THE EFFECT OF SOCIAL NETWORK MARKETING ON INTENTION TO CHOOSE BY MEDIATING CONSUMER ENGAGEMENT
DOI:
https://doi.org/10.14738/abr.810.9261Keywords:
Social Network Marketing, Consumer Engagement, Intention to Choose.Abstract
Social media is a new phenomenon in the development of information technology. The role of social media which previously only served as entertainment has now turned into a marketing tool that is widely used by both macro and micro businesses. This study aims to examine the effect of Social Network Marketing on Intention to Choose and Consumer Engagement, and Consumer Engagement to mediate the relationship between Social Network Marketing and Intention to Choose. This study used 220 student respondents using social media in Yogyakarta. The analysis tool used is the Structural Equation Model using the AMOS application. The results of this study indicate that Social Network Marketing has a positive and significant effect on Intention to Choose. Social Network Marketing has a positive and significant effect on Consumer Engagement. Consumer Engagement has a positive and significant effect on Intention to Choose. Consumer Engagement mediates the relationship between Social Network Marketing and Intention to Choose.
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URL:https://www.researchgate.net/publication/319090722_The_impact_of_social_network_marketing_on_consumer_purchase_intention_in_Paskitan_Consumer_engagementlas_a_mediator
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URL: https://www.sciencedirect.com/science/article/article/abs/pii/074959789190020T?via%3Dihub
Arif, M. & Kanwal, S. (2016). Adoption of social media technologies and their impact on students’ academic performance: The only way for future survival of distance education students in Pakistan. Pakistan Journal of Information Management and Libraries, 18(1), 25-36.
URL: https://journals.pu.edu.pk/journals/index.php/pjiml/article/view/947
Asperen, M.V, de Rooij, P. & Dijkmans, C. (2018). Engagement-based loyalty: The effects of social media engagement on customer loyalty in the travel industry. International Journal of Hospitality & Tourism Administration, 19(1),78-94.
URL:https://www.researchgate.net/publication/316469348_EngagementBased_Loyalty_The_Effects_of_Social_Media_Engagement_on_Customer_Loyalty_in_the_Travel_Industry
Babin, Zikmund. (2011). Menjelajahi Riset Pemasaran, Edisi Kesepuluh, Penerbit Salemba empat, Jakarta.
Baird, C.H. & Parasnis, G. (2011). From social media to social customer relationship management, Strategy & Leadership, 39(5), 30-37.
URL:https://www.researchgate.net/publication/242022252_From_Social_Media_to_Social_Customer_Relationship_Management
Barefoot, D. & Szabo, J. (2010). Friends with benefits: A social media marketing handbook, No Starch Press, San Francisco.
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. URL:https://www.researchgate.net/publication/319090722_Th_impact_of_social_network_marketing_on_consumer_purchase_intention_in_Pakistan_Consumer_engagement_as_a_mediator
Bilal, G, Ahmed, M.A. & Shehzad, M.N. (2014). Role of social media and social network in consumer decision making: A case of the garment sector’, International Journal of Multidisciplinary Sciences and Engineering, 5(3), 1-9.
URL:https://growingscience.com/beta/msl/3168-the-impact-of-social-network-marketing-on-consumer-purchase-intention-in-pakistan-a-study-on-female-apparel.html
Brodie, R, Ilic, C, Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. URL:https://doi.org/10.1016/j.jbusres.2011.07.029
Cangara, Hafied. (2017). Perencanaan & Strategi Komuniksi, Edisi Revisi. Jakarta: Raja Grafindo Persada.
Dehghani, M. & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600. URL:https://www.researchgate.net/publication/275098357_A_research_on_effectiveness_of_Facebook_advertising_on_enhancing_purchase_intention_of_consumers
Dessart, L, Veloutsou, C. & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, URL: https://www.researchgate.net/publication/276932755_Consumer_engagement_in_online_brand_communities_A_social_media_perspective
Dewing, M. (2012). Social Media : An Introduction. Parliamentary Information and Research Service, Social Affairs Division. Canada: Library of Parliament. URL: https://www.parl.gc.ca/content/lop/researchpublications/2010-03-e.pdf
Effendy, Onong Uchjana. (2003). Ilmu, teori dan filsafat komunikasi. Bandung : Citra Aditya Bakti.
