An Empirical Study on Determining the Effectiveness of Social Media Advertising

2020 ◽  
Vol 16 (2) ◽  
pp. 47-68 ◽  
Author(s):  
Taanika Arora ◽  
Bhawna Agarwal
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modelling ◽  
Confirmatory Factor ◽  
Social Media Advertising ◽  
The Impact ◽  
Self Administered Questionnaire

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.

scholarly journals Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach

2019 ◽  
Vol 23 (1) ◽  
pp. 56-69 ◽  
Author(s):  
Taanika Arora ◽  
Bhawna Agarwal
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Equation Modelling ◽  
Confirmatory Factor ◽  
Social Media Advertising ◽  
Future Work ◽  
The Impact ◽  
The Relationship

The purpose of the article is to provide a comprehensive advertising model, which examines the impact of the identified predictors such as entertainment, informativeness, irritation, credibility, incentives and personalization on social media advertising value (SMAV) and further see the impact of SMAV on the attitudes of millennials towards social media advertising (ATSMA). A quantitative and deductive approach of research was followed, where data were collected using a self-administered questionnaire from 478 Indian social media users. The model developed was validated using exploratory factor analysis and confirmatory factor analysis followed by structural equation modelling to test the relationships between the identified predictors and SMAV. The results confirm the relationship between identified predictors and SMAV. Also, positive relationship has been found out between SMAV and ATSMA. Further, in the research article, there is a detailed discussion on results, implications, limitations and directions for future work.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

Social media influencer marketing: the moderating role of materialism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Man Lai Cheung ◽  
Patrick Chin-Hooi Soh ◽  
Chai Wen Teoh
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Moderating Effect ◽  
Partial Least Square ◽  
Least Square ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact

Purpose Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention. Design/methodology/approach Self-administrated online surveys were used to collect data from Instagram users. A total of 191 usable data were collected and analysed using partial least square structural equation modelling. Findings The results show that SMIs’ trustworthiness and expertise are significant predictors of followers’ purchase intention. Moreover, the moderating effect of materialism on the relationship between attractiveness and purchase intention is significant. Notably, the influence of attractiveness on purchase intention is greater when materialism is high. Originality/value This research contributes to the SMI literature by examining the influence of SMIs’ trustworthiness, attractiveness and expertise, along with the moderating effect of materialism, on followers’ purchase intention.

scholarly journals Job Satisfaction as a Mediator of the Impact of Meeting Effectiveness on Organizational Commitment

2020 ◽  
Vol 55 (3) ◽  
Author(s):  
Ly Dan Thanh ◽  
Bui Quang Thong ◽  
Le Van Chon ◽  
Nhu-Ty Nguyen
Keyword(s):  
Job Satisfaction ◽  
Factor Analysis ◽  
Organizational Commitment ◽  
Structural Equation ◽  
Equation Modeling ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Meeting Effectiveness ◽  
The Impact

Job satisfaction, leadership, meeting effectiveness, and organizational commitment have become the subjects of numerous research papers, due mainly to their vital roles in the development of organizations. We based our research on previous studies related to leadership, meeting effectiveness, job satisfaction, and organizational commitment and an empirical study. The authors emphasize the influence of leadership on meeting effectiveness and the impact of the mediating role of job satisfaction on the relationship between meeting effectiveness and organizational commitment, increasing more employees’ commitment to their organizations. Our research aims to show whether leadership has a positive effect on meeting effectiveness, how meeting effectiveness affects organizational commitment, and to what extent job satisfaction impacts this relationship. We used data collected in our analysis and created a questionnaire that was distributed to 249 respondents working at 34 Vietnamese organizations from a variety of sectors such as tax, banking, health service, airlines, education, and business. Using non-probability sampling with the calculation of exploratory factor analysis, confirmatory factor analysis, and structural equation modeling, the authors found that leadership significantly affects meeting effectiveness, and meeting effectiveness positively influences organizational commitment with the mediation of job satisfaction.

An evaluation of social media advertising for Muslim millennial parents

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dessy Kurnia Sari ◽  
Suziana Suziana ◽  
Donard Games
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Content Type ◽  
Social Media Advertising ◽  
The Impact

Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

The Role of Animosity, Religiosity, and Allocentrism in Shaping Purchase Intention through Ethnocentrism and Brand Image

2021 ◽  
Vol 12 (2) ◽  
pp. 503-525
Author(s):  
Kunthi Afrilinda Kusumawardani ◽  
Monica Yolanda
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Consumer Ethnocentrism ◽  
Intention To Purchase ◽  
Equation Modelling ◽  
History Of ◽  
The Impact ◽  
The Relationship

With the long history of the relationship between Indonesia and China, various sentiments may arise and influence the consumer purchasing decision. This study aims to determine the impact of animosity towards China, religiosity, and allocentrism of the Indonesians on the intention to purchase Chinese brands smartphones, mediated by consumer ethnocentrism and brand image. This study has 215 valid responses and was carried out using SPSS 25. Structural Equation Modelling (SEM) was performed using AMOS 22. The results show that consumer ethnocentrism is significantly influenced by animosity, religiosity, and allocentrism. Brand image can mediate between consumer ethnocentrism and purchase intention. This study gives a better understanding of Indonesian consumer ethnocentrism with animosity towards China, religiosity, and allocentrism, which will affect the Chinese brand image and Indonesians’ intention to purchase the product.

scholarly journals REVISITING THE DETERMINANTS OF STUDENTS’ SUCCESS IN CONDUCTING CREATIVITY PROGRAM

2019 ◽  
Vol 38 (1) ◽  
pp. 90-103
Author(s):  
Sumaryanto Sumaryanto ◽  
Tchello Kasse ◽  
Nur Hidayanto Pancoro Setyo Putro
Keyword(s):  
Factor Analysis ◽  
Self Efficacy ◽  
Structural Equation ◽  
Survey Design ◽  
Research Community ◽  
Equation Modelling ◽  
Confirmatory Factor ◽  
The University ◽  
Students Success

This study investigated the determinants of students’ success in completing creativity programs. A survey design was used in this study. A total of 351 respondents completed a survey on the factors that theoretically were related to students’ creativity. Exploratory factor analysis (EFA) was then conducted to explore the factors that emerge as the correlates of students self-efficacy in completing the creativity program. Subsequently, confirmatory factor analysis (CFA) was performed to confirm the pattern proposed in the EFA. Finally, Structural Equation Modelling with Mplus was conducted to explore how the factors are related to students self-efficacy in completing the creativity program. The results showed that students’ self-efficacy are strongly related to the role of their advisors, supports from their research community, and supports from the university. Comprehensive discussions on these factors are provided throughout this paper.

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.

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