The Effects of Social Media Marketing on Online Consumer Behavior

Vinerean, Simona; Cetină, Iuliana; Dumitrescu, Luigi; Țichindelean, Mihai

doi:10.5539/ijbm.v8n14p66

Cited by 170 publications

(101 citation statements)

References 18 publications

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“…For Interaction we are testing a scale developed for this purpose taking as base the following authors: (Chung & Austria, 2010) (Mersey, Malthouse, & Calder, 2010) (Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013). …”

Section: Methodsmentioning

confidence: 99%

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Interaction and brand experience as a path for brand love: a PLS-SEM marketing application

Barajas-Portas

2015

Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users

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Interaction through online social networking sites is one of the most relevant topics nowadays. In the other hand, brand experience has become a powerful for marketers also creating an important bond. Considering both constructs, we propose to analyze the effect of them as a path of the brand love. We analyze the effect of interaction and brand experience on brand love. We conducted a path analysis using PLS-SEM. This paper explores a new way for marketers to improve the engagement with consumers. These interactions between consumers and their brands make stronger the relationship among them.

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Section: Methodsmentioning

confidence: 99%

“…Peer communication through social media (SM), a new form of consumer socialization, has profound impacts on consumer decision making and thus marketing strategies (Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013).…”

Section: Social Media Interactionmentioning

confidence: 99%

Interaction and brand experience as a path for brand love: a PLS-SEM marketing application

Barajas-Portas

2015

Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users

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“…Dividing customers into groups to better understand their needs and buying patterns is known as "market segmentation" or "segmenting" (Soloman, 2013;Vinerean et al, 2013). Market segmentation and tailoring business offerings to the needs and wants of the customer has traditionally been of little interest to martial arts school owners (Ko, 2003;Ko & Yang, 2012;Nelson, 2013).…”

Section: Martial Arts Marketingmentioning

confidence: 99%

“…Understanding buyer motivation is essential to creating effective marketing messages and appropriate product offerings (Kim, Zhang, Jackson et al, 2013;Ko & Kim, 2010;Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013), which are necessary to attract and retain customers Ko, 2003;Kim, Zhang, Jackson et al, 2013). Fitness organizations must regularly assess business environments and examine market demand to build and maintain business success (Baruk & Iwanicka, 2016;Barbopoulos & Johansson, 2016;Mullin et al, 2013).…”

Section: Statement Of the Problemmentioning

confidence: 99%

Exploring Buyer Motivation to Improve Management, Marketing, Sales, and Finance Practices in the Martial Arts Industry

Thomas¹

2017

IJMS

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The martial arts industry is experiencing immense growth, creating a highly competitive environment where challenges in attracting and retaining customers cause substantial losses and an inability to compete effectively. Customer memberships are the primary revenue source for fitness firms. Understanding buyer motivation is essential for marketing message creation and product development to attract and retain customers. The purpose of this qualitative, exploratory, single-case study was to investigate parent purchase motivation for children's martial arts classes and to document internal buying motives in order to address the problem of acquiring and retaining customers in the commercialized martial arts industry. The study sample consisted of seven parents, two instructors, and two owners. The data collection methods were semistructured interviews comprising open-ended questions. Interviews were analyzed using NVivo® qualitative analysis software to code and analyze themes. The semistructured interviews identified 10 themes. Three new themes emerged-ease of participation, alternative to team sports, and convenience. Study findings contribute to the theory of planned behavior and theories used to predict purchase behavior. Recommendations for practice include refinements of product offerings and marketing messages and the creation of a new market segment, resulting in customer alignment and increased ability to attract and retain customers. Future research is recommended to replicate this study in other geographies, to use the data gathered in this study to seed qualitative research studies, and to weigh the relative influence of the three types of behaviors influencing intention in the theory of planned behavior.

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“…Cross-validation, it is also referred to as rotation estimation, is a model validating technique to assess how the results of a statistical analysis will simplify to an independent data set [17]. The main goal of cross validation is to define a dataset to "test" the data model in the training period i.e.…”

Section: Preliminariesmentioning

confidence: 99%

Implementation of Feature Selection and balanced random forest for Sentimental Analysis of Text Databases

2017

IJIET

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Our reviews and the assessments of others play a vital part in our basic leadership process also, even impact our conduct. As of late, an expanding number of individuals have taken to communicating their conclusions on a wide assortment of subjects. With innovation's expanding capacities, sentiment analysis turns into a more used apparatus for organizations. Social media monitoring tools utilize it to give their clients bits of knowledge about how the general population feels as to their business, items, or subjects of intrigue. It's broadly utilized by email administrations to keep spam away from your inbox and by survey sites to suggest new substance like movies or TV shows. When somebody writings you with a snide remark (without emoticons) would you be able to tell if it's snide? In the event that they're really cheerful, furious or nonpartisan? That is the thing that makes sentiment analysis such a broad and intriguing field. Sentiment analysis-additionally called conclusion mining-is the way toward characterizing and ordering suppositions in a given bit of content as positive, negative, or impartial. In this paper, we have proposed Correlation based feature selection algorithm with random forest classification. The proposed technique has been tested on various text datasets and the experimental results shown that proposed technique performs better than the existing classification technique.

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The Effects of Social Media Marketing on Online Consumer Behavior

Cited by 170 publications

References 18 publications

Interaction and brand experience as a path for brand love: a PLS-SEM marketing application

Interaction and brand experience as a path for brand love: a PLS-SEM marketing application

Exploring Buyer Motivation to Improve Management, Marketing, Sales, and Finance Practices in the Martial Arts Industry

Implementation of Feature Selection and balanced random forest for Sentimental Analysis of Text Databases

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