Forbes. (2015). Strategies to Drive Customer Engagement in 2015. URL: https://www.forbes.com/sites/forbesinsights/2015/01/29/6-strategies-to-drivecustomer-engagement-in-2015/
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research .24 : 1–32. URL: https://doi.org/10.1086/209515
Fournier, S. & Lee, L. (2009). Getting Brand Communities Right. Harvard Business Review, (4), 105-112. URL: https://hbr.org/2009/04/getting-brand-communities-right
Hapsari, R, Clemes, M. & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 9(1), 21-40. URL: https://doi.org/10.1108/IJQSS-07-2016-0048
Harris, L. & Rae, A. (2009). Social Networks: The Future Of Marketing For Small Businesses’, Journal of Business Strategy, 30(5), 24-31. URL:https://eprints.soton.ac.uk/80486/
Hongcharu, B. & Eiamkanchanalai, S. (2009). A Comparative Study Of Traditional Mass Media, The Internet And Mobile Phones For Integrated Marketing Communications’, Journal of Business and Economics Research, 7, 31-34. URL:https://clutejournals.com/index.php/JBER/article/view/2364
Husnain, A, Din, S. M. U, Hussain, G. & Ghayor, Y. (2017). Estimating Market Trends By Clustering Social Media Reviews, 13th International Conference on Emerging Technologies (ICET), 1-6. URL: https://ieeexplore.ieee.org/abstract/document/8281716
Hussain, I. (2012). A Study To Evaluate The Social Media Trends Among University Students. Procedia Social and Behavioral Sciences, 64, 639- 645.
URL:https://www.researchgate.net/publication/257717938_A_Study_to_Evaluate_the_Social_Media_Trends_among_University_Students
Kotler, P. & Keller, K. (2018). A Framework for Marketing Management. 14th Edition, NJ, Upper Saddle River Pearson/Prentice Hall.
Kotler, P. & Gary Armstrong. (2008). Prinsip – Prinsip Pemasaran Buku 1, Erlangga, Jakarta.
Lea, W. (2012).The New Rules of Customer Engagement. URL: https://www.inc.com/wendy-lea/new-rules-of-customer-engagement.html
Mollen, A. & Wilson, H. (2010). Engagement, Telepresence And Interactivity In Daring Consumer Experience: Reconciling Scholastic And Managerial Perspectives, Journal of Business Research, 63 (9-10), 919-925. URL: https://doi.org/10.1016/j.jbusres.2009.05.014
Nawaz, A, Abbas, G, Javed, M.F, Mughal, N. & Nabeel, M. (2015). The Impact of social media and voice of customer (voc) in decision making process an empirical study of higher education institutions of Pakistan’, Middle-East Journal of Scientific Research, 23(6), 1069- 1075. URL: https://www.academia.edu/18735912/Impact_of_Social_Media_and_Voice_of_Customer_VOC_in_Decision_Making_Process_an_Empirical_Study_of_Higher_Education_Institutions_of_Paskitan
Ngai, E.W, Taoa, S.S. & Moon, K.K. (2015). Social media research: Theories, constructs, and conceptual framework, International Journal of Information Management, 35(1), 33-44. URL: https://doi.org/10.1016/j.ijinfomgt.2014.09.004
Patterson, P, Yu, T. & De, R.K. (2006). Understanding customer engagement in services. Advancing theory, maintaining relevance, Proceedings of Australian and New Zealand Marketing Academy (ANZMAC) 2006 conference. Brisbane. URL: https://studylib.net/doc/18335381/understanding-customer-engagement-in-services-paul-patterson
Phillips, J. & Noble, S.M. (2007). Simply Captivating: Understanding Consumers Attitudes Toward The Cinema As An Advertising Medium’, Journal of Advertising, 36(1), 81-94. URL: https://www.researchgate.net/publication/250173850_Simply_Captivating_Understanding_Consumers%27_Attitudes_Toward_the_Cinema_as_an_Advertising_Medium
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. URL: https://www.researchgate.net/publication/287506484_Social_Media_and_Consumer_Behavior_-_How_Does_it_Works_in_Albania_Reality
Raharjo, Steven Tirto., (2018). Pengaruh Social Media marketing Terhadap Purchase Intention melalui Brand Awarness Sebagai Variabel Mediasi Pada Lazada. Semarang: Jurnal Strategi Pemasaran, Vol. 5, No, 2. URL:https://www.scribd.com/document/429181457/Pengaruh-Social-Media-Marketing-Terhadap-Purchase-Intention-Melalui-Brand-Awareness-Sebagai-Variabel-Mediasi-Pada-Lazada
Roberts, R. R. & Kraynak, J.(2008). Walk Like a Giant, Sell Like a Madman, Wiley, Hoboken, NJ.
