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Sustainability
The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM
2022 •
Reema Nofal
JBTI : Jurnal Bisnis : Teori dan Implementasi
Social Media Influencers’ Role on Brand Engagement, Value, and Consumers' Intention to Buy Muslim Fashion
rika mulia
This study examines the effect of the perceived influence of digital influencers on the purchase intention of brand recommendations by influencers who influence their followers. This research has two mediating variables: brand attachment in self-concept and expected brand value. This type of research is quantitative research, and the method used is convenience sampling with the criteria that respondents have followed the Instagram accounts of Muslim fashion brand digital influencers aged 18-27 years old and living in Indonesia. The method used is an online survey and sharing on their social media. The total sample used for this study was 150 respondents. The final results of this study indicate that perceived influence positively impacts brand engagement, brand expected value, and intention to buy recommended brands. Besides that, brand engagement also influences brand expected value. Lastly, both brand engagement and brand expected value positively impact the intention to buy the r...
Business and Economic Research
A Review of Social Media Marketing Activities in Promoting E-WOM and Enhancing Revisit Intention via Brand Image
Saizal Pinjaman
Social media marketing has become very important in this era of social media for many scholars from various fields of study to investigate its effectiveness, as well as for marketers aiming to implement an effective marketing plan. However, there are few studies in the services literature, particularly in the Sabah tourism context, that have investigated the effectiveness of Social Media Marketing (SMM) Activities on tourist behaviors, although Sabah is one of the most visited states in Malaysia and among the major contributing industries to the Sabah income. Additionally, brand image plays an important role in tourism as it can affect a company's future revenue, long term fund, price sensitivity, affect decision making, stock prices, competitive advantage, and marketing achievement. Yet, the relationship between SMM activities and brand image remains hazy. Even though SMM activities is identified as an important factor in building a strong tourism brand image. Therefore, to cle...
IJBMS
Influencer Marketing and Consumer Purchase Intention: A Conceptual Holistic Model
2024 •
ijbms ijbms
In today’s digitally driven market, consumer purchase intention is significantly affected by influencer marketing. Despite the established and recognized role of influencer marketing on customer positive purchase intent, this is worth mentioning that several intervening factors play important roles in shaping consumer intent to purchase. A comprehensive model that reflects the powerplay of such factors that transmit the effects of the influencer marketing into purchase intent. This study ingrains source credibility, message value, customer trust and attitude, and electronic word-of-mouth, as the important factors that transmit the effect of the influencer marketing to purchase intention. As a result of the causality chain, the study examines the association between the credibility of message source and the value of the message with customer attitude, consumer trust, and electronic word-of-mouth, ultimately resulting in positive purchase intent. As a result of the multiple mediating relationships, the proposed model deems to offer a thorough and comprehensive understanding of the intricate relationship between influencer marketing and its positive effect on customer purchase decision, involving several important factors.
Sustainability
Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing
2021 •
Ahmad Aljarah
Digital content marketing that increases consumers’ favorable behavior is of increasing interest to marketers. However, there is a lack of studies that examine the relative effect of digital content marketing on brand defense. Building on the theoretical lens of elaboration likelihood model, attachment theory, and source credibility theory, this experimental study examines the relative effect of two types of digital content marketing on brand defense, taking into consideration the mediation effect of behavioral engagement and the moderation effect of age generation. Based on 237 participants collected from a United States sample, the findings of this study revealed that user-generated content is a stronger predictor of brand defense and behavioral engagement compared to firm-generated content. Further, behavioral engagement served as a mediator variable between the digital content marketing types and brand defense. Significant evidence has additionally been found between behavioral ...
Informatologia
The impact of credibility of influencers recommendations on social media on consumers behavior towards brands
2021 •
Radoslav Baltezarevic
Kajian Branding Indonesia
The impact of Quick Service Restaurant Brand Extension Evaluations on Purchase Intention and eWOM
Michael Kyrieko
Brand extension has been popularly used in the marketing field. It is because, when a firm extends their brand, they have a purpose to introduce their new brand/product without any challenge by connecting with the parent brand. Thus, between the parent brand and extension brand are not apart from association and similarity. Brand image has a part in the ability of consumers to make association to the parent brand and its extension. So, brand image and extension similarity is considered to be important when evaluating brand extension. Brand extension evaluation also will affect consumers’ purchase intention. In this study, the effect of eWOM through social media was also tested to the brand extension evaluation. In this research we use Starbucks and Starbucks Reserve as an object of the study with a within subject experiment. The first study was done using 2x2 (Brand image fit: Utilitarian/Symbolic, Brand extension similarity: High Similarity/Low Similarity), tested the effect of pur...
International journal of academic research in business & social sciences
Investigates the Impact of Social Media Influencers’ Personality, Content, and Trustworthiness on Consumers’ Purchase Intention and eWOM
2021 •
Kholod Aggad
ASEAN Journal on Hospitality and Tourism
Do TripAdvisor Valences are Trustworthy on South Asian Destinations?
Senthil Veerasamy
Travellers prefer to rely on peers’ recommendations and review websites to look for reliable and unbiased information. Trustworthy communicators are more influential than the untrustworthy one. Trustworthy content is need of the hour in specific to post COVID19 travel. This research is analysing what propels a traveller towards destinations and empirically verify the valences of trustworthiness on TripAdvisor reviews. Content analysis of TripAdvisor reviews (153799 numbers) on South Asian destinations are captured, modelled, and analysed using Descriptive statistics, Regression Analysis and Structural Equation Modelling. Positive reviews are more trustworthy than the negative reviews and are helpful to potential tourist who seeks ‘real’ or ‘genuine’ reviews. There is no moderating effect of negative sentiments on Trustworthiness. Our research results find that valences of TripAdvisor review are useful to potential tourists for their travel planning and actions. Practitioners should...
International Journal of Management Reviews
Social media and luxury: A systematic literature review
2021 •
Dr Christina O'Connor
