Hide
Show all
Peran Komunikasi Media Sosial Yang Dibuat Perusahaan, Komunikasi Media Sosial Yang Dibuat Pengguna Terhadap Niat Beli Dimediasi Brand Passion
Abstract
The purpose of this study is to analyzethe effect of firm-crated social media communication on user-generated social media communication, firm-created social media communication on brand passion, user-generated social media communication on brand passion, and brand passion on purchase intention on product content. smartphones. The sampling procedure used to collect the relevant data was using a questionnaire. The study was conducted on 150 respondents as purposive sampling, and analyzed using the SEM (structural equation modeling) method. The program used in this SEM is AMOS (analysis of moment structure). The results of this study indicate that Firm-created social media communication has a positive effect on user-generated social media communication, Firm-created social media communication has a positive effect on brand passion, User-generated social media communication has no positive effect on brand passion, and brand passion has a positive effect on purchase intentions.
Keywords
References
Albert, Nol, Laure Ambroise, and Pierre Valette-Florence. 2017. Consumer, Brand, Celebrity: Which Congruency Produces Effective Celebrity Endorsements? Journal of Business Research 81: 96106. http://dx.doi.org/10.1016/j.jbusres.2017.08.002 (July 2, 2021).
Albert, Noel, Dwight Merunka, and Pierre Valette-Florence. 2013. Brand Passion: Antecedents and Consequences. Journal of Business Research 66(7): 9049.
Alnsour M Ghannam, and 2018. Social Media Effect on Purchase Intention: Jordanian Airline Industry. icommercecentral.com. https://www.icommercecentral.com/open-access/social-media-effect-on-purchase-intention-jordanian-airline-industry.php?aid=87134&view=mobile (July 2, 2021).
Ambrose, Grace J., Juan (Gloria) Meng, and Paul J. Ambrose. 2020. Why Do Millennials Use Facebook? Enduring Insights. Qualitative Market Research 23(1): 17197.
Amin, Abu, Rajib Hasan, and Mahfuja Malik. 2020. Social Media Information and Analyst Forecasts. Managerial Finance 46(2): 197216.
Basu, Rituparna. 2017. Trends and Future Directions in Online Marketing Research Article. Journal of Internet Commerce 16(1): 131. http://dx.doi.org/10.1080/15332861.2016.1258929 (July 2, 2021).
Bharucha, Jehangir. 2018. 7 Int. J Sup. Chain. Mgt Social Media and Young Consumers Behavior. http://excelingtech.co.uk/ (July 2, 2021).
Brodie, Roderick J., Ana Ilic, Biljana Juric, and Linda Hollebeek. 2013. Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research 66(1): 10514.
Ceballos, Manuel, ngel Garca Crespo, and Nora Lado Coust. 2016. Impact of Firm-Created Content on User-Generated Content: Using a New Social Media Monitoring Tool to Explore Twitter. In Springer, Cham, 3036. https://link.springer.com/chapter/10.1007/978-3-319-29877-1_61 (June 21, 2021).
Chakraborty, Uttam. 2019. The Impact of Source Credible Online Reviews on Purchase Intention: The Mediating Roles of Brand Equity Dimensions. Journal of Research in Interactive Marketing 13(2): 14261.
Chee Yoong, Liew, and Song Bee Lian. 2019. Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry. International Journal of Academic Research in Business and Social Sciences 9(1): 226990. http://hrmars.com/index.php/pages/detail/publication-ethics (July 2, 2021).
Cheung, Man Lai, Guilherme D. Pires, and Philip J. Rosenberger. 2020. Exploring Synergetic Effects of Social-Media Communication and Distribution Strategy on Consumerbased Brand Equity. Asian Journal of Business Research 10(1): 12649.
Hayashi, Yugo, Sayuri Kajiwara, and Ryo Orita. 2017. Negative Electronic Word-of-Mouth Can Support Product Recommendation: Experimental Investigation. In CSCW 2017 - Companion of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing, Association for Computing Machinery, Inc, 19194.
Kim, Hak Kwon, Kwang Yong Lee, and Woo Yeul Baek. 2020. Effect of Celebrity Athlete Endorsement on Sporting Goods Consumers Brand Passion and Loyalty. Social Behavior and Personality 48(5).
Kim, Taegoo Terry, Osman M Karatepe, Gyehee Lee, and Kyungsuk Hur. 2017. An Exploration of the Factors Influencing Social Media Continuance Usage and Information Sharing Intentions among Korean Travelers An Exploration of the Factors Influencing Social Media Continuance Usage and Information Sharing Intentions among Korean Travellers. Elsevier. http://dx.doi.org/10.1016/j.tourman.2017.06.013 (July 2, 2021).
Le-hoang, Phuong Viet. 2020. The Relationship Between Sympathy , User-Generated Content and Brand Equity : A Literature Review And. 11(July): 104451.
Liu, Xia, Hyunju Shin, and Alvin C. Burns. 2021. Examining the Impact of Luxury Brands Social Media Marketing on Customer Engagement: Using Big Data Analytics and Natural Language Processing. Journal of Business Research 125: 81526.
Makudza, C Mugarisanwa - Journal of Finance and, and Undefined 2020. The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe. djfm-journal.com. https://www.djfm-journal.com/article/the-effect-of-social-media-on-consumer-purchase-behaviour-in-the-mobile-telephony-industry-in-9299 (July 2, 2021).
Mangold, W. Glynn, and David J. Faulds. 2009. Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons 52(4): 35765.
Matzler, K, EA Pichler, A Hemetsberger - Marketing Theory and, and undefined 2007. Who Is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Brand Evangelism. Citeseer. https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.94.5144&rep=rep1&type=pdf#page=47 (June 21, 2021).
Mayrhofer, Mira, Jrg Matthes, Sabine Einwiller, and Brigitte Naderer. 2020. User Generated Content Presenting Brands on Social Media Increases Young Adults Purchase Intention. International Journal of Advertising 39(1): 16686. https://doi.org/10.1080/02650487.2019.1596447.
Morra, Maria Cristina, Francesca Ceruti, Roberto Chierici, and Angelo Di Gregorio. 2018. Social vs Traditional Media Communication: Brand Origin Associations Strike a Chord. Journal of Research in Interactive Marketing 12(1): 221.
Naab, Teresa K., and Annika Sehl. 2017. Studies of User-Generated Content: A Systematic Review. Journalism 18(10): 125673.
Poturak, Mersid, and Sumeja Softi?. 2019. Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity. Eurasian Journal of Business and Economics 12(23): 1743.
Schivinski, Bruno, and Dariusz Dabrowski. 2016. The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications 22(2): 189214. https://www.tandfonline.com/doi/abs/10.1080/13527266.2013.871323 (July 2, 2021).
Seo, Eun Ju, and Jin Woo Park. 2018. A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry. Journal of Air Transport Management 66: 3641.
Shen, Zheng. 2021. A Persuasive EWOM Model for Increasing Consumer Engagement on Social Media: Evidence from Irish Fashion Micro-Influencers. Journal of Research in Interactive Marketing 15(2): 18199.
Swimberghe, Krist R., Marina Astakhova, and Barbara Ross Wooldridge. 2014. A New Dualistic Approach to Brand Passion: Harmonious and Obsessive. Journal of Business Research 67(12): 265765.
Verma, Sanjeev, and Neha Yadav. 2021. Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing 53: 11128.
DOI: https://doi.org/10.30596/jimb.v22i2.7694
Refbacks
- There are currently no refbacks.
Jurnal Ilmiah Manajemen Dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
ISSN 1693-7619 (print) | ISSN 2580-4170 (online)