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THE IMPACT OF SOCIAL MEDIA BRAND FAN PAGE USAGE AND ENGAGEMENT ON CONSUMER PURCHASE INTENTION: THE MEDIATING AND MODERATING ROLE OF BRAND LOYALTY

Year 2024, Issue: 69, 145 - 151, 30.12.2024

Altuğ Ocak

https://doi.org/10.18070/erciyesiibd.1513788

Abstract

This study investigates the impact of brand fan page usage and engagement on social media platforms on consumer purchase intentions, with a focus on the mediating and moderating roles of brand loyalty. Utilizing a survey conducted with 411 participants who are active users of social media and follow brand fan pages, this research provides comprehensive insights into how these variables interact to influence consumer behavior.

The Structural Equation Modeling (SEM) results reveal that both brand fan page usage and engagement significantly enhance brand loyalty, which in turn positively influences purchase intention. Additionally, brand loyalty plays a dual role: it mediates the relationship between fan page interactions and purchase intentions, and it also moderates these relationships, strengthening the positive impact of fan page interactions on purchase intentions. These findings align with and extend previous research, providing a more nuanced understanding of the role of brand loyalty in social media marketing.

The study contributes to the theoretical literature by integrating the roles of brand loyalty as both a mediator and moderator in the context of social media engagement and consumer purchasing behavior. Practically, the findings suggest that marketers should focus on strategies that encourage both usage of and active engagement with brand fan pages to build and sustain brand loyalty, which in turn drives purchase intentions. The critical role of brand loyalty highlights its importance not only in fostering a positive relationship with the brand but also in enhancing the effectiveness of social media marketing efforts.

Keywords

Digital Marketing Brand Fan Page Usage Brand Fan Page Engagement Brand Loyalty Consumer Purchase Intention.

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Appel, G., Grewal, L., Hadi, R. & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing science, 48(1), 79-95.
  • Bond Brand Loyalty. (2023). The Loyalty Report 2023. Retrieved from https://info.bondbrandloyalty.com/loyaltyreport-2023-2-0
  • Brodie, R. J., Ilic, A., Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  • 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.
  • Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Lawrence Erlbaum Associates.
  • Deloitte. (2023). Evolving trends in brand loyalty and consumer behavior: 2023 edition. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-evolving-trends-in-brand-loyalty-and-consumer-behavior-2023-edition.pdf
  • Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: Duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), 399-426.
  • Dick, A. S. & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
  • Evans, J. R. & Mathur, A. (2005). The value of online surveys. Internet Research, 15(2), 195-219.
  • Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th ed.). Sage.
  • Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Fowler, F. J. (2014). Survey Research Methods (5th ed.). SAGE Publications.
  • Gummerus, J., Liljander, V., Weman, E. & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson.
  • Hasim, M. A., Shahrin, M., Wahid, R. A. & Shamsudin, M. F. (2020). A review on media richness affecting purchase intention on Instagram: The mediating role of brand loyalty. International Journal of Psychosocial Rehabilitation, 24(7), 3894-3902.
  • Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.
  • Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165
  • Kalton, G. (1983). Introduction to Survey Sampling. SAGE Publications.
  • Kumar, V. & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497-514
  • Laroche, M., Habibi, M. R.- & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82.
  • Loyalty360. (2023). The State of Brand Loyalty in the U.S. Retrieved from https://loyalty360.org/Loyalty360/media/rr/The-State-of-Brand-Loyalty-in-the-US.pdf?ext=.pdf Muntinga, D. G., Moorman, M. & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
  • Nunnally, J. C. & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). McGraw-Hill
  • Oppenheimer, D. M., Meyvis, T. & Davidenko, N. (2009). Instructional manipulation checks: Detecting satisficing to increase statistical power. Journal of Experimental Social Psychology, 45(4), 867-872.
  • Presser, S., Couper, M. P., Lessler, J. T., Martin, E., Martin, J., Rothgeb, J. M. & Singer, E. (2004). Methods for testing and evaluating survey questions. Public Opinion Quarterly, 68(1), 109-130.
  • Resnik, D. B. (2018). The Ethics of Research with Human Subjects: Protecting People, Advancing Science, Promoting Trust. Springer.
  • Saravanakumar, M. & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451.
  • Tabachnick, B. G. & Fidell, L. S. (2013). Using Multivariate Statistics (6th ed.). Pearson.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.

SOSYAL MEDYA MARKA FAN SAYFASI KULLANIMI VE ETKİLEŞİMİNİN TÜKETİCİLERİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: MARKA SADAKATİNİN ARACILIK VE DÜZENLEYİCİ ROLÜ

Year 2024, Issue: 69, 145 - 151, 30.12.2024

Altuğ Ocak

https://doi.org/10.18070/erciyesiibd.1513788

Abstract

Bu çalışma, marka sadakatinin aracı ve düzenleyici rollerine odaklanarak, sosyal medya platformlarında marka fan sayfası kullanımı ve etkileşiminin tüketici satın alma niyetleri üzerindeki etkisini araştırmaktadır. Sosyal medyayı aktif olarak kullanan ve marka fan sayfalarını takip eden 411 katılımcıyla gerçekleştirilen bir anketi kullanan bu araştırma, bu değişkenlerin tüketici davranışını etkilemek için nasıl etkileşime girdiğine dair kapsamlı bilgiler sunmaktadır.

