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Year 2022, Volume: 9 Issue: 1, 21 - 31, 02.02.2022

Abstract

References

  • AAKER, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • ALALWAN, A. A., RANA, N. P., DWIVEDI, Y. K. AND ALGHARABAT, R. (2017). Social media in marketing: A review and analysis of the exi sting literature. Telematics and Informatics, 34(7), 1177-1190.
  • AJI, P., NADHILA, V., & SANNY, L. (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.
  • AKGÜN, Z. (2020). Sosyal medya pazarlama aktivitelerinin marka değeri, tüketici yanıtları ve satın alma niyetine etkisi: hızlı moda markalarına yönelik bir araştırma. Business & Management Studies: An International Journal, 8(5), 4211-4240.
  • BAALBAKI, S., & GUZMÁN, F. (2016). A consumer- perceived consumer-based brand equity scale. Journal of Brand Management, 23(3), 229-251.
  • BAREFOOT, D., AND J. SZABO. (2010). Friends with benefits: A social media-marketing handbook. San Francisco: No Starch Press.
  • CHANG, Y. T., YU, H., & LU, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782.
  • CONSTANTINIDES, E., & ZINCK STAGNO, M. C. (2011). Potential of the social media as instruments of higher education marketing: a segmentation study. Journal of Marketing for Higher Education, 21(1), 7-24.
  • DOBELE, A., LINDGREEN, A., BEVERLAND, M., VANHAMME, J., & VAN WIJK, R. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4), 291-304.
  • DUFFETT, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers.18 (1), 19-39.
  • FARQUHAR, P. H. (1989). Managing brand equity. Marketing research, 1(3).
  • GAMBOA, A. M., and H. M. GONC¸alves, (2014). Customer loyalty through social networks: Lessons from Zara on Facebook. Business Horizons 57 (6):709–17.
  • GODEY, B., MANTHIOU, A., PEDERZOLI, D., JOONASROKKA, AIELLO, G., DONVITO, R. AND 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.
  • HAIR, J.F., TOMAS, G., HULT, M., RINGLE, C.M., SARSTEDT, M. (2014), A Primer on Partial Least Square Structural Equations Modeling (PLS-SEM), Los Angeles: Sage.
  • HASAN, M., & SOHAIL, M. S. (2020). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 1-18. HOEFFLER, S., & KELLER, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
  • HOWARD, P. N., & Parks, M. R. (2012). Social media and political change: Capacity, constraint, and consequence. Journal of Comminucation, 62 (2), 359-362.
  • HUTTER, K., J. HAUTZ, S. DENNHARDT, AND J. FULLER (2013) . The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI onFacebook. Journal of Product & Brand Management 22 (5/6):342–51.
  • IVERSEN, N. M., & Hem, L. E. (2008). Provenance associations as core values of place umbrella brands: A framework of characteristics. European Journal of Marketing, 42(5), 603-626.
  • İŞLEK, M. S., (2012). Sosyal medyanın tüketici davranışlarına etkileri. Yüksek Lisans Tezi. Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü, Karaman.
  • JO, S. A. (2013). Impact of Company’s SNS Marketing Activities on Perceived Value and Customer’s Loyalty: Focusing on Facebook. Master Thesis, Seoul: Hong-IK University.
  • KANG, M. J. (2005). A Study on the Effect of Features of Brand Community Using One person Media on Consumers. Master Thesis, Seoul: Seoul National University.
  • KIM W., JEONG, O. R. & LEE, S. W. (2010). On social web sites. Information Systems, 35(1), 215-236.
  • KIM, A. J., & KO, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
  • KONECNIK, M. & GARTNER, W. C. (2007). Customer- based brand equity for a destination, Annals of tourism research, 34(2), 400-421.
  • KOIVULEHTO, E. I. (2017). Do social media marketing activities enhance customer equity? A case study of fast-fashion brand Zara. Master Thesis, Helsinki: Aalto University.
  • LAKSAMANA, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13-18.
  • MAOYAN, Z. SANGYANG.(2014). Consumer purchase intention research based on social media marketing. International Journal of Business and Social Science, 5(10), 92-97.
  • O’BRIEN, K. & TERSCHLUSE, C. (2009). Determining the Impact of Customer Relationships Social Media Measurement & Analysis. Crimson Consulting Group, 4-10
  • OREL, F. D., & ARIK, A. Sosyal Medya Pazarlamasının Tüketici Satın Alma Niyetine Etkisinin Teknoloji Kabul Modeli Aracılığıyla İncelenmesi. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (57), 239-266.
  • PARK, W.S. (2013). Effects of Band Equity on Behavioral Intention in Food Service Franchising Businesses. Doctoral dissertation, Kyonggi University.
  • SEO, W.S., & KIM, M.K., (2003). A study on the effect of consumer behavior intention of brand equity in hotel. Korean Journal of Tourism Research, 18(2), 111–127.
  • SO, K. K. F., KING, C., & SPARKS, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality and ourism Research, 38(3), 304–329.
  • SOHAIL, M. S., HASAN, M., & SOHAIL, A. F. (2020). The Impact of Social Media Marketing on Brand Trust and Brand Loyalty: An Arab Perspective. International Journal of Online Marketing (IJOM), 10(1), 15 31.
  • STOKES, R. (2013). eMarketing: The Essential Guide to Marketing in a Digital World, 5th ed., Quirk Education, Cape Town.
  • GÜRBÜZ, S., & ŞAHİN, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
  • UZUNKAYA, T., & YÜKSELEN, C. (2020). Lüks giyim markalarında sosyal medya ilgilenimi, marka değeri ve marka tercihi ilişkisi üzerine bir araştırma. Öneri Dergisi, 15(53), 276-304.
  • WEARESOCIAL, (2020). We are social digital report. 23.04.2021 tarihinde https://wearesocial.com/ adresinden alınmıştır.
  • WEINBERG, T. (2009). The new community rules: Marketing on the social web. Development and Learning Organizations, 25(3), 3446
  • WIND, J., & RANGASWAMY, A. (2001). Customerization: The next revolution in mass customization. Journal of interactive marketing, 15(1), 13-52.
  • WRIGHT, B. K., WILLIAMS, A. S., & BYON, K. K. (2017). Brand marketıng vıa facebook: an ınvestıgatıon of the marketıng mıx, consumer-based brand equıty, and purchase ıntentıon ın the fıtness ındustry. Marketing Management Journal, 27(2), 131-142.
  • YADAV, M., & RAHMAN, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.
  • YOO, B., DONTHU, N., & LEE, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195- 211.
  • 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.
  • ZHU, F., ZHANG, X. (2010), Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133- 148.

