Vol. 9 No. 3 (2021): Business & Management Studies: An International Journal
Articles

The relationships among social media marketing, online consumer engagement, purchase intention and brand loyalty

Leyla Gödekmerdan Önder
Assist. Prof. Dr., Ufuk University
Arzu Deniz Çakıroğlu
Assist. Prof. Dr., Giresun University

Published 2021-09-24

Keywords

  • Sosyal Ağ Pazarlaması, Çevrimiçi Tüketici Katılımı, Satın Alma Niyeti, Marka Sadakati
  • Social Media Marketing, Online Consumer Engagement, Purchase Intention, Brand Loyalty.

How to Cite

Gödekmerdan Önder, L. ., & Çakıroğlu, A. D. . (2021). The relationships among social media marketing, online consumer engagement, purchase intention and brand loyalty. Business & Management Studies: An International Journal, 9(3), 1045-1059. https://doi.org/10.15295/bmij.v9i3.1873

Abstract

The study investigates social media marketing, online consumer engagement, purchase intention, and brand loyalty. For that purpose, a survey is applied to consumers using social media and results are examined. According to results, there are relationships among social media marketing activities, online consumer engagement, purchase intention and brand loyalty. Social media marketing activities affect consumer engagement and purchase intention. Online engagement affects both loyalty and purchase intention. Additionally, brand loyalty affects positively purchase intention.

Downloads

Download data is not yet available.