Shafique, F, Anwar, M. & Bushra, M. (2010). Exploitation of social media among university students: A case study. Webology, 7(2), 34-47. URL: http://www.webology.org/data-cms/articles/20200515040256pma79.pdf
Sedley, R. & Perks, M. (2008). Six Theses On Digital Customer Engagement In A Troubled Economy. URL: https://vdocuments.mx/six-theses-on-digital-customer-engagement-in-a-troubled-economy.html
Shaw, M. (2012). The State of Social Media, Online Marketing Institute, London.
Solis, B. (2010). Engage : The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, New Jersey : Wiley.
Solomon, M.R. (2011). Consumer Behavior: Buying, Having, and Being. Edisi ke 9. New Jersey: Pearson Education, Inc.
Sorenson, S. (2014).The Five Ways Top-Performing Companies Engage Customers. URL:https://news.gallup.com/businessjournal/176063/five-ways-top-performing-companies-engage-customers.aspx
Sprott, D, Czellar, S. & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92-104. URL:https://www.researchgate.net/publication/253258871_The_Importance_of_a_General_Measure_of_Brand_Engagement_on_Market_Behavior_Development_and_Validation_of_a_Scale
Tjiptono, F. (2008). Strategi Pemasaran. Penerbit CV Andi. Yogyakarta.
Toor, A, Husnain, M. & Hussain, T. (2017). The Impact of Social Network Marketing on Consumer Intention to choose in Pakistan: Consumer Engagement as a Mediator, Asian Journal of Business And Accounting, 10(1), 167-199.
URL:https://www.researchgate.net/publication/319090722_The_impact_of_social_network_marketing_on_consumer_purchase_intention_in_Paskitan_Consumer_engagementlas_a_mediator
Veloutsou, C. (2007). Identifying the Dimensions of the Product-Brand and Consumer Relationship ,Journal of Marketing Management, Vol. 23, No. 1/2, hlm. 7-26. URL:https://doi.org/10.1362/026725707X177892
Weinberg, Tamar. (2009). The New Community Rules: Marketing on the Social Web. URL: https://www.researchgate.net/publication/220694253_The_New_Community_Rules_Marketing_on_the_Social_Web
Wikstrom, E. & Wigmo, J. (2010). Social Media Marketing – What Role Can Social Media Play as Marketing Tool?, Bachelor Thesis, Shcool of Computer Science, Physics, and Mathematics Linnæus University, URL:https://www.semanticscholar.org/paper/Social-Media-Marketing-%3A-What-role-can-social-media-Wigmo-Wikstr%C3%B6m/3051222379128110fa8b906fc9523d67bcfce3dd
Wearesocial (2019). Digital 2019 : Global Internet Use Accelerates. URL: https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates
Yazdanparast, A, Joseph, M. and Muniz, F. (2016). Consumer based brand equity in the 21st century: an examination of the role of social media marketing, Young Consumers, Vol. 17 No. 3, pp. 243-255. URL: https://www.researchgate.net/publication/307950966_Consumer_based_brand_equity_in_the_21st_century_an_examination_of_the_role_of_social_media_marketing
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2020-11-08
How to Cite
Saputro , A. P. ., & Hidayat, A. (2020). THE EFFECT OF SOCIAL NETWORK MARKETING ON INTENTION TO CHOOSE BY MEDIATING CONSUMER ENGAGEMENT. Archives of Business Research, 8(10), 150–161. https://doi.org/10.14738/abr.810.9261
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