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SOCIAL MEDIA AND PURCHASE INTENTION: FINDINGS FOR FUTURE EMPIRICAL DIRECTIONS
Corresponding Author(s) : Dulcenombre Madrid Galdeano
Humanities & Social Sciences Reviews,
Vol. 7 No. 4 (2019): July
Abstract
Purpose: The purpose of this current paper is to underline the importance of social media prospects on enhancing purchase intentions, particularly in the automobile industry. The paper caters to highlighting how social media advertising, brand imaging and brand equity developed through social media can enhance purchase intentions.
Design/Methodology/Approach: The paper caters to critical appraisal of literature available on the topics and the predictor and outcome variables studied in this regard. Automobile business is very lucrative and it has been noticed that such practices make a major impact in boosting buying intentions of customers.
Findings: The finding of the paper is a development of a conceptual framework highlighting the potential of brand image, social media advertising and brand equity towards boosting purchase intentions. The paper has concluded with a framework for future scholars to energize on the concept of social media prospects for the achievement of organizational goals and objectives.
Originality/Value: The current study is based mainly on critical review of the prominent literature and offer detailed understanding on the undertaken variables.
Keywords
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- Ahmed, U., N. Khalid, A. Ammar and M.H. Shah, 2017. Assessing moderation of employee engagement on the relationship between work discretion, job clarity and business performance in the banking sector of Pakistan. Asian Economic and Financial Review, 7(12): 1197-1210. https://doi.org/10.18488/journal.aefr.2017.712.1197.1210 DOI: https://doi.org/10.18488/journal.aefr.2017.712.1197.1210
- Ahmed, U., Umrani, W. A., Qureshi, M. A., & Samad, A. (2018). Examining the links between teachers support, academic efficacy, academic resilience, and student engagement in Bahrain. International Journal of Advanced and Applied Sciences, 5(9); 39-46.https://doi.org/10.21833/ijaas.2018.09.008 DOI: https://doi.org/10.21833/ijaas.2018.09.008
- Ahmed, U., Majid, A., Al-Aali, L., & Mozammel, S. (2019). Can meaningful work really moderate the relationship between supervisor support, coworker support and work Engagement?. Management Science Letters, 9(2): 229-242.https://doi.org/10.5267/j.msl.2018.11.016 DOI: https://doi.org/10.5267/j.msl.2018.11.016
- Ali, A. and M. Haseeb, 2019. Radio frequency identification (RFID) technology as a strategic tool towards higher performance of supply chain operations in textile and apparel industry of Malaysia. Uncertain Supply Chain Management, 7(2): 215-226.https://doi.org/10.5267/j.uscm.2018.10.004 DOI: https://doi.org/10.5267/j.uscm.2018.10.004
- Andriole, S.J., 2010. Business impact of web 2.0 technologies. Communications of the ACM, 53(12): 67-79.https://doi.org/10.1145/1859204.1859225 DOI: https://doi.org/10.1145/1859204.1859225
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- Cvijikj, I.P. and F. Michahelles, 2013. Online engagement factors on Facebook brand pages. Springer. Social Network Analysis and Mining. Social Network Analysis and Mining.
- Elmasri, A.A. and N. Hilal, 2015. Social media e-marketing campaign compared with the traditional way; case study Bahrain e-government. International Journal of Academic Research in Management, 4(1): 1-13.
- 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 DOI: https://doi.org/10.1177/002224378101800104
- Gorgani, M.R.N., 2016. The impact of social network media on brand equity in SMEs. European Journal of Sustainable Development, 5(3): 239-244.Available at: 10.14207/ejsd.2016.v5n3p239.https://doi.org/10.14207/ejsd.2016.v5n3p239 DOI: https://doi.org/10.14207/ejsd.2016.v5n3p239
- Hajli, M.N., 2014. A study of the impact of social media on consumers. International Journal of Market Research, 56(3).Available at: 10.2501 /U M R -2014-025.https://doi.org/10.2501/IJMR-2014-025 DOI: https://doi.org/10.2501/IJMR-2014-025
- Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long range planning, 46(1-2): 1-12.https://doi.org/10.1016/j.lrp.2013.01.001 DOI: https://doi.org/10.1016/j.lrp.2013.01.001
- Jodi, 2013. Social media content matrix. Available from https://www.jcsocialmedia.com/social-media-content-matrix/ [Accessed May 29, 2018].
- Jokinen, T., 2016. Branding in social media and the impact of social media on brand image. Thesis. Seinajoki University of Applied Sciences.
