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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

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

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 (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish...

Persistent link: https://www.econbiz.de/10012116718

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

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

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

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

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

The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam

Xuan Hung Nguyen; Thi Tinh Nguyen; Thi Hoai Anh Dang; … - In: Cogent business & management 11 (2024) 1, pp. 1-17

This study aims to analyze and evaluate the influence of electronic word of mouth (eWOM) and perceived value on green … eWOM, perceived value, and trust positively affect green purchase intention, in which case eWOM and perceived value make …, encouraging consumers to share useful eWOM information to improve people’s purchase intentions. …

Persistent link: https://www.econbiz.de/10014540252

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