Sosyal Medya Pazarlamasının Bilgi Benimseme Modeli Merceğinden Marka İmajına Etkisi

Yıl 2024, Cilt: 5 Sayı: 2, 105 - 122

Ebubekir Işık

https://doi.org/10.54439/gupayad.1503349

Öz

Amaç: Bu çalışmanın amacı, sosyal medya pazarlamasının marka imajı üzerindeki etkisini incelemektir. Bunun için Bilgi Benimseme Modeli (IAM) temel alınarak kavramsal bir model geliştirilmiştir. Gereç ve Yöntem: Veriler, anket tekniği ile Karabük ili evreninde 204 sosyal medya kullanıcısından toplanmıştır. Toplanan veriler Yapısal Eşitlik Modellemesi (YEM) ile analiz edilmiştir. Çalışma, sosyal medya pazarlaması yoluyla üretilen ürün, hizmet ya da marka bilgisinin, tüketicilerin; bilginin kalitesi, kaynak güvenilirliği, bilginin kullanışlılığı ve benimsenmesi algılarını nasıl etkilediği ve bunun da marka imajı üzerindeki etkisi incelenmektedir. Bulgular: Yapılan analizler, sosyal medya pazarlamasının marka imajını pozitif yönde etkilediğini doğrulamaktadır. Ayrıca sosyal medya pazarlaması bilgisinin kaliteli, güvenilir ve kullanışlı görüldüğü ve bu durumun da sosyal medya pazarlaması bilgisinin benimsenme durumunu arttırdığı sonucuna ulaşılmıştır. Sonuç: Bu çalışma sonucunda, sosyal medya pazarlamasının IAM perspektifinden marka imajını pozitif anlamda etkilediği belirlenmiştir. Ek olarak bu çalışma, sosyal medya pazarlamasının marka imajı üzerindeki IAM merceğinden test ederek IAM’ın kapsamını genişletmiş ve modele katsı sağlamıştır. Ayrıca elde edilen sonuçlar, sosyal medya pazarlamasının önemini pazarlama araştırmacıları ve uygulayıcılarına hatırlatarak bir referans oluşturmaktadır.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Bilgi Benimseme Modeli, Marka İmajı

The Effect of Social Media Marketing on Brand Image from the Perspective of Information Adoption Model

Öz

Purpose: The purpose of this study is to examine the impact of social media marketing on brand image. A conceptual model has been developed based on the Information Adoption Model (IAM) to achieve this goal. Material and Method: Data were collected from 204 social media users in the Karabük province through a survey technique. The collected data were analysed with Structural Equation Modeling (SEM). The study investigates how information about a product, service, or brand produced through social media marketing influences consumers' perceptions of information quality, source credibility, information usefulness, and adoption, and how these factors, in turn, affect brand image. Findings: The analyses confirm that social media marketing has a positive effect on brand image. Additionally, it was found that social media marketing information is perceived as high-quality, reliable, and useful, which increases the likelihood of its adoption. Results: This study concludes that social media marketing positively influences brand image from the IAM perspective. Furthermore, by testing the effect of social media marketing on brand image through the lens of IAM, this study expands the scope of the model and contributes to it. The findings also serve as a reference for marketing researchers and practitioners, reminding them of the significance of social media marketing.

