The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

Jibril, Abdul Bashiru; Kwarteng, Michael Adu; Chovancová, Miloslava; Pilík, Michal

doi:10.1080/23311975.2019.1673640

Cited by 59 publications

(47 citation statements)

References 49 publications

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“…Regarding economic consideration, it is important to acknowledge the presence of ICTs as a catalyst that has a positive impact on businesses in their quest to thrive and achieve sustainable competitiveness [18]. Hence, the trending issue in a retail marketing environment concerning the adoption and implementation of ICTs which enables business organizations to harness the practical benefits of online shopping.…”

Section: Discussion and Research Implicationsmentioning

confidence: 99%

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

et al. 2020

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Online shopping has become increasingly popular in the past two decades. Yet, despite its popularity, the use of online stores on the African continent pales in comparison to other parts of the world. Moreover, in many economic contexts in Africa and including Ghana, there has been very limited research on the subject of online adoption and in particular, the fundamental factors that can influence its initial adoption, especially among young and relatively educated consumers who constitute the largest demographic group there. We, therefore, make a determined effort to fill this growing knowledge gap by exploring some fundamental factors associated to shop online by young and educated consumers. This exploratory research draws on the stimulus-organism-response (SOR) framework and focuses on five variables of interest namely perceived ease of use, government support infrastructure, and economic considerations about pricing, perceived convenience and use intentions of online retail stores. Evidence collected from 294 research participants provides support for our research propositions Finally, our research contributions and future study directions are considered in the concluding part of the paper.

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Section: Discussion and Research Implicationsmentioning

confidence: 99%

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

et al. 2020

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“…Moreover, a lot more of the SME's information is shared through social media platforms. The essence of cost in the adoption and utilization of social media has been studied and it has been established that there is a direct and significant relationship between cost and the adoption of technology, especially, social media (Alam & Mohammad Noor, 2009;Jibril et al, 2019). The introduction of social media has created opportunities for organizations to communicate continuously with customers hence promoting their customers' interest in the products and services of the organizations (Majchrzak et al, 2013), while the organizations can transfer the firm's information to the customer.…”

Section: Financial Performancementioning

confidence: 99%

“…Hair et al, 2017). According to Jibril et al, (2019), it is appropriate for the researchers to use PLS since it is an exploratory study. Smart PLS 3.2.9 was used in testing the research hypotheses.…”

Section: Data Analysis Techniquementioning

confidence: 99%

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Social Media as a Promotional Tool Towards SME’s Development: Evidence from the Financial Industry in a Developing Economy

Amoah

Jibril

2021

Cogent Business & Management

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The notable contribution of small and medium enterprises (SMEs) in the development of socio-economics has been very encouraging in terms of its GDP contribution and employment creation. Both developed and developing countries are living testimonies of the contributions by SMEs. The primary aim of this paper is to assess the use of social media as a promotional tool for SME development. To achieve this objective, a total of 800 structured questionnaires were developed through an intercept and online survey to obtain data for the exercise. A nonprobability sampling technique was employed for the collection of the data of which 648 respondents were dully accurate for the data processing/analysis. Using PLS-SEM with the help of ADANCO software v 2.2.1, findings revealed that the use of social media as an advertising tool has a significant effect on a firm's financial performance, business motivation, customers' perspective/attraction, and an

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“…Interestingly, the presence of digital society has become a crucial driver for business organizations to thrive (Jibril, Kwarteng, Chovancova, Pilik et al, 2019;Tafesse & Wien, 2017, 2018. Data mining in the virtual space complement with its accessible devices has triggered some level of competition among business operators, thus deepening the understanding of a perfectly competitive market as a result of breaching the information gap in the business society.…”

Section: Introductionmentioning

confidence: 99%

Deductions from a Sub-Saharan African Bank’s Tweets: A sentiment analysis approach

Botchway

Jibril

Oplatková

et al. 2020

Cogent Economics & Finance

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The upsurge in social media websites has in no doubt triggered a huge source of data for mining interesting expressions on a variety of subjects. These expressions on social media websites empower firms and individuals to discover varied interpretations regarding the opinions expressed. In Sub-Saharan Africa, financial institutions are making the needed technological investments required to remain competitive in today's challenging global business environment. Twitter as one of the digital communication tools has in recent times been integrated into the marketing communication tools of banks to augment the free flow of information. In this light, the purpose of the present study is to perform a sentiment analysis on a large dataset of tweets associated with the Ecobank Group, a prominent pan-African bank in sub-Saharan Africa using four different sentiment lexicons to determine the best lexicon based on its performance. Our results show that Valence ABOUT THE AUTHORS Raphael Kwaku Botchway is a Ph.D. candidate with research interest in Soft Computing, Social Media and Text Analytics at the Faculty of Applied Informatics, Tomas Bata University in Zlin, Czech Republic. His research results have been presented at numerous reputable international conferences. Abdul Bashiru Jibril is a Doctoral Researcher at the Department of Management and Marketing at TBU in Zlin. He is particularly interested in deploying data mining techniques in extracting intelligence to improve business decision making. The results of his research have been published in peer-reviewed scientific journals and presented at numerous international conferences.

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The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

Cited by 59 publications

References 49 publications

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana

Social Media as a Promotional Tool Towards SME’s Development: Evidence from the Financial Industry in a Developing Economy

Deductions from a Sub-Saharan African Bank’s Tweets: A sentiment analysis approach

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