Influence of Social Media Marketing Activities on Purchase Decision Through the mediating role of Brand Trust, Brand Image and Brand Experience
Keywords:
Social Media Marketing Activities, Brand Trust, Brand Image, Brand Experience, Brand Attachment and Purchase DecisionAbstract
The focus of that investigation is to get further insight into the relationship between social media marketing activities (SMMAs), brand trust (BT), brand image (BI), brand experience (BE), brand attachment (BA) and purchase decision (PD). The study was quantitative in nature, data was collected using an electronic survey questionnaire, created and distributed using Google Forms as the platform. Convenience sampling technique was used in this research. Using the statistical program for the social sciences version 26, the intended framework is experimentally assessed for reliability, frequency tables, standard deviation, mean, and correlation. Next, SEM was employed for the proposed model to assess the model's validity and fit. Results indicate that SMMAs has positive impact on BT, BI, BE, additionally, BT, BI and brand experience has constructive influence on purchase decision. Brand attachment positively moderates the impression of brand trust on purchase decision This analysis advances our understanding of the company's social media strategy, which seeks to achieve customer purchase decision by fostering BT, BI and BE. The intention of this investigation has been to examine how SMMAs has affected purchase decision by examining the mediating roles of brand trust, brand image and brand experience at different stages of the selected cycle.
References
Ab Hamid, M. R., Sami, W., & Sidek, M. M. (2017, September). Discriminant validity assessment: Use of Fornell & Larcker criterion versus HTMT criterion. In Journal of Physics: Conference Series (Vol. 890, No. 1, p. 012163). IOP Publishing.
Agrawal, P., Garg, H., Yadav, M., Sahu, A., & Goel, R.( 2023). INFLUENCE OF SOCIAL MEDIA ON PURCHASING DECISIONS. European Journal of Molecular & Clinical Medicine, 10(01).
Aji, P. M. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104.
Al-Dmour, H., Aloqaily, A., Al-Qaimari, R., & Al-Hassan, M. (2021). The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study. International Journal of Networking and Virtual Organisations, 24(2), 182-199.
Ali, M. A., & Iqbal, S. (2023). Going Green on social media: Exploring the Effect of Firm-Generated Content on Brand Trust and Purchase Decision in Pakistan with a Focus on Environmental Concern. International Journal of Social Science & Entrepreneurship, 3(3), 187-207.
Ali, M. S., & Asim, S. (2023). Assessment of service quality and innovation in developing customer loyalty; the mediating role of customer commitment and satisfaction. Pakistan Journal of Humanities and Social Sciences, 11(1), 243-257.
ALi, T. Y., Iqbal, S., Ali, R., & Khan, S. S. (2023). Big Data Analytics' Influence on Competitive Advantage: Mediating Green Creativity and Green Commitment, Moderated by Individual Green Values and Green Psychological Climate. THE ASIAN BULLETIN OF GREEN MANAGEMENT AND CIRCULAR ECONOMY, 3(1), 71-92.
Althuwaini, S. (2022). The effect of social media activities on brand loyalty for banks: The role of brand trust. Administrative Sciences, 12(4), 148.
Amron, A. (2018). The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. European Scientific Journal, 14(13), 228.
Appiah, D., Ozuem, W., Howell, K. E., & Lancaster, G. (2019). Brand switching and consumer identification with brands in the smart phones industry. Journal of Consumer Behaviour, 18(6), 463–473.
Aqib, M. S., Arshad, H. M. A., Mehmood, S., & Hayyat, A. (2022). Does Impulse Buying Behavior mediate the relationship between Social Network Marketing and Customer Satisfaction? Evidence from Pakistan. Journal of Business & Economics (JBE), 14(2), 96-107.
Arshad, H. M. A., Mehmood, S., & Hayyat, A. (2022). Does Impulse Buying Behavior mediate the relationship between Social Network Marketing and Customer Satisfaction? Evidence from Pakistan. Journal of Business & Economics (JBE), 14(2), 96-107.
Aswani, R., Kar, A. K., & Ilavarasan, P. V. (2018). Detection of spammers in twitter marketing: A hybrid approach using social media analytics and bio inspired computing. Information Systems Frontiers, 20(3), 515–530.
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V, Economic Sciences. 8(2), 111.
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109-135.