Yapısal Eşitlik Modellemesi (YEM) sonuçları, hem marka fan sayfası kullanımının hem de bağlılığın marka sadakatini önemli ölçüde artırdığını ve bunun da satın alma niyetini olumlu yönde etkilediğini ortaya koymaktadır. Ayrıca, marka sadakati ikili bir rol oynamaktadır: fan sayfası etkileşimleri ve satın alma niyetleri arasındaki ilişkiye aracılık etmekte ve aynı zamanda fan sayfası etkileşimlerinin satın alma niyetleri üzerindeki olumlu etkisini güçlendirerek bu ilişkileri yönetmektedir. Bu bulgular, sosyal medya pazarlamasında marka sadakatinin rolünün daha incelikli bir şekilde anlaşılmasını sağlayan önceki araştırmalarla uyumludur ve bunları genişletmektedir.

Çalışma, sosyal medya katılımı ve tüketici satın alma davranışı bağlamında marka sadakatinin hem aracı hem de düzenleyici rollerini bütünleştirerek teorik literatüre katkıda bulunmaktadır. Pratik olarak bulgular, pazarlamacıların marka sadakati oluşturmak ve sürdürmek için marka fan sayfalarının hem kullanımını hem de aktif katılımını teşvik eden stratejilere odaklanmaları gerektiğini ve bunun da satın alma niyetlerini yönlendirdiğini göstermektedir. Marka sadakatinin kritik rolü, sadece markayla olumlu bir ilişki geliştirmenin değil, aynı zamanda sosyal medya pazarlama çabalarının etkinliğini artırmanın da önemini vurgulamaktadır.

Keywords

Dijital Pazarlama Marka Fan Sayfası Kullanımı Marka Fan Sayfası Etkileşimi Marka Sadakati Tüketici Satın Alma Niyeti.

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Appel, G., Grewal, L., Hadi, R. & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing science, 48(1), 79-95.
  • Bond Brand Loyalty. (2023). The Loyalty Report 2023. Retrieved from https://info.bondbrandloyalty.com/loyaltyreport-2023-2-0
  • Brodie, R. J., Ilic, A., Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  • 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.
  • Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Lawrence Erlbaum Associates.
  • Deloitte. (2023). Evolving trends in brand loyalty and consumer behavior: 2023 edition. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-evolving-trends-in-brand-loyalty-and-consumer-behavior-2023-edition.pdf
  • Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: Duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), 399-426.
  • Dick, A. S. & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
  • Evans, J. R. & Mathur, A. (2005). The value of online surveys. Internet Research, 15(2), 195-219.
  • Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th ed.). Sage.
  • Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Fowler, F. J. (2014). Survey Research Methods (5th ed.). SAGE Publications.
  • Gummerus, J., Liljander, V., Weman, E. & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson.
  • Hasim, M. A., Shahrin, M., Wahid, R. A. & Shamsudin, M. F. (2020). A review on media richness affecting purchase intention on Instagram: The mediating role of brand loyalty. International Journal of Psychosocial Rehabilitation, 24(7), 3894-3902.
  • Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.
  • Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165
  • Kalton, G. (1983). Introduction to Survey Sampling. SAGE Publications.
  • Kumar, V. & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497-514
  • Laroche, M., Habibi, M. R.- & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82.
  • Loyalty360. (2023). The State of Brand Loyalty in the U.S. Retrieved from https://loyalty360.org/Loyalty360/media/rr/The-State-of-Brand-Loyalty-in-the-US.pdf?ext=.pdf Muntinga, D. G., Moorman, M. & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
  • Nunnally, J. C. & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). McGraw-Hill
  • Oppenheimer, D. M., Meyvis, T. & Davidenko, N. (2009). Instructional manipulation checks: Detecting satisficing to increase statistical power. Journal of Experimental Social Psychology, 45(4), 867-872.
  • Presser, S., Couper, M. P., Lessler, J. T., Martin, E., Martin, J., Rothgeb, J. M. & Singer, E. (2004). Methods for testing and evaluating survey questions. Public Opinion Quarterly, 68(1), 109-130.
  • Resnik, D. B. (2018). The Ethics of Research with Human Subjects: Protecting People, Advancing Science, Promoting Trust. Springer.
  • Saravanakumar, M. & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451.
  • Tabachnick, B. G. & Fidell, L. S. (2013). Using Multivariate Statistics (6th ed.). Pearson.
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
There are 32 citations in total.

Details

Primary Language English
Subjects Business Administration, Business Systems in Context (Other)
Journal Section Makaleler
Authors

Altuğ Ocak 0000-0002-8018-4158

Early Pub Date December 27, 2024
Publication Date December 30, 2024
Submission Date July 10, 2024
Acceptance Date November 4, 2024
Published in Issue Year 2024 Issue: 69

Cite

APA Ocak, A. (2024). THE IMPACT OF SOCIAL MEDIA BRAND FAN PAGE USAGE AND ENGAGEMENT ON CONSUMER PURCHASE INTENTION: THE MEDIATING AND MODERATING ROLE OF BRAND LOYALTY. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(69), 145-151. https://doi.org/10.18070/erciyesiibd.1513788
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