The Influence of Social Media on Public Value: A Systematic Review of Past Decade

Irfan, Asmara; Rasli, Amran; Sulaiman, Zuraidah; Sami, Abdul; Qureshi, Muhammad Imran

doi:10.31580/jpvai.v2i1.481

Cited by 22 publications

(17 citation statements)

References 29 publications

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“…• Vlogger reviews • Electronic Word of mouth Social media has grown into a giant tool through which brands connect and interact with their consumers. Brands need to understand the importance of social media as it helps in promoting the brand and creates brand awareness among individuals (Irfan et al,. 2019;York, 2015).…”

Section: E-wom and Brand Advocatesmentioning

confidence: 99%

Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision

Ansari

Ansari²,

Ghori³

et al. 2019

J Pub val Ad Ins

109

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The purpose of this study was to examine the impact of brand awareness and social media content marketing on the consumer purchase decision. The data for this research was collected through an online questionnaire. The total number of respondents for this study were 150 (60% females; 40% males). The objective of this research was to investigate the relationship between brand awareness and social media content marketing with the consumer purchase decision. However, results indicate that brand awareness has a weak positive significant relationship with consumer purchase decision whereas, social media content marketing has a moderate positive significant relationship with the consumer purchase decision.

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Section: E-wom and Brand Advocatesmentioning

confidence: 99%

Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision

Ansari

Ansari²,

Ghori³

et al. 2019

J Pub val Ad Ins

109

View full text Add to dashboard Cite

show abstract

“…Social media marketing is defined as marketing that uses social networking websites as a marketing channel (Kujur & Singh, 2017). Social media is an essential tool for economic growth as its tools include two-way communication and low-cost marketing to obtain information, connect and establish a relationship with its clients (Irfan et al, 2019). Social media marketing aims to help the companies to increase their market share and purchase inte ntions of their customers.…”

Section: Introductionmentioning

confidence: 99%

Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust

et al. 2020

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Successful marketing and promotion strategies achieve customer development, profitability, and long-term company success. Present markets become more competitive through changing markets, globalization, and innovative technology, which have rapidly changed the business world. Platforms like Facebook, Twitter, and YouTube are pushing marketing companies toward a new direction using social media marketing. Social media has penetrated so deeply into millions of people’s lives worldwide that it has also attracted marketers’ attention. This study will help determine how it influences Pakistani consumers’ purchase intentions. This research used a quantitative method based on primary data. The data was collected from Faisalabad, and the sample size was 250 participants. Among the 250 questionnaires, 190 are useable. The results show that trust and social media influence significantly affect consumers’ purchase intentions. Data analysis reveals that social media marketing has a greater influence than trust in purchase intentions through social networking sites. Therefore, improving websites’ quality enhances customers’ trust. Hence, trust plays an important role in e-commerce by directly influencing the purchasing intentions of customers.

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“…Among the advanced technologies exists the Internet and social media are key aspects that cannot be ignored. Considering social media networks, it has affected business practices and also changed marketing strategies drastically (Irfan, Rasli, Sulaiman, Sami & Qureshi, 2019). Moreover, social media can be identified as an effective communication tool that provides two-way communication and lowcost marketing to obtain information, connect, and establishment of relationships with their customers.…”

Section: Discussionmentioning

confidence: 99%

The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust

Kamalasena

Sirisena

2021

Sri Lanka J. Marketing

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Effective marketing and advertising campaigns contribute to customer development, profitability, and business success in the long term. The evolving economies, globalization, and innovative technologies, which have quickly transformed the economic community, make present markets more attractive. Marketing firms are pushed in a new direction by social media marketing, such as Facebook, Twitter, and YouTube. Social media have reached so deeply into millions of people globally and it also has drawn the interest of advertisers. Considering the timeliness and relevance of the phenomenon, this study aims to identify the impact of online communities and e word of mouth on the purchase intention of generation Y. The relevant data were collected through a self-administered questionnaire from 150 individuals aged 25 to 40 years who are residing in the Colombo district based on the convenience sampling method. This study found a positive significant effect of e word of mouth on brand trust and purchase intention and the relationship between e word of mouth and purchase intention is mediate by the brand trust. Further, online communities have a positive significant impact on brand trust and the relationship between online communities and purchase intention is mediated by brand trust. This research fills the gap in the existing literature and provides valuable insights to organizations that use social media marketing as a communication tool.

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The Influence of Social Media on Public Value: A Systematic Review of Past Decade

Cited by 22 publications

References 29 publications

Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision

Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision

Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust

The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust

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