Anahtar Kelimeler

Social Media Marketing, Information Adoption Model, Brand Image

Kaynakça

• Ajina, A. S. (2019). The perceived value of social media marketing: an empirical study of online word-of-mouth in Saudi Arabian context. Entrepreneurship and Sustainability Issues, 6(3), 1512-1527. https://doi.org/10.9770/jssi.2019.6.3(32)
• Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: A literature review and implications. Psychology and Marketing, 33(12), 1029-1038. https://doi.org/10.1002/mar.20936
• Arumugam, V., & Omar, A. (2016). Electronic word-of-mouth information adoption by online consumers. International Journal of Science and Research (IJSR), 5(12), 1864-1869. https://doi.org/10.21275/art20163762
• Bae, I. H., & Zamrudi, M. F. Y. (2018). Challenge of social media marketing and effective strategies to engage more customers: selected retailer case study. International Journal of Business and Society, 19(3), 851-869.
• Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment. Journal of Hospitality and Tourism Technology, Journal of Hospitality and Tourism Technology, 11(1), 109-135. https://doi.org/10.1108/JHTT-02-2018-0016
• Barutçu, S. (2011). Mobil viral pazarlama. İnternet Uygulamaları ve Yönetimi Dergisi, 2(1), 5-14. https://doi.org/10.5505/iuyd.2011.87587
• Barutçu, S., & Tomaş, M. (2013). Sürdürülebilir sosyal medya pazarlaması ve sosyal medya pazarlaması etkinliğinin ölçümü. Journal of Internet Applications and Management/İnternet Uygulamaları ve Yönetimi Dergisi, 4(1), 5-24. https://doi.org/10.5505/iuyd.2013.69188
• Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business and Management Studies: an International Journal, 6(1), 128-148. https://doi.org/10.15295/bmij.v6i1.229
• Brown, T. A. (2015). Confirmatory Factor Analysis for Applied Research (2nd ed.). New York: Guilford Publications.
• Büyüköztürk, Ş. (2018). Sosyal bilimler için veri analizi el kitabı. Pegem Atıf İndeksi, 001-214.
• Çağlıyan, V., Hassan, S. A., & Işıklar, Z. E. (2016). Üniversite öğrencilerinin satın alma davranışlarında sosyal medya reklamlarının etkisi: Selçuk Üniversitesi’nde bir araştırma. Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi, 11, 43-56.
• Chen, C. W., Chen, W. K., & Hsu, Y. Y. (2011). The study of ewom adoption model. Marketing Review, 2(8), 175-198.
• Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of- mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
• Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243-261. https://doi.org/10.1504/IJEBR.2019.098874
• Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32, 695-720. https://doi.org/10.1108/APJML-04-2019-0262
• Cheung, R. (2014). The influence of electronic word-of-mouth on information adoption in online customer communities. Global Economic Review, 43(1), 42-57. https://doi.org/10.1080/1226508X.2014.884048
• Chung, C., & Austria, K. (2010). Social media gratification and attitude toward social media marketing messages: A study of the effect of social media marketing messages on online shopping value. Proceedings of the Northeast Business and Economics Association, 581–586.
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
• Davy, C. (2006). Recipients: the key to information transfer. Knowledge Management Research and Practice, 4(1), 17-25. https://doi.org/10.1057/palgrave.kmrp.8500081
• Diputra, I. G. A. W., & Yasa, N. N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25-34.
• Durmaz, Y., Çavuşoğlu, S., & Özer, Ö. (2018). The effect of brand image and brand benefit on customer loyalty: the case of Turkey. International Journal of Academic Research in Business and Social Sciences, 8(5), 528-540. http://dx.doi.org/10.6007/IJARBSS/v8-i5/4140
• Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The effect of social media marketing on brand image, brand trust, and purchase intention of somethinc skincare products in surabaya. Journal of Entrepreneurship and Business, 3(2), 104-114. https://doi.org/10.24123/jeb.v3i2.4801
• Elwalda, A., Erkan, I., Rahman, M., & Zeren, D. (2021). Understanding mobile users' information adoption behaviour: an extension of the information adoption model. Journal of Enterprise Information Management, 35(6), 1789-1811. https://doi.org/10.1108/JEIM-04-2020-0129
• Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and behavioral sciences, 58, 1353-1360.
• Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. https://doi.org/10.1016/j.chb.2016.03.003
• Esmaeilpour, F. (2015). The role of functional and symbolic brand associations on brand loyalty: A study on luxury brands. Journal of Fashion Marketing and Management, 19(4), 467-484.
• Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of marketing theory and practice, 9(3), 61-75. https://doi.org/10.1080/10696679.2001.11501897
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
• Gligorijevic, B., & Luck, E. (2012). Engaging social customers–Influencing new marketing strategies for social media information sources. In International Conference on E-business Technology and Strategy (pp. 25-40). Berlin, Heidelberg: Springer Berlin Heidelberg.
• Godwin, E. U. (2019). An empirical analysis on effect of digital marketing on consumer buying behaviour. Ahmadu Bello University, Zaria, Nigeria.
• Gökerik, M. (2024). Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 13(1), 404-421. https://doi.org/10.15869/itobiad.1422438
• Gökerik, M. (2024). The enchantment of social media influencers: Analysing consumer attitudes through the lens of the information adoption model. OPUS Journal of Society Research, 21(3), 125-139. https://doi.org/10.26466/opusjsr.1454145
• Gökerik, M., Gürbüz, A., Erkan, I., Mogaji, E., & Sap, S. (2018). Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific Journal of Marketing and Logistics, 30(5), 1222-1238. https://doi.org/10.1108/APJML-10-2017-0257
• Gönülşen, G. (2020). Olumlu marka imajı yaratmada influencer pazarlama stratejisinin marka algısı üzerindeki etkisi: Foreo Türkiye markasının uygulamalarına yönelik bir araştırma. Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (8), 9-34.
• Guliyev, S. (2023). The impact of brand perception and brand image on consumer purchasing behavior in Azerbaijan. Science, Education and Innovations in the context of modern problems, 6(1), 137-144.
• Güner, S. B., & Öngel, V. (2021). Ağızdan ağıza pazarlamanın marka sadakatine etkisinde marka imajı ve marka güveninin aracılık rolü. OPUS International Journal of Society Researches, 18(39), 553-588.
• Hall-Phillips, A., Park, J., Chung, T. L., Anaza, N. A., & Rathod, S. R. (2016). I (heart) social ventures: identification and social media engagement. Journal of Business Research, 69, 484-491. https://doi.org/10.1016/j.jbusres.2015.05.005
• Hong, T. (2006). “The influence of structural and message features on web site credibility”, Journal of the American Society for Information Science and Technology, 57(1), 114-27. https://doi.org/10.1002/asi.20258
• Horrich, A., Ertz, M., & Bekir, I. (2024). The effect of information adoption via social media on sustainable consumption intentions: The moderating influence of gender. Current Psychology, 43(18), 16349-16362. https://doi.org/10.1007/s12144-023-05526-9
• Hovland, C. J. (1951). Changes in attitude through communication. Journal of Abnormal and Social Psychology, 46(3), 424-37. https://doi.org/10.1037/h0055656
• Hsieh, A. T. & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence and Planning, 26(1), 26-42. https://doi.org/10.1108/02634500810847138
• Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: who is watching the watchers? Journal of Retailing and Consumer Services, 53, 101774. https://doi.org/10.1016/j.jretconser.2019.03.001
• Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y., & Xu, D. (2021). Effects of information quality on information adoption on social media review platforms: Moderating role of perceived risk. Data Science and Management, 1(1), 13-22. https://doi.org/10.1016/j.dsm.2021.02.004
• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! the challenges and opportunities of social media. Business horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
• Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
• Kirmani, A., & Zeithaml, V. (1993). Advertising, perceived quality, and brand image. Brand equity and advertising: Advertising’s role in building strong brands. In Brand Equity and Advertising, 143-161.
• Knoll, J. (2016). Advertising in social media: a review of empirical evidence. International journal of Advertising, 35(2), 266-300. https://doi.org/10.1080/02650487.2015.1021898
• Kong, M. Y., & Ahn, H. (2020). Information adoption on youtube: examining the influence of youtube genre. Journal of the Korea Society of Computer and Information, 25(6), 131-141. https://doi.org/10.9708/jksci.2020.25.06.131
• Kuruzovich, J., Ritu Agarwal, S. V., Gosain, S., & Weitzman, S. (2008). Marketspace or marketplace? online information search and channel outcomes in auto retailing. Information Systems Research 19(2), 182–201. https://doi.org/10.1287/isre.1070.0146