References

  1. Ahmed, M. A., & Zahid, Z. (2014). Role of Social Media Marketing to Enhance CRM and Brand Equity in Terms of Purchase Intention. Asian Journal of Management Research, 4 (3), 533-549.
  2. Almohaimmeed, B. M.A. (2019). The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective. Journal of Business and Retail Management Research (JBRMR), 13 (4), 146-157.
  3. Alnsour, M., Ghannam, M., Al-Natour, & R., Alzeidat Y. (2018). Social Media Effect On Purchase Intention: Jordanian Airline Industry. Journal of Internet Banking and Commerce, June, 23(2), 1-16.
  4. Anderson, R.E. & Srinivasan, S.S. (2003). E-satisfaction and e-loyalty: A Contingency Framework. Psychology & Marketing, 20(2), 123-138.
  5. Balakrishnan B.K., Dahnil M.I., Yi W. J., (2014), “The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y”, Procedia-SocialandBehavioralScineces, Vol:148, 177-185.
  6. Baldinger, A. L. & Rubinson, J. (1996), Brand Loyalty: The Link Between Attitude and Behavior, Journal of Advertising Research, November/ December, 22-34.
  7. Barhemmati, N., &Ahmad, A. (2015). Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior Through Customer Engagement. Journal of Advanced Management Science, 3(4), 307-311.
  8. Başkol, M. (2019). Algılanan Değer, Müşteri Katılımı ve Algılanan Firma Performansı İlişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 15(3), 904-922.
  9. Buran, İ., & Koçak, A. (2019). Sanal Marka Topluluklarında Tüketici Katılımı. Pazarlama ve Pazarlama Araştırmaları Dergisi, Sayı: 24, Temmuz; 273-302.
  10. Ceyhan, A. (2019). The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention. Emerging Markets Journal, 9 (1), 87-100.
  11. Chi, H., Yeh, H., & Yang, Y. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, 4 (1), 135-144.
  12. Cooper, R. B., &Zmud, R. W. (1990). Information Technology Implementation Research: A Technological Diffusion Approach. Management Science, 36 (2), 123-139.
  13. De Vries, N. J., &Carlson, J. (2014). Examining The Drivers and Brand Performance Implications of Customer Engagement With Brands in The Social Media Environment. Journal of Brand Management, 21 (6), 495-515.
  14. Doorn, J.V.; Lemon, N. K., Mittal, V., Nass S., Pick, D., Pirner, P., & Verhoef P., (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13 (3), 253-266.
  15. Drury, G. (2008). Opinion piece: Social media: Should Marketers Engage and How Can It Be Done Effectively?. Journal of Direct, Data and Digital Marketing Practice, 9, 274–277.
  16. Dwivedi, A. (2015). A Higher-Order Model of Consumer Brand Engagement And its Impact on Loyalty Intentions. Journal of Retailing and Consumer Services, Vol. 24; 100–109.
  17. Fandos, C., & Flavian, C. (2006). Intrinsic and Extrinsic Quality Attributes, Loyalty and Buying Intention: An Analysis For a PDO Product. British Food Journal, 108 (8), 646-662.
  18. Farook, S.F., & Abeysekara, N. (2016). Influence of Social Media Marketing on Customer Engagement. International Journal of Business and Management Invention, 5 (12), 115-125.
  19. Fernandes, T., & Moreira, M. (2018). Consumer Brand Engagement, Satisfaction And Brand Loyalty: A Comparative Study Between Functional And Emotional Brand Relationships. Journal of Product & Brand Management, 28 (2), 274–286.
  20. France, C., Merrilees, B., & Miller, D., (2016). An Integrated Model of Customer- Brand Engagement; Drivers and Consequences. Journal of Brand Management, 23 (2), 119-136.
  21. Gautam, V., & Sharmab, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotıon Management, 23 (6), 872–888.
  22. Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer Engagement in A Facebook Brand Community. Management Research Review, 35 (9), 857-877.
  23. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. New Jersey: Pearson Prentice Hall.
  24. Hollebeek, L.D. (2011). Demystifying Customer Brand Engagement: Exploring The Loyalty Nexus. Journal of Marketing Management, 27 (7-8), 785–807.
  25. Hutter, K., Hautz, J., Dennhardt, S., &Fuller. J. (2013). The Impact of User Interactions in SOCİAL media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook. Journal of Product & Brand Management, 22, (5/6), 342 – 351.
  26. Islam, J.U., Rahman, Z., &Hollebeek, L.D. (2018). Consumer Engagement in Online Brand Communities: A Solicitation of Congruity Theory. Internet Research, 28 (1), 23-45.
  27. Jalilvandı, M. R., Samiei, N., & Mahdavinia, S.H. (2011). The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry. International Business and Management, 2 (2), 149-158.
  28. Kara, Y., & Çoşkun, A. (2012). Sosyal Ağların Pazarlama Aracı Olarak Kullanımı: Türkiye’deki Hazır Giyim Firmaları Örneği. Afyon Kocatepe Üniversitesi iktisadi ve İdari Bilimler Fakültesi Dergisi, 14 (2), 73-90.
  29. Kaur, H., Paruthi, M., Islam, J., &Hollebek, L.D. (2020). The Role Of Brand Community Identification and Reward on Consumer Brand Engagement and Brand Loyalty in Virtual Brand Communities. Telematics and Informatics, 46, March, 101-121.
  30. Kırcova, İ., Yaman, Y., & Köse, Ş.G. (2018). Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention. European Journal of Economics and Business Studies, 4 (1), 268-278.
  31. Kim, A. J., & Ko, E. (2010). “Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1 (3), 164-171.
  32. Kim, A.J., &Ko, E. (2012). Impacts of Luxury FashionBrand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1 (3), 164-171.
  33. Kim, J., & Lee, H. K. (2017). Influence of Integration on Interactivity in Social Media Luxury Brand Communities. Journal of Business Research, Vol:99, 422-429.
