Social Media Influence: Metrics Matter

It is imperative for companies to engage in social media marketing as consumers are often dependent on online information and electronic word-of-mouth. Past literature claims that consumers evaluate the influence of communications differently on social media than they would in a traditional environment because of the nature of the internet. This study aims to analyze user’s perceptions of social media marketing influence and determines if user’s perception of influence changes based on the number of social media metrics (likes, comments, and shares) that accompany a Facebook post. The study also investigates if perceptions of influence vary depending on a user’s level of involvement in the situation. A 2x2 factorial design is utilized to manipulate both level of involvement and amount of likes, comments, and shares that accompany a Facebook post. The results contend that a high number of likes, comments, and shares on Facebook leads to increased perceptions of source credibility and information usefulness. In particular, the results prove that a high number of likes, comments, and shares on Facebook leads to increased purchase intention in a low-involvement situation. These results are essential to marketers as they prove the importance of curating engaging content on company’s Facebook pages in order to generate high amounts of likes, comments, and shares. Increasing the amount of likes, comments, and shares on Facebook will make the post more influential to users

Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising

Social media advertising has become one of the most popular and profitable advertising modes in today’s business world. Thereby, many firms have adopted digital marketing strategies to promote their business and to increase customer purchases. This study was conducted to examine how identified influential factors, namely, Informativeness, Entertainment, and Irritability, affect social media advertising value and find the ultimate implication on customer’s purchase intention. An online questionnaire was developed and used as a survey instrument to gather the required information from social media users. Relevant research hypotheses were developed and tested using structured equation modelling to identify targeted relationships. The analysis results indicate a more substantial implication of advertising value on customer purchase intention. It implies customers’ positive perception of the advertisement; nevertheless, irritability generates a negative effect. Though the informative components and entertainment acts of promotion had a positive impact on Advertising Value, a more substantial implication was recognized through customers’ evaluation of the entertainment content of those advertisements. Further, the more significant importance of advertising value on brand image and purchase intention was identified through the analysis. The study contributes by identifying needed actions in advertised content to gain customers’ attention through social media advertisements. Further, the model presented confirms the requirement of an effective social media advertising strategy to gain more significant benefit to the firm by enhancing advertising value. Firms need to express a more profound concern about advertised content and repetition frequency since the irritating perception of customers can weaken the advertising value of social media advertisements

The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market

The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers

THE EFFECT OF SOURCE CREDIBLE ONLINE REVIEWS ONPURCHASE INTENTION THE MEDIATING ROLES OF BRAND AWARENESS

Abstract:The purpose of this study is to propose a research framework that can be used to investigate the impact of source credible online review on consumer purchase intentions.Conceptual research is compiled based on theoretical perspectives and marketing literature adapted to the conditions of the current marketing world which leads to digital to present a number of propositions. This study uses three variables including source credible online reviews as independent variables, purchase intention as the dependent variable, and brand awareness as a mediating variable. This paper is useful for the development of research models and provides opportunities for future research to make empirical contributions. Keywords:online reviews, purchase intention, brand awareness, social media, source credibl

Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM

This purpose of this paper to is to discuss the phenomenon of social media advertising, and investigate the effectiveness of social media advertising on Malaysian Generation Y consumers. The framework as described in the study is adopted from the new model of website advertising effectiveness proposed by a group of Macedonian researchers in 2009. The significance of this study is to illustrate the idea how businesses can strategize on how they can improve their advertisement on social media by improving purchase intention towards their products. For this purpose, the study was focused on advertising on one of the most popular social media platforms, namely Facebook, on Malaysian Generation Y consumers. They study embarked to find out the relationship between Facebook advertising attributes, Facebook page credibility, and communication towards purchase intention. A quantitative study was employed using questionnaire-based survey. The survey took place in Universiti Utara Malaysia, where it received participation from 200 respondents. Data gathered from the survey were analyzed with Pearson correlation coefficient, using SPSS 2, in order to test the hypothesis. The study found that Facebook advertising attributes, Facebook Page credibility and communication have positive relationships towards purchase intention. The study contributes on how businesses can strategize their advertisement on Facebook by putting emphasis on the factors that influences purchase intention

