• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.12
• /
• pp.951-958
• /
• 2020

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

• Journal of the Korean Society for Aviation and Aeronautics
• /
• v.25 no.3
• /
• pp.1-8
• /
• 2017

As many people all over the world increasingly take more time in exchanging with other people or acquiring information on the internet, use of social media becomes a part of their daily lives. A lot of changes of consumer culture, which have been occurring through social media, have significant effects on corporate marketing activities. Since social media's importance to airlines has been continuously increased, this study attempts to examine effects of passengers' uses of social media, who plan to select an airline, on dependence on reliance of electronic word-of mouth(EWOM) and EWOM acceptance. To this end, a questionnaire survey of passengers who use airlines and the airline's social media was conducted, and then effective data of 302 copies were analyzed by using the structural equation modeling. The findings show that social media use intensity has a significant effect on Acceptance of EWOM via reliance of EWOM, while a direct effect of social media use intensity on Acceptance of EWOM is not significant. From this study, it is found that control and management of social media and only EWOM are effective tools for marketing of airline businesses, suggesting that innovative strategies are required to preemptively cope with changes in consumers' behaviors and markets, which continue to evolve.

• Asia pacific journal of information systems
• /
• v.25 no.2
• /
• pp.370-402
• /
• 2015

The dynamic capabilities of social media are changing the nature of contemporary news by allowing users to communicate and create content, deliver and share newsworthy information, and consume news. News organizations engage with social media because this computer-mediated tool provides an alternative platform for delivering news and connecting with global audiences. This role of social media is conceptualized as its complementarity. However, when mass user-generated-content is constantly shared with other users, more users are attracted to indulge in news-seeking activities on social media. This phenomenon potentially fulfills users' news requirements on social media, which is contrary to what news companies envisioned when they began engaging with social media. This dichotomous role of social media, providing complementarity and showing the potential for becoming a superior news medium, is conceptualized as its competing-complementarity. This paper offers preliminary evidence of competing-complementarity by analyzing the news consumption of individuals. Such consumption is explained through the theoretical perspective of punctuated equilibrium by conceptualizing news consumption as a deep structure radically impacted by a disruptive technology. Although social media benefit news organizations, its competing potential poses serious challenges to their monopolistic controls on news production, distribution, readership, and revenue generation.

• Asian Journal for Public Opinion Research
• /
• v.1 no.4
• /
• pp.249-267
• /
• 2014

Social media is being increasingly utilized in disaster relief work to identify safety issues, locate displaced-victims, and seek or provide support for those who need help. The presence of social media in disaster management has changed significantly in recent years, as it was not prevalent in the 2008 Wenchuan earthquake, but had become a powerful force in the 2013 Ya'an earthquake. This paper discusses the development of social media in disaster management via making a comparison between how it functioned in the two earthquakes. It examines the following aspects: who are the stakeholders that use social media in the earthquake management; how do they adopt this means in response to the earthquakes; and what are the outcomes of adopting social media with regards to public engagement and collaboration in an emergency event. As Sina Weibo acts as the equivalent of China's Twitter, the methodology relies on an analysis of posts in Weibo. The outcomes primarily show that: (1) authorities, celebrities and the public actively adopted social media for the purpose of information dissemination and resource mobilization; and (2) social media users are both content consumers and content generators in the times of earthquakes. The study concludes that social media as a backchannel communication tool is helpful for government institutions, corporations, and nonprofit organizations to build relationships with their stakeholders in the disaster management cycle. The result will interest academics and emergency management practitioners who are concerned with improving disaster communication.

• Asian Journal of Business Environment
• /
• v.8 no.3
• /
• pp.5-12
• /
• 2018

Purpose - The purpose of current paper is to identify features of advertisements at social media that generate the ad-click and to further identify if these advertisements lead to purchase. If no purchase is made, then reasons for not making purchase are identified. Users' purchase experience after users clicked at advertisements are also studied. Research design, data, and methodology - Research design followed is exploratory research, where various factors leading to ad-clicks and generating purchase at social media platform were explored. Raw data was gathered by means of survey among a sample of 185 respondents in India using online structured questionnaire. GLM model and multinomial regression were used to analyze the data. Results - Several factors including endorsement by friends, advertisement aesthetics, product reviews, and aggressive pricing played major role in generating ad-clicks. Major impediment to purchase on were product misrepresentation in advertisement, false discounts, and site security. Female users clicked more on social media advertisements and made more purchases compared to their male counterpart. Conclusions - Social media advertisements have significant positive effect on buying behavior of online customers. Transactions culminating from social media ad-click generated significant positive experience for social media users. Thus, social media can be effective marketing tool.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.43 no.4
• /
• pp.549-561
• /
• 2019