- Jones, R., 2009. Social media marketing 101, part 1. Available from https://searchenginewatch.com/sew/opinion/2064413/social-media-marketing-101-part [Accessed March 11, 2019].
- Lee, E., 2013. Impact of social media on consumer behavior. Decision Making Process. Bachelor Thesis. Turku University of Applied Sciences.
- Lin, R. and S. Utz, 2015. The emotional responses of browsing facebook: Happiness, envy, and the role of tie strength. Computers in Human Behavior, 52: 29-38.https://doi.org/10.1016/j.chb.2015.04.064 DOI: https://doi.org/10.1016/j.chb.2015.04.064
- Lipsman, A., 2017. Top 10 burning issues in digital. Available from http://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/Top-10-Burning-Issues-in-Digital [Accessed November 6, 2017].
- Logan, K., L.F. Bright and H. Gangadharbatla, 2012. Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3): 164-179. https://doi.org/10.1108/17505931211274651 DOI: https://doi.org/10.1108/17505931211274651
- Molloy, M., 2017. Who owns snapchat and when was it created? Available from http://www.telegraph.co.uk/technology/0/owns-snapchat-created [Accessed November 29, 2017].
- Nair, S., 2009. CRM from customer to community. Siliconindia, 12(7): 1-40.
- Pahi, M.H., S.M.M. Shah, U. Ahmed and W.A. Umrani, 2016. Investigating the issue of nurse job satisfaction: Role of esprit de corps, task significance, self-efficacy and resilience: A case study. International Journal of Academic Research in Business and Social Sciences, 6(4): 339-355.https://doi.org/10.6007/IJARBSS/v6-i4/2112 DOI: https://doi.org/10.6007/IJARBSS/v6-i4/2112
- Ringle, C. M., Wende, S., & Will, A. (2005). Smart PLS 2.0 M3, University of Hamburg. '^'eds.'): Book Smart Pls, 2, M3.
- Rucker, J., 2010. Why going social can make or break the automotive industry. Fast Company.
- Salem, F., 2017. The Arab social media report 2017: Social media and the internet of things: Towards data-driven policy making in the Arab world. Dubai: MBR School of Government, 7.
- Shuqair, S., P. Cragg, A. Zaidan and T. Mitchell, 2016. The influence of users generated content on attitude towards brand and purchase intentions - case of Bahrain. International Journal of Business Marketing and Management, 1(5): 9-20.
- Statista, 2017. Social media marketing spending in the United States from 2014 to 2019 (in billion U.S. dollars). The statistics portal. Available from https://www.statista.com/statistics/276890/social-media-marketing-expenditure-in-the-united-states/ [Accessed November 20, 2017].
- Statista, 2017b. Number of monthly active Facebook users worldwide as of 3rd quarter 2017. Available from https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ [Accessed November 25, 2017].
- Statista, 2017d. Number of daily active snapchat users from 1stQ to 3rd Q. Available from https://www.statista.com/statistics/545967/snapchat-app-dau/ [Accessed November 28, 2017].
- Statistics, 2011. Press room, facebook website. Available from http://www.facebook.com/press/info.php?statistics [Accessed November 2, 2017].
- Suryanto, T., M. Haseeb and N.H. Hartani, 2018. The correlates of developing green supply chain management practices: Firms level analysis in Malaysia. International Journal of Supply Chain Management, 7(5): 316.
- Tahir, R., Athar, M. R., Faisal, F., Shahani, N.N., & Solangi, B. (2019). Green organizational culture: A review of literature and future research agenda. Annals of Contemporary Developments in Management & HR (ACDMHR), 1(1): 23-38.https://doi.org/10.33166/ACDMHR.2019.01.004 DOI: https://doi.org/10.33166/ACDMHR.2019.01.004
- Takele, A., 2018. Ethiopian urban land lease policy analysis implementation: a Case study on a city administration. International Journal of Social Sciences Perspectives, 2(2): 96-100.https://doi.org/10.33094/7.2017.2018.22.96.100 DOI: https://doi.org/10.33094/7.2017.2018.22.96.100
- Ukwueze, E.R., H.T. Asogwa and A.C. Odo, 2018. Nigerian enterprise sector and policy uncertainty. Asian Journal of Economic Modelling, 6(2): 110-120.https://doi.org/10.18488/journal.8.2018.62.110.120 DOI: https://doi.org/10.18488/journal.8.2018.62.110.120
- Umrani, W.A., K.M. Kura and U. Ahmed, 2018. Corporate entrepreneurship and business performance: The moderating role of organizational culture in selected banks in Pakistan. PSU Research Review, 2(1): 59-80.https://doi.org/10.1108/PRR-12-2016-0011 DOI: https://doi.org/10.1108/PRR-12-2016-0011
- Unaam, A.O., C.V. Adim and E.I. Adubasim, 2018. Employee loyalty and organizational citizenship behaviour in the port harcourt area command of the Nigeria police force. International Journal of Business, Economics and Management, 5(6): 135-145.https://doi.org/10.18488/journal.62.2018.56.135.145 DOI: https://doi.org/10.18488/journal.62.2018.56.135.145
- Vafa, S., K. Sappington and R. Coombs-Richardson, 2018. Using augmented reality to increase interaction in online courses. International Journal of Educational Technology and Learning, 3(2): 65-68.https://doi.org/10.20448/2003.32.65.68 DOI: https://doi.org/10.20448/2003.32.65.68
- Vemuri, A., 2012. Getting social: Bridging the gap between banking and social media. Available from http://fraudout13.blogspot.mk/2012/03/getting-social-bridging-gap-between.html [Accessed November 18, 2017].