Flower power: testing social media advertising strategies for floral products

Social media and the internet have impacted how companies and organizations advertise to consumers. Digital advertising has created the opportunity to engage with consumers, target specific groups, and capture metrics of use to help build effective advertising strategies. The floral industry is a large sector within the agricultural arena, which is primed to engage with young consumers. This research examined the effectiveness of utilizing static and animated social media advertisements to increase consumers’ intention to purchase floral products. Using an online survey and an experimental design, this study examined 8,488 respondents’ intention to purchase floral products after viewing static and animated social media advertisements. This study identified respondents’ attitudes, social norms, age, and internet use to be significant predictors in their intent to purchase floral products. Recommendations from a theoretical and applied perspective are discussed within relation to the study’s findings to advance strategic advertising in the floral industry

Impacts of WeChat on Millennials’ Perceptions and Consumption Behaviors in the Hotel Industry

Social media, known as interactive Web 2.0 Internet-based applications, has deeply changed and reformed interpersonal communication and business operation with the wide spread of Internet and the development of technology. In the past few years, since mobile apps are becoming more and more popular, the access of social media is not limited to tablet computers only, but is also available for almost all kinds of smart phone devices, such as iPhone, Android, Symbian and so on. The function of social media is not confined to real- time message transmission or information sharing any more. It has expanded to a widely range of features, such as online purchase and payment, e-commerce business, and service for different types of social events. Social media plays an increasingly important role in daily personal life as well as in business activities. People are not merely considered as social media users, but also the component of social media itself. As a result, it is very crucial for people to realize the importance and impacts of social media, especially for those business operators. WeChat (Weixin in Chinses, literally “micro message”) is a cross-platform instant text and voice messaging communication service for multiple mobile devices, developed by Tecent in China, first released in the January of 2011. It is claimed to provide “the new way to connect” and create “a way of life”. It is free to download, install and register, and support all kinds of smart phone platforms with multiple language versions, such as Chinese, English, Japanese, French, and Spanish. WeChat provides its users different ways to communicate and interact with friends innovatively through instant text messaging, hold-to-talk voice messaging, group messaging, lively video sharing, location sharing, money transferring, and contact information sharing. Among all the WeChat users, Millennials is the majority. With the growing-up of Millennials, they are becoming more and more powerful and important to the society and will be the next target segmentation for most of the industries in the very near future. Especially for the hotel industry, the industry that urges to attract Millennials patrons for further substantial development, how to attract Millennials is becoming a critical issue for those hotel operators

Measuring the Influence of YouTube Advertising in Creating Attractiveness to Consumer in Bangkok, Thailand

Advertising can exceed expectation if it gains attention of communities well. While mass media such as  television is  still  the main channel, social media has become a mainstream media which many firms have noticed as trend . Advertising expenditures on social media has increased as well. YouTube is the one of content communities that many companies pay attention to and invest on  with online advertising platform to attract  potential consumers. Therefore, this research has been carried out to measure the influence of YouTube advertising on  creating  attractiveness to consumer in Bangkok, Thailand. It proposes to validate the integrated model among entertainment, informativeness, irritation, customization, advertising value, brand awareness and purchase intention. The data was collected from respondents by questionnaire. This research had 524 respondents who live in Bangkok and have seen advertising on YouTube .  The research used  convenience sampling technique. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were  employed to verify the validity and reliability of the model and examine the influence among variables. Advertising on YouTube was efficient and proved that it  has a significant  influence on consumers purchase intention. This research contributed to further study on how marketers or advertisers can develop their content to attract consumer and show the opportunities for comprehend on advertising value factors

Effects of Website Credibility and Brand Trust on Responses to Online Behavioral Advertising

Online behavioral advertising that tracks user data has witnessed a dramatic increase in popularity. Using Psychological Reactance Theory, this study examines the effects of brand trust and website credibility on responses to behavioral advertising via privacy concerns. A 2 (brand trust: high vs. low) by 2 (website credibility: high vs. low) between-subjects experiment was conducted (N = 424). Results suggest that while brand trust influences purchase intention—as mediated via affective reactance— website credibility only exerts modest effects on the dependent variables. Implications for user perception factors and contextual factors—including ad effectiveness in the digital personalized marketing realm—are discussed