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The Influence Of Social Media Marketing Brand Loyalty Brand Awareness Towards Consumer Purchase Intention An Empirical Analysis
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Book Synopsis The Influence of social media marketing, brand loyalty, brand awareness towards consumer purchase intention. An empirical analysis by : Yusuf Balarabe Abdullahi
Download or read book The Influence of social media marketing, brand loyalty, brand awareness towards consumer purchase intention. An empirical analysis written by Yusuf Balarabe Abdullahi and published by GRIN Verlag. This book was released on 2021-03-18 with total page 88 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3.9, Limkokwing University of Creative Technology, language: English, abstract: The reason for this research is to distinguish and look at consumers' purchase intention in Malaysia through social media marketing, brand loyalty and brand awareness. Other than that, this research rushes to discover the relationships between social media marketing, brand awareness and electronic word of mouth towards brand loyalty among the consumers in Malaysia inciting purchase intentions. Consumers purchase intention has developed with the help of the social media marketing, and progressively replacing the customary marketing techniques. The marketing methodology is based on social media platforms where consumers are currently looking for information about an item or service, and others encounters before resolving to purchase the item or service. The sharing of the brands, item surveys, and clients' encounters are a piece of the electronic word of mouth where data is transmitted and gotten over the web. With the impact of electronic word of mouth and social media marketing, it has an effect to the brand loyalty, and in the end towards purchase intentions. This study endeavors to study the effect of social media marketing, brand loyalty, and brand awareness towards purchase intentions. Two hundred questionnaires were collected toward the end of the review inside Malaysia. Five hypotheses were produced and tested.
Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Book Synopsis Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022) by : Amiril Azizah
Download or read book Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022) written by Amiril Azizah and published by Springer Nature. This book was released on 2023-01-13 with total page 804 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an open access book. The 5th International Conference on Applied Science and Technology (iCAST) 2022, organized by the Indonesian Polytechnics Consortium will be held in Samarinda, East Kalimantan, Indonesia from 23-24 October 2022. This prestigious conference is aimed at bringing together researchers and experts in intelligent technology and social science from educational institutions, R & D, industry, government and the community to exchange and share ideas or knowledges through a discussion of a wide range of issues related to Smart Manufacturing in Digital Transformation Industri 4.0 for Sustainable Economic Growth to Face Society 5.0.
Book Synopsis The Influence of Social Media on Purchase Intention, Brand Awareness, and Brand Loyalty by : Mmasetena Rahab Nyatlo
Download or read book The Influence of Social Media on Purchase Intention, Brand Awareness, and Brand Loyalty written by Mmasetena Rahab Nyatlo and published by . This book was released on 2018 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Impact of Brand Awareness on Consumer Purchase Intention by : Elie Daher
Download or read book The Impact of Brand Awareness on Consumer Purchase Intention written by Elie Daher and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purposes of this study are to explore the effects among brand awareness, perceived quality, brand loyalty and customer purchase intention and the mediating effect of perceived quality and brand loyalty on brand awareness and purchase intention. The samples are collected from an online survey and the research adopts the Eviews software to examine and analyze the hypotheses. The results are that the relations between brand awareness, perceived quality, and brand loyalty have a significant and positive effect on purchase intention. Perceived quality has a positive and strong effect on brand loyalty. Brand awareness has also a positive and strong effect on purchase intention. The study suggests that mobile phone manufacturers must build a brand and promote it through advertising and marketing and sales promotion to create the brand awareness. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product upon their purchase experience.
Book Synopsis Impact of Social Media on Strengthening Brand Loyalty in the Austrian Wine Industry by : Melanie Hahn
Download or read book Impact of Social Media on Strengthening Brand Loyalty in the Austrian Wine Industry written by Melanie Hahn and published by GRIN Verlag. This book was released on 2018-08-13 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,00, University of applied sciences, course: International Wine Business, language: English, abstract: In past couple of years, social media has shaped the way of communication between brands and consumers and has opened the door for more interactive, personalized and engaging marketing strategies to increase not only brand awareness but also to build stronger customer-brand relationships that lead to brand loyalty. There is a lot of literature on engagement in brand-related online content and social media. Yoshida et al. define brand-related social media engagement as a voluntary contribution of an individual to the interaction between her/his favourite brand and other fellow brand users by sharing information, activating and co-creating content related to the specific brand. A customer’s voluntary contribution that is brand and/or product related is known as consumer engagement. Wine is often consumed within a social gathering. The product can be easily approached by engaging intuitive senses like the sense of taste and sense of smell. Therefore, it is a product to effortlessly strike up a conversation, get emotionally involved with, and exchange impressions within a social group. Consumers are very likely to have an opinion about the wine they tasted and are often enthusiastic to share it. This makes a wine-related brand seem predestined to gain from social media and might create new beneficial opportunities in the wine industry. Social media enables brands to communicate on more layers and give the customer insights into the business’ history, philosophy and values in combination with descriptive information about the product/brand itself. Interactive environments on social networking sites enable a two-way communication between consumers and brands which has a positive impact on the brand relationship, trust and also brand loyalty. The paper is structured the following way. The first section (the research question) gives more detail on the topic and identified research gaps in the literature. The methodology summarizes the specific ways research has been concluded for this paper. The focal point lies in the literature review and analysis of several case studies and findings. It summarizes and combines two main research topics, brand loyalty on social media and social media utilization in the (Austrian) wine industry. This literature review contributes to further research about specific impacts of social media on the wine industry. In this case with a focus on Austrian wine producers.
