence of product perceived value on customer-based brand equity. The study also enriched the literature by providing key findings related to the mediating roles of brand resonance and customer affective commitment. Practically, the study is beneficial for the brands and they can enhance product perceived value by improving product design, effectively communicating product benefits, and executing effective promotional strategies.

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Determinants of Unverified News Sharing on Social Media and Its Effects on Corporate Image

et al. 2022

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Social media channels are interactive channels that let users spread content, participate, and generate positive or negative news. In this era of social media (SM), organizations run structured and systematic campaigns to shape their corporate images. The present study examines the role of social consciousness (SC) of employees, entertainment (Ent), and altruism (Alt) on unverified news sharing (UVN) with the mediation of corporate image (CI) and the moderation of workplace stress (WS). We conducted the study on 375 employees of the social media teams in the corporate sector in China. The sampling technique used in this study is convenience sampling. We carried out data analysis using structural equation modeling (SEM) with the help of Smart PLS (Partial Least Square) software. The results reveal that the entertainment and altruism of employees affect UVN. However, the direct negative effect of social consciousness of employees and CI on UVN came out to be insignificant. The findings also show that CI mediates the relationship between the social consciousness (SC) of employees and UVN, altruism and UVN, and entertainment and UVN. The moderating role of WS between CI and UVN is significant. Theoretically, the study contributes to the literature by examining the effect of different determinants of UVN on SM on the role of CI and WS. Practically, the present study provides implications for the managers and the organizations. The study finds that Alt is an essential factor that fosters UVN and CI; therefore, altruistic values of the employees should be instigated to reduce the flow of UVN.

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The Effect of Social Media Marketing to Satisfaction and Consumer Response: Examining the Roles of Perceived Value and Brand Equity as Mediation

Cited by 3 publications

References 33 publications

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

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

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Determinants of Unverified News Sharing on Social Media and Its Effects on Corporate Image

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