The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating ...roles of social identification and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan. A self-administered questionnaire was used to collect data from respondents. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. Results show that SMMAs have a significant impact on the intentions of users. Furthermore, social identification mediates the relationship between social media activities and satisfaction, and satisfaction mediates the relationship between social media activities and the intentions of users. This will help marketers how to attract customers to develop their intentions. This is the first novel study that used SMMAs to address the user intentions with the role of social identification and satisfaction in the context of Pakistan.
Marketing is an interdisciplinary field of science. Many fields of science support the successful marketing activities of companies, such as sociology, psychology, management, mathematics, ...statistics, anthropology, computer science, aesthetics. Sociology and psychology help in the analysis of customer and consumer behavior, mathematics and statistics in the evaluation of primary research results, and information technology supports the functioning of online marketing. Information technology supports the functioning of online marketing. Sociology, anthropology and psychology can be used to successfully analyse customer and consumer behaviour. Management helps in running the business, aesthetics contributes to the design of the imaginative and creative advertisements. At the same time, there is relatively little talk about the role of linguistics, although effective marketing communication is based on an imaginative, linguistically correct, well-formulated message, above all tailored to the needs of the target group, through which potential customers can be addressed. Linguists are of great help in successfully implementing corporate marketing communications. Linguistics examines – among other things – the characteristics of advertising and advertising language. The linguistic research can therefore contribute to the conscious and professional design of advertising, the advertising message. But the important role of linguistics in conducting marketing communication activities as well as research is often underestimated. The article presents the importance of linguistics and marketolinguistics with regard to marketing communication.
This study analyzes the effects of social media marketing activities (SMMAs) on brand equity and customer response in the airline industry. A survey was conducted with a total of 302 passengers who ...used social media managed by airlines, and the collected data were analyzed via structural equation modeling. The results showed that trendiness was the most important SMMA component, and airline SMMAs had significant effects on brand awareness and brand image. In addition, the results demonstrated that brand awareness significantly affected commitment and that brand image significantly affected online word-of-mouth and commitment. It is expected that the results of this study may be used as fundamental data in the development of airline SMMA strategies, particularly by investigating the relative importance of each SMMA component and analyzing the effects of SMMAs.
•This paper investigates how the social media marketing activities of airlines influence brand equity and customer response.•Social media marketing activities were found to have positive impacts on airline's brand equity and customer response.•Trendiness was found as the most significant social media marketing activity component.
The modern global market presents increasing challenges before entrepreneurs to find an effective set of marketing activities and communication channels. In today's conditions of high supply and ...demand, customers' activities connected with looking for bidders in the multitude of offers need to be timely and well targeted. Flexible offer creation and fast and innovative offer to potential customers are the key to a successful marketing activity. It is a special opportunity for micro and small businesses that possess significant flexibility in launching marketing activities as opposed to complex processes and multiple levels of management within large enterprises. In addition, the COVID-19 pandemic has prompted a significant step towards online commerce, online platforms and other forms of product and service promotion. Nowadays, it is possible to use EU funds to help entrepreneurs, since these tenders also include the financing of marketing activities. The paper analyses tenders announced so far, including the financing of marketing activities of the company, all for the purpose of promotion and greater visibility. In addition to promotion, funding through the funds also includes online activities such as online commerce, online promotion etc., which were of significant assistance to companies during the COVID-19 pandemic.
One of the most important industries that have determined the appearance of Bulgarian agriculture is vegetable production. The current state of Bulgarian vegetable production is unfavorable. The ...production areas are decreasing, and the production cannot satisfy the consumption of vegetables in our country. The supply of Bulgarian vegetables faces many market challenges, which forces vegetable producers to look for a marketing approach to improve the market image of their products. The purpose of the article is to outline the prerequisites for implementing marketing activities by Bulgarian vegetable producers. Increasing the effectiveness of the implementation of marketing activities can only be achieved if the necessary prerequisites for this are created. The correct implementation of these activities requires individual vegetable producers to take action in the following directions: first, adoption of the marketing philosophy as a concept for managing vegetable production, both at the managerial level and by each of its employees; secondly, building the relevant structures to implement the marketing concept, through planning, implementation, and control of marketing activities.
