The Influence of Social Media Marketing on Apparel Brands’ Customers’ Satisfaction: The Mediation of Perceived Value

Yang, Yaling; Khan, Zobi; Zhang, Yu

doi:10.21315/aamj2020.25.2.7

Cited by 9 publications

(15 citation statements)

References 67 publications

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“…The Internet and social media have changed the way businesses interact and engage with customers, shifting the focus from transactions to relationships [71]. Through SMM, businesses can create a personal connection with customers by responding to customer needs and providing engaging content [72]. This can foster customer trust, which leads to an increase in customer perceived value for the product or service [40,50].…”

Section: The Relationship Between Smmas and Pvmentioning

confidence: 99%

“…Samples of these items are "Restaurant X offers customized services through its social media", "Utilizing the social media channels of restaurant X is exciting", "Restaurant X's social media content is up to date", and "I can easily share my opinions on restaurant X's social media". Further, items utilized to assess PV were derived from Yang et al [72] and Ramadan et al [83]. Five items composed the scale.…”

Section: Measures and Instrument Developmentmentioning

confidence: 99%

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Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?

et al. 2023

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The introduction of social media in the restaurant sector has changed the manner in which customers communicate with businesses. Social media marketing activities (SMMAs), such as customization, entertainment, trendiness, and interaction may have a substantial impact on followers’ perceived value and consumer behavioral intentions. Therefore, this research aims to investigate the impact of SMMAs on restaurant social media followers’ purchase intentions (PUR), willingness to pay a premium price (WPP), and e-WoM. Additionally, drawing on the Stimulus-Organism-Response (S-O-R) model, we seek to explore the mediation impact of perceived value (PV) in these relationships. To achieve this, an online questionnaire was developed for data collection from a convenience sample of casual-dining restaurant followers in Saudi Arabia. A sample of 433 social media followers was studied using PLS-SEM for testing the study hypotheses. The findings highlighted the significant positive impact of SMMAs on followers’ PV, PUR, e-WoM, and WPP. Further, PV partially significantly mediated the relationship between SMMAs and their consequences. Consequently, providing relevant, up-to-date, and entertaining content; responsiveness to customer needs and feedback; and positive brand engagement significantly contributed to enhancing restaurant followers’ perceived value, which sequentially improves their purchase intention, boosts positive e-WoM, and promotes the possibility of WPP for restaurant products and services. This research provides restaurant operators and marketers with valuable insights into how SMMAs influence followers’ behavioral intentions and enhances their understanding of how perceived value can be utilized to capitalize on the benefits of social media.

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Section: The Relationship Between Smmas and Pvmentioning

confidence: 99%

Section: Measures and Instrument Developmentmentioning

confidence: 99%

Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?

et al. 2023

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“…Values create standards adopted by individuals to judge things and situations. Therefore, values can also influence consumers' judgments about products (Yang et al, 2020). Among other things, values influence attitudes, attributes, consequences, or consumption values, which in turn influence product choice (Hai et al, 2019).…”

Section: Values In Marketing (Materials and Non-material)mentioning

confidence: 99%

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Rzemieniak¹,

Wyrwisz²,

Toborek³

2021

ERSJ

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Purpose: The subject of this article is the identification and evaluation of communicated values and values actually declared by consumers' gender and age.Design/Methodology/Approach: The article presents a research approach based on a literature query and empirical research. Beginning by presenting the essence of both material and non-material values in marketing, the focus is on the values pyramid communicated by brands. The empirical research was conducted by the method of a diagnostic survey using a questionnaire on a representative sample of 1000 respondents. The principal research was preceded by a pilot survey. The research results were statistically processed using the Chi-square test of independence, the Mann-Whitney U test, the Kruskal-Wallis test, post-hoc Dunn test with Benjamini-Hochberg correction. Findings: The research analysis indicates differences in the assessment of declared and expected values towards cosmetic product brands between women and men, in particular concerning functional and life-changing values. The assessment of the declared and expected values also changes depending on age. Substantially different assessment is shown by the group of the youngest respondents. A particular difference is noticeable concerning the aesthetic value, the brand prestige and the heritage, tradition, as well as brand history.Practical Implications: To develop the brand management capability, organizations may benefit from cultivating processes that seek to meet the latent customer needs through explorative and proactive information seeking, and at the same time, pursuing processes that focus on capturing the existing customer and competitor trends in the market. Originality/Value: This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to verify the actual expected values towards brands. Enterprises should also verify the consistency of the values declared by brands with those actually expected by consumers.

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“…This shift in the buying process has caused companies to rethink their marketing strategies and adapt to the ever-changing demands of customers. Social media marketing activities (SMMAs) including customization (CUST), entertainment (ENTR), trendiness (TRND), as well as interaction (INTR) have an important role in influencing consumer behavioral intentions, particularly purchase intention (PI) [5,6]. Companies can now use social media to create more personalized experiences for consumers, target specific audiences with ads, and interact directly with customers through comments and reviews [7].…”

Section: Introductionmentioning

confidence: 99%

“…Companies can now use social media to create more personalized experiences for consumers, target specific audiences with ads, and interact directly with customers through comments and reviews [7]. Visual content such as GIFs, videos, and photographs are highly engaging and can keep customers hooked to the brand and be more likely to stay interested in its product or service [5,6]. Social media also allows companies to build long-term relationships with their customers by offering them valuable content and engaging them in conversations about their products or services [8].…”

Section: Introductionmentioning

confidence: 99%

Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context

et al. 2023

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Recently, social media marketing has become an effective tool for restaurants to gain visibility, increase customer engagement, and boost sales. Through social media marketing activities (SMMAs) including customization (CUST), entertainment (ENTR), trendiness (TRND), and interaction (INTR), restaurants can connect with their customers in a dynamic way that may affect their satisfaction and purchasing behavioral intention. Hence, this study primarily aims to empirically explore the individual influence of SMMAs namely CUST, ENTR, TRND, and INTR on social media followers’ satisfaction and purchase intention in a sample of casual-dining restaurants in Saudi Arabia. Furthermore, drawing on the Stimulus-Organism-Response (S-O-R) model, we also seek to investigate the influence of customer satisfaction as a mediating variable in the relationship between CUST-PI, ENTR-PI, TRND-PI, and INTR-PI. Furthermore, to examine the direct influence of CS on PI. In order to meet these objectives, an online survey was created to collect data from a convenience sample of restaurant social media followers. Data from 415 followers were analyzed using the PLS-SEM with a bootstrapping technique to confirm the research hypotheses. The findings of the study illustrated the significant positive effect of CUST, ENTR, and INTR on followers’ purchase intention, respectively. Trendy social media marketing activities did not significantly affect purchase intention. Additionally, CS partially mediated the relationships between CUST, ENTR, INTR, and PI but fully mediated the trendiness-purchase intention relationship. The results from this research can assist restaurant operators to leverage the benefits of social media more effectively by understanding how SMMAs influence customers’ purchase intentions and enhancing their understanding of how customer satisfaction can be used to capitalize on the benefits of social media.

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The Influence of Social Media Marketing on Apparel Brands’ Customers’ Satisfaction: The Mediation of Perceived Value

Cited by 9 publications

References 67 publications

Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?

Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context

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