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Purpose: The study examined the mediating and moderating roles of engagement and trust in the relationship between digital marketing and purchase intentions in the banking industry. Design/methodology/approach: The study was quantitative and cross-sectional and used a sample of 462 respondents drawn through a combination of purposive and convenience sampling techniques. The main method of data analysis was the covariance-based structural equation modeling used to assess the paths relationships, using the Amos v.23 software. Prior to that, a confirmatory factor analysis was done to assess the reliability and validity of the instrument. Findings: The empirical findings support the hypothesized relationship between digital marketing and purchase intention of banks' services. Consumer engagement partially was found to mediate the association between digital marketing and purchase intentions. Finally, consumer trust moderates the relationship between digital marketing and consumer engagement. Research limitations/implications: Given digital marketing is evolving with new tools and channels coming up by the day, we recommend that future studies should explore others such as search engine marketing, affiliate marketing, content marketing, display advertisement etc. These will help give a broader perspective to the digital marketing strategy and its effect on consumers' purchase intentions of banks' services. Practical implications: The study makes a strong case for the use of multi-channel and/or integrative approach, improving digital infrastructure and systems, adopting new and emerging digital tools/channels such as artificial intelligence, chatbots among others to facilitate digital marketing strategy implementation while ensuring active consumer engagement. It further underscores the need for managers to build trust and regularly engage consumers through their digital marketing channels. Originality/value: The integration of the variables in the study provides new empirical understanding and extends knowledge in digital marketing theory. It also serves as a foundation for future studies to explore other areas in the digital marketing, especially from a developing digital economies perspective. [ABSTRACT FROM AUTHOR]

With recent advancements in technologies such as artificial intelligence and computer‐generated imagery, virtual influencers (VIs) have become prominent branding tools that command high engagement rates. Most extant research explores the marketing outcomes of using VIs in brand campaigns. However, little is known about how interacting with VIs on social media platforms may affect consumers' well‐being. This research takes a comprehensive approach, developing a nuanced understanding of whether (and how) human‐like VIs (HVIs) impact consumers' well‐being. We employ a conceptual development approach drawing on scholarship from influencer marketing, narrative transportation, and consumer well‐being and gather additional support for the conceptual framework from data collected by interviewing 25 followers of HVIs. The conceptual framework proposes that when interacting with influencers' social media posts, followers experience narrative transportation, which positively influences followers' hedonic and eudaimonic well‐being. However, the conceptual framework also proposes that these relationships are moderated by the type of influencer (human vs. virtual) sharing the post. Specifically, we suggest that interactions with HVIs provide followers with enjoyment (hedonic well‐being) and support their self‐acceptance, personal growth, relationships, and autonomy (eudaimonic well‐being). We also provide initial evidence of the favorable marketing outcomes of enhanced well‐being from engagement with HVIs, including contemplation of brand purchase. The study thus advances extant VI literature by proposing a theoretically and empirically informed conceptual model that examines HVIs' influence on consumer well‐being. Also, it contributes to addressing the broader calls for research on the impact of social media and influencer marketing on consumer well‐being. [ABSTRACT FROM AUTHOR]

The purpose of this study is to determine the antecedents and consequence of social media marketing (SMM) for small and medium enterprises (SMEs) and to empirically find out if SMM provides strategic competitive advantages to the SMEs. The study also examines the mediating role of utilitarian value and hedonic value for impacting strategic competitive advantages. Finally, the study investigates the role of leadership support of the SMEs. With the support of extant literature review, motivational theory, technology acceptance model, and other related theories, a conceptual model has been developed. The theoretical model has been validated using partial least square – structural equation modeling (PLS-SEM) with a survey from Indian small and medium enterprises. The research study shows that SMM impacts positively to both utilitarian value and hedonic value. The explanative power of the proposed empirically validated model is 69%. [ABSTRACT FROM AUTHOR]

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618 responses through an online questionnaire. It was found that 92% of the respondents made at least one purchase based on content creator recommendations, with Instagram being perceived as the most impactful platform for such campaigns. However, the success of these campaigns relies on several strategic elements. These include selecting content creators who align with the product or service being promoted and ensuring that the influencer's audience demographics match the target audience. Companies must also prioritize transparency and the seamless integration of products into influencers' daily lives, as well as considering factors like content type, the frequency of posts, and budget. The results indicate that well-structured influencer partnerships, particularly on Instagram, enhance consumer trust and enhance marketing impact. These insights offer valuable guidance for developing effective digital marketing strategies emphasizing to specific business needs. [ABSTRACT FROM AUTHOR]

The concept of sustainable tourism represents a significant challenge for all tourist destinations. In particular, La Manga del Mar Menor is a destination with natural resources that have been affected in recent years by the pressures of mining and tourism. Although numerous studies have been conducted on this destination, none have focused on sustainable tourism marketing through an analysis of tourism promotion campaigns on television and social networks (2019-2023), before and after the pandemic. The objective of this article is to establish a synthesis between sustainable marketing and tourism destination planning [ABSTRACT FROM AUTHOR]

Thailand’s e-commerce industry has significantly improved in recent years, driven by widespread Internet access and smartphone adoption. The diverse online marketplace caters to the changing needs and preferences of Thai consumers. However, the impact of social media marketing on consumer purchase intention and loyalty to e-commerce sites has not received sufficient attention. This study focuses on online shopping platforms in Thailand to investigate the role of social media marketing in influencing consumer purchase intention and loyalty to e-commerce platforms. For this purpose, 400 online questionnaires were required for data collection and used for testing the hypothesis, based on the suitable statistics through the advanced statistical program. The findings indicated that demographic factors, consumer behavior, and social media engagement have significantly influenced consumer purchase intention. This research also highlighted implications for how e-commerce sites can enhance their marketing strategies and foster customer loyalty to their products. [ABSTRACT FROM AUTHOR]

Active social media users in Indonesia have increased in 2022. Consequently, several companies, including Vidio, are leveraging to use social media as a tool for their marketing activities, specifically to influence customers' intention to buy their products. This study aims to analyze the influence of social media marketing on customer’s purchase intentions through Customer Equity Drivers and Customer Inspiration as a mediating variable on the Vidio Brand as a Video Streaming Platform. The data was collected from 200 respondents who had not previously purchased a product from Vidio. The data was analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. The Findingsshow that social media marketing activities have significantly influenced all drivers of customer equity and customer inspiration. But the two drivers of customer equity, namely value equity and brand equity, do not significantly influence customer purchase intentions; customer inspiration variables significantly influence purchase intentions; and social media marketing activities do not have a significant effect on direct purchase intentions. [ABSTRACT FROM AUTHOR]

The purpose of this study is to evaluate the implementation of social media, content marketing, and brand awareness at the Bandung Culinary Academy and analyze the influence of each and the combination of the two on brand awareness. This research was conducted using an explanatory research approach. In this study, the research object consists of 2 (two) types of variables, namely independent variables and dependent variables. This study uses 2 (two) independent variables, namely the use of social media marketing (X1) and the use of content marketing (X2). The bound variable used in this study is brand awareness (Y). As a result, ATB Bandung has not done social media marketing well, especially in terms of communicating the products offered, but the value of the products offered can be conveyed well to the public. Although the content marketing carried out by ATB Bandung is interactive, relevant, and easy to understand. [ABSTRACT FROM AUTHOR]

Social Media Marