scholarly journals Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

2021 ◽  
Vol 13 (7) ◽  
pp. 3700
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Abhishek Tripathi ◽  
Saqib Muneer ◽  
Naveed Ahmad
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Banking Sector ◽  
Equation Modeling ◽  
Developing Economy ◽  
Consumer Loyalty ◽  
Communication Medium ◽  
Csr Communication ◽  
Purchase Likelihood

Social media has emerged as a flexible and interactive communication medium in the present digital era. Contemporary businesses use social media to achieve different communication objectives. However, using social media as a communication medium for corporate social responsibility (CSR) communication with stakeholders like, consumers is not well-explored in the existing literature. Furthermore, prior studies have also failed to consider the blend of CSR communication and social media to achieve consumer-related outcomes, for example, their loyalty and purchase likelihood. To this end, the objective of this study is to examine the relationship of the CSR communication of a bank through social media with consumer loyalty and purchase intention. The current study also proposes brand admiration as a potential mediator between this relationship. The data were collected from the banking consumers through a self-administered questionnaire in a developing economy. The data were analyzed through the structural equation modeling (SEM) technique using AMOS software. The results of the current survey confirmed that CSR communication of a bank on social media has direct and indirect, via brand admiration, relations with consumer loyalty, and purchase intentions. The outcomes of this survey will be helpful for the policymakers to understand the importance of CSR communication on social media to enhance the loyalty, and purchase intention of banking consumers.

scholarly journals The Relationship of Sustainability Communication on Social Media with Banking Consumers’ Loyalty through e-WOM

2021 ◽  
Vol 13 (7) ◽  
pp. 3832
Author(s):  
Gao Wei ◽  
Wang Lin ◽  
Wu Yanxiong ◽  
Yan Jingdong ◽  
Sadik Yusuf Musse
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Positive Emotions ◽  
Banking Sector ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Csr Communication ◽  
Prior Literature ◽  
Corporate Social ◽  
The Impact

Prior literature has largely addressed corporate social responsibility (CSR) from outcomes related to organizational themes. However, its importance for achieving consumer-related outcomes is something that has been largely ignored by contemporary researchers. Likewise, how CSR communication through social media can create positive emotions on the part of consumers has to date been under-explored. Hence, the present study aims to fill these gaps by investigating the impact of CSR communication of an organization through social media on consumer loyalty. The study also proposes electronic word of mouth (e-WOM) as a potential mediator between this relationship. The proposed model of the present study was tested in the banking sector of a developing country. The data were collected from a self-administered questionnaire and analyzed through the structural equation modeling technique (SEM). The results of the present study validated that CSR communication of a bank through social media directly and indirectly, through e-WOM, influences consumer loyalty in a positive manner. The results of the present study will be helpful for policymakers to better understand how well-planned CSR communication of an organization on social media can lead towards better consumer-related outcomes such as consumer loyalty and e-WOM.

scholarly journals The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

2021 ◽  
Vol 16 (4) ◽  
pp. 1025-1041
Author(s):  
Cheng Guping ◽  
Jacob Cherian ◽  
Muhammad Safdar Sial ◽  
Grzegorz Mentel ◽  
Peng Wan ◽  
...  
Keyword(s):  
Social Media ◽  
Digital Technology ◽  
Purchase Intention ◽  
Structural Equation ◽  
Banking Sector ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Competitive Strategies ◽  
Purchase Likelihood ◽  
The Relationship

Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

scholarly journals PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA BRAND SMARTPHONE SAMSUNG

2021 ◽  
pp. 737
Author(s):  
Ketut Dewi Kurnia Sari ◽  
Osa Omar Sharif
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Technique ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Multivariate Technique ◽  
Analysis Technique

This study aims to determine how the influence of the Electronic Word of Mouth (eWOM) on social media YouTube on Purchase Intention on Samsung smartphones in Bandung with the presence of a mediator from Brand Attitude. The research method used is a quantitative method with descriptive research objectives, the type of research is causal, the technique used in this study is non-probability sampling, data collection methods with cross sectional. In this study, the population used in this study were smartphone users in Bandung. The population in this study were smartphone users in Bandung who used social media Youtube. The sampling technique used the Cochran formula so that a minimum sample size of 385 respondents was determined and in the study the valid respondents were 400 respondents. The data analysis technique is a multivariate technique using the Structural Equation Modeling (SEM) method. For data analysis using the AMOS 24 application. The findings of this study indicate that there is no effect of eWOM Samsung smartphones on Purchase Intention and the influence of eWOM on the Brand Attitude of Samsung brand smartphones on Youtube social media

scholarly journals The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers

2021 ◽  
pp. 231-238
Author(s):  
Oscarius Yudhi Ari Wijayaa ◽  
Sulistiyanib Sulistiyanib ◽  
Juliani Pudjowatic ◽  
Theresia Siwi kartikawatid ◽  
Ninik Kurniasih ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Sampling System ◽  
System Data

The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.

scholarly journals Ease of Communication as Mediating the Effect of Instagram Social Media on Purchase Intentions on the Marketplace

2021 ◽  
Vol 5 (1) ◽  
pp. 39-47
Author(s):  
Wisnalmawati Wisnalmawati ◽  
◽  
Agus Sasmito Aribowo ◽  
Dipo Hardi Dewantoro ◽  
Preya Alvita Yasmine ◽  
...  
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Validity And Reliability

Marketing using digital media on the internet has become a necessity in the era of industrial technology 4.0. The Covid-19 pandemic has caused a shift in consumer behavior. Usually face to face changes to online shopping. UMKM Kuncup Seruni is a company that manufactures herbs and herbs from agricultural and plantation products. MSME Sri Rejeki is engaged in processing salak fruit products into various types of food, drinks, and snacks. The two MSME partners have produced many products. MSME's marketing reach is only local and promotions only rely on MSME exhibitions and showrooms that are available in the hope that consumers will come directly to the location. After the COVID19 pandemic, the number of visitors decreased drastically so that sales also decreased. The purpose of this study is to analyze the influence of Instagram social media on purchase intentions on Marketplace and analyze the influence of Instagram social media on purchase intentions on Marketplace mediated by the ease of communication. The novelty that emerged in this research is to develop the ease of communication so that the ease of communication is a very important concept to increase purchase intention. The research method related to the unit of analysis of this research is the consumers of UMKM Seruni and Sri Rejeki. The sample is 60 consumers, the sampling technique uses accidental, data collection uses a questionnaire (google form), conducts validity and reliability tests. The analysis technique uses the model of Structural Equation Modeling with PLS (Partial Least Square). Data analysis is descriptive and quantitative analysis. The results showed that there was no significant and significant effect of Instagram social media on purchase intentions on the Marketplace. The influence of Instagram social media on purchase intention is mediated by the ease of communication.

scholarly journals Role of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention toward E-Commerce Cosmetic Products

2021 ◽  
Vol 9 (10) ◽  
pp. 178-191
Author(s):  
Anas Hidayat
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Sampling Technique ◽  
Simultaneous Equation ◽  
Equation Model ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Marketing Variables

This research aimed to examine the effect of EWOM and Social Media Marketing variables on Purchase Intention with an intervening variable of brand image. This research sampling was carried out using purposive sampling technique from 250 respondents which had the criteria of Indonesian citizens who were interested in buying and using cosmetics through e-commerce and already had income. This research used an analytical tool which is a simultaneous equation model called structural equation modeling. The results of this research indicated that EWOM had a positive and significant effect on brand image and buying intention. Social Media Marketing had also a positive significant effect on brand image,however, it was an insignificant effect on buying intention. Finally, Brand Image showed a positive significant effect on Purchase Intention.

scholarly journals THE EFFECT OF SOCIAL MEDIA INFLUENCER ON BRAND IMAGE, SELF-CONCEPT, AND PURCHASE INTENTION

2019 ◽  
Vol 4 (2) ◽  
pp. 76-89 ◽  
Author(s):  
Atika Hermanda ◽  
Ujang Sumarwan ◽  
Netti Tinaprillia
Keyword(s):  
Social Media ◽  
Role Models ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Third Party ◽  
Self Concept ◽  
Equation Modeling ◽  
Cross Sectional ◽  
The Social

The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires shared in social media accounts. The samples would be gathered using the convenience sampling technique, with respondents up to 219 people. The research implemented the purchase intention as the endogenous variable and social media influencers as the exogenous variable, as well as brand image and self-concept as the intervening variable. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS software. The research resulted in the significant negative influence of both social media influencer and self concept towards the purchase intention, in contrast with the brand image which had a significant positive effect.

scholarly journals The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty

2021 ◽  
Vol 13 (2) ◽  
pp. 523
Author(s):  
Naveed Ahmad ◽  
Miklas Scholz ◽  
Zia Ullah ◽  
Muhammad Zulqarnain Arshad ◽  
Raja Irfan Sabir ◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation ◽  
Banking Sector ◽  
Equation Modeling ◽  
Service Development ◽  
Consumer Loyalty ◽  
Mediating Role ◽  
Corporate Social ◽  
The Impact

Corporate Social Responsibility (CSR) is regarded as an effort to be undertaken by the businesses to contribute towards society at large positively. The idea behind the concept of CSR is that businesses are required to pursue the notion of pro-social objectives along with economic objectives. Research has long established that corporate social responsibility, along with its philanthropic nature, can also produce extraordinary marketing results for businesses. The relationship between CSR and consumer loyalty is well acknowledged in extant literature. Likewise, involving consumers through co-creation in the product/service development process may provide an exciting experience to consumers, which is likely to influence their loyalty. With these arguments, the present research investigates the impact of CSR on consumer loyalty with the mediating role of co-creation in the banking sector of an emerging economy such as Pakistan. Structural equation modeling (SEM) is used for data analysis in the present study. The results validate that CSR improves consumer loyalty, and co-creation partially mediates this relationship. The results of the current survey will help banking institutions to identify how they can develop core strategic considerations based on CSR and co-creation.

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