Purpose
The purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, ...brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.
Design/methodology/approach
A structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).
Findings
The results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.
Originality/value
This research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.
With the prevalence of Internet, social media has become an important means for online marketing events. Individuals and companies both create fan pages on online platforms and develop business ...opportunities using social media. While many past studies have investigated social media, few have mentioned the effects of social media marketing activities. This study proposed the effects of social media marketing activities on continuance intention, participation intention and purchase intention via the mediation of social identification, perceived value, and satisfaction. To empirically test the effects of social media marketing activities, this study conducted an online survey on 502 social media users for data analysis. The analytical results indicated that social media marketing activities indirectly affect satisfaction through social identification and perceived value. At the same time, social identification and perceived value directly affect satisfaction that then influences continuance intention, participation intention and purchase intention. Finally, the academic and management implications based on the empirical results of this study are provided as references for the improvement of social media marketing.
•Social media marketing activities affect satisfaction through social identification.•Social media marketing activities affect satisfaction through perceived value.•Social identification and perceived value indirectly affect continuance intention.•Social identification and perceived value indirectly affect participation intention.
Private institutions in South Africa's higher education sector need effective marketing strategies to attract and retain students amidst competition. This article provides marketing strategies for ...Private Higher Education Institutions (PHEIs) in South Africa to navigate a competitive landscape. The objective of the research is to determine the effective media and marketing activities for PHEIs to target a larger market share. The study involved 23 semi-structured interviews with students enrolled at three PHEIs in South Africa. The researcher conducted a thematic analysis to identify patterns from transcribed interviews. Codes were created for each theme, and similar topics were clustered. Microsoft Word and Excel were used for data interpretation and visualisation. ATLAS.ti 22, a CAQDAS software, was employed for further analysis and interpretation. The study suggests that PHEIs in South Africa should prioritise their online presence, websites, and participation in high schools and career fairs to target a larger market share. Marketers should create and adapt their marketing strategies to include various communication channels and methods. Positive word-of-mouth interactions also play a significant role in the marketing efforts of PHEIs, so marketers should focus on developing strategies that generate such interactions.
The purpose of the article is to summarize the problems and identify the priority directions for resumption of marketing activities and for transforming consumer behavior patterns in the post-war ...period, taking into account the uneven socioeconomic losses of Ukrainian regions. The article reviews the main currently available data on the negative consequences of the Russian invasion for the Kharkiv region, summarizes the national and regional differences in the reduction of marketing activities and the transformation of consumer behavior patterns in the context of wartime and post-war recovery. It is proved that the prospects for the resumption of marketing activities in the most affected regions of Ukraine depend on the success of the situation at the front line and the terms of resolving the military conflict. The basic principles of resumption of marketing activities of enterprises in a situation of war and post-war recovery are generalized, such as finding ways to attract additional financial assistance from international donors, governments of other countries and non-governmental organizations; participation of enterprises in the economic recovery projects at the level of individual territorial communities; establishing a mechanism for reimbursement of costs (at least part of them) for business recovery and launching new business initiatives on the basis of both the State and the local budgets; search for new methods of promoting goods and services that more fully meet the needs of consumers changing under the influence of war; intensification of the use of non-classical types of marketing, implying lower costs with a sufficiently significant return; adaptation of marketers to reduce and reorient demand, as well as the transformation of traditional models of consumer behavior. It is noted that the usual models of consumer behavior, especially in the most affected regions of Ukraine, have undergone a significant transformation, and their gradual recovery will depend on the growth of incomes and living standards of the population and the formation of effective demand, as well as on the efforts of marketers aimed at finding new, more effective and less costly communications.
This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value ...equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.
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