The Impact of Social Media Marketing Communications on Consumer Response During the COVID-19: Does the Brand Equity of a University Matter?

Aljumah, Ahmad Ibrahim; Nuseir, Mohammed T.; Alshurideh, Muhammad

doi:10.1007/978-3-030-67151-8_21

Cited by 53 publications

(12 citation statements)

References 50 publications

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“…The results from the study reveal that social media marketing had a positive and a significant effect on brand awareness. This finding corresponds with many other previous studies that investigated the impact of social media marketing on brand awareness, such as, findings from Seo and Park, (2018), Ansari, et al, (2019), Jamali and Khan, (2018), Ezenwafor, et al, (2021), Aljumah, et al, (2021 and other studies.…”

Section: Discussionsupporting

confidence: 92%

“…Social media marketing is seen as trendiness component of communication which has a significant effect on brand awareness (Seo, & Park, 2018). In addition, other recent studies like Ansari, et al, (2019); Jamali and Khan, (2018); Ezenwafor, et al, (2021); Aljumah, et al, (2021) also support the correlation between social media marketing and brand awareness. Therefore, based on the above we propose the following hypothesis: H2a: Brand awareness has a significant direct positive impact on purchase intention H2b: Brand awareness mediates the relationship between SMM and purchase intention…”

Section: Brand Awarenessmentioning

confidence: 75%

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Social Media Marketing and Purchase Intention: Evidence From Kosovo

Emini

Zeqiri

2021

Ekonomska misao i praksa

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The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

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Section: Discussionsupporting

confidence: 92%

Section: Brand Awarenessmentioning

confidence: 75%

Social Media Marketing and Purchase Intention: Evidence From Kosovo

Emini

Zeqiri

2021

Ekonomska misao i praksa

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“…Focusing on the effects of the COVID-19 pandemic on marketing strategies, Aljumah et al (2021) reported that interactive marketing via social networking platforms contributed profound influence on the brand equity of university. Based on the findings of prior studies, this study hypothesised the following:…”

Section: Interactivity (Int)mentioning

confidence: 99%

“…As it is becoming more convenient and essential for business turnover, the marketing policies of almost all industries shift towards social media marketing for external advertising, promotional activities, customer relationship management, and internal employee interactions (Seo & Park, 2018). Brand managers have a vast array of opportunities to publish and share information about their brands through social media in the forms of messages, images, videos, and statements (Aljumah et al, 2021). Social media marketing can be utilised as part of a broader marketing strategy, as a consistent channel for marketing and communication, or as a series of micro-promotional events focused solely on enhancing the digital prominence of a brand (Ashley & Tuten, 2015).…”

Section: Introductionmentioning

confidence: 99%

Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets

Malarvizhi

Mamun

Jayashreem

et al. 2022

Heliyon

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“…Therefore, the cultural and social background of technology adopters must be considered in the innovation process (Guan & Liao, 2014). Aljumah, Nuseir, and Alshurideh (2021) and Razak et al. (2019) found that the influence of friends and classmates is stronger than that of family on being the same age and in the same environment for long periods.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Assessing the factors that affected the development of cloud-based accounting education and students' academic performance in Oman

Tawfik

Elmaasrawy²

2022

AGJSR

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PurposeThis study aims to assesses the factors that affected the development of cloud-based accounting education (DCBAE) and students' academic performance at Oman Universities.Design/methodology/approachIn this paper a questionnaire was used to collect data for a sample of students. Partial least squares (PLS) were used to assess the hypotheses and model.FindingsResults indicate that human factors and cultural and social factors have a direct positive effect on the DCBAE and students' academic performance.Practical implicationsThis study is carried out after five semesters since the beginning of the COVID-19 pandemic. Thus, it can help universities (accounting education in particular) in the Sultanate of Oman know the factors that affect the development of accounting education and adopt policies and strategies that depend on cloud computing in education operations, even after the COVID-19 pandemic.Originality/valueThe main contribution of this study is to evaluate the factors that affected the DCBAE and the academic performance of students in the Sultanate of Oman from March 15, 2020 to June 2022, a period that witnessed the application of cloud-based education, either in whole or in part using a questionnaire about the opinions of students.

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The Impact of Social Media Marketing Communications on Consumer Response During the COVID-19: Does the Brand Equity of a University Matter?

Cited by 53 publications

References 50 publications

Social Media Marketing and Purchase Intention: Evidence From Kosovo

Social Media Marketing and Purchase Intention: Evidence From Kosovo

Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets

Assessing the factors that affected the development of cloud-based accounting education and students' academic performance in Oman

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