- Wadmany, R. and O. Melamed, 2018. " New media in education" mooc: Improving peer assessments of students' plans and their innovativeness. Journal of Education and e-Learning Research, 5(2): 122-130.https://doi.org/10.20448/journal.509.2018.52.122.130 DOI: https://doi.org/10.20448/journal.509.2018.52.122.130
- Wang, K. and Z. Yang, 2018. The research on teaching of mathematical understanding in china. American Journal of Education and Learning, 3(2): 93-99.https://doi.org/10.20448/804.3.2.93.99 DOI: https://doi.org/10.20448/804.3.2.93.99
- Wirtz, B.W., R. Piehler and S. Ullrich, 2013. Determinants of social media website attractiveness. Journal of Electronic Commerce Research, 14(1): 11.
- Wonyra, K.O., 2018. Impact of telecommunications market liberalization on labor productivity in economic community of West african states. Journal of Social Economics Research, 5(2): 63-74.https://doi.org/10.18488/journal.35.2018.52.63.74 DOI: https://doi.org/10.18488/journal.35.2018.52.63.74
References
Ahmed, U., N. Khalid, A. Ammar and M.H. Shah, 2017. Assessing moderation of employee engagement on the relationship between work discretion, job clarity and business performance in the banking sector of Pakistan. Asian Economic and Financial Review, 7(12): 1197-1210. https://doi.org/10.18488/journal.aefr.2017.712.1197.1210 DOI: https://doi.org/10.18488/journal.aefr.2017.712.1197.1210
Ahmed, U., Umrani, W. A., Qureshi, M. A., & Samad, A. (2018). Examining the links between teachers support, academic efficacy, academic resilience, and student engagement in Bahrain. International Journal of Advanced and Applied Sciences, 5(9); 39-46.https://doi.org/10.21833/ijaas.2018.09.008 DOI: https://doi.org/10.21833/ijaas.2018.09.008
Ahmed, U., Majid, A., Al-Aali, L., & Mozammel, S. (2019). Can meaningful work really moderate the relationship between supervisor support, coworker support and work Engagement?. Management Science Letters, 9(2): 229-242.https://doi.org/10.5267/j.msl.2018.11.016 DOI: https://doi.org/10.5267/j.msl.2018.11.016
Ali, A. and M. Haseeb, 2019. Radio frequency identification (RFID) technology as a strategic tool towards higher performance of supply chain operations in textile and apparel industry of Malaysia. Uncertain Supply Chain Management, 7(2): 215-226.https://doi.org/10.5267/j.uscm.2018.10.004 DOI: https://doi.org/10.5267/j.uscm.2018.10.004
Andriole, S.J., 2010. Business impact of web 2.0 technologies. Communications of the ACM, 53(12): 67-79.https://doi.org/10.1145/1859204.1859225 DOI: https://doi.org/10.1145/1859204.1859225
Beal, V., n.d. Social networking site. Available from https://www.webopedia.com/TERM/S/social_networking_site.html [Accessed November 21, 2017].
Cvijikj, I.P. and F. Michahelles, 2013. Online engagement factors on Facebook brand pages. Springer. Social Network Analysis and Mining. Social Network Analysis and Mining.
Elmasri, A.A. and N. Hilal, 2015. Social media e-marketing campaign compared with the traditional way; case study Bahrain e-government. International Journal of Academic Research in Management, 4(1): 1-13.
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 DOI: https://doi.org/10.1177/002224378101800104
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Jodi, 2013. Social media content matrix. Available from https://www.jcsocialmedia.com/social-media-content-matrix/ [Accessed May 29, 2018].