This study investigated the impact of appearance pressure from celebrities' social media upon internalization of mesomorphic ideal and muscularity dissatisfaction and the moderating role of time spent on social media in the relationships among variables in a sample of young Korean men (N=247). Those men who regularly participate in physical activities more than three times a week were included in our sample. Structural equation modeling analysis revealed that celebrities' social media pressure directly influenced both internalization and muscularity dissatisfaction, and internalization predicted muscularity dissatisfaction. A significant mediating effect of internalization in the relationships between celebrities' social media pressure and muscularity dissatisfaction was found. However, the moderating effect of time spent on social media was not found. The present results highlight the significant and negative effects of celebrities' social media on male's body image perception. By comparing the results of this study to previous studies, we can anticipate that the effects of social media on users' body image concerns can differ between male and female in the matter of time spent on social media. Implications of the study results and suggestions for future studies are discussed.

• Journal of Distribution Science
• /
• v.19 no.8
• /
• pp.37-46
• /
• 2021

Purpose: This study aims at investigating how high-tech SMEs can enhance innovation performance through the application and distribution of social media strategic capability and whether entrepreneurial orientation moderates the relationship between social media strategic capability and innovation. Research design, data, and methodology: The study followed a deductive approach based on the quantitative design in investigating the proposed relationships. The data was collected using a questionnaire, and the proposed relationships were examined based on a sample of 221 high-tech SMEs through the application of structural equation modeling (SEM). By applying SEM, this study accounted for hidden and unobservable factors as well as reconciled the potential measurement errors. Results: As hypothesized, it was confirmed that social media strategic capability positively influences innovation performance. Besides, the findings supported the moderating effect of three dimensions of entrepreneurial orientation (innovativeness, proactiveness, and risk-taking) toward the relationship between social media strategic capability and innovation performance. Conclusions: According to the results, high-tech SMEs can enhance their innovation performance through social media by distributing and applying social media strategic capability along with entrepreneurial orientation. This study thereby enriches the literature of innovation on high-tech SMEs for implementing social media strategies as well as stimulating future social media research for entrepreneurship.

• Journal of Information Technology Services
• /
• v.15 no.2
• /
• pp.81-92
• /
• 2016

Numerous people share their TV experience with other viewers on social media such as personal blogs and Twitter. It means that broadcast media, especially TV, affects the responses on social media. Moreover, the responses affect broadcast media ratings back. Social TV tried to use the relationship in marketing activities such as advertisement by analyzing the TV related social behavior. However, most of them used just the quantities of social media responses. This study analyzes the subjects of the responses on social media about specific TV dramas through topic modeling, and the relationship between the changes of popular topics and viewer ratings of the drama over specified periods. Five representative Korean dramas of 2014 were selected and Blog contents including viewer ratings about the dramas were collected from naver.com which is the representative portal in South Korea. The proposed analysis framework consists of three steps which are Blogs crawling, topic modeling, and topic trend analysis. We found some implications from the results of the topic trend analysis. Firstly, there were specific topics on dramas in social media. Secondly, the topics had some meaningful relationships with viewer ratings. Lastly, there were differences between the topics of dramas with higher viewer ratings and those with lower viewer ratings.

• The Journal of Asian Finance, Economics and Business
• /
• v.5 no.2
• /
• pp.95-104
• /
• 2018

The purpose of this study is to investigate the impact of narcissism on employees' social media addiction and how it influences their job satisfaction and organizational commitment. And this study explores if perceived organizational support can moderate the relationship between narcissism and social media addiction. For this, this study collected data from 285 employees in Korean companies through a survey method and uses SPSS 18.0 for hierarchical regression analysis in the hypothesis test. First, organizational politics increases mood modification, withdrawal and tolerance among the sub-factors of social media addiction. Second, each phenomena of social media service addiction such as salience, withdrawal and tolerance decrease each relevant factors of job satisfaction and organizational commitment. Third, withdrawal and tolerance among the sub-factors of social media addiction play the mediating roles between narcissism and each relevant factors of job satisfaction/organizational commitment. Finally, perceived organizational support decrease the effect of narcissism on mood modification, withdrawal and tolerance among the sub-factors of social media addiction. This study provides some of managerial implications to corporate executives who try to manage organizational attitudes.

• Cross-Cultural Studies
• /
• v.36
• /
• pp.5-35
• /
• 2014

This study attempts to give a review of social media users' choice of a particular name for the sake of signaling identity cues and interaction with the others. The social media names could be classified into different categories such as traditional/cultural anthroponyms, nicknames and fictitious IDs etc. Out of these categories, it is the phenomenon of choice and construction of fictitious social media IDs by Pakistani social media users which has been reviewed and scrutinized in this particular article. This study examined fictitious IDs of Pakistani social media users from Critical Discourse Analysis and System Functional Linguistics perspectives and demonstrates how nationalistic, ethnic and religious identities are negotiated, constructed, deconstructed and reconstructed by the social media users through a particular ID choice.