ABSTRACT
Even though the Covid-19 epidemic has affected the marketing of goods and services, this has not deterred people from purchasing luxury brands. Brand owners that wish to reach a large number of customers via social media marketing, including engaging and transacting on virtual platforms, have also discovered this. Social media marketing will assist customers in selecting things without their needing to physically visit the business. It must be acknowledged that purchasing things, particularly luxury items, demands accuracy hence, brand-owning corporations require their own marketing strategies. For instance, product photographs must be realistic so that they resemble actual items. Product specifics must be expanded upon and, most significantly, brand involvement must be increased. If customer participation in the brand is correctly achieved, then consumer reaction will be good and luxury brand sales will grow. This research is to assess marketing efforts on social media and luxury brand participation in relation to customer reactions when engaging and transacting on virtual platforms. A content analysis is used to draw the conceptual framework in this study. It is anticipated that the empirical contribution of this study will contribute to the advancement of science, particularly on the issue of consumer responses to marketing activities on social media. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
ABSTRACT
Even though the Covid-19 epidemic has affected the marketing of goods and services, this has not deterred people from purchasing luxury brands. Brand owners that wish to reach a large number of customers via social media marketing, including engaging and transacting on virtual platforms, have also discovered this. Social media marketing will assist customers in selecting things without their needing to physically visit the business. It must be acknowledged that purchasing things, particularly luxury items, demands accuracy hence, brand-owning corporations require their own marketing strategies. For instance, product photographs must be realistic so that they resemble actual items. Product specifics must be expanded upon and, most significantly, brand involvement must be increased. If customer participation in the brand is correctly achieved, then consumer reaction will be good and luxury brand sales will grow. This research is to assess marketing efforts on social media and luxury brand participation in relation to customer reactions when engaging and transacting on virtual platforms. A content analysis is used to draw the conceptual framework in this study. It is anticipated that the empirical contribution of this study will contribute to the advancement of science, particularly on the issue of consumer responses to marketing activities on social media. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
ABSTRACT
Purpose The world has been forced to implement movement restriction strategy because of the COVID-19 pandemic, and industries have to embrace online technologies and social media marketing activities (SMMAs) to continue their business operations. Considering the aftermath of COVID-19 on the business world, this study aims to explore the determining elements of SMMAs and analyse how these factors affect brand equity (BE), relationship equity (RE) and purchase intention (PI) among smartphone consumers in China. Five constructs of SMMAs, namely, entertainment (EN), interactivity (IN), trendiness (TR), customisation (CU) and electronic word-of-mouth (WM), were examined to examine the effects of SMMAs on BE and RE. Subsequently, the mediation effects of BE and RE on the relationships of all constructs of SMMAs with PI were analysed. Design/methodology/approach An online survey was conducted with the participation of 347 Chinese consumers who used social media platform managed by the smartphone brands as their marketing activities during COVID-19. The data were analysed via structural equation modelling using SmartPLS. Findings This study's result showed the significant and positive influence of CU, TR and WM on BE and the strong and positive influence of CU, IN and TR on RE. Furthermore, BE was found to fully mediate the relationships of CU, TR and WM with PI, while RE was found to mediate the relationships of TR and CU with PI. The performance and impact factor analysis revealed RE as the most important factor for PI, followed by BE, CU and TR. Originality/value This study extended the authors' knowledge and understanding about social media marketing, BE and smart phone PI during COVID-19. Findings of this study can assist smartphone brands in China to develop the most effective strategies for SMMAs, which can be tailored for consumers to maximise profits, even during any crisis when physical business activities are deemed difficult. Moreover, this study's findings can benefit the government and policymakers in developing and regulating rules and regulations for e-commerce and social media commerce for all industries and areas.
ABSTRACT
In order to sustain business operations during the COVID-19 pandemic, nearly all industries have to adopt online technology and social media marketing activities (SMMAs). Globally, portable tech gadgets are rapidly expanding, but empirical studies on SMMAs in relation to portable tech gadgets in Malaysia have remained scarce. Therefore, this study examined the elements of SMMAs and their influence on brand equity in terms of brand awareness (BBA) and brand image (BBI) as well as brand loyalty (BRL) and willingness to pay premium price (WPP) among Malaysian consumers of portable tech gadgets users. Five components of SMMAs, namely entertainment (ENT), interactivity (INT), trendiness (TRE), customisation (CUS), and electronic word-of-mouth (EWOM), were examined to understand how SMMAs influence BBA, BBI, BRL, and WPP. An online survey was conducted with 1332 Malaysian youths who used social media platforms maintained by portable tech gadget brands as their marketing strategies. The gathered data were evaluated using structural equation modelling. The study's results indicated the significant and positive effects of TRE, CUS, and EWOM on BBA and BBI. INT was revealed to have no significant impact on BBA and BBI. Furthermore, BBI and BBA partially mediated the relationships of the components of SMMAs with WPP. As for the theoretical underpinning, this study used the stimulus-organism-response (S-O-R) model to connect SMMAs (as stimuli), brand equity (as organism), and BRL and WPP (as responses). This study was the first to use the S-O-R model to explore the effects of SMMAs on BRL and WPP in this sector of portable tech gadgets. The study's findings can guide portable tech gadget brands in Malaysia in redesigning and developing the most efficient strategies of SMMAs, which should be tailored to maximise revenues, even during any crisis period (such as the COVID-19 pandemic) when physical marketing activities are deemed difficult.
ABSTRACT
This research effort addresses the role of social media marketing activities, the compatibility with latest technology availability and perceived ease of use of social media and technological applications and systems to influence the attitude towards adoption that further enhances the marketing performance. The hotel industry of UAE is required to adopt the social networking sites and online marketing approaches instead of traditional marketing pattern to attract the customers on large-scale worldwide specifically. In addition, Due to Covid19 pandemic era, the need for online applications has increased dramatically to avoid the physical contact. The study contributes to the body of knowledge by explaining the role of social media marketing, its compatibility and ease of use to predict the attitude towards adoption that further influences the marketing performance. The study reported that social media marketing efforts, the compatibility of online applications and perceived ease of use influence the attitude towards the adoption of social networking sites significantly, moreover the marketing performance is influenced by inclined attitude of adoption network related applications. © 2022, Growing Science. All rights reserved.
ABSTRACT
Purpose>This study investigates the impact of social media marketing activities (SMMA) on shoppers' store love and the impact of store love on store loyalty in grocery retail. Moreover, it explores the mediating and moderating role of store love and social media usage intensity (SMUI).Design/methodology/approach>A survey was conducted among grocery shoppers and social media users in Norway. A total of 177 valid responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM).Findings>The study discovered that SMMA impacts store love, and store love affects store loyalty. Store love serves as a mediator between SMMA and store loyalty. SMUI positively moderates the relationship between SMMA and store love;however, the relationship between store love and store loyalty is not moderated by SMUI.Research limitations/implications>Despite having limited generalizability from a cross-sectional study, this study provides literary additions to the body of knowledge in grocery retail and enhances the cognitive appraisal theory (CAT) and the attachment theory (AT).Practical implications>The findings of this study will help grocery shoppers, store managers and grocery chain marketers to comprehend the role of SMMA in building emotional attachment with a grocery store and help make better decisions.Originality/value>For the first time, this study incorporated SMUI as a moderator in the relationship between SMMA, store love and store loyalty in grocery retail. The study also proposes a new explanation for the relationship between SMMA and store loyalty by highlighting the mediating role of store love.