IMC customer-based perception: strategic antecedents and consequences on post-purchase customer behaviour

Last decades Integrated Marketing Communications (IMC) have been mainly analysed from a managerial perspective, overlooking the customer opinion. Thus, this research studies IMC customer-based perception, its strategic antecedents and consequences on post-purchase customer behaviour (satisfaction, word-of-mouth recommendations, and repurchase intention), from a multi-country perspective. The structural equation modelling and multi-group analysis are based on the customers´ survey data in Belarus and Spain. The results suggest that technology orientation positively affects IMC, and, customer orientation does not. IMC positively affects customer satisfaction, which in turn positively impacts on WOM and repurchase intention. WOM does not influence on repurchase intention. IMC directly affects WOM and repurchase intention in Spain and does not in Belarus, which is the significant country difference

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models

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

Electronic word of mouth in social media: The common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Abdulaziz Elwalda and Mohammed Alsagga

A Novel Framework To Investigate The Impact Of Social Media Advertising Features On Customer Purchase Intention Using Bwo-Dann

Social Media (SM) has turned out to be a platform for marketing as well as advertising activities. In relation to SM Advertising (SMA), the cultural influence on consumers’ behavior as well as attitude is more vital. Organizations have used up loads of money, time, and also resources on SMA. Nevertheless, it is always a challenge for the organizations to model SM advertisement in a means to effectively attract and also motivate customers into purchasing their brands. This paper proposed a novel framework to scrutinize the SMA features’ impact on Customer Purchase Intention (CPI) by means of the BWO-DANN. Initially, the questionnaires are given to the various customer and their answers are collected. Then, answers will be uploaded and are converted into numerical format into the system. Next, the CSGA-KM is utilizedfor clustering the questionnaires on the base of personal information. Then the BWO-DANN is utilized to train the converted questionnaire set. After that, the system is tested by utilizing KFCV. Finally, through the mean model, CPI is founded out. The extensive experimentation’s outcomes illustrated that the system trounced the other methodologies, and also it is best to examine the CPI

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

Investigating factors that affect willingness to pay an analysis on freemium social media apps

While social media has grown in popularity and usage in recent years, little is known about users' willingness to pay for the premium version of them. In this study, we investigate how consumers' perceived value is associated with their intention to use freemium services and to purchase premium content. We employ data gathered through an online survey (N=200) among the users of freemium social media networks, like LinkedIn, YouTube, Reddit and Flickr and tested 15 different hypotheses, using PLS-SEM. Firstly, we find support for the security hypothesis proposed in this study, indicating that if users value the security component of the freemium social media, they will have a higher intention to use the service overall. Secondly, the higher quality of the freemium service leads to higher usage intentions, which further leads to higher purchase intentions. Thirdly, the price value of freemium services shows to have a negative association with the intention to purchase premium content. Fourthly, social platform community is found to positively affect premium purchases. Lastly, we find support for the usage frequency hypothesis proposed in this study, indicating that if a user establishes a habit of using a social media, he will eventually decide to buy the premium version. The current study's findings contribute to the uniqueness of the freemium business model, implying that increasing perceived value of the freemium service, improving security, or increasing usage frequency can all contribute to and subtract from future profitability via increased retention on the one hand and reduced monetization on the other.Embora as redes sociais tenham crescido em popularidade e utilização nos últimos anos, pouco se sabe sobre a vontade dos utilizadores de pagar pela versão premium das mesmas. Neste estudo, investigamos como o valor percebido pelos consumidores está associado à sua intenção de utilizar os serviços freemium e de adquirir conteúdos premium. Investigamos os dados recolhidos através de um inquérito online (N=200) e testamos 15 hipóteses diferentes, utilizando PLS-SEM. Em primeiro lugar, encontrámos suporte para a hipótese de Segurança proposta neste estudo, indicando que os utilizadores que valorizam a componente de segurança nas redes sociais freemium terão uma maior intenção de utilizar o serviço. Em segundo lugar, a maior qualidade da rede social leva a maiores intenções de utilização, o que leva a maiores intenções de compra. Em terceiro lugar, o valor do preço dos serviços freemium mostra ter uma associação negativa com a intenção de compra de conteúdos premium. Em quarto lugar, observámos que a comunidade social afeta positivamente as compra da versão premium. Finalmente, encontrámos apoio para a hipótese de frequência de utilização proposta neste estudo, indicando que se um utilizador estabelecer o hábito de utilizar uma rede social freemium, acabará por decidir comprar a versão premium. As conclusões do presente estudo realçam a singularidade do modelo de negócio freemium, implicando que o aumento do valor percebido do serviço, a melhoria da segurança, ou o aumento da frequência de utilização podem contribuir ou subtrair da rentabilidade futura através do aumento da retenção ou da redução da monetização

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

What Factors Influence Customers’ Purchase Intentions in Travel-Related Social Commerce?

Social commerce significantly impacts the tourism and hospitality industry. Nonetheless, further empirical research investigating the factors that impact the purchase intentions of those who engage with travel-related social commerce. Combining the Uses and Gratification Theory (UGT) and TAM, the present study will investigate the relationships between purchases intentions and the following factors: perceived usefulness, perceived ease-of-use, entertainment, interaction and information seeking. During the research, four different models will be compared. The Ridge Model will be used to explain the effects of the aforementioned factors. The findings indicate that customers’ social commerce purchase intentions are positively impacted by all five factors