Jokinen, T., 2016. Branding in social media and the impact of social media on brand image. Thesis. Seinajoki University of Applied Sciences.
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Nair, S., 2009. CRM from customer to community. Siliconindia, 12(7): 1-40.
Pahi, M.H., S.M.M. Shah, U. Ahmed and W.A. Umrani, 2016. Investigating the issue of nurse job satisfaction: Role of esprit de corps, task significance, self-efficacy and resilience: A case study. International Journal of Academic Research in Business and Social Sciences, 6(4): 339-355.https://doi.org/10.6007/IJARBSS/v6-i4/2112 DOI: https://doi.org/10.6007/IJARBSS/v6-i4/2112
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Statista, 2017. Social media marketing spending in the United States from 2014 to 2019 (in billion U.S. dollars). The statistics portal. Available from https://www.statista.com/statistics/276890/social-media-marketing-expenditure-in-the-united-states/ [Accessed November 20, 2017].
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Statistics, 2011. Press room, facebook website. Available from http://www.facebook.com/press/info.php?statistics [Accessed November 2, 2017].
Suryanto, T., M. Haseeb and N.H. Hartani, 2018. The correlates of developing green supply chain management practices: Firms level analysis in Malaysia. International Journal of Supply Chain Management, 7(5): 316.
Tahir, R., Athar, M. R., Faisal, F., Shahani, N.N., & Solangi, B. (2019). Green organizational culture: A review of literature and future research agenda. Annals of Contemporary Developments in Management & HR (ACDMHR), 1(1): 23-38.https://doi.org/10.33166/ACDMHR.2019.01.004 DOI: https://doi.org/10.33166/ACDMHR.2019.01.004
Takele, A., 2018. Ethiopian urban land lease policy analysis implementation: a Case study on a city administration. International Journal of Social Sciences Perspectives, 2(2): 96-100.https://doi.org/10.33094/7.2017.2018.22.96.100 DOI: https://doi.org/10.33094/7.2017.2018.22.96.100
Ukwueze, E.R., H.T. Asogwa and A.C. Odo, 2018. Nigerian enterprise sector and policy uncertainty. Asian Journal of Economic Modelling, 6(2): 110-120.https://doi.org/10.18488/journal.8.2018.62.110.120 DOI: https://doi.org/10.18488/journal.8.2018.62.110.120
Umrani, W.A., K.M. Kura and U. Ahmed, 2018. Corporate entrepreneurship and business performance: The moderating role of organizational culture in selected banks in Pakistan. PSU Research Review, 2(1): 59-80.https://doi.org/10.1108/PRR-12-2016-0011 DOI: https://doi.org/10.1108/PRR-12-2016-0011
Unaam, A.O., C.V. Adim and E.I. Adubasim, 2018. Employee loyalty and organizational citizenship behaviour in the port harcourt area command of the Nigeria police force. International Journal of Business, Economics and Management, 5(6): 135-145.https://doi.org/10.18488/journal.62.2018.56.135.145 DOI: https://doi.org/10.18488/journal.62.2018.56.135.145
Vafa, S., K. Sappington and R. Coombs-Richardson, 2018. Using augmented reality to increase interaction in online courses. International Journal of Educational Technology and Learning, 3(2): 65-68.https://doi.org/10.20448/2003.32.65.68 DOI: https://doi.org/10.20448/2003.32.65.68
Vemuri, A., 2012. Getting social: Bridging the gap between banking and social media. Available from http://fraudout13.blogspot.mk/2012/03/getting-social-bridging-gap-between.html [Accessed November 18, 2017].
Wadmany, R. and O. Melamed, 2018. " New media in education" mooc: Improving peer assessments of students' plans and their innovativeness. Journal of Education and e-Learning Research, 5(2): 122-130.https://doi.org/10.20448/journal.509.2018.52.122.130 DOI: https://doi.org/10.20448/journal.509.2018.52.122.130
Wang, K. and Z. Yang, 2018. The research on teaching of mathematical understanding in china. American Journal of Education and Learning, 3(2): 93-99.https://doi.org/10.20448/804.3.2.93.99 DOI: https://doi.org/10.20448/804.3.2.93.99
Wirtz, B.W., R. Piehler and S. Ullrich, 2013. Determinants of social media website attractiveness. Journal of Electronic Commerce Research, 14(1): 11.
Wonyra, K.O., 2018. Impact of telecommunications market liberalization on labor productivity in economic community of West african states. Journal of Social Economics Research, 5(2): 63-74.https://doi.org/10.18488/journal.35.2018.52.63.74 DOI: https://doi.org/10.18488/journal.35.2018.52.63.74