Download or read book Brand Awareness written by and published by BoD – Books on Demand. This book was released on 2024-07-10 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: This insightful book explores the evolving landscape of brand perception, presenting new strategies, consumer behavior analysis, and technological innovations reshaping how brands connect with their audiences. From the influence of social media to the power of storytelling, this book navigates through the latest trends and breakthroughs, offering insights for marketers, entrepreneurs, and anyone intrigued by the art of brand building. Engaging case studies and expert perspectives show the reader how to create lasting impressions in today’s competitive market. Brand Awareness - Recent Advances and Perspectives is an indispensable guide for those seeking to elevate their brand’s impact and relevance in an ever-evolving digital age.
Book Synopsis An Analytical Study on Perspectives of Brand Awareness and Its Impact Upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations by : Pradeep Kautish
Download or read book An Analytical Study on Perspectives of Brand Awareness and Its Impact Upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations written by Pradeep Kautish and published by GRIN Verlag. This book was released on 2011-12 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, Maharshi Dyanand Saraswati University, Ajmer (Department of Management Studies), course: Marketing, language: English, abstract: Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer's evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.
Book Synopsis Proceedings of the 2022 International Conference on Mathematical Statistics and Economic Analysis (MSEA 2022) by : Gaikar Vilas Bhau
Download or read book Proceedings of the 2022 International Conference on Mathematical Statistics and Economic Analysis (MSEA 2022) written by Gaikar Vilas Bhau and published by Springer Nature. This book was released on 2022-12-22 with total page 1514 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an open access book. 2022 International Conference on Mathematical Statistics and Economic Analysis(MSEA 2022) will be held in Dalian, China from May 27 to 29, 2022. Based on probability theory, mathematical statistics studies the statistical regularity of a large number of random phenomena, and infers and forecasts the whole. Economic development is very important to people's life and the country. Through data statistics and analysis, we can quickly understand the law of economic development. This conference combines mathematical statistics and economic analysis for the first time to explore the relationship between them, so as to provide a platform for experts and scholars in the field of mathematical statistics and economic analysis to exchange and discuss.
Book Synopsis Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023) by : Ratih Hurriyati
Download or read book Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023) written by Ratih Hurriyati and published by Springer Nature. This book was released on 2024 with total page 1331 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Influence of Cause Marketing on Consumer Pride, Purchase Intention and Brand Evangelism: A Focus on the Apparel Industry by : Ms. Kavya Sahadevan
Download or read book The Influence of Cause Marketing on Consumer Pride, Purchase Intention and Brand Evangelism: A Focus on the Apparel Industry written by Ms. Kavya Sahadevan and published by Shineeks Publishers. This book was released on 2022-09-12 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cause related marketing initiatives have become an extremely popular strategy of marketing used by brands in todays’ world, now, more so than ever. Consumer behaviour towards cause related marketing has generally been positive and has led to an increase in the purchase intention as well as the final purchase of the customer. Consumer pride as well as satisfaction with a product or a brand leads to the spread of information about the particular brand within the customer network. The push strategy of marketing is no longer relevant to todays’ market and customers are looking to be associated with a brand that goes beyond the norm of selling products and is making important contributions to the welfare of the society or is taking an important stand on a particular social cause. The purpose of this study is to analyse the influence of Cause related marketing strategies in the dynamic apparel industry and the extent to which it influences purchase intention, consumer pride and eventually lead to brand evangelism, An evangelist being a customer that actively defends and support a brand across platforms and through word of mouth. Customer purchase today is increasingly research based and highly dependent on the opinions of other customers. In regard to this, evangelism, if achieved by a brand can be one of the most cost effective yet most impactful marketing strategies for the brand. The study uses quantitative and qualitative measures to analyse the impact of Cause Marketing on purchase intention and brand evangelism. An empirical study was conducted through a self-administered survey which helps determine the extent to which this effect holds true in the apparel industry. ANOVA and Regression analysis helped determine the relationship between various demographic factors and the variables of the model. The study aims to explore the relational gap between variables such as Cause marketing, consumer pride and brand evangelism. Furthermore, the study also aims to explore the experimental gap on the impact of consumer cause identification on purchase intention. This information will help the industry curate their advertisements and other promotional activities accordingly. Keywords: Cause Marketing, Consumer pride, Purchase intention, Brand evangelism, Brand equity, Perceived brand image.