The effect of social media marketing on brand equity and consumer purchasing intention

Year 2022, Volume: 9 Issue: 1, 21 - 31, 02.02.2022

Abstract

Social media is one of the internet-based innovations that reach millions of users around the world with its dynamic and mutually interactive structure. Social media is defined as the digitalization of traditional media channels, and has changed the way of interpersonal communication. Social media applications that provide communication and interaction between people have become an important competitive tool for businesses over time. Users of Social Media Applications are increasing day by day and this increase has caused businesses a rush to communicate with their consumers continuously and quickly through social media channels. The purpose of this study is to examine the effect of social media marketing on consumer purchase intention.
In this study, the affect of social media marketing activities on perceived brand equıty and purchasing intention has been examined through the developed model. Within the scope of the study, an online survey was conducted with 227 users who have a Facebook account and actively follow any brand profile on Facebook. The data obtained were analyzed through the SmartPLS program.
As a result of the analysis, it has been determined that there is social media marketing has positive influence on brand equıty and purchasing intention.
In the light of the findings obtained from the study, it could be said that businesses can increase their brand value perception with planned and well-defined social media marketing strategies. With social media marketing, businesses can gain significant advantages in many areas such as brand loyalty, reduced advertising expenses and increased profitability, access to a large consumer audience and altered brand attitudes into purchasing behavior.

