پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 158 |
| تعداد شمارهها | 6,230 |
| تعداد مقالات | 67,766 |
| تعداد مشاهده مقاله | 115,224,063 |
| تعداد دریافت فایل اصل مقاله | 89,970,998 |
The Intervening Impact of Social Media Marketing on Brand Loyalty: A Multi Group Analysis in Customer Demographics | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| دوره 16، شماره 4، دی 2023، صفحه 889-903 اصل مقاله (436.25 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2022.342872.675097 | ||
| نویسندگان | ||
| Ubais Parayil Iqbal* 1؛ Hamza V K2؛ Shajeer Sainudheen3 | ||
| 1Faculty of Business Department University of Technology and Applied Sciences, Nizwa, Sultanate of Oman | ||
| 2Department of Business Administration, Aligarh Muslim University Centre Malappuram, Kerala, India | ||
| 3Faculty of Business Management ,Villa College, Male, Maldives | ||
| چکیده | ||
| Purpose- The purpose of this paper is to investigate and examine the impact of perceived social media marketing to customer engagement and brand loyalty. An attempt has been made to explore and report the intervening role of customer engagement between social media marketing and brand loyalty among online purchasers. Design/methodology/approach- A self-administered and structured questionnaire was developed and administered to a random sample of 233 online shoppers who purchased products/services online in the last 30 days. The study deployed the PLS – SEM to test the conceptual model since it is less stringent in working with non-normal data. Findings- Social media marketing has a significant positive impact on the customer engagement, which result in high brand loyalty among the online shoppers in the Maldives. The study reported that the customer engagement intervenes the relationship between social media marketing and brand loyalty as a mediator and not as a moderator. The study also identified a partial mediation of customer engagement among various customer groups based on their demographics. Originality/value- This study re- confirms the relevance of social media in modern day marketing decisions. It provides insights to the marketers to understand the potential of social media marketing in enhancing customer engagement and attaining brand loyalty. | ||
| کلیدواژهها | ||
| Online shoppers؛ Social media marketing؛ Customer engagement؛ Brand loyalty؛ Social media platforms | ||
| اصل مقاله | ||
|
Ahuja, M., & Galvin, J. (2003). Socialization in virtual groups. . Journal of management, 29(2), 161-185. Akar, E. &. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67. asdf. (adf). asdfg. asdf, asdf. Barefoot, D., & Szabo, J. (2010). Friends with benefits: A social media marketing handbook. San Francisco: No Starch Press. Barger, B., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research inInteractive Marketing. Baumann, C. B. (2005). Determinants of customer loyalty and share of wallet in retail banking. . Journal of Financial Services Marketing, 9, 231–248. Becker, J., Rai, A., Ringle, C., & Volckner, F. (2013). Discovering unobserved heterogeneity in structural equation models to avert validity threats. MIS Quarterly, 37, 665-694. Bergel, M. F. (2019). The role of customer engagement facets on the formation of attitude, loyalty and price perception. Journal of Services Marketing., 33(7). Brie, J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory Analysis . Journal of Business Research, 66(6), 105. Dwivedi, A. (2015). “A higher-order model of consumer brand engagement and its impact on loyalty intentions”. Journal of Retailing and Consumer Services, 24, 100-109. doi:10.1016/j. jretconser.2015.02.007 Erdogmus, I. &. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360. Gudergan, S. P. (2011). Assessing heterogeneity in customer satisfaction studies: Across industry similarities and within industry differences. Advances in International Marketing, 169–194. Gudergan, S. P. (2018). Advanced issues in partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage. Hamza, V. (2013). A study on the mediation role of customer satisfaction on customer impulse and involvement to word of mouth and repurchase intention. International Journal of Business Insights & Transformation , 7(1), 62-67. Hamza, V. (2014). Impact of post purchase experiences on customer loyalty: an empirical investigation. Sri Lanka: Faculty of Management and Commerce South Eastern University of Sri Lanka . Hamza, V. (2017). Antecedents and Consequences of Customer Satisfaction: An Empirical Evaluation in Indian Context. International Journal of Business Insights and Transformation, 10(2), 80-86. Hamza, V., & Rahul, G. (2017). Mediation of Brand Equity on Word of Mouth: A Study with Special Reference to Customers of Fashion Products in India. Advances in Management, 10(10), 23-29. Hamza, V., & Zakkariya, K. (2014). Cumulative approach to customer satisfaction with respect to compact segment car users. Cochin: Dhyuthi, CUSAT. Henrique, J. L. (2015). The influence of personal values and demographic variables on customer loyalty in the banking industry. International Journal of Bank Marketing, 33, 571-587. Hilal, O. (2022). A Moderation and Mediation Model of Social Media Marketing and Brand Loyalty Among Smartphone Users in Egypt. International Journal of Customer Relationship Marketing and Management (IJCRMM), 1(16), 1- 21. doi:10.4018/IJCRMM.2022010102 Homburg, C. &. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty – An empirical analysis. Psychology and Marketing, 18, 43–66. Hsu, M. (2007). A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics. Journal of Marketing, 71, 67–83. Huang, S., Afsharifar, A., & Veen, R. (2015). Examining the moderating role of prior knowledge in the relationship between destination experiences and tourist satisfaction. Journal Of Vacation Marketing, 22(4), 18-26. Ibrahim , B., & Aljarah, A. (2021). The era of Instagram expansion: matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications. doi: 10.1080/13527266.2021.1984279 Ibrahim, B. (2021). The Nexus between Social Media Marketing Activities and Brand Loyalty in Hotel Facebook Pages: A Multi-Group Analysis of Hotel Ratings. Tourism an interdisciplinary journal, 69(2), 228-245. Jedidi, k., Jagpal, H., & DeSarbo, W. (1997). Finite-mixture structural equation models for response based segmentation and unobserved heterogeneity. Marketing Science, 16, 39-59. