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Article
Publication date: 19 October 2022

Jiang Shuyi, Abdullah Al Mamun and Farzana Naznen

The world has been forced to implement movement restriction strategy because of the COVID-19 pandemic, and industries have to embrace online technologies and social media…

Abstract

Purpose

The world has been forced to implement movement restriction strategy because of the COVID-19 pandemic, and industries have to embrace online technologies and social media marketing activities (SMMAs) to continue their business operations. Considering the aftermath of COVID-19 on the business world, this study aims to explore the determining elements of SMMAs and analyse how these factors affect brand equity (BE), relationship equity (RE) and purchase intention (PI) among smartphone consumers in China. Five constructs of SMMAs, namely, entertainment (EN), interactivity (IN), trendiness (TR), customisation (CU) and electronic word-of-mouth (WM), were examined to examine the effects of SMMAs on BE and RE. Subsequently, the mediation effects of BE and RE on the relationships of all constructs of SMMAs with PI were analysed.

Design/methodology/approach

An online survey was conducted with the participation of 347 Chinese consumers who used social media platform managed by the smartphone brands as their marketing activities during COVID-19. The data were analysed via structural equation modelling using SmartPLS.

Findings

This study’s result showed the significant and positive influence of CU, TR and WM on BE and the strong and positive influence of CU, IN and TR on RE. Furthermore, BE was found to fully mediate the relationships of CU, TR and WM with PI, while RE was found to mediate the relationships of TR and CU with PI. The performance and impact factor analysis revealed RE as the most important factor for PI, followed by BE, CU and TR.

Originality/value

This study extended the authors’ knowledge and understanding about social media marketing, BE and smart phone PI during COVID-19. Findings of this study can assist smartphone brands in China to develop the most effective strategies for SMMAs, which can be tailored for consumers to maximise profits, even during any crisis when physical business activities are deemed difficult. Moreover, this study’s findings can benefit the government and policymakers in developing and regulating rules and regulations for e-commerce and social media commerce for all industries and areas.

Details

Journal of Science and Technology Policy Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4620

Keywords

Book part
Publication date: 1 June 2021

Hasan Evrim Arici and Nagihan Cakmakoglu Arici

This study investigates the influences of social media marketing activities (SMMAs) on brand preference by focussing on the mediation influence of brand recognisability…

Abstract

This study investigates the influences of social media marketing activities (SMMAs) on brand preference by focussing on the mediation influence of brand recognisability and the moderator influence of brand signature in higher education institutions in Germany. A total of 257 students were surveyed and the data gathered were tested through partial least squares structural equation modelling. The findings demonstrated that higher-education institutions’ SMMAs had a significant effect on both brand recognisability and students’ brand preference. The findings also empirically proved the significant mediator influence of brand recognisability and the moderator influence of brand signature upon the association of higher education institutions’ SMMAs and students’ brand preference. It is anticipated that the findings of this research could be utilised as a significant solution in the improvement of higher education institutions’ SMMAs, specifically focussing on the significance of each component of SMMAs.

Details

Global Perspectives on Recruiting International Students: Challenges and Opportunities
Type: Book
ISBN: 978-1-83982-518-7

Keywords

Article
Publication date: 2 August 2022

Nuan Luo, Zhaohai Zhu, Yuan Ni, Li Haodong and Jian Zhang

The social media expands the scope of museum marketing. Through the social media marketing, visitors get a rich and colorful visual experience, and the museum can quickly…

Abstract

Purpose

The social media expands the scope of museum marketing. Through the social media marketing, visitors get a rich and colorful visual experience, and the museum can quickly and effectively convey various information to visitors. At present, the research on social media in the museum industry mainly focuses on the level of technology use, while the research on the marketing application of social media is relatively scarce, especially from the empirical perspective. This study constructs a conceptual model to identify the impact of SMMAs on visitor experience in the context of the museum industry through the empirical analysis.

Design/methodology/approach

A survey is conducted with a total of 538 visitors who follow the fan page of the Palace Museum Weibo. The collected data are analyzed via structural equation modeling.

Findings

The results show that SMMAs have significant effects on social presence and social support, which in turn significantly affect flow state. Moreover, the results demonstrate that social presence and social support partially mediates the relationships between SMMAs and flow state.

