Social-Media-Marketing Social-Media-Marketing

Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer behavioral outcomes, which are purchase intention, loyalty intention, and participation intention. The 413 online questionnaire surveys were measured and analyzed using SmartPLS 3. The results show that SMMA and CX have a significant influence on the customer relationship quality, which also leads to a positive impact on customer behavioral outcomes. This research guides enterprises that SNS’s marketing content has to follow SMMA and CX dimensions to achieve the marketing objective and generate sustainable performance for enterprises.

Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience

Encyclopedia of E‐Commerce, E‐Government, and Mobile Commerce

With the advent of the Online to Offline (O2O) era, the rise of various food delivery platforms not only provides consumers with more choices, but also allows restaurant operators to reach more potential consumers and increase their additional revenue. This study is based on theory of planned behavior (TPB), and includes the ‘utilitarian value’ and ‘hedonic value’ as research variables. Structural equation modeling (SEM) was used to verify the research hypotheses, and to analyze consumers’ purchase intentions toward online food delivery platforms. An online survey was also conducted, and a total of 1300 questionnaires were distributed. After excluding invalid questionnaires with incomplete answers, a total of 1082 questionnaires were deemed valid, and the effective recovery rate was 83.23%. The research results were as follows: (1) the attitude, subjective norms, and perceived behavioral control of consumers will have a significant positive effect on utilitarian value and hedonic value; (2) the utilitarian and hedonic values have a significant positive effect on purchase intention; and (3) the utilitarian and hedonic values have a mediating effect on attitude, subjective norms, perceived behavioral control, and purchase intention. Based on the above results, food delivery platform operators can identify the key factors that drive consumers to use their services in order to formulate effective management strategies and create greater business opportunities for their organizations.

Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services

To improve customer experience and achieve sustainable development, many industries, especially banking, have leveraged artificial intelligence to implement a chatbot into their customer service. By integrating DeLone and McLean’s information systems success (D&M ISS) model and the expectation confirmation model (ECM) with the factor of trust, the aim of this study was to investigate the determinants of users’ continuance intentions towards chatbot services in the context of banking in Vietnam. A total of 359 questionnaire surveys were collected from a real bank’s chatbot users and analyzed using structural equation modeling. The findings revealed that users’ continuance intentions towards the banks’ chatbot services were influenced by satisfaction, trust, and perceived usefulness, of which trust had the strongest effect. The results also indicate that information quality, system quality, service quality, and confirmation of expectations had significant effects on three drivers of continuance intention in different ways. Our study contributes to the literature by providing a more comprehensive viewpoint to understand the perceptions and reactions of chatbot users in the post-adoption stage. The results of this study also yield several key suggestions for banking service providers on how to increase their customers’ intentions to continue using chatbot services, serving as a basis for long-term and sustainable development strategies in the current digital era.

https://www.mdpi.com/2071-1050/13/14/7625/pdf

Determinants of Continuance Intention towards Banks’ Chatbot Services in Vietnam: A Necessity for Sustainable Development

The goal of this research was to build a model that evaluates the influence of affective commitment, high-sacrifice commitment, and satisfaction on the customers’ word-of-mouth concerning an online retailer. Two word-of-mouth dimensions were considered: volume and valence. A survey was administered to 282 respondents and structural equation modeling techniques were used to process the data and test the hypotheses. Our findings show that satisfaction and high-sacrifice commitment have an important impact on both word-of-mouth volume and valence, while affective commitment only influences word-of-mouth valence. This paper offers detailed explanations of these results in light of other theories and studies in the field.

https://www.mdpi.com/2071-1050/11/3/814/pdf

Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

The purpose of this article is to define the level of significance of the different indicators that influence the benefits expected by the customers when deciding on a bank card. The most important indicators that affect the expectations when using the bank card were considered: The level of the credit limit, the existence of rewards programs, the costs associated with the card, the existence of associated services of type e-banking/m-banking, the image and the social status, the possibility to perform ATM cash operations, customer service, ease of use and volume of information on the card. The research was carried out on a sample of 148 bank cardholders in Romania from the Millennials and Generation Z. The values of the indicators for different categories of users of bank cards and different age categories can be determined based on the obtained results and the tests performed. The determined values of the indicators represent the basic elements for building a regression model that will help bank managers to optimize their personalized offers in relation to customer expectations.

Key Factors Determining the Expected Benefit of Customers When Using Bank Cards: An Analysis on Millennials and Generation Z in Romania

The goal of this research is to establish the relationships between the Big Five personality traits – Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness – and the motivations to deliver electronic word-of-mouth (eWOM) in the social media. The research method was based on a survey administered to 262 subjects, mostly students and young professionals. The personality traits that are most related to eWOM are Extraversion (that influences the need for social appreciation and Positive self-enhancement) and Openness to experience (that determines the concern for others and the desire to help good companies). Conscientiousness has a negative relationship with the tendency to Vent negative feelings about a bad buy, while Neuroticism has a slight influence on the motivation to get Social benefits and Self-enhancement. Knowing the prevalent personality traits and motivations of the eWOM transmitters, the company communication strategist can figure out the most proper ways to approach them. This paper is one of the few that throughly investigates the relationship between personality traits and the intrinsic motivations to write online reviews about companies and brands.

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A model of the relationships between the Big Five personality traits and the motivations to deliver word-of-mouth online

Nowadays, word-of-mouth is a very important component of e-commerce activity because consumers are very sensitive to other people’s opinions. Depending on the companies’ politics, these opinions can be incentivized or non-incentivized. One of the major dilemmas consists in establishing which kind of word-of-mouth has more influence on customers’ perceptions. The purpose of this study is to assess the relationships between perceived argument quality (PAQ) and perceived source expertise (PSE), on the one hand, and electronic word-of-mouth adoption intention on the other hand, for an incentivized message compared to a non-incentivized message. We processed answers from two different random groups by using adapted PAQ and PSE inventories of questions. The constructs, latent variables and items were analyzed in IBM Amos software, and our findings confirm the hypotheses regarding the relationship between the attributes of the message (argument quality and source expertise) and message credibility. Additionally, we found a significant positive relationship between message credibility and electronic word-of-mouth adoption intention. Our research also explores the moderating role of the message type (incentivized vs. non-incentivized) in the relationships above, and we discovered that the message type significantly moderates the relationship between perceived argument quality and credibility, but the type of message does not moderate the relationship between message credibility and eWOM adoption intention.

Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment

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Bogdan Anastasiei

Papers

Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence

Key Factors Determining the Expected Benefit of Customers When Using Bank Cards: An Analysis on Millennials and Generation Z in Romania

A model of the relationships between the Big Five personality traits and the motivations to deliver word-of-mouth online

Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment

The impact of social media peer communication on customer behaviour – evidence from Romania