Beig, F. A., & Khan, M. F. (2018). Impact of social media marketing on brand experience: A study of select apparel brands on Facebook. Vision, 22(3), 264–275.
Bilal, A., Siddique, M., & Shafiq, M. A. (2023). An Analysis of Social Media Marketing In Developing Customer Engagement and Customer Loyalty: The Moderating Role of Brand Trust. Journal of Namibian Studies: History Politics Culture, 33, 5640-5664.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.
Casper Ferm, L.-E., & Thaichon, P. (2021). Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory. Journal of Retailing and Consumer Services, 61, 102584.
Castiglia, S. F., Galeoto, G., Lauta, A., Palumbo, A., Tirinelli, F., Viselli, F. & Sacchetti, M. L. (2017). The culturally adapted Italian version of the Barthel Index (IcaBI): assessment of structural validity, inter-rater reliability and responsiveness to clinically relevant improvements in patients admitted to inpatient rehabilitation centers. Functional Neurology, 32(4): 221.
Chahal, H., & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing. 11 (3), 312-335.
Chakraborty, A., Meher, D., Sanga, D., Makhijani, H., & Goel, R. (2023). THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING DECISIONS MAKING. European Journal of Molecular & Clinical Medicine, 10(01).
Chambers, D. (2017). Networked intimacy: Algorithmic friendship and scalable sociality. European Journal of Communication, 32(1), 26–36.
Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites? Journal of Travel & Tourism Marketing, 28(4), 345-368.
Chang Y., E. Thorson (2013), Television and Web Advertising Synergies [J]. Journal of Advertising, 33(2): 75-84.
Chatterjee, S., Kar, A. K., & Dwivedi, Y. K. (2021). Intention to Use IoT by Aged Indian Consumers. Journal of Computer Information Systems, 62(4), 655-666.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Chen, X., & Qasim, H. (2021). Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love. Journal of Consumer Behaviour, 20(5), 1065-1077.
Cheung, M. F., & To, W. M. (2021). Effect of customer involvement on co-creation of services: A moderated mediation model. Journal of Retailing and Consumer Services, 63, 102660.
Cuong, D. T. (2022). The relationship between product quality, brand image, purchase decision, and repurchase intention. In Proceedings of International Conference on Emerging Technologies and Intelligent Systems: ICETIS 2021 (Volume 1) (pp. 533-545). Springer International Publishing.
Dewi. (2022). The effect of social media marketing on purchase intention in fashion industry. International Journal of Data and Network Science, 6(2), 355–362.
Dhanabalan, T., Subha, K., Shanthi, R., & Sathish, A. (2018). Factors influencing consumers’ car purchasing decision in indian automobile industry. International Journal of Mechanical Engineering and Technology, 9(10), 53–63.
Dumortier, J., Evans, K. S., Grebitus, C., & Martin, P. A. (2017). The influence of trust and attitudes on the purchase frequency of organic produce. Journal of International Food & Agribusiness Marketing, 29(1), 46-69.
Edwards, P. (2010). Questionnaires in clinical trials: guidelines for optimal design and administration. Trials, 11, 1-8.
Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105.
Fahmi, K., Sihotang, M., Hadinegoro, R. H., Sulastri, E., Cahyono, Y., & Megah, S. I. (2022). Health Care SMEs Products Marketing Strategy: How the Role of Digital Marketing Technology through Social Media?. UJoST- Universal Journal of Science and Technology, 1(1), 16–22.
Fatmawati, D., & Triastity, R. (2017). Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian dengan kepercayaan sebagai variabel intervening (Survei pada Konsumen Lumbung Batik Surakarta). Jurnal Ekonomi dan Kewirausahaan, 17(2).
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.
Fernando, E., Syahbani, T. H. M., Darmawan, M. N., Amalina, A. N., & Ikhsan, R. B. (2021, September). Influencer Marketing Social Media influences Brand Awareness and Customer Trust to Increase Purchase Intention (Conceptual Framework Development). In 2021 8th International Conference on Information Technology, Computer and Electrical Engineering (ICITACEE) (pp. 95-100). IEEE.
Gautam, V., & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23(6), 872-888.
Ghaljaie, F., Naderifar, M., & Goli, H. (2017). Snowball sampling: A purposeful method of sampling in qualitative research [B]. Strides in Development of Medical Education, 14(3).