• Latif, W. B., Islam, M. A., Mohamad, M., Sikder, M. A. H., & Ahmed, I. (2015). A conceptual framework of brand image on customer-based brand equity in the hospitality industry at Bangladesh: tourism management and advertisement as moderators. Journal of Scientific Research and Development, 2(11), 1-16.
• Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after MandA. European Journal of Marketing, 7/8, 1091-1111. https://doi.org/10.1108/03090561111137624
• Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
• Lee, U. K. (2017). International tourism advertisements on social media: Impact of argument quality and source. Sustainability, 9(9), 1537. https://doi.org/10.3390/su9091537
• Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
• 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. https://doi.org/ 10.5829/idosi.wasj.2013.23.01.824
• Meenaghan, T. (1995). The role of advertising in brand image development. Journal of product and brand management. Journal of Product and Brand Management 4(4), 23-34. https://doi.org/10.1108/10610429510097672
• Mohd Thas Thaker, H., Khaliq, A., Ah Mand, A., Iqbal Hussain, H., Mohd Thas Thaker, M. A. B., & Allah Pitchay, A. B. (2021). Exploring the drivers of social media marketing in Malaysian Islamic banks: An analysis via smart PLS approach. Journal of Islamic Marketing, 12(1), 145-165. https://doi.org/10.1108/JIMA-05-2019-0095
• Morosan, C. & Fesenmaier, D.R. (2007). A conceptual framework of persuasive architecture of tourism websites: propositions and implications. Sigala M., Mich L., Murphy J. (Eds.), In Information and Communication Technologies in Tourism 2007, Springer, Vienna, 243-254.
• Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing and Business Systems, 1(2), 1-15.
• Özdemir, S., Kayhan, R., & Özer, İ. A. (2021). Pandemi (Covid-19) döneminde kaynak güvenilirliği boyutlarının, elektronik ağızdan ağıza iletişimin ve marka imajı boyutlarının tüketici satın alma niyeti üzerindeki etkisi: Instagram fenomenleri üzerine bir araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 14(1), 113-146. https://doi.org/10.15659/ppad.14.2.258
• Özgen, E., & Doymuş, H. (2013). Sosyal medya pazarlamasında farklılaştırıcı bir unsur olarak içerik yönetimi konusuna iletişimsel bir yaklaşım. AJIT-e: Bilişim Teknolojileri Online Dergisi, 4(10), 91-103. https://doi.org/10.5824/1309-1581.2013.1.006.x
• Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125-148. https://doi.org/10.2753/JEC1086-4415110405
• Park, W., Jaworski, B.J. and Maclnnis, D.J. (1986), “Strategic brand concept– image management”, Journal of Marketing, 50, 135-145.
• Petty, R. E. & J. T. Cacioppo, (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205. https://doi.org/10.1007/978-1-4612-4964-1_1
• Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International journal of advertising, 29(5), 687-708. https://doi.org/10.2501/S0265048710201427
• Rieh, S. Y. (2002). Judgment of information quality and cognitive authority in the Web. Journal of the American society for information science and technology, 53(2), 145-161. https://doi.org/10.1002/asi.10017
• Ruiz-Mafe, C., Bigné-Alcañiz, E., & Currás-Pérez, R. (2020). The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services. Journal of Service Management, 31(3), 465–487. https://doi.org/10.1108/JOSM-11-2018-0349
• Saeed, R., Lodhi, R. N., Mehmood, A., Ishfaque, U., Dustgeer, F., Sami, A., & Ahmad, M. (2013). Effect of brand image on brand loyalty and role of customer satisfaction in it. World Applied Sciences Journal, 26(10), 1364-1370. https://doi.org/ 0.5829/idosi.wasj.2013.26.10.1343
• Şahin, E., Çağlıyan, V., & Başer, H. H. (2017). Sosyal medya pazarlamasının tüketici satın alma davranışına etkisi: Selçuk Üniversitesi İİBF örneği. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10(4), 67-86. https://doi.org/10.25287/ohuiibf.316212
• Salciuviene, L., Ghauri, P. N., Mockaitis, A. I., & De Mattos, C. (2009). Brand image perceptions across cultures: A study of symbolic and functional associations. In New Challenges to International Marketing (Vol. 20, pp. 177-191). Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020010
• Salehi-Esfahani, S., Ravichandran, S., Israeli, A., & Bolden III, E. (2016). Investigating information adoption tendencies based on restaurants’ user-generated content utilizing a modified information adoption model. Journal of Hospitality Marketing and Management, 25(8), 925-953. https://doi.org/10.1080/19368623.2016.1171190
• Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451.
• Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185-192. https://doi.org/ 10.5267/j.ijdns.2021.9.009
• Schmitt, B. (2012). The consumer psychology of brands. Journal of consumer Psychology, 22(1), 7-17. https://doi.org/10.1016/j.jcps.2011.09.005
