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.
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.
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.
AI-powered marketing: What, where, and how? Kumar, V.; Ashraf, Abdul R.; Nadeem, Waqar
International journal of information management,
August 2024, Volume:
77
Journal Article
Peer reviewed
Open access
Artificial intelligence (AI) has become a disruptive force that has revolutionized industries and changed business practices. The integration of AI has brought numerous benefits to various functional ...areas within organizations, with marketing experiencing a significant positive impact. AI technologies have empowered marketers with advanced tools and insights, fostering unparalleled efficiency, personalization, and strategic campaign decision-making. Despite these advancements, the scholarly focus on AI's transformative effects on marketing is limited. This research investigates how AI is currently applied across different marketing functions and its potential future evolution and impact on marketing processes. In a rapidly evolving world, businesses must navigate complexity, innovate, and sustain competitive advantages. Grounding our analysis in previous AI marketing literature, we adopt the dynamic capability theoretical lens, emphasizing how organizations adapt and prosper in changing environments. This study highlights six key marketing areas where AI promises transformative effects, aiming to illuminate the path for future marketing innovations and strategies, including AI-driven customer insights, measuring marketing performance, automated marketing strategies, ethical implications, enhancing customer experiences, and growth opportunities with AI Implementation. While recognizing AI as a positive disruptive force, we also highlight its limitations, potential threats to privacy and security, as well as ramifications of biases, misuse, and dissemination of misinformation. Finally, the article delineates the gaps in the research and formulates questions aimed at advancing knowledge in AI marketing.
•Understanding the evolving and impactful role of AI in marketing.•Exploring the implementation and benefits of AI applications in marketing functions.•Analyzing the future implications of AI on marketing strategies and customer behaviors.•Recognizing challenges that emphasize the importance of a deliberate and strategic approach to AI integration.
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.
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.
Social media marketing has become one of the most significant growth paths for many businesses in today’s world. However, many companies are still unclear about using social media marketing to get ...their advantages, particularly in an e-commerce environment. In this background, this study is proposed to examine the effects of social media marketing activities (SMMAs) (interactivity, informativeness, word-of-mouth-WOM, personalization, and trendiness) on relationship quality, such as commitment, trust, and satisfaction in order to predict consumers’ online repurchase intentions in China’s e-commerce environment. This study proposed a theoretical model by using the stimulus-organism-response (S-O-R) theory. Using a structured questionnaire and purposive sampling, this study examined the responses of 403 consumers through partial least square-structural equation modeling. The findings discovered that SMMAs significantly strengthen the relationship quality factors, such as commitment, trust, and satisfaction, which in turn positively increase consumer online repurchase intentions in China’s e-commerce industry. This is novel research that contributes to the S-O-R theory and provides several managerial guidelines that assist managers in improving their business performance in the e-commerce industry. This research also highlighted some limitations.
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