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196–206.
Grover, P., Kar, A. K., & Janssen, M. (2019). Discussion of block chain technology: Insights from academic literature and social media analytics. Journal of Enterprise Information Management, 32(5), 735–757.
Gul, R., Hussain, M., & Javaid, M. Q. (2023). Influence of social media marketing in development of customer trust and satisfaction through the moderating role of electronic word of mouth. Journal of Social Sciences Review, 3(1), 623-638.
Gvili, Y., & Levy, S. (2018). Consumer engagement with eWOM on social media: the role of social capital. Online Information Review, 42(4), 482–505.
Ha, H.-Y. (2004) ‘Factors influencing consumer perception on brand trust on the online’, Journal of Product and Brand Management, 13(5), 329–342.
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353-1376.
Hafez, M. (2022). Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140.
Hafez, M. (2023). The nexus between social media marketing efforts and overall brand equity in the banking sector in Bangladesh: testing a moderated mediation model. Journal of Internet Commerce, 22(2), 293-320.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102.
Hansopaheluwakan, S., Polla, J. R., Kristiyanto, J., Prabowo, H., Hamsal, M., & Lukmanto, B. (2020, August). The Influence of Social Media Marketing, Website Quality, E-wom, and And Perceived Value on the Purchase Intention (Case Study: PT. Vita Nova Atletik's Local Brand Sports Shoes). In 2020 International Conference on Information Management and Technology (ICIMTech) (pp. 916-921). IEEE.
Hartzel, K. S., Mahanes, C. J., Maurer, G. J., Sheldon, J., Trunick, C. and Wilson, S. J. (2011). Corporate posts and tweets: brand control in web 2.0. Journal of Information & Knowledge Management, 10(1), 51–58.
Hasan, M., & Sohail, M. S. (2021). The influence of social media marketing on consumers’ purchase decision: investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), 350-367.
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., ... & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961-972.
Haudi. (2022). the effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market. International Journal of Data and Network Science, 6(1), 67–72.
Heidari, S., Zarei, M., Daneshfar, A., & Dokhanian, S. (2023). Increasing sales through social media marketing: the role of customer brand attachment, brand trust, and brand equity. Marketing i Menedžment Innovacij, 14(1), 224-234.
Helmi, S., Ariana, S., & Supardin, L. (2022). The role of brand image as a mediation of the effect of advertising and sales promotion on customer purchase decision. Journal of Economics and Sustainable Development, 13(8), 90-99.
Hew, J. J., Badaruddin, M. N. B. A., & Moorthy, M. K. (2017). Crafting a smartphone repurchase decision making process: Do brand attachment and gender matter?. Telematics and Informatics, 34(4), 34-56.
Huang, X., Huang, Z., & Wyer Jr, R.S. (2017). The influence of social crowding on brand attachment. Journal of Consumer Research, 44, 1068-1084.
Hwang, J., & Lee, K. W. (2018). The antecedents and consequences of golf tournament spectators’ memorable brand experiences. Journal of Destination Marketing & Management, 9, 1-11.
Immawati, S. A., & Anggi, A. (2023). The Effects of e-WOM and Green Product Innovation on Consumer Purchase Decisions through Social Media Marketing on Beauty Products in Sociolla. Telaah Bisnis, 23(2), 168-179.
Indriyani, N. A., Savitri, C., & Pratiwi, W. (2022). The Effect Of Brand Image And Brand Trust On The Purchase Decision Of Coffee Of Promise Of Souls On Management Students Of UBP Karawang. Jurnal Ekonomi, 11(01), 215-220.
Iqbal, S., Kumar, N., & Khan, F. A. (2023). Corporate social responsibility and brand loyalty in punjab's banking sector: exploring the mediating role of corporate branding. Pakistan Journal of Humanities and Social Sciences, 11(2), 853-863.
Kaplan, A., & Haenlein, M. (2020). Rulers of the world, unite! The challenges and opportunities of artificial intelligence. Business Horizons, 63(1), 37–50.
Kar, A. K., & Kushwaha, A. K. (2021). Facilitators and barriers of artificial intelligence adoption in business–insights from opinions using big data analytics. Information Systems Frontiers, 25(4), 1351-1374.
