The aim of this study is to explore if organizations that engage stakeholders in social media with co-creative approaches (allowing them to be active participants and decision-makers in their onlin...

How Corporate Social Responsibility Initiatives in Social Media Affect Awareness and Customer Engagement

Understanding the main determinants of Islamic credit card (ICC) adoption is important for banks and users. Grounded in Innovation Diffusion Theory, Theory of Reasoned Action, satisfaction, and social influence concepts, this study purposes and empirically tests an integrated model to explore which factors influence acceptance and use of ICC. To test the conceptual model, the data was collected from 967 bank customers and Partial Least Squares (PLS) technique was used to test the forecasting model. Results suggest that intentions to use and attitude toward use of ICC are mostly determined by relative advantage, compatibility, social influence, and satisfaction.

Islamic Credit Card Adoption Understanding: When Innovation Diffusion Theory Meets Satisfaction and Social Influence

This study investigates the effects of consumers’ media exposure and attention to corporate sustainability communication on their environmental protection behavior intentions and green purchasing b...

The Effects of Consumers’ Media Exposure, Attention, and Credibility on Pro-environmental Behaviors

The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness. 
Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth. 
AbstrakTujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan. 
Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.

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The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and intention to buy

Despite strong evidence in current marketing theory and practice that a differentiated marketing approach increases recruitment success, blood services worldwide often use undifferentiated marketing strategies to address new blood donors. Relying on the assumption that differentiated marketing is highly promising; the authors developed an online experiment among 838 participants who had not donated blood during the past 10 years. The experiment tested the effects of a differentiated in comparison to an undifferentiated marketing campaign on three marketing outcomes: (1) awareness, (2) intention, and (3) behavioral enactment. Surprisingly and in contrast with most marketing studies in the for-profit context, the results of the blood donation experiment suggest that differentiated marketing is not more effective than undifferentiated marketing. This finding has important implications for marketing strategies and actions of blood services.

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Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations

The paper intends to construct an array of advertising tools and tests the influence of the same in creating awareness, providing information, and enhancing knowledge of female consumers The constructs focus on testing the impact on the aforesaid aspects The results revealed that advertising tools exert impact in creating awareness, providing information, and enhancing knowledge of the target respondents However, the advertising tools found to be more effective in providing information and enhancing knowledge The results also revealed that (1) outdoor advertisements found to have more impact in creating awareness and (2) store advertisements found to elicit more influence in providing information and enhancing knowledge

Do Advertising Tools Create Awareness, Provide Information, and Enhance Knowledge? An Exploratory Study

This paper selected and investigated the determinants to achieve store loyalty in United Arab Emirates. The study selected three important variables namely internal, service quality and exogenous v...

Sakkthivel A. Manickam

Papers

Do Advertising Tools Create Awareness, Provide Information, and Enhance Knowledge? An Exploratory Study

Determinants of Store Loyalty –Empirical Evidence from United Arab Emirates