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Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation
Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17
Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...
Persistent link: https://www.econbiz.de/10012621943
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Consumer brand engagement in social networking sites and its effect on brand loyalty
Jayasingh, Sudarsan - In: Cogent business & management 6 (2019), pp. 1-22
Marketers today use social networking sites as their communication channel to promote their brands. There is a growing importance to this media to increase consumer’s online participation and engagement. The aim of this research it to identify the determinants of consumer brand engagement...
Persistent link: https://www.econbiz.de/10012622473
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Do instagram fan pages develop consumer-brand relationships? : evidence from the telecommunications industry
Gaber, Hazem Rasheed; Elsamadicy, Ahmed Mousa; Wright, … - In: Cogent business & management 8 (2021) 1, pp. 1-18
influences the consumers’ brand love and sense of brand community. Also, the findings indicated the consumers’ brand love … positively impacts consumers’ purchase intention and word of mouth. Finally, it showed that consumers’ sense of brand community … of brand community literature to fan pages as an innovative form of social media brand communities. Furthermore, it …
Persistent link: https://www.econbiz.de/10012665364
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The impact of social media on consumer-brand loyalty : a mediating role of online based-brand community
Jibril, Abdul Bashiru; Kwarteng, Michael Adu; … - In: Cogent business & management 6 (2019), pp. 1-19
This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms …-brand loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand … community took part in the survey. The findings generated through the partial least square and structural equation modelling …
Persistent link: https://www.econbiz.de/10012116718
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Shockvertising of luxurious fast-foods brands in emerging markets : differential effects of consumer demographic profiles
Mukucha, Paul; Jaravaza, Divaries Cosmas - In: Cogent business & management 10 (2023) 2, pp. 1-18
The serendipitous emergence of social media at the turn of this century created new uncensored avenues for the advertising industry. This created conditions conducive to peddling controversial ads or shockvertising. Controversial ads came as a result of the need to breakthrough the advertising...
Persistent link: https://www.econbiz.de/10014504732
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The effect of social media marketing on brand loyalty in the hospitality industry in Zimbabwe : the moderating role of age
Manyanga, Wilbert; Kanyepe, James; Chikazhe, Lovemore; … - In: Cogent business & management 11 (2024) 1, pp. 1-18
Building and maintaining brand loyalty is crucial for every organisation in such competitive business environment and organisations in the hospitality industry are not spared. Hotels have made many efforts on branding to gain brand loyalty from their customers and recently they have carried...
Persistent link: https://www.econbiz.de/10014533211
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The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
Husain, Rehan; Ahmad, Amna; Khan, Bilal Mustafa - In: Cogent business & management 9 (2022) 1, pp. 1-19
The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...
Persistent link: https://www.econbiz.de/10014420490
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Online brand community and consumer brand trust : analysis from Czech millennials
Amoah, John; Jibril, Abdul Bashiru; Egala, Sulemana Bankuoru - In: Cogent business & management 9 (2022) 1, pp. 1-16
online brand community has a direct significant effect on consumer's brand trust, and indirect significant via the mediating … leverage on the relevance of online brand community for a firm's competitive edge. Limitation and future research directions …
Persistent link: https://www.econbiz.de/10014444128
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Fast fashion consumer engagement on Instagram : a case study
Bonilla Quijada, María del Rocío; Del Olmo Arriaga, … - In: Cogent business & management 11 (2024) 1, pp. 1-14
Consumer interactions on social media have been analysed in the literature as sources of information about their ability to generate engagement and knowledge about how to interact with brands. The present study contributes to this line of research, focusing on empirically determining those...
Persistent link: https://www.econbiz.de/10014529044
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Marketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institution
Sánchez Garza, Miriam Nanyeli; Sánchez Limón, … - In: Cogent business & management 11 (2024) 1, pp. 1-15
The objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin’s model (2018). The quantitative method is used, with the...
Persistent link: https://www.econbiz.de/10014529732