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, , 59-68. Keller, K. (1998). Strategic Brand Management: Building, Managing and Measuring Brand Equity, Prentice Hall, NJ. . Klarner, P., Sarstedt, M., Hock, M., & Ringle, C. (2013). Disentangling the effects of team cmpetences, team adaptability, and client communication on the perforamnce of management consulting teams. Long Range Planning, 46, 258-286. Kumar, V. &. (2016). Competitive advantage through engagement. . Journal of Marketing Research, 53(4), 497-514. Laroche, M. H. (2013). “To be or not to be in social media: how brand loyalty is affected by social media?'. International Journal of Information Management, 33(1), 76-82. Lee, D. (2006). “Direct and indirect effects of self-image congruence on brand loyalty”. Journal of Business Research, 59(9), 955-964. Lee, J. &. (2014). Segmenting festival visitors using psychological commitment. Journal of Travel Research, 53, 656–669. Levy, S. (2014). "Does usage level of online services matter to customers’ bank loyalty?". Journal of Services Marketing, 28(4), 292-299. Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46(7-8), 922-937. Magi, A. W. (2003). Share of wallet in retailing: The effects of customer satisfaction, loyalty cards and shopper characteristics. . Journal of Retailing, 79, 97–106. McCorkindale, T. (2010). Can you see the writing on my wall? A content analysis of the Fortune 50’s Facebook social networking sites. Public Relations Journal, 4 (3), , 4(3), 1-13. Menéndez-Benito, H. (2015). “Using Twitter to engage with customers: a data mining approach”. Internet Research, 25(3), 416-434. Merisavo, M. a. (2004). The impact of email marketing on brand loyalty”. Journal of Product and Brand Management, 13(7), 498-505. Ming-Way, L., Hsiu-Yu, T., & Chien-Yu , C. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 184-192. Mollen, A. &. (2010). Engagement, telepresence, and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9), 919-925. Odhiambo, C. A. (2012). Social Media as a Tool of Marketing and Creating Brand Awareness. Unpublished master thesis, AMMA University of Applied Sciences, Finland. Qin, Y., & Men, L. R. (2019). Exploring negative peer communication of companies on social media and its impact on organization-public relationship. Public Relations Review. Salem, S., & Fouad , S. (2019). Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty. Global Business Review. doi:10.1177/0972150919830863 Sarstedt, M. &. (2010). Treating unobserved heterogeneity in PLS path modelling: A comparison of FIMIX-PLS with different data analysis strategies. Journal of Applied Statistics, 37, 1299–1318. Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage. Schirmer, N., Ringle, C. M., Gudergan, S. P., & Feistel, M. S. (2018). The link betweencustomer satisfaction and loyalty: the moderating role of customer characteristics. Journal of Strategic Management, 26(4), 298-317. Schwaiger, M. (2011). Uncovering and treating unobserved heterogeneity with FIMIX-PLS: Which model selection criterion provides an appropriate number of segments? Schmalenbach Business Review. 63, 34–62. Shelash Al-Hawary , S., & Al-Fassed, K. (2022). The impact of social media marketing on building brand loyalty through customer engagement in Jordan. International Journal of Business Innovation and Research, 28(3). Shin, W. P. (2015). Building relationships through integrated online media: Global companies’ use of brand web sites, Facebook, and Twitter. Journal of Business and Technical Communication, 29(2), 184-220. Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. Soh, H. (2012). “Self-congruity, brand attitude, and brand loyalty: a study on luxury brands”,. European Journal of Marketing, 46, 922-937. Spangenberg. (2009). ‘‘The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale,’’ . Journal of Marketing Research, 46(1), 92-104. Stelzner, A. (2014). Social media marketing industry report. Retrieved november 21, 2020, from www. socialmediaexaminer.com/report2014/ Tao, F., Cheng, Y., Zhang, L., & Nee, A. (2017). Advanced manufacturing systems: socialization characteristics and trends. Journal of Intelligent Manufacturing, 28(5), 1079-1094. Tung, L. T., Dung, N. T., & Thai, N. H. (2018). The Impact of Social Media Marketing on Brand Loyalty: The Case of Digital Products in Vietnam. Proceedings of the 8th International Scientific Conference Finance and Perforamnce of Firms in Science, Education and Practice, 502-513. Valentini, C. (2015). Is using social media “good” for the public relations profession? A critical reflection. Public Relations Review. 41(2), 170-177. . Van Doorn, J. K. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions,. Journal of Service Research, 13(3), 253-266. Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. . Journal of Consumer Marketing, 32(6), 405-421. Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13(3), 247-252. Vukasovic, T. (2013). Building successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56-63. Wantini, E., & Yudiana, F. (2021). Social media marketing and brand personality to brand loyalty with brand trust and brand equity as a mediator. Indonesian journal of Islamic economic reserach, 3(1), 1-14. Wei, W., Miao, L., & Huang, Z. (2013). Customer engagement behaviors and hotel responses. International Journal of Hospitality Management, 33, 316-330. Yee, W., Ng, S., Seng, K., & Jean, X. (2021). How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context. Journal of Marketing Analytics. doi:https://doi.org/10.1057/s41270-021-00110-1
| ||
|
آمار تعداد مشاهده مقاله: 986 تعداد دریافت فایل اصل مقاله: 719 |
||