References

  • AAKER, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  • ALALWAN, A. A., RANA, N. P., DWIVEDI, Y. K. AND ALGHARABAT, R. (2017). Social media in marketing: A review and analysis of the exi sting literature. Telematics and Informatics, 34(7), 1177-1190.
  • AJI, P., NADHILA, V., & SANNY, L. (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.
  • AKGÜN, Z. (2020). Sosyal medya pazarlama aktivitelerinin marka değeri, tüketici yanıtları ve satın alma niyetine etkisi: hızlı moda markalarına yönelik bir araştırma. Business & Management Studies: An International Journal, 8(5), 4211-4240.
  • BAALBAKI, S., & GUZMÁN, F. (2016). A consumer- perceived consumer-based brand equity scale. Journal of Brand Management, 23(3), 229-251.
  • BAREFOOT, D., AND J. SZABO. (2010). Friends with benefits: A social media-marketing handbook. San Francisco: No Starch Press.
  • CHANG, Y. T., YU, H., & LU, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782.
  • CONSTANTINIDES, E., & ZINCK STAGNO, M. C. (2011). Potential of the social media as instruments of higher education marketing: a segmentation study. Journal of Marketing for Higher Education, 21(1), 7-24.
  • DOBELE, A., LINDGREEN, A., BEVERLAND, M., VANHAMME, J., & VAN WIJK, R. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4), 291-304.
  • DUFFETT, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers.18 (1), 19-39.
  • FARQUHAR, P. H. (1989). Managing brand equity. Marketing research, 1(3).
  • GAMBOA, A. M., and H. M. GONC¸alves, (2014). Customer loyalty through social networks: Lessons from Zara on Facebook. Business Horizons 57 (6):709–17.
  • GODEY, B., MANTHIOU, A., PEDERZOLI, D., JOONASROKKA, AIELLO, G., DONVITO, R. AND 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.
  • HAIR, J.F., TOMAS, G., HULT, M., RINGLE, C.M., SARSTEDT, M. (2014), A Primer on Partial Least Square Structural Equations Modeling (PLS-SEM), Los Angeles: Sage.
  • HASAN, M., & SOHAIL, M. S. (2020). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 1-18. HOEFFLER, S., & KELLER, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
  • HOWARD, P. N., & Parks, M. R. (2012). Social media and political change: Capacity, constraint, and consequence. Journal of Comminucation, 62 (2), 359-362.
  • HUTTER, K., J. HAUTZ, S. DENNHARDT, AND J. FULLER (2013) . The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI onFacebook. Journal of Product & Brand Management 22 (5/6):342–51.
  • IVERSEN, N. M., & Hem, L. E. (2008). Provenance associations as core values of place umbrella brands: A framework of characteristics. European Journal of Marketing, 42(5), 603-626.
  • İŞLEK, M. S., (2012). Sosyal medyanın tüketici davranışlarına etkileri. Yüksek Lisans Tezi. Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü, Karaman.
  • JO, S. A. (2013). Impact of Company’s SNS Marketing Activities on Perceived Value and Customer’s Loyalty: Focusing on Facebook. Master Thesis, Seoul: Hong-IK University.
  • KANG, M. J. (2005). A Study on the Effect of Features of Brand Community Using One person Media on Consumers. Master Thesis, Seoul: Seoul National University.
  • KIM W., JEONG, O. R. & LEE, S. W. (2010). On social web sites. Information Systems, 35(1), 215-236.
  • KIM, A. J., & KO, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
  • KONECNIK, M. & GARTNER, W. C. (2007). Customer- based brand equity for a destination, Annals of tourism research, 34(2), 400-421.
  • KOIVULEHTO, E. I. (2017). Do social media marketing activities enhance customer equity? A case study of fast-fashion brand Zara. Master Thesis, Helsinki: Aalto University.
  • LAKSAMANA, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13-18.
  • MAOYAN, Z. SANGYANG.(2014). Consumer purchase intention research based on social media marketing. International Journal of Business and Social Science, 5(10), 92-97.
  • O’BRIEN, K. & TERSCHLUSE, C. (2009). Determining the Impact of Customer Relationships Social Media Measurement & Analysis. Crimson Consulting Group, 4-10
  • OREL, F. D., & ARIK, A. Sosyal Medya Pazarlamasının Tüketici Satın Alma Niyetine Etkisinin Teknoloji Kabul Modeli Aracılığıyla İncelenmesi. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (57), 239-266.
  • PARK, W.S. (2013). Effects of Band Equity on Behavioral Intention in Food Service Franchising Businesses. Doctoral dissertation, Kyonggi University.
  • SEO, W.S., & KIM, M.K., (2003). A study on the effect of consumer behavior intention of brand equity in hotel. Korean Journal of Tourism Research, 18(2), 111–127.
  • SO, K. K. F., KING, C., & SPARKS, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality and ourism Research, 38(3), 304–329.
  • SOHAIL, M. S., HASAN, M., & SOHAIL, A. F. (2020). The Impact of Social Media Marketing on Brand Trust and Brand Loyalty: An Arab Perspective. International Journal of Online Marketing (IJOM), 10(1), 15 31.
  • STOKES, R. (2013). eMarketing: The Essential Guide to Marketing in a Digital World, 5th ed., Quirk Education, Cape Town.
  • GÜRBÜZ, S., & ŞAHİN, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
  • UZUNKAYA, T., & YÜKSELEN, C. (2020). Lüks giyim markalarında sosyal medya ilgilenimi, marka değeri ve marka tercihi ilişkisi üzerine bir araştırma. Öneri Dergisi, 15(53), 276-304.
  • WEARESOCIAL, (2020). We are social digital report. 23.04.2021 tarihinde https://wearesocial.com/ adresinden alınmıştır.
  • WEINBERG, T. (2009). The new community rules: Marketing on the social web. Development and Learning Organizations, 25(3), 3446
  • WIND, J., & RANGASWAMY, A. (2001). Customerization: The next revolution in mass customization. Journal of interactive marketing, 15(1), 13-52.
  • WRIGHT, B. K., WILLIAMS, A. S., & BYON, K. K. (2017). Brand marketıng vıa facebook: an ınvestıgatıon of the marketıng mıx, consumer-based brand equıty, and purchase ıntentıon ın the fıtness ındustry. Marketing Management Journal, 27(2), 131-142.
  • YADAV, M., & RAHMAN, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.
  • YOO, B., DONTHU, N., & LEE, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195- 211.
  • 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.
  • ZHU, F., ZHANG, X. (2010), Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133- 148.
There are 44 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Saadet Sağtaş This is me 0000-0003-1834-2132

Publication Date February 2, 2022
Published in Issue Year 2022 Volume: 9 Issue: 1

Cite

APA Sağtaş, S. (2022). The effect of social media marketing on brand equity and consumer purchasing intention. Journal of Life Economics, 9(1), 21-31.