Originality/value

The contribution of this study is twofold. First, from a theoretical perspective, it offers new insights into the conceptualization of social media marketing. Second, from a pragmatic perspective, the results are helpful to guide museums how to carry out social media marketing activities.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-12-2020-0564

Details

Online Information Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 29 November 2018

Mayank Yadav and Zillur Rahman

The purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an…

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Abstract

Purpose

The purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.

Design/methodology/approach

The study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.

Findings

The study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.

Practical implications

This study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.

Originality/value

The study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

Details

Benchmarking: An International Journal, vol. 25 no. 9
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 12 July 2021

Md. Hafez

This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and…

2583

Abstract

Purpose

This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.

Design/methodology/approach

Data were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).

Findings

The results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.

Research limitations/implications

This study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.

Practical implications

The study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.

Originality/value

The study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.

Details

International Journal of Bank Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Content available
Book part
Publication date: 1 June 2021

Abstract

Details

Global Perspectives on Recruiting International Students: Challenges and Opportunities
Type: Book
ISBN: 978-1-83982-518-7

Open Access
Article
Publication date: 31 March 2022

Rahmad Solling Hamid, Abror Abror, Suhardi M. Anwar and Andi Hartati

This study aims to examine the relationship of information quality of social media, social media reputation, social media political marketing activities, trust and…

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Abstract

Purpose

This study aims to examine the relationship of information quality of social media, social media reputation, social media political marketing activities, trust and political involvement of millennials.

Methodology

The empirical analysis was conducted using a sample of 309 millennials. This study used online survey for the data collection. After passing reliability and validity tests, the data were analyzed with partial least squares structural equation modeling.

Findings

The results show that information quality of social media has positive and significant direct influence on reputation and trust. Information quality of social media also has a significant indirect influence on trust through social media reputation. However, there is no significant relationship between information quality and political involvement. Social media political marketing activities also have a direct and indirect significant effect on political involvement through trust. Finally, trust also has a positive and significant impact on political involvement.

Practical implications

This research may contribute to the political marketing experts and politicians in increasing the quality and credibility of advertisements on social media, which will affect trust and political involvement of millennial generation. Moreover, politicians and political marketing experts who have an online-based community should optimize their marketing activities in social media to encourage positive behavior and trust from social media users.

Value

This study has shown a more comprehensive model of the relationship between information quality of social media and political involvement. This study also reveals the significant indirect effect of the trust on the relationship between information quality on social media, social media political marketing activities and political involvement.

Propósito

Este estudio examina la relación de la calidad de la información, su reputación y las actividades de marketing político desarrolladas en las redes sociales, la confianza y la participación política de los millennials.

Diseño

El análisis empírico incluye una muestra de 309 millennials encuestados online. Tras superar las pruebas de fiabilidad y validez, los datos se analizaron con (PLS-SEM).

Conclusiones

Los resultados muestran que la calidad de la información de las redes sociales tiene una influencia directa positiva y significativa en la reputación y la confianza. La calidad de la información de las redes sociales también tiene una influencia indirecta significativa en la confianza a través de la reputación de las redes sociales. Sin embargo, no existe una relación significativa entre la calidad de la información y la participación política. Las actividades de marketing político de las redes sociales también tienen un efecto significativo directo e indirecto en la participación política a través de la confianza. Por último, la confianza también tiene un impacto positivo y significativo en la participación política.

Implicaciones prácticas

Esta investigación puede contribuir a que los expertos en marketing político y los políticos aumenten la calidad y la credibilidad de los anuncios en los medios sociales, lo que afectará a la confianza y a la implicación política de la generación millennial. Además, los políticos y los expertos en marketing político que tienen una comunidad en línea deberían optimizar sus actividades de marketing en los medios sociales para fomentar un comportamiento positivo y la confianza de los usuarios de los medios sociales.

Originalidad

Este estudio muestra un modelo más completo de la relación entre la calidad de la información de los medios sociales y la implicación política. También revela el significativo efecto indirecto de la confianza en la relación entre la calidad de la información en los medios sociales, las actividades de marketing político en los medios sociales y la implicación política.

