In today’s competitive environment, higher education needs to find an effective way to convey its brand to prospective students. Given that the “digital native” (Gen Z) is becoming college aged, ...social media marketing has become an essential approach to engage with them. However, blasting out recruiting content on its social feeds just isn’t working. By developing the higher education adjusted SMMA, structural equation modeling was adopted to figure out its effects on higher education brand equity and prospective student behavioral engagement, quantitatively. 356 3rd grade high school students in Indonesia were employed to assess the structural model. According to the findings of this study, SMMA has a considerable influence on brand equity and behavioral engagement, and brand equity has a noteworthy effect on behavioral engagement. Moreover, brand equity was found as a statistically meaningful mediator in the relationship between SMMA and behavioral engagement. The outcome advised the higher education need to organize its social in fun and interactive ways by leveraging higher education’s SMMA as a pillar or benchmark on arranging social media posts and content. Yet, the content and posts should still need prioritize institution awareness and the good image of a higher education. The theoretical and managerial implication were discussed further.
Many companies have begun to implement end-of-use strategies (remanufacturing, recycling, and reuse) in response to worldwide concern about environmental issues. Simultaneously, academic research on ...remanufacturing has turned to focus on the analysis of activities from a supply perspective, i.e., collection of end-of-use products, reverse logistics, disassembly, assembly, etc. Very little attention has been paid, however, to the demand side of remanufactured products, in particular, to the consumer profile of these products or to determining their most effective marketing strategies. Companies interested and involved in fostering the demand for remanufactured products need to be aware of the importance of knowledge of their potential consumers in order to most suitably manage their remanufacturing and marketing activities. Given this context, the principal objective of the present work was to make a first approach to determining basics characteristics of the profile of potential consumers of remanufactured products. To this end, an empirical analysis was conducted of the key variables underlying the purchase intentions of potential consumers in order to gain insight into the key drivers of that behavior. The instrument used was a questionnaire elaborated for application to potential consumers of a specific product (laptops) in two Spanish universities. The results revealed the drivers that explain the self-declared purchase intention of a remanufactured laptop, and provide managers of firms interested in implementing green initiatives in their supply chain with useful information for their consideration of closed-loop supply chains and for integrating marketing decisions concerning remanufactured products into the development of end-of-use strategies.
The social media revolution has massively transformed marketing plans and practices in the business world. Moreover, marketers can reinforce customer-brand relationships through companies' social ...media marketing (SMM) plans and gain a clear understanding of the consumer perspective more quickly than ever before. Using the stimulus-organism-response (SOR) framework, this study developed a model to examine how SMM activities (SMMAs) affect dimensions of customer relationship quality (CRQ) - that is, commitment, trust, and satisfaction - and brand loyalty (BL). This study, which investigated the dimensions of CRQ as mediation effects between SMMAs and BL to telecommunications brands on Instagram, adopted structural equation modeling and obtained data from a sample of 290 Instagram users in Palestine who are telecommunications customers. The findings show that SMMAs positively affect the dimensions of CRQ and that SMMAs are a stronger predictor of commitment than trust and satisfaction. Additionally, SMMAs had a positive effect on BL. The results confirmed the significant effect of three components of CRQ on BL building. The results also revealed that dimensions of CRQ act as mediators between SMMAs and BL. The study contributes to the literature by examining the underlying mechanism of how SMMAs promote dimensions of CRQ and BL in the service industry.
Purpose: The research aims to analyze the use of CRM systems for the development and implementation of communication strategies for digital brand management and Internet marketing based on the ...experience of EU countries.
Theoretical framework: Implementing the practice of using CRM systems to develop and fulfill communication strategies for digital brand management and Internet marketing plays a key role in the corporate sector. It is known that the quality of implementation of such a policy will directly affect the commercial result of an enterprise or organization. The problem of using CRM systems and the possibility of improving business processes, which involves the integration of most of the organization's internal processes into the CRM system's operating program, is to find effective means and mechanisms for setting up the marketing and operational work of the enterprise.
Design/methodology/approach: The study used scientific research methods, as well as data from official sources of CRM systems that are most popular in the EU.
