The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Abstract

Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and cocreation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention.

The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District

“…The moment customers have positive purchase intentions it tends to a 'positive brand commitment' which leads consumers to make their purchases (Ceyhan, 2019). Some previous studies mentioned that the trust aided by social media does a symbolic impact on consumer purchase intention (Ceyhan, 2019). A study conducted on South Korea for luxury brands of social media, 252 of data were gathered from the brands through Facebook.…”

“…A study conducted on South Korea for luxury brands of social media, 252 of data were gathered from the brands through Facebook. The study is concluded by investigating that luxury brands positively affects purchase intention (Ceyhan, 2019). In order to being competitive in the industry, marketers hire social media consultants and experts with the purpose of developing relevant contents and relevant marketing campaigns for their brands in social media.…”

Engagement y evolución de instagramers hispanohablantes de moda

“…Esta plataforma destaca como una herramienta efectiva de comunicación y marketing para mostrar productos con descripciones visuales (Ponnusamy et al, 2020). Para Ceyhan (2019), se vive una era visual en la que una persona promedio tiene más probabilidades de ver un vídeo u observar una fotografía que leer un texto escrito. El consumo inmediato y a la carta se convierte en una rutina para todos los usuarios, en tanto RLCS,Revista Latina de Comunicación Social,77, [Investigación] DOI: 10.4185/RLCS-2020-1456 | ISSN 1138-5820 | Año 2020 que la demanda de contenidos multiplataforma encuentra un espacio ideal en Instagram, tanto para quien produce como para quien consume.…”

Milenial Intention on Social Media

“…Media sosial telah menjadi bagian yag tak bisa dihindarkan dari kehidupan kita sehari-hari (Taprical & Kanwar, 2012) dan terlebih lagi kaum milenial merupakan penduduk asli digital yang sangat terobsesi dengan media sosial (Bolton et al, 2017), media sosial juga dapat memberikan peluang bisnis untuk mengembangkan pemasaran yang berbeda dari metode tradisional menjadi media yang menginspirasi konsumen (Ceyhan, 2019) sehingga media sosial dapat memberikan kontribusi yang tinggi pada toko fashion online (Yahya, Hasim, Bahsri, & Dahari, 2019).…”

“…Diantara jejaring media sosial lainnya, instagram merupakan salah satu media sosial yang paling sukses menarik perhatian untuk kelompok konsumen baru-baru ini (Ceyhan, 2019). Hal tersebut dilansir dari Bisnis.com yang diakses pada 29 Juni 2019 menyatakan bahwa total pengguna instagram di indonesia yaitu sebanyak 56 juta pengguna (Mudassir, 2019).…”