Social Network Marketing and its Influence on Online Purchase of Grocery Products during Covid-19 Pandemic: Mediating Role of Brand Awareness

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-09-19 DOI:10.7903/ijecs.2056

D. Chaubey, L. Sharma, K. Subramanian

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引用次数: 0

Abstract

Digital technologies in the present day have witnessed phenomenal growth in the field of marketing and advertising of products. The online shopping is a relatively growing phenomenon, which is attracting a lot of attention in the present Covid-19 pandemic period. The influence of social networking sites (SNS) is being so widely discussed around the world and a number of studies have been on the use of SNS among consumers in India. Many grocery shoppers are concerned about exposing themselves to Covid-19 by going to stores and have chosen to buy groceries online by either stepping up the online delivery service or pickup services, or by trying for the first time.Several studies have primarily discussed how businesses communicate with consumers, but the gap in the study is whether social media can actually change consumers’ knowledge of brands.The aim of this study is to analyze factors that influence the customer in adapting to social networks in order to increase brand awareness and intention to purchase food products online. The paper also examines the mediating role of brand awareness to the relationship of SNS and intention to purchase.

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新冠肺炎大流行期间社交网络营销及其对食品杂货在线购买的影响：品牌意识的中介作用

当今的数字技术见证了产品营销和广告领域的惊人增长。网上购物是一种相对增长的现象，在当前新冠肺炎大流行期间吸引了大量关注。社交网站（SNS）的影响在世界各地被广泛讨论，许多研究都是关于印度消费者使用SNS的。许多杂货店购物者担心去商店会暴露于新冠肺炎，并选择通过加强在线送货服务或取件服务或首次尝试在网上购买杂货。几项研究主要讨论了企业如何与消费者沟通，但研究的差距在于社交媒体是否真的能改变消费者对品牌的了解。本研究的目的是分析影响顾客适应社交网络的因素，以提高品牌知名度和在线购买食品的意愿。本文还考察了品牌意识对社交网络和购买意愿关系的中介作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.