Findings: The research aims to analyze the use of CRM systems to improve the quality of internal communication strategy. An equally important task is to evaluate the management of advertising campaigns and brand positioning policy in the selected business segment. The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy.
Research, Practical & Social implications: The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy. The key trends of modern CRM systems and the practices of their use are analyzed. This makes it possible to determine the competitive advantages in the market that a company gains after implementing CRM systems. The practice of developing the marketing activities of an enterprise or organization is outlined from the perspective of using CRM systems.
Originality/value: By using the available research results, the further practice of using CRM systems can be analyzed from the point of view of the development of the technological aspect of the integration of internal program components of the system into the operating activities of the enterprise.
Factors affecting female online purchase decision Allan, Mahmoud Saleh; Ashour, Mohammed L.; Ali, Nafez Nimer ...
Journal of Governance and Regulation,
2022, Volume:
11, Issue:
1, special issue
Journal Article
Peer reviewed
Open access
This study enhances the existing literature on female online buying decisions by evaluating the factors shaping women’s clothing purchase decision-making. Hence, it investigates the influence of ...social media interactive marketing activities, i.e., electronic advertising (e-Ads), electronic word of mouth (e-WOM), interaction (Int.), and content credibility (CC), on female purchase decisions. The study adopted the logic of quantitative approach using an e questionnaire as a main data collection tool targeting online female consumers. Data were collected from 388 female social media users, and regression analysis was applied. The results of the study confirmed the association between a firm’s use of interactive marketing applications and activities and female purchase decisions. In addition, the results pointed out the electronic interactive activities of social media platforms such as e-Ads, CC, and e-WOM as powerful tools that support firm’s marketing strategies via their positive influence on female purchase decisions. The result is consistent with previous research (Park, Hyun, & Thavisay, 2021; Tran, 2017). The study provides several implications and recommendations for practice: focusing on content credibility, enriching the interactive content of brand name page, providing more details about offerings, and the continuous development of advertising, contents, and techniques. And for future research, as this study derived its findings from an evaluation carried out in the Jordanian clothing market, it is recommended to extend this evaluation to be conducted in other contexts and to consider other demographical and economic variables.
The dissemination and utilization of personal mobile social network services (SNS) have created new trends. The effects of the increase in the use of the hashtag are especially significant for brands ...that seek to use electronic word-of-mouth (e-WOM) in the rapidly changing environment of SNS marketing strategies, as it supplements their quick merchandise turnover rates. This study aims to examine the advertising effects of marketing activities (product, place, promotion, and price) and the hashtag used in the SNS advertising of SPA brands. The research collects words related to SPA brands through the analysis of the data of SNS utilized over six months. To test the hypothesis, an experimental design of 4 (product/place/promotion/price) × 2 (hashtag/no hashtag) was carried out. The results showed that the differences for various types of SNS fashion marketing, broadening the scope of existing research studies that focus on the impact of SNS in the marketing environment.
This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, ...specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.
Purpose
The present study aims to explore the influence of green marketing functions (green activities, corporate communication of green activities and green image) on corporate image in the ...hospitality sector. Further, the study tries to explore the consumer’s intention to visit the hotels practicing green marketing.
Design/methodology/approach
Using snowball sampling approach, a total of 220 usable responses were obtained from the consumer via an internet survey. Data were analyzed using structural equation modeling to evaluate the strength of relationship and model fit.
Findings
The findings show that green/eco-friendly activities and green image significantly influence the corporate image of the hotel, which in turn results into significant positive impact over consumer’s intention to visit the hotel. No significant influence of corporate communication of green activities on corporate image of the hotels was found, which may be because of the low level of communication of green practices by the hotels in India.
Practical implications
The findings offer insight to the managers regarding the impact of green marketing practices adopted by the hotels on their corporate image which in turn results into increased visit/revisit intention.
Originality/value
The study deals with the topic “the influence of green marketing on corporate image”, which has received scant attention by researchers. The paper attempts to provide empirical evidence in this area. The study yields several implications that can be helpful for managers while devising green marketing strategies for the hospitality sector. The study is among the initial studies exploring the influence of green marketing on corporate image in the Indian context.
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