› › The Effect Of Social Media Marketing On Brand Awareness Engagement And Customer Value In South Africa

The Effect of Social Media Marketing on Brand Awareness, Engagement, and Customer Value in South Africa

Author : Ntabiso Brian Malanda

Publisher :

Page : pages

File Size : 40,14 MB

Release : 2020

Category :

ISBN :

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Book Description

With the rise of internet penetration and social media fast becoming one of the most popular online activities, the emergence of social commerce (SC) has become one of the most significant opportunities for marketers and brands. With more consumers using SC to purchase goods and services, socialise and seek information, it has become necessary for brands to understand those aspects within the SC environment and what attracts consumers to their brands. Leveraging those elements effectively will allow brands to remain appealing to their consumers and stay ahead of the competition. Brand awareness and brand engagement have long been used to drive purchase consideration, customer loyalty and innovation for business. However, little has been done to understand the levers that businesses can use to influence customer in the SC environment The aim of the study is to understand which business levers are most effective in driving consumer engagement and brand awareness. This was done using the stimulus-organism-response (SOR) theory which mediates (organism) the relationship between the levers that businesses use (stimulus) and the resultant engagement and awareness of customers. A quantitative cross-sectional design was employed in the research study with users of SC as the unit of analysis. Data was collected via an online questionnaire. Structural equation modelling was used to analyse data from 230 respondents who are users of SC. The main findings of the research were that some of the levers employed in the SC environment are effective at influencing perceived customer value. Even more significant was the considerable relationship between customer value on brand awareness and brand engagement. The research indicated that the more a business could improve its value offering within the SC environment, the more likely they are to drive brand awareness and brand engagement. The practical implications of this are that to drive the awareness and engagement that mobilises competitiveness, marketers should utilise those levers that are most likely to increase customer value. It is also important to understand consumers in the market to optimise on the value drivers that are relevant for those customers. The main limitation of the research was the limited



The Influence of social media marketing, brand loyalty, brand awareness towards consumer purchase intention. An empirical analysis

Author : Yusuf Balarabe Abdullahi

Publisher : GRIN Verlag

Page : 88 pages

File Size : 32,79 MB

Release : 2021-03-18

Category : Business & Economics

ISBN : 3346367584

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Book Description

Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3.9, Limkokwing University of Creative Technology, language: English, abstract: The reason for this research is to distinguish and look at consumers' purchase intention in Malaysia through social media marketing, brand loyalty and brand awareness. Other than that, this research rushes to discover the relationships between social media marketing, brand awareness and electronic word of mouth towards brand loyalty among the consumers in Malaysia inciting purchase intentions. Consumers purchase intention has developed with the help of the social media marketing, and progressively replacing the customary marketing techniques. The marketing methodology is based on social media platforms where consumers are currently looking for information about an item or service, and others encounters before resolving to purchase the item or service. The sharing of the brands, item surveys, and clients' encounters are a piece of the electronic word of mouth where data is transmitted and gotten over the web. With the impact of electronic word of mouth and social media marketing, it has an effect to the brand loyalty, and in the end towards purchase intentions. This study endeavors to study the effect of social media marketing, brand loyalty, and brand awareness towards purchase intentions. Two hundred questionnaires were collected toward the end of the review inside Malaysia. Five hypotheses were produced and tested.



Digital and Social Media Marketing

Author : Nripendra P. Rana

Publisher : Springer Nature

Page : 337 pages

File Size : 28,75 MB

Release : 2019-11-11

Category : Business & Economics

ISBN : 3030243745

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Book Description

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.



Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

Author : Donard Games

Publisher : Springer Nature

Page : 757 pages

File Size : 43,2 MB

Release : 2024-02-10

Category : Business & Economics

ISBN : 9464633506

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Book Description

This is an open access book.The International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI) is a pioneer conference on entrepreneurship, leadership, and innovation in the higher education environment that focuses on the research-oriented output from academics and practitioners. The conference’s theme, ‘Fostering university-based entrepreneurship in the digital economy era,’ encourages entrepreneurship activists to become a catalyst for creating creative jobs and increasing economic growth, especially in the digital era.



