Download Free The Influence Of Social Media Marketing Brand Loyalty Brand Awareness Towards Consumer Purchase Intention An Empirical Analysis Book in PDF and EPUB Free Download. You can read online The Influence Of Social Media Marketing Brand Loyalty Brand Awareness Towards Consumer Purchase Intention An Empirical Analysis and write the review.

Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3.9, Limkokwing University of Creative Technology, language: English, abstract: The reason for this research is to distinguish and look at consumers' purchase intention in Malaysia through social media marketing, brand loyalty and brand awareness. Other than that, this research rushes to discover the relationships between social media marketing, brand awareness and electronic word of mouth towards brand loyalty among the consumers in Malaysia inciting purchase intentions. Consumers purchase intention has developed with the help of the social media marketing, and progressively replacing the customary marketing techniques. The marketing methodology is based on social media platforms where consumers are currently looking for information about an item or service, and others encounters before resolving to purchase the item or service. The sharing of the brands, item surveys, and clients' encounters are a piece of the electronic word of mouth where data is transmitted and gotten over the web. With the impact of electronic word of mouth and social media marketing, it has an effect to the brand loyalty, and in the end towards purchase intentions. This study endeavors to study the effect of social media marketing, brand loyalty, and brand awareness towards purchase intentions. Two hundred questionnaires were collected toward the end of the review inside Malaysia. Five hypotheses were produced and tested.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
This is an open access book. The 5th International Conference on Applied Science and Technology (iCAST) 2022, organized by the Indonesian Polytechnics Consortium will be held in Samarinda, East Kalimantan, Indonesia from 23-24 October 2022. This prestigious conference is aimed at bringing together researchers and experts in intelligent technology and social science from educational institutions, R & D, industry, government and the community to exchange and share ideas or knowledges through a discussion of a wide range of issues related to Smart Manufacturing in Digital Transformation Industri 4.0 for Sustainable Economic Growth to Face Society 5.0.
The purposes of this study are to explore the effects among brand awareness, perceived quality, brand loyalty and customer purchase intention and the mediating effect of perceived quality and brand loyalty on brand awareness and purchase intention. The samples are collected from an online survey and the research adopts the Eviews software to examine and analyze the hypotheses. The results are that the relations between brand awareness, perceived quality, and brand loyalty have a significant and positive effect on purchase intention. Perceived quality has a positive and strong effect on brand loyalty. Brand awareness has also a positive and strong effect on purchase intention. The study suggests that mobile phone manufacturers must build a brand and promote it through advertising and marketing and sales promotion to create the brand awareness. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product upon their purchase experience.
Bachelor Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,00, University of applied sciences, course: International Wine Business, language: English, abstract: In past couple of years, social media has shaped the way of communication between brands and consumers and has opened the door for more interactive, personalized and engaging marketing strategies to increase not only brand awareness but also to build stronger customer-brand relationships that lead to brand loyalty. There is a lot of literature on engagement in brand-related online content and social media. Yoshida et al. define brand-related social media engagement as a voluntary contribution of an individual to the interaction between her/his favourite brand and other fellow brand users by sharing information, activating and co-creating content related to the specific brand. A customer’s voluntary contribution that is brand and/or product related is known as consumer engagement. Wine is often consumed within a social gathering. The product can be easily approached by engaging intuitive senses like the sense of taste and sense of smell. Therefore, it is a product to effortlessly strike up a conversation, get emotionally involved with, and exchange impressions within a social group. Consumers are very likely to have an opinion about the wine they tasted and are often enthusiastic to share it. This makes a wine-related brand seem predestined to gain from social media and might create new beneficial opportunities in the wine industry. Social media enables brands to communicate on more layers and give the customer insights into the business’ history, philosophy and values in combination with descriptive information about the product/brand itself. Interactive environments on social networking sites enable a two-way communication between consumers and brands which has a positive impact on the brand relationship, trust and also brand loyalty. The paper is structured the following way. The first section (the research question) gives more detail on the topic and identified research gaps in the literature. The methodology summarizes the specific ways research has been concluded for this paper. The focal point lies in the literature review and analysis of several case studies and findings. It summarizes and combines two main research topics, brand loyalty on social media and social media utilization in the (Austrian) wine industry. This literature review contributes to further research about specific impacts of social media on the wine industry. In this case with a focus on Austrian wine producers.
Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, Maharshi Dyanand Saraswati University, Ajmer (Department of Management Studies), course: Marketing, language: English, abstract: Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer's evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.
This is an open access book. 2022 International Conference on Mathematical Statistics and Economic Analysis(MSEA 2022) will be held in Dalian, China from May 27 to 29, 2022. Based on probability theory, mathematical statistics studies the statistical regularity of a large number of random phenomena, and infers and forecasts the whole. Economic development is very important to people's life and the country. Through data statistics and analysis, we can quickly understand the law of economic development. This conference combines mathematical statistics and economic analysis for the first time to explore the relationship between them, so as to provide a platform for experts and scholars in the field of mathematical statistics and economic analysis to exchange and discuss.
Cause related marketing initiatives have become an extremely popular strategy of marketing used by brands in todays’ world, now, more so than ever. Consumer behaviour towards cause related marketing has generally been positive and has led to an increase in the purchase intention as well as the final purchase of the customer. Consumer pride as well as satisfaction with a product or a brand leads to the spread of information about the particular brand within the customer network. The push strategy of marketing is no longer relevant to todays’ market and customers are looking to be associated with a brand that goes beyond the norm of selling products and is making important contributions to the welfare of the society or is taking an important stand on a particular social cause. The purpose of this study is to analyse the influence of Cause related marketing strategies in the dynamic apparel industry and the extent to which it influences purchase intention, consumer pride and eventually lead to brand evangelism, An evangelist being a customer that actively defends and support a brand across platforms and through word of mouth. Customer purchase today is increasingly research based and highly dependent on the opinions of other customers. In regard to this, evangelism, if achieved by a brand can be one of the most cost effective yet most impactful marketing strategies for the brand. The study uses quantitative and qualitative measures to analyse the impact of Cause Marketing on purchase intention and brand evangelism. An empirical study was conducted through a self-administered survey which helps determine the extent to which this effect holds true in the apparel industry. ANOVA and Regression analysis helped determine the relationship between various demographic factors and the variables of the model. The study aims to explore the relational gap between variables such as Cause marketing, consumer pride and brand evangelism. Furthermore, the study also aims to explore the experimental gap on the impact of consumer cause identification on purchase intention. This information will help the industry curate their advertisements and other promotional activities accordingly. Keywords: Cause Marketing, Consumer pride, Purchase intention, Brand evangelism, Brand equity, Perceived brand image.