Khan, A. H. (2019). Effect of social media marketing practices of personal care brands on consumer purchase intention. International Journal of Recent Technology and Engineering, 8(3), 3575–3580.
Khan, M. A., Panditharathna, R., & Bamber, D. (2020). Online store brand experience impacting on online brand trust and online repurchase intention: The moderating role of online brand attachment. European Journal of Management and Marketing Studies. 5(1), 138-163.
Khan, M. M. A., Ali, M. S., & Shams, T. (2023). An Assessment of Social Media marketing’s Influence on Brand Loyalty, Through the Moderating Role of Brand Reputation. Journal of Peace, Development and Communication, 07(01), 172–194. https://doi.org/10.36968/JPDC-V07-I01-15
Khoa, B. T., Ly, N. M., Uyen, V. T. T., Oanh, N. T. T., & Long, B. T. (2021, April). The impact of social media marketing on the travel intention of Z travelers. In 2021 IEEE International IOT, Electronics and Mechatronics Conference (IEMTRONICS) (pp. 1-6). IEEE.
Khwaja, M. G., Mahmood, S., & Zaman, U. (2020). Examining the effects of eWOM, trust inclination, and information adoption on purchase intentions in an accelerated digital marketing context. Information, 11(10), 478
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
Knoblich, S., Martin, A., Nash, R., & Stansbie, P. (2017). Keys to success in Social Media Marketing (SMM)–Prospects for the German airline industry. Tourism and hospitality Research, 17(2), 147-164.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53-72.
Kodrat, D. S. (2023). The Role of Integrated Marketing Communication (IMC), on Purchase Decision through Customer Experience in Housing PT. Grand Zamzam Indonesia. International Journal of Review Management Business and Entrepreneurship (RMBE), 3(1), 139-154.
Kousar, T., Ali, M. A., & Abbas, Q. (2023). Enhancing E-Business Success: Unraveling the Effect of Customer Engagement on Customer Citizenship Behavior and Purchase Decisions in Pakistan. Journal of Asian Development Studies, 12(3), 79-96.
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89.
Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960-978.
Lodorfos, G. N., Mulvana, K. L., & Temperley, J. (2006). Consumer behaviour: Experience, price, trust and subjective norms in the OTC pharmaceutical market. Innovative Marketing, 2(3).
Lutfie, H., & Marcelino, D. (2020). Creating online purchase decision and brand image based on advertising effectiveness with epic model. Jurnal Ilmiah Manajemen, 10(3), 346-366.
Mabkhot, H.A., Shaari, H., & Salleh, S.M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Journal Pengurusan, 50, 1-18.
Mahdiraji, H., Hafeez, K., Kord, H., & Abbasi Kamardi, A. (2022). Analysing the voice of customers by a hybrid fuzzy decision-making approach in a developing country's automotive market. Management Decision, 60(2), 399-425.
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of Brand Image and Advertisement on Consumer Buying Behavior. World Applied Sciences Journal, 23(1), 117-122
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., & Bonaiuto, M. (2020). Apple or Huawei: understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability, 12(8), 3391.
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), Article 1870797.
Mastoi, M. A. S. (2022). An Analysis of Social Media Marketing in Developing Consumer Brand Engagement and Repurchase Intention Evidence from Pakistan. Journal of Business Management Studies-JBMS, 1(03), 35-47.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.
McClure, C., & Seock, Y. K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53, 1–8.
Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P. K. C. (2020). The Effects of Social Media Marketing, Trust, and Brand Image on Consumers' Purchase Intention of GO-JEK in Indonesia. In Proceedings of the 2020 The 6th International Conference on E-Business and Applications (pp. 5-10).
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2021). What makes GO-JEK go in Indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89-103.
Mukhsin, M., & Atiah, I. N. (2023). The Influence of Islamic Branding, Product Quality and Customer Experience on Purchasing Decisions of HNI HPAI Products (Study on Agency Center (AC) Halal Mart Rangkasbitung Consumers). In International Collaboration Conference on Islamic Economics.
Natasiah, U. (2024). Brand Image, Brand Trust, and Brand Ambassador on Purchase Decisions of Shopee E-Commerce Users in Pekanbaru City. Jurnal Manajemen Bisnis, 11(1), 120-134.
Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185(8), 122067.