  34. Kirtiş, K. A., &Karahan, F. (2011). To Be or Not TO Be in Social Media Arena As The Most Cost-Efficient Marketing Strategy After The Global Recession., Procedia Social and Behavioral Sciences, Vol.24; 260-268.
  35. Koçak, A., Tümer Kabadayı, E., & Erişke T. (2018). İletişimin Yeni Yüzü: Dijital Pazarlama ve Sosyal Medya Pazarlaması. Elektronik Sosyal Bilimler Dergisi, 17 (66), 493-504.
  36. Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, 8 (1), 13-18.
  37. Leckie, C., Nyadzayo, M.W., & Johnson, L.W. (2016). Antecedents of Consumer Brand Engagement And Brand Loyalty. Journal of Marketing Management, 32 (5–6), 558–578.
  38. Liu, F., Li, J., Mizerski, D & Soh, H. (2012). Self-Congruity, Brand Attitude, And Brand Loyalty: A Study on Luxury Brands. EuropeanJournal of Marketing, 46 (7-8), 922-937.
  39. Liua, X., Shinb, H., & Burn, A. C. (2021). Examining The Impact of Luxury Brand's Social Media Marketing on Customer Engagement: Using Big Data Analytics And Natural Language Processing. Journal of Business Research, 125; 815-826.
  40. Lujja, A., &Özata, F. Z. (2017). The Consequences of Consumer Engagement in Social Networking Sites. Business and Economics Research Journal, 8 (2), 275-291.
  41. McKnight, D.H, &Chervany, N.L. (2002). What Trust Means in E-commerce Customer Relationships: An İnterdisciplinary Conceptual Typology. International Journal of Electronic Commerce, 6 (2), 35-59.
  42. Muchardie, B. G., Ydiana, N. H., & Gunawan, A. (2016). Effect of Socıal Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar. Binus Business Review, 7 (1), 83-87.
  43. Nunnally, J. (1978). Psychometric Theory, New York: McGraw-Hill.
  44. Oliver, R. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63 (4), 33-44.
  45. Orel, F. D., &Arık, A. (2020). Sosyal Medya Pazarlama Faaliyetlerinin Çevrimiçi Tüketici Katılımı ve Satın Alma Niyeti Üzerindeki Etkisi: Moda Markaları Örneği. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, S. 49, 146-161.
  46. Oyman, M. (2002). Müşteri Sadakati Sağlamada Sadakat Programlarının Önemi. Kurgu Dergisi, 19 (19), 169-185.
  47. Özçifçi, V. (2020). Sosyal Medyanın Tüketicilerin Satın Alma Niyeti Üzerindeki Etkisi. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 6 (1), 206-223.
  48. Panda, T.K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazacoğlu, I., &Nayak, S. S. (2020). Social and Environmental Sustainability Model on Consumers’ Altruism, Gren Purchase Intention, Gren Brand Loyalty and Evangelism. Journal of Cleaner Production, Vol. 243, 1-11.
  49. Pandey, S., &Srivastava, S. (2016). Antecedents of Customer Purchase Intention. Journal of Business and Management (IOSR-JBM), 18 (10), 55-82.
  50. Patterson, P., Yu, T., &Ruyter, K.D. (2006). Understanding Customer Engagement in Services. Proceedings of the Australian and New Zealand Marketing Academy 2006 Conference: Advancing Theory, Maintaining Relevance, Brisbane
  51. Pjero, E., & Kercini, D. (2015). Social Media and Consumer Behavior – How Does it Works in Albania Reality? Academic Journal of Interdisciplinary Studies, 4 (3), 141-146.
  52. Porral, C. C., &Lang M. F. (2015). The Role of Manufacturer Identification, Brand Loyalty and Image on Purchase Intention. British Food Journal, 117 (2), 506-522.
  53. Prentice, C., Han X.Y., Hua L.L., & Hu L. (2019). The Influence of Identity-Driven Customer Engagement on Purchase Intention. Journal of Retailingband Consumer Services, 47, 339-347.
  54. Rather, A.A., Tehseen S., &Parrey S. H. (2018). Promoting Customer Brand Engagement and Brand Loyalty Through Customer Brand Identification and Value Congruity. Spanish Journal of Marketing, 22 (3), 321-339.
  55. Santosa, M. H. (2020). A Study of Indonesian High School Students’ Perception on the Use of Instagram as English Instructional Media. Humanising Language Teaching, 22 (4), 1-7.
  56. Sheth, S., &Kim, J. (2017). Social Media Marketing: The Effect of Information Sharing, Entertainment, Emotional Connection and Peer pressure on the Attitude and Purchase Intentions. GSTF Journal on Business Review (GBR), 5 (1), 62-70.
  57. So, K.K.F., King, C., &Sparks, B. (2014). Customer Engagement With Tourism Brands: Scale Development and Validation. Journal of Hosp. Tour. Res, 38 (3), 304-3029.
  58. Solem, B. A. A. (2016). Influences of Customer Participation and Customer Brand Engagement on Brand Loyalty. Journal of Consumer Marketing, 33 (5), 332-342.
  59. Tafesse, W. (2016). An Experiential Model of Consumer Engagement in Social Media. Journal of Product & Brand Management, 25 (5), 424 –434.
  60. Ting, D.H, Abbasi, A.Z., &Ahmed, S. (2020). Examining the Mediating Role of Social Interactivity Between Customer Engagement and Brand Loyalty. Asia Pacific Journal of Marketing and Logistics, 33 (5), 1139-1158.
  61. Toor, A., Husnain, M., & Hussain, T. (2017). The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator. Asian Journal of Business and Accounting, 10 (1), 167-199.
  62. Vivek, S.D., Beatty, S.E., &Morgan, R.M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20 (2), 122–146.
  63. Wang, J.C., & Chang, C.H. (2013). How Daring Social Ties and Product-Related Risks Influence Purchase Intentions: A Facebook Experiment. Electronic Commerce Research and Applications, 12 (5), 337-346.
  64. Weman, E. (2011). Consumer Motivations to Join a Brand Community on Facebook. (Master’s thesis). Hanken School of Economics, Helsinki.
  65. Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2 (1), 31-47.
  66. Zeithaml, V., Berry, L., &Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60 (2), 31-46.