Book Synopsis Consumer Behavior in the Internet Era by : Gong Sun
Download or read book Consumer Behavior in the Internet Era written by Gong Sun and published by Frontiers Media SA. This book was released on 2022-11-28 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Drivers of User Engagement in Influencer Branding by : Tanja Fink
Download or read book Drivers of User Engagement in Influencer Branding written by Tanja Fink and published by Springer Nature. This book was released on 2021-08-23 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement.
Book Synopsis Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions by : Hanny Apriyani
Download or read book Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions written by Hanny Apriyani and published by . This book was released on 2019 with total page 16 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study aims to examine: 1. Relation of the influence of promotion through social media Instagram on purchasing decisions, 2. Relationship of brand awareness to purchasing decisions, 3. Relationship of brand equity to purchasing decisions, 3. Effect of brand loyalty on purchasing decisions, 4. Influence of relationships promotion through Instagram social media, brand awareness, brand equity, brand loyalty to purchasing decisions. The purpose of this study is to obtain appropriate and reliable knowledge about the relationship between the influence of promotion through social media Instagram, awareness brand, brand equity, brand loyalty, purchasing decisions. This research was conducted in Indonesia with a total sample of 310 respondents. Data was analyzed using SEM techniques (Structural Equation Modeling), with the aim of testing the theory. SEM approach using smart PLS 3.0 software. This smart PLS 3.0 software uses the PLS ( The partial least squares) approach. The results of the calculation path coefficient show that the variables that have the most influence on purchasing decisions are promotions through Instagram social media. While the variable having the lowest influence on purchasing decisions is brand awareness. Brand awareness variables have an influence on purchasing decisions of 0.026. It can be concluded that if a person in making purchasing decisions, not necessarily because of brand awareness (brand awareness) he has. Conversely, while someone who has a brand awareness (brand awareness) not necessarily making purchasing decisions.
Book Synopsis Consumer Brand Relationships by : M. Fetscherin
Download or read book Consumer Brand Relationships written by M. Fetscherin and published by Springer. This book was released on 2015-05-07 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.
Book Synopsis The Effect of Antecedent Variables on Brand Loyalty Intentions in Context of Mobile Service Industry of Pakistan by : Faizan Khan
Download or read book The Effect of Antecedent Variables on Brand Loyalty Intentions in Context of Mobile Service Industry of Pakistan written by Faizan Khan and published by GRIN Verlag. This book was released on 2018-10-15 with total page 78 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academic Paper from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 4.0, Iqra University, course: Thesis 1 & 2, language: English, abstract: Customer equity, this notion was first introduced by in which they argued that the companies and organizations should considered customers as their any other financial asset and like other financial assets they should also be measured and maximized by the management. Later came up with the study on the same topic in more deeper perspective and states the definition of customer equity by uttering that, it is life time values which are discounted of the customers who belongs directly with the company and it is an outline which represents the main business of the firm that is their key business, which separates the identity of the company from others to its customers. The customer equity drivers or retention equity drivers are consist of value, brand and relationship equity. These customers’ equity drivers be contingent upon, customer’s perception and attitude the brand. In terms of Value equity the customer’s perceptions and attitude represents the rational and unbiased situation of the service or a product, which is mainly grounded upon the perception and attitude of the customers towards price of the product or service, its quality and luxury that the customer can enjoy in the market availability of product and service. In terms of Brand equity the situation is other way around, brand equity shows the, personal as well as immaterial point of view of the customer and their attitude towards the available product and service in the market. The inner feeling and attitudes of the customer towards the company’s product or service are insubstantial, the brand equity shows the sensitive attachment of customer with the product or service and irrational situation of the market availability which associates the customer with the brand or position of the market. As discussed fact that the inner concept of customer towards brand or service, attitude and behavior are personal and insubstantial, the brand equity of the product or service inclines to illustrate the sensitive and neutral characteristics, through which customer makes his association or relationship with the brand or market, however this relationship can be influenced by the life experience of the customer and with the memories that customer have with in his mind about the brand.
Author :Management Association, Information Resources Publisher :IGI Global ISBN 13 :1522517944 Total Pages :1838 pages Book Rating :4.5/5 (225 download)
Book Synopsis Advertising and Branding: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources
Download or read book Advertising and Branding: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1838 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