Nghiêm-Phú, B. (2022). Customers’ perspectives on marketing mix elements in social media-based purchases. International Journal of Internet Marketing and Advertising, 16(1), 81–97.
Nurhayaty, E., Suleman, D., Puspasari, A., Zahra, Z., Herawati, N., Yuniarti, P., & Rahadjeng, I. R. (2021). Determinants of consumer decisions in shopping for food through online applications. International Journal of Data and Network Science, 5(4), 495–500.
Nuseir, M., & Elrefae, G. (2022). The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing. International Journal of Data and Network Science, 6(3), 875-884.
Pandey, A. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147–162.
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennia’s. International Journal of Business Information Systems, 28(2), 147–162.
Parasari, N. S. M., Pranajaya, I. K. W., & Maheswari, A. I. A. (2024). The Effect of Quality of Service, Purchase Interest, Brand Trust on Purchase Decision. Jurnal Ilmiah Akuntansi Kesatuan, 12(1), 197-206.
Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of so- cial media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58, 102272.
Pentina, I., Zhang, L., & Basmanova, O. (2013). Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter. Computers in Human Behavior, 29(4), 1546-1555.
Purwanto, A., & Prayuda, R. Z. (2024). The Role of Brand Image, Brand Experience, Influencer Marketing and Purchase Interest on Cunsumer Purchasing Decisions of Handphone. PROFESOR: Professional Education Studies and Operations Research, 1(01), 1-5.
Rachmad, Y. E., Meliantari, D., Akbar, I., Rijal, S., & Aulia, M. R. (2023). The Influence of Product Quality, Promotion and Brand Image on Brand Trust and Its Implication on Purchase Decision of Geprek Bensu Products. Jurnal EMT KITA, 7(3), 597-604.
Ragab, I. (2020). The influence of social media marketing on consumer purchase intention of fresh produce in Egypt. In Proceedings of the 7th European Conference on Social Media, ECSM 2020 (pp. 222–231)
Ramzan, M., Faisal, M. M., & Iqbal, S. (2023). Exploring the relationship between green human resource management and green creativity: The moderating influence of green behavioral intention. Pakistan Journal of Humanities and Social Sciences, 11(1), 426-439.
Reveilhac, M., & Blanchard, A. (2022). The framing of health technologies on social media by major actors: Prominent health issues and COVID-related public concerns. International Journal of Information Management Data Insights, 2(1), 1–17.
Saheb, T., Amini, B., & Alamdari, F. K. (2021). Quantitative analysis of the development of digital marketing field: Bibliometric analysis and network mapping. International Journal of Information Management Data Insights, 1(2), 1–12.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288–1301
Saima. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523.
Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768.
Salhab, H., Al-Amarneh, A., Aljabaly, S., Zoubi, M., & Othman, M. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591-600.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146.
Saputri, F. W., & Welsa, H. (2024). The Impact Of Brand Ambassadors And Lifestyle On Purchase Decision: Mediating Role Of Brand Image (Case Study of Consumers Using Somethinc Products in Yogyakarta City). In International Conference on Humanity Education and Society (ICHES) (Vol. 3, No. 1).
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research Methods for Business Students. Pearson education.
Sekaran, U. (2003). Research Methods for Business: A skill-building approach, Fourth edition. New York: John Wiley & Sons, Inc.
Seo, E. J., & Park, J. W. (2018). A study on the efects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41.
Shafiq, M. A., & Khan, M. S. (2024). Assessment of Corporate Social Responsibility on Customer loyalty through moderating role of Servant Leadership and Customer Commitment: Evidence from Telecommunication Industry. Journal of Tourism, Hospitality, and Services Industries Research (JTHS), 4(01), 22-43.
Shafiq, M. A., Khan, M. M. A., Gul, R., Hussain, M., & Javaid, M. Q. (2023). Influence of Social Media Marketing in Development of Customer Trust and Satisfaction through the Moderating Role of Electronic Word of Mouth. Journal of Social Sciences Review, 3(1), 623-638.
Shahid, M. N., & Ahmad, B. (2024). Influence of Corporate Social Responsibility on Competitive Advantage through the Mediating Role of Green Brand Image and Green Brand Love. In Corporate Governance and CSR Strategies for Sustainability (pp. 20-44). IGI Global.
