Brand love impact on the social media and stages of brand loyalty

The primary objective of the current research is to propose and investigate a conceptual model which integrates social media activities and brand love as antecedents and brand loyalty phases as an outcome of brand love. The proposed model is analysed with a sample of 240 fast fashion’s consumers by using a self -structured questionnaire survey technique. PLS -SEM applied for statistical analysis to evaluate the hypnotized linkage between the variables. The results show that social internet marketing has a tremendous impact on brand love in the fast fashion profession. Furthermore, the finding shows that social media, has an indirect constructive effect on the various phases of brand loyalty through brand love. The current research supports the crucial role of social media in marketing and advertising which will assist internet marketers to fully realize brand love and loyalty behavior. The consequence of this particular study might assist marketers to develop the successful communication approach through social networking activities to shape good attitudes and advance brand loyalty, particularly in fast fashion profession

Determinants of instant messenger (IM) adoption and its effect on team performance: mediating role of knowledge creation and quality communication

Computer-mediated communication has dramatically transformed the human communication landscape by enhancing speed, content and social presence. The world has been experiencing a sharp decline in using email and phone calls due to organizations’ rapid adoption of instant messenger (IM) for their day-to-day communication with their stakeholders. Moreover, the world has been experiencing a sharp decline in using email and phone calls since the beginning of the IM era. Hence, the aim of this study is to comprehend the IM adoption process through the lens of three theories. A structured questionnaire was developed to collect data from the organizations and test hypotheses using consistent PLS-SEM (PLSc) in SMART PLS combined with bootstrapping. The results indicated that parallelism is the most dominating factor explaining IM adoption in organizations followed by transmission velocity, rehearsability and symbol set. The findings of this study also confirmed that team performance is not influenced by communication but by the quality of the communication and the level of knowledge within the group that can create using instant messenger. Indeed, this empirical study is one of the limited investigations that combine three theories to explain the IM adoption process and its effect on team performance. Moreover, this study contributes both theoretically and practically to comprehending the adoption process of IM. Lastly, this study reconfirmed the importance of Media Synchronicity Theory (MST) and Social Presence Theory (SPT) in predicting IM adoption; and the findings of this research extended the applications of the Adaptive Structuration Theory (AST) from the IM perspective, which is, indeed, rare. Finally, this study provides a great foundation for managers to understand the importance of IM in their day-to-day communication systems