Investigating Consumer Purchase Intention in Online Social Media Marketing: A Case Study of Tiktok

2021 ◽  
Author(s):  
Wenyao Zhang ◽  
Tugrul Daim ◽  
Wei Zhang
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Online Social Media ◽  
Consumer Purchase Intention

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

scholarly journals Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

2021 ◽  
Vol 10 (1) ◽  
pp. 28-37
Author(s):  
Ismat Ara Eti ◽  
Mohammad Abu Horaira ◽  
Mohammad Murshedul Bari
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Social Media Marketing ◽  
Primary Data ◽  
Survey Method ◽  
Significant Stimulus ◽  
Confirmatory Factor ◽  
Consumer Purchase Intention ◽  
Structured Questionnaire

The study was motivated by the need to highlight the roles played by social media marketing on consumers' purchase intention during the COVID-19 pandemic. Since it was a quantitative study, hypotheses were tested to generate findings. We used IBM SPSS 25.0 software to analyze using reliability statistics, descriptive statistics, and IBM SPSS Amos 26.0 software was used to do confirmatory factor analysis for the purpose of developing hypothesis, and SEM used for trying to fit the model. The primary data was mustered by personal interview in an online survey method through a structured questionnaire with five-point Likert scales from 240 Bangladeshi online consumers. These findings publicized that social media marketing (Facebook, Instagram, and YouTube) a significant stimulus on consumers purchase intention during COVID-19, and all factors except discount or coupon offer and brand awareness had an epoch-making and constructive connection with consumers’ purchase intention during the coronavirus malady (COVID-19) epidemic in Bangladesh.

The Effects of Vlogger Credibility as Marketing Media on Brand Awareness to Customer Purchase Intention

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
ANAS NUGRAHA ◽  
REFIUS PRADIPTA SETYANTO
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Method ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Sampling Techniques ◽  
Consumer Purchase Intention ◽  
Positive Effect

The purpose of this research is to know and analyze the effect of vlogger credibility as amarketing media on social media youtube on brand awareness to customer purchaseintention study on Traveloka with Arief Muhammad as a vlogger on youtube. The sample inthis study there are 150 respondents who are active on social media youtube. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non- probability sampling techniques are used for sampleselection. Data were analyzed using Structural Equation Modeling (SEM) with SPSS andAMOS statistical software. The results of this study show that, (1) Credibility of vlogger hasa positive effect on brand awareness. (2) Attractiveness of vlogger has a positive effect onbrand awareness. (3) Expertise of vlogger has a positive effect brand awareness. (4) Brandawareness has a positive effect on consumer purchase intention.

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