User-Generated Contents in Facebook, Functional and Hedonic Brand Image and Purchase Intention

Ridwan, Adetunji Raji; Rashid, Sabrina Mohd; Ishak, Mohd Sobhi

doi:10.1051/shsconf/20173300084

Cited by 8 publications

(8 citation statements)

References 9 publications

(16 reference statements)

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“…Hedonic brand image instead refers to the perceptions, feelings, or meaning that consumers create and associate with the brand. Researchers [43] have provided insight on the importance of the functional and hedonic brand image to brand managers. Findings revealed that both functional and hedonic brand image have a significant influence on brand purchase intention.…”

Section: The Relationships Between Brand Image Flow and Purchase Intmentioning

confidence: 99%

“…When investigating the relationship between luxury consumption and brand communication, taking global consumers as the target group, it is found that the history, technology, product integrity, and brand reputation of brand communication will affect consumers' purchase intention; and that brand communication has a significant positive impact on purchase intention [54]. Previous studies have shown that consumers will make judgments that affect their purchase behavior through the hedonic and functional attributes of brand communication, which can effectively enhance their willingness to buy [43]. In the study of brand communication of chain hotels, it is believed that the knowledge and values related to brand can be spread through the digital environment, so as to strengthen the loyalty and trust of the relevant public [55].…”

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confidence: 99%

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Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

et al. 2020

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The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers' purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer's purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.Sustainability 2020, 12, 3391 2 of 22 to maximize immediate economic profit with little care for its long-term sustainability in terms of economic, environmental, and social impacts. This is a common global phenomenon that affects the global world community, irrespective of culture, language, latitudes, geography, religion, policy, etc. Meanwhile, the levels of analyses for such phenomena encompasses all STEM (Science, Technology, Engineering and Mathematics) and SSH (Social Sciences and Humanities) disciplines. However, one of the keystones of this global contemporary phenomenon is the interface among this technology and its users, which are responsible for its universal adoption. The psychological level of analysis is a key to better understand the behavior of smartphone users. Furthermore, there are other inputs that are important to understand consumers' purchase driving force. For example, the motivations behind individuals' choice and purchase intention of a specific brand among various brands of smartphone needs to be further explored on both the psychological and economic level. Therefore, acquiring deeper knowledge at the psychological level could contribute ideas and insights for developing strategies to better cope with the various negative consequences by finding new ways to harmonize social, environmental, and economic sustainability, and, consequently, to develop strategies...

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Section: The Relationships Between Brand Image Flow and Purchase Intmentioning

confidence: 99%

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confidence: 99%

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

et al. 2020

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“…With regards to the interactive features and the ubiquitous nature of social media platforms, the possibility of a daily and frequent encounter, engagement and feedback between consumers and brands are increased. These subsequently, increase the level of brand awareness in terms of recall and recognition, improve positive image of the brand and ultimately shape the attitude of the consumers towards the brand (Adetunji, Sabrina, & Sobhi, 2017). Therefore, this study recommends that, brand managers of automotive brands should continue their employment of social media platforms as an important effort for building and maintaining their brand equity.…”

Section: Discussion and Implicationmentioning

confidence: 95%

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

Adetunji

Rashid

Ishak

2018

JKMJC

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Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studies have demonstrated that social media communication has significant impact on Consumer-Based Brand Equity (CBBE), however, researchers have not really focused on the relationships of several types of marketing communications anchored by different social media platforms for brand equity. As such, the objective of this study is to examine the relationships between the social media marketing communications, specifically, user-generated type (Social Media Word-of-Mouth) and firm created types (Social Media Advertising, Social Media Promotion and Social Media Interactive Marketing); and the CBBE of automotive brands in Malaysia. Subsequently, 800 samples were selected through cluster samplings from five cities in five geographical regions across Malaysia. Survey questionnaires were administered to users of four types of automotive brands, namely; PROTON, PERODUA, TOYOTA and HONDA. The data collected was analyzed using descriptive statistics, correlation and multiple regressions in SPSS 22. The findings revealed that, the selected automotive brands have notable presence on Facebook, YouTube, Instagram and Twitter. Furthermore, it was found that, social media advertising, social media promotions and social media word-of-mouth have positive relationships with the CBBE of automotive brands. However, social media interactive marketing has an insignificant role in the CBBE. The theoretical and practical implications of the findings are discussed in this paper.

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“…As such, the study contributes to the body of knowledge in determining the effect of social media in the realm of CBBE development and evoking favorable behaviors of consumers. The study also proffers important practical recommendations to marketing communication practitioners, brand managers and marketers of automotive brands in Malaysia to maximize the potentials of social media marketing communications in enhancing the images of their brands (Adetunji et al, 2017). Most specifically because social media's popularity continues to increase among Malaysians, marketers and brand managers should take note of the fact that Social Media Word-of-Mouth such as videos, images and comments on Facebook, YouTube, Instagram and Twitter are important for developing CBBE.…”

Section: Discussionmentioning

confidence: 96%

“…The study offers a number of theoretical contributions, which include the conclusion that the impact of Social Media Word-of-Mouth is more useful in enhancing and developing CBBE than its impact on Consumer Response. More so, understanding the impact of UGC and Word-of-Mouth on brand equity has a practical importance, considering the level at which consumers are adopting social media platforms to search for brand-related information lately (Adetunji, Sabrina, & Sobhi, 2017). As such, brand managers especially the brand managers and marketers of automotive brands in Malaysia should pay more attention to engaging and relating with their consumers through social media platforms in order to improve the acceptance of their brands and to increase favorable behaviors and responses for their consumers.…”

Section: Discussionmentioning

confidence: 99%

The Relationship Between Social Media Word-of-Mouth, Consumer-Based Brand Equity and Consumer Response Among Automotive Consumers in Malaysia

Adetunji

Rashid

Ishak

2017

LISKI

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The literature on Consumer-Based Brand Equity (CBBE) continues to grow enormously. Previous studies on CBBE have maintained that marketing communications play a significant role in developing CBBE. Furthermore, researchers have argued that social media has become a renowned and strategic platform for disseminating brand-related communication. Hence, the advent of brand-related communication on social media is as well increasing the freedom and involvement of consumers in the co-creation of brand-related contents, thus giving rise to Social Media Word-of-Mouth. However, researchers have paid little attention to determining the role of Social Media Word-of-Mouth in developing CBBE and evoking favourable consumer behaviour. Therefore, this study sets out to examine the relationships between Social Media Word-of-Mouth, CBBE and Consumer Response. For this purpose, 290 consumers of two automotive brands were surveyed using the survey questionnaire. The data collected was analysed using both SPSS version 23 and AMOS version 23. The results revealed that Social Media Word-of-Mouth is important for enhancing CBBE and stimulating Consumer Response. Consequently, brand managers and marketers of automotive brands in Malaysia were charged to increase their engagements and investments in social media communications and encourage favourable word-of-mouths from their consumers on social media in order to improve the acceptance of their brands and increased positive consumer behaviour. This study concludes that consumer reviews, comments and posts on social media have significant implications on brands and consumer behaviour.

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User-Generated Contents in Facebook, Functional and Hedonic Brand Image and Purchase Intention

Cited by 8 publications

References 9 publications

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

The Relationship Between Social Media Word-of-Mouth, Consumer-Based Brand Equity and Consumer Response Among Automotive Consumers in Malaysia

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