The Effects of Social Media Marketing, Trust, and Brand Image on Consumers' Purchase Intention of GO-JEK in Indonesia

Moslehpour, Massoud; Ismail, Taufiq; Purba, Bey; Lin, Pei‐Kuan

doi:10.1145/3387263.3387282

Cited by 20 publications

(37 citation statements)

References 36 publications

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“…Today's brand value functions as a prediction of the future business earnings [13]. SMM affects brand image which, in turn, creates trust [71]. Trust is an essential element in SMM, as different aspects of the online transaction process can be perceived as complex and diverse which can lead to dishonesty and uncertain behavior from sellers [71].…”

Section: The Importance or Brand Equity In Social Media Marketing During A Pandemicmentioning

confidence: 99%

“…SMM affects brand image which, in turn, creates trust [71]. Trust is an essential element in SMM, as different aspects of the online transaction process can be perceived as complex and diverse which can lead to dishonesty and uncertain behavior from sellers [71]. Building a trustable brand is fruitful in the sense that it enhances brand image, which indirectly increases consumer purchase intentions [71].…”

Section: The Importance or Brand Equity In Social Media Marketing During A Pandemicmentioning

confidence: 99%

“…Trust is an essential element in SMM, as different aspects of the online transaction process can be perceived as complex and diverse which can lead to dishonesty and uncertain behavior from sellers [71]. Building a trustable brand is fruitful in the sense that it enhances brand image, which indirectly increases consumer purchase intentions [71]. Literature shows that SMM positively influences brand equity and has advantages over traditional media when it comes to influencing purchase intention and creating relationships with customers and other corporations [61,62].…”

Section: The Importance or Brand Equity In Social Media Marketing During A Pandemicmentioning

confidence: 99%

“…The creation of e-WOM is beneficial for businesses as they gain insights into consumers' needs, preferences, and views regarding the business and their products, but also offers the possibility to create new business contacts and enhance consumer experience [73,75,76]. In addition, engagement enhances the overall rating of a brand [68], leading to increased customer service, creation of interactions between consumers, and sharing of brand stories which might increase the spread of more positive content about the business [68,71,76,77].…”

Section: Consumersmentioning

confidence: 99%

“…In addition, businesses should also integrate a periodic evaluation of brand value levels as a new business practice to identify points of improvement and create adequate strategies to further increase brand value [13,68]. The role of the brand, trust and reputation are increasing in importance and maximizing the perceived brand value positively influences consumer preferences and choices [13,68,71]. Due to the increase in the use of digital channels and technologies and thus in knowledge of these elements, consumers are better prepared, more aware, and critical when it comes to technologies and brands [13].…”

Section: The Conceptual Framework As a Long-term Smm Strategy To Create Brand Equitymentioning

confidence: 99%

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Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

2021

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This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.

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Section: The Importance or Brand Equity In Social Media Marketing During A Pandemicmentioning

confidence: 99%

Section: The Importance or Brand Equity In Social Media Marketing During A Pandemicmentioning

confidence: 99%

Section: The Importance or Brand Equity In Social Media Marketing During A Pandemicmentioning

confidence: 99%

Section: Consumersmentioning

confidence: 99%

Section: The Conceptual Framework As a Long-term Smm Strategy To Create Brand Equitymentioning

confidence: 99%

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Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

2021

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Integrated perspective of eco-innovation, green branding, and sustainable product: a case of an emerging economy

Jinliang,

Chau,

Baei

et al. 2023

Economic Research-Ekonomska Istraživanja

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The impact of social media marketing activities on customer purchase intention: a study of the property industry in Malaysia

Ho,

Zakaria,

Foo

2024

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PurposeThis study investigates the impact of social media marketing activities on customer purchase intention in the Malaysian property market.Design/methodology/approachThe study utilises a survey research approach to collect data from 331 respondents using a questionnaire.FindingsThe findings of the study reveal that entertainment, interaction, customisation and word-of-mouth variables had a significant and positive impact on customer purchase intention in the Malaysian property market. However, the study demonstrates a positive but insignificant impact of trendiness on customer purchase intention.Research limitations/implicationsFirst, the study relies on a sample of 331 respondents in Malaysia, which may limit the generalizability of the findings to a broader population. Hence, future research could aim for a more extensive and diverse sample to enhance the validity of the results. Second, while the study identified significant relationships, the measurement of variables, in particular “trendiness,” could be refined for better accuracy. The future study may consider including a more precise measurement to provide comprehensive insights.Practical implicationsThe results suggest that marketers should focus on creating engaging and interactive content, providing personalised experiences and leveraging word-of-mouth recommendations to enhance customer purchase intention. The overall findings highlight the importance of social media marketing activities in the property market and their potential to drive customer purchase intention.Social implicationsThe study contributes to the existing literature by shedding light on the role of social media marketing activities in influencing customer purchase intention in the Malaysian property market.Originality/valueTo the best of the authors’ knowledge, there is no similar studies have been conducted in this area of research.

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The Effects of Social Media Marketing, Trust, and Brand Image on Consumers' Purchase Intention of GO-JEK in Indonesia

Cited by 20 publications

References 36 publications

Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

Integrated perspective of eco-innovation, green branding, and sustainable product: a case of an emerging economy

The impact of social media marketing activities on customer purchase intention: a study of the property industry in Malaysia

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