目的

本研究旨在检验千禧一代的政治参与和社会媒体的信息质量、社会媒体声誉、社会媒体政治营销活动、信任度之间的关系。

设计

本文的实证研究采用在线调查的方式, 收集了309名千禧一代样本的数据。经过信度和效度检验后, 采用偏最小二乘法结构方程模型(PLS-SEM)对数据进行分析。

研究结果

结果表明, 社交媒体的信息质量对声誉和信任有着积极且显著的直接影响, 与此同时, 社交媒体的信息质量也通过社交媒体声誉对信任产生显著的间接影响。然而, 信息质量与千禧一代的政治参与之间并没有显著关系。而社会媒体的政治营销活动通过信任对政治参与产生直接和间接的显著影响。最后, 信任对政治参与也有积极而显著的影响。

实践意义

这项研究有助于政治营销专家和政治家通过提高社交媒体广告的质量和可信度来影响千禧一代的信任和政治参与。此外, 政治家和政治营销专家应当优化社交媒体上在线社群的营销活动, 以鼓励社交媒体用户的积极行为和信任。

原创性

这项研究展示了一个比较全面的社交媒体信息质量与政治参与之间关系的模型。本研究还揭示了信任对社交媒体信息质量、社交媒体政治营销活动和政治参与之间关系的显著间接影响。

Open Access
Article
Publication date: 5 April 2021

Md Sajjad Hosain

This paper aims to critically discuss the mounting role of social media (SM) or social networking sites (SNSs) on various human resource management (HRM) practices.

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Abstract

Purpose

This paper aims to critically discuss the mounting role of social media (SM) or social networking sites (SNSs) on various human resource management (HRM) practices.

Design/methodology/approach

The paper is based on 87 published papers collected from the Web of Science Database particularly from 2010 to 2020 (up to June) using VOSviewer software. After reviewing those paper contents, the author briefly highlighted the findings.

Findings

According to most of the previous studies, the utilization of SM information for various HRM practices is rising although such utilization is mostly limited to talent search and recruitment & selection at present. Further, it was found that Facebook and LinkedIn are the two most accepted sites among the hiring professionals where the first one mostly provides behavioral information and the second one provides job-related information. Finally, it was revealed that organizations can develop a strong corporate branding through the presence in SM.

Research limitations/implications

This review paper is expected to motivate further research initiatives regarding the role of social media into different HRM practices.

Practical implications

The author expects that based on the findings, the organizational policymakers can get some practical guidelines regarding the efficient utilization of such a platform.

Originality/value

Social media is a powerful platform for flourishing business entities, promoting products, branding, talent search and so many more purposes. An organization can well promote its existence through this popular platform. In particular, the media can be a well-established platform for searching competent employees and creating employer branding. Therefore, more and more research studies should be carried out focusing on this recent issue. This review paper can be a base for the upcoming researchers as it has accumulated the previous literature and their findings.

Details

PSU Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2399-1747

Keywords

Article
Publication date: 11 October 2021

Nnachi Egwu Onuoha

The purpose of this paper is to explore human capital and corporate financial performance link from the perspective of human capital theory, resources-based view and…

Abstract

Purpose

The purpose of this paper is to explore human capital and corporate financial performance link from the perspective of human capital theory, resources-based view and balanced score card approach, and the mediating role of structural capital in this relationship.

Design/methodology/approach

Overall, a data set was drawn from five-year annual reports of deposit money banks (DMBs) in Nigeria. Additionally, the bootstrap procedure was performed to test the mediating role of structural capital.

Findings

Specifically, the paper results indicate that whereas human capital has significant positive effect on corporate financial performance and structural capital, structural capital has significant positive effect on corporate financial performance. Additionally, the study finds structural capital to mediate the effect of human capital on organizational financial performance.

Research limitations/implications

This paper focused on 12 DMBs in Nigeria and their five year annual reports. Accordingly, future studies in this area should increase the number of banks and years, and include firms operating in insurance, manufacturing, telecommunication and oil and gas industries to permit comparability of results and broader basis for generalizability. Moreover, the study results provide insights that would serve as robust empirical basis for policy makers to insist on enhancement of the value of human and structural capital variables.

Practical implications

The managers of DMBs should commit to development of their employees through improvement in their training and health programs, among others. Also, they should ensure continuous improvement of their structural capital to enable the investments in their employee to translate to enhanced corporate financial performance.

Originality/value

To the best of the author’s knowledge, this is the first study to explore the mediation effect of structural capital on the human capital-corporate financial performance link using evidence from DMBs in Nigeria and, thus, extends and deepens extant literature on human capital-organizational performance nexus.

Details

Measuring Business Excellence, vol. 26 no. 4
Type: Research Article
ISSN: 1368-3047

Keywords

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