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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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The impact of eWOM information in social media on the online purchase intention of Generation Z
Thi Thuy An Ngo; Binh Long Vuong; My Dien Le; Thanh … - In: Cogent business & management 11 (2024) 1, pp. 1-19
This research aims to investigate the impact of characteristics of electronic word-of-mouth (eWOM), including …. This provides marketers with better understanding the important of eWOM information on consumer purchase intention on … cohorts. In the digital age, the rise of electronic word-of-mouth (eWOM) significantly influences consumer behavior …
Persistent link: https://www.econbiz.de/10014531917
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The influence of electronic word of mouth on Instagram users : an emphasis on consumer socialization framework
Delafrooz, Narges; Rahmati, Yalda; Abdi, Mehrzad - In: Cogent business & management 6 (2019), pp. 1-14
communications, brand attitude, brand relationship quality, and Instagram usage influence the manifestation of eWOM in the Instagram …
Persistent link: https://www.econbiz.de/10012114162
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Does digital influencer endorsement contribute to building consumers' attitude toward digital advertising during COVID-19 pandemic? : mediating role of brand attitude
Panggati, Ignatius Enda; Sasmoko; Simatupang, Boto; Sri … - In: Cogent business & management 10 (2023) 2, pp. 1-16
The COVID-19 pandemic is changing consumer behaviour, where consumers are shifting their activities toward digital activities. One of the popular advertising media among digital natives during the COVID-19 pandemic is digital influencers. Brands and marketers should use digital advertising and...
Persistent link: https://www.econbiz.de/10014504754
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Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers' response : the mediating roles of attitude and word-of-mouth intention
Jakkrit Thavorn; Puripat Trichob; Worasak Klongthong; … - In: Cogent business & management 9 (2022) 1, pp. 1-22
Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...
Persistent link: https://www.econbiz.de/10014429098
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Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention
Silaban, Pantas H.; Silalahi, Andri Dayarana K.; … - In: Cogent business & management 9 (2022) 1, pp. 1-17
YouTube has become popular among consumers as an information preference in the decision-making process within the social commerce environment. YouTubers share experiences, information, opinions, and thoughts regarding products or services in product-review content, and consumers' motivations...
Persistent link: https://www.econbiz.de/10014429109
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Analysis of tweet form's effect on users' engagement on Twitter
Han, Xu; Gu, Xingyu; Peng, Shuai - In: Cogent business & management 6 (2019), pp. 1-15
This research focuses on the effects on users’ engagement of different tweet forms including text length, text sentiment and the usage of hashtag, mention, video or picture URL. In the first part, we analyze the tweets of five companies from the apparel industry and finds out that there is no...
Persistent link: https://www.econbiz.de/10012112918
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Drivers of social network adoption in post-travel phase : an empirical study in Thai tourists
Nathatenee Gebsombut; Ho, Chien-ta Bruce - In: Cogent business & management 6 (2019), pp. 1-17
As tourism is a fast-growing industry, it is worth focusing on understanding travelers’ information generation behavior. The previous research also found that research in the motivation of travelers in sharing travel information through SNSs is quite limited. This research aims to study social...
Persistent link: https://www.econbiz.de/10012622525
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People, profiles, and purchases : investigating the impact of environmental cues in social commerce
Bryant, Morgan M.; Basu, Rituparna - In: Cogent business & management 10 (2023) 3, pp. 1-18
Technology, digital advances, and social media are increasingly used to facilitate and influence online consumer purchasing behavior. Growth at the intersection of e-commerce, social networking usage, and functionality has given rise to the social commerce phenomenon. Social commerce sites allow...
Persistent link: https://www.econbiz.de/10014505215
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The influence of social media on purchase intention : the mediating role of brand equity
Majeed, Mohammed; Owusu-Ansah, Martin; Ashmond, Adu-Ansere - In: Cogent business & management 8 (2021) 1, pp. 1-19
The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana’s fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social...
Persistent link: https://www.econbiz.de/10012649544