How Social Media Marketing Activities (SMMAs) and Brand Equity Affect the Customer's Response: Does Overall Flow Moderate It?

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-08-10 DOI:10.1080/15332861.2021.1955461

A. Zarei, Hamta Farjoo, Hooshmand Bagheri Garabollagh

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引用次数: 12

Abstract

Abstract Nowadays, the growing importance of marketing activities in social media (SM) has attracted a lot of attention in researches and industries around the world. Many companies consider flow theory important to strengthen their customer relationships in the online environment. Flow Theory experience can predict satisfactory outcomes for online interactions between consumers and companies. This study examines the moderating role of flow theory on the relationship between marketing activities and customer responses. A total of 384 customers who experienced online shopping from “DigiKala,” one of the most pioneer online retailers in Iran, answered the survey. Data collection was done through the questionnaires, and structural equation modeling was used to analyze the data of this study. The results showed that marketing activities in social media have a significant positive effect on brand equity and customer response. Also, flow theory moderates the impact of marketing activities on social media, brand equity, and customer response, significantly. Finally, brand equity affects customer responses in the present research.

查看原文本刊更多论文

社交媒体营销活动（SMMA）和品牌资产如何影响客户的反应：整体流量是否会调节它？

摘要如今，社交媒体营销活动的重要性日益突出，引起了世界各地研究和行业的广泛关注。许多公司认为流量理论对于加强在线环境中的客户关系很重要。流理论经验可以预测消费者和公司之间在线互动的满意结果。本研究考察了流量理论对营销活动和客户反应之间关系的调节作用。共有384名体验过“DigiCala”在线购物的顾客回答了这项调查。“DigiCara”是伊朗最领先的在线零售商之一。通过问卷调查进行数据收集，并使用结构方程模型对本研究的数据进行分析。结果表明，社交媒体营销活动对品牌资产和客户反应具有显著的正向影响。此外，流量理论显著调节了营销活动对社交媒体、品牌资产和客户反应的影响。最后，在本研究中，品牌资产会影响客户的反应。

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

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.