Social Media Marketing

Author : Stephan Dahl

Publisher : SAGE

Page : 290 pages

File Size : 36,94 MB

Release : 2021-03-31

Category : Business & Economics

ISBN : 1529758769

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Book Description

Helping you make the connections between the theory and practice of social media marketing, this third edition of the popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout help you to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion. This text is essential reading for all marketing students, researchers and practitioners today.



Customer Engagement Value and Social Media

Author : Fotini Mastroianni

Publisher : GRIN Verlag

Page : 54 pages

File Size : 33,15 MB

Release : 2017-05-03

Category : Business & Economics

ISBN : 3668440743

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Book Description

Essay from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Social media networking are portrayed as modern communication tools possessed from businesses in the new external environment where they operate and their participation in these offers support and stabilization with staggered steps. Thus, it is necessary to analyze these electronic areas, in order to identify opportunities resulting to be used appropriately used by businesses. The main purpose of this study is to investigate whether social media can influence consumer behavior and thus provide businesses with a competitive advantage over their competitors in the market. For this reason, it is necessary to define social media and identify their characteristics, to analyze consumer behavior and their intention to purchase over social media and the advantages of business participation in social platforms and the increase in customer . Finally, to determine the interactions of users / consumers, who have the leading role in these media, which directly influence their consumption preferences and their relationship with businesses. Through the analysis of the above, the results is that social networking media are of vital importance and should be included in each strategic business plan.



Digital Business in Africa

Author : Ogechi Adeola

Publisher : Springer Nature

Page : 327 pages

File Size : 31,55 MB

Release : 2022-06-29

Category : Business & Economics

ISBN : 3030934993

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Book Description

This edited volume seeks to examine how enterprises in Africa can utilize digital technologies and innovations in creating value for their customers and clients in order to increase effectiveness and efficiency. Through social media, businesses are increasingly reaching and engaging their customers in several ways and so enterprises in Africa must harness the opportunities in the digital space if they want to remain competitive, earn profit, and meet their customers’ needs. Accordingly, this book looks at how digital technologies are helping shape the financial, educational, and advertising sectors in Africa. As digital technologies raise challenges, the chapters that follow will discuss ethical and social practical frameworks to effective digital business in Africa. This volume promises to fore both theoretical underpinnings, and practical implementations of digital technologies in the African business context.



Social Media Marketing

Author : Githa Heggde

Publisher : Springer

Page : 236 pages

File Size : 26,37 MB

Release : 2018-02-08

Category : Business & Economics

ISBN : 9811053235

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Book Description

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to “hear” about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers. As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.



Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions

Author : Charitha Harshani Perera

Publisher : Springer Nature

Page : 284 pages

File Size : 14,47 MB

Release : 2022-09-30

Category : Business & Economics

ISBN : 9811950172

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Book Description

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.



The Influence of Social Media Marketing on Consumers' Purchase Decision

Author : Mehedi Hassan

Publisher :

Page : 0 pages

File Size : 42,76 MB

Release : 2021

Category :

ISBN :

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Book Description

Growing usage of social media has provided marketers a better space to engage with customers. However, research examining effects of social media marketing from the perspective of branding, has been relatively unexplored. Further, few researches on international branding have investigated the influence of brand's localness/non-localness on consumer-brand relationships. The purpose of this paper is to increase an understanding of the antecedents of social media marketing and their effects on purchase intention, as well as the moderating influence of local and nonlocal brands on these relationships. Data were collected online from 343 social media users in Saudi Arabia. The research model was empirically tested using structural equation modeling. The findings support most of the proposed direct and moderating effects. Brand trust, brand community, brand awareness and interaction were found to influence purchase intention. Brand origin had a moderating effect in the relationships between brand trust and interaction with purchase intention. The proposed framework contributes to social media marketing and branding research by integrating the contingent effect of brand localness and non-localness. Detailed discussion of the theoretical and practical implications concludes the paper.