Siddique, M., Bilal, A., & Ramzan, M. (2023). Unveiling the Sustainable Path: Exploring the Nexus of Green Marketing, Service Quality, Brand Reputation, and Their Impact on Brand Trust and Purchase Decisions. International Journal of Social Science & Entrepreneurship, 3(2), 654-676.
Smilansky, S. (2017). Experiential marketing: A Practical guide to interactive brand experiences. Kogan Page Publishers.
Solihin, D. (2021). The Influence Of Brand Image And Atmosphere Store On Purchase Decision For Samsung Brand Smartphone With Buying Intervention As Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2), 262–270.
Sprosen, S. (2014). The influence of branded mobile applications on consumers' perceptions of a brand: The importance of brand experience and engagement. Dublin Business School. Retrieved from https://esource.dbs.ie/bitstreams/c3dea28b-a05b-45bd-9358-78886fd3b1fd/download.
Stefanny, N., Rahmiati, F., & Roni, M. (2022). The role of brand image and brand trust in mediating the influence of e-WOM on purchase decision (case of video-on-demand Netflix). IDEAS: Journal of Management & Technology, 2(1), 12-21.
Suganda, U. K., & Arrifianti, I. (2023). Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety. Quantitative Economics and Management Studies, 4(1), 1-11.
Sun, Y. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878.
Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information and Management, 55(3), 308–321.
Tarar, M. A., Shafiq, M. A., Ramzan, S., & Farooq, N. (2024). Role of Social Media Platforms in Dissemination of Knowledge, Ideas, and Innovation among Employees within Governmental Organizations-A Sociological Study in Southern Punjab. The Critical Review of Social Sciences Studies, 2(2), 96-114.
Taylor, S. A., Mulligan, J. R., & Ishida, C. (2012). Facebook, social networking, and business education. [J]. American Journal of Business Education, 5(4): 437-448.
Tjiptono, F. (2005). Pemasaran jasa. Malang: Bayumedia Publishing
Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. Sage.
Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49, 475–488.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 351-369.
Wijaya, A. P., & Annisa, I. T. (2020). The influence of brand image, brand trust and product packaging information on purchasing decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24-35.
Wu, W. Y., Anridho, N., & Liao, Y. K. (2015). The role of associative and relational moderators on experiential branding. In Make Learn and TIIM Joint International Conference, Bari, Itlay, pp. 593–602.
Yang, R., & Che, T. (2020). Do social ties matter for purchase frequency? The role of buyers’ attitude towards social media marketing. Computers in Human Behavior, 110, 106376.
Yap, T. W. (2022). The Mediating Effects of Perceived Value Between the Relationship of Social Media Marketing and Purchase Intention. DLSU Business and Economics Review, 31(2), 125–136.
Yen, C., & Chiang, M. C. (2021). Trust me, if you can: a study on the factors that influence consumers’ purchase intention triggered by chatbots based on brain image evidence and self-reported assessments. Behaviour & Information Technology, 40(11), 1177-1194.
Yu, W., Han, X., Ding, L., & He, M. (2021). Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention. Journal of Retailing and Consumer Services, 59, 102377.
Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2), 1-11.
Zaid, M. U., Rehman, Z. U., Shafiq, M. A., Wasim, S. M., & Mehmood, S. (2024). Impact of Social Media Marketing Activities on Relationship Quality through the Mediating role of Brand Equity. Indus Journal of Social Sciences, 2(2), 90-111.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36.
Zhang, H., Zhang, K. Z., Lee, M. K., & Feng, F. (2015). Brand loyalty in enterprise microblogs: influence of community commitment, IT habit, and participation. Information Technology & People, 28(2), 304-326.
Zhang, H., Zhang, Y., Ryzhkova, A., Tan, C. D., & Li, F. (2019). Social Media Marketing Activities and Customers’ Purchase Intention: The Mediating Effect of Brand Image. IEEE International Conference on Industrial Engineering and Engineering Management, 369–373.
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social ecommerce. Electronic Commerce Research and Applications, 41, 100980.
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, 256-267.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Muhammad Bin Khalid, Dr. Zia Ur Rehman, Muhammad Aqib Shafiq, Arooj Zahra, Muhammad Saad Ullah
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LEGALOPEDIA EDUCATINIA (PVT) LTD