• Shamma, H. M. & Hassan, S. S. (2011). Integrating product and corporate brand equity into total brand equity measurement. International Journal of Marketing Studies, 3(1) 11-20.
• Shen, X. L., Zhang, K. Z., & Zhao, S. J. (2014). Understanding information adoption in online review communities: the role of herd factors. 2014 47th Hawaii International Conference on System Sciences, 604-613. IEEE. https://doi.org/ 10.1109/HICSS.2014.81
• Shu, M., & Scott, N. (2014). Influence of social media on Chinese students’ choice of an overseas study destination: An information adoption model perspective. Journal of Travel and Tourism Marketing, 31(2), 286-302. https://doi.org/10.1080/10548408.2014.873318
• Statista (2024a). Number of internet and social media users worldwide as of April 2024. Retrieved from: https://www.statista.com/statistics/617136/digital-population-worldwide/ Retrieved date: 12.06.2024
• Statista (2024b). Most popular social networks worldwide as of April 2024, by number of monthly active users. Retrieved from: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ Retrieved date: 12.06.2024
• Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology, 10, 17-21. https://doi.org/10.1016/j.copsyc.2015.10.016
• Sussman, S.W., & W.S. Siegal (2003). “Informational influence in organizations: an integrated approach to knowledge adoption”, Information Systems Research, 14(1):47–65. https://doi.org/10.1287/isre.14.1.47.14767
• Tabachnick, B. G., & Fidell, L. S. (2013). Using Multivariate Statistics (6th ed.). Boston, Mass: Pearson International Edition.
• Tam, K. Y., & Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information Systems Research, 16(3), 271–291. https://doi.org/10.1287/isre.1050.0058
• Tang, L., Jang, S., & Morrison, A. (2012). Dual-route communication of destination websites. Tourism management, 33(1), 38-49. https://doi.org/10.1016/j.tourman.2011.01.021
• Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16, 249-263.
• Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, (2), 53.
• Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 51.
• Torlak, Ö., Doğan, V., & Özkara, B. Y. (2014). Marka farkındalığı, marka imajı, markadan etkilenme ve markaya güvenin marka bağlılığı üzerindeki görece etkilerinin incelenmesi: Turkcell örneği. Bilgi Ekonomisi ve Yönetimi Dergisi, 9(1), 147-161.
• Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence and Planning, 32(3), 328-344. https://doi.org/10.1108/MIP-04-2013-0056
• Uğurlu, C. T., & Arslan, C. (2019). A Study of Reliability and Validity of Union Attitude Scale. Inonu University Journal of the Graduate School of Education, 6(11), 80-90.
• Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International journal of business and management, 8(14), 66.
• Wang, X. and Yang, Z. (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image. Journal of Global Marketing, 23(3), 177-188. https://doi.org/10.1080/08911762.2010.487419
• Wang, Y. (2016). Information adoption model, a review of the literature. J. Econ. Bus. Manag, 4(11), 618-622.
• Wu, S. I., & Wang, W. H. (2014). Impact of CSR perception on brand image, brand attitude and buying willingness: A study of a global café. International Journal of Marketing Studies, 6(6), 43. http://dx.doi.org/10.5539/ijms.v6n6p43
• Xu, Y., Tan, C.Y., & Yang, L. (2006). Who will you ask? An empirical study of interpersonal task information seeking. Journal of the American Society for Information Science and Technology, 57(12), 1666-1677. https://doi.org/10.1002/asi.20339
• Zembik, M. (2014). Social media as a source of knowledge for customers and enterprises. Online Journal of Applied Knowledge Management, 2(2), 132-148.
• Zha, X., Yang, H., Yan, Y., Liu, K., & Huang, C. (2018). Exploring the effect of social media information quality, source credibility and reputation on informational fit-to-task: Moderating role of focused immersion. Computers in Human Behavior, 79, 227-237. https://doi.org/10.1016/j.chb.2017.10.038
• Zhang, K. Z., Benyoucef, M., & Zhao, S. J. (2016). Building brand loyalty in social commerce: the case of Brand microblogs. Electronic Commerce Research and Applications, 15, 14-25. https://doi.org/10.1016/j.elerap.2015.12.001
• Zhang, W., & Watts, S. A. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the association for information systems, 9(2), 73-94.
• Ziyadin, S., Doszhan, R., Borodin, A., Omarova, A., & Ilyas, A. (2019). The role of social media marketing in consumer behaviour. In E3S Web of Conferences 135, 04022. https://doi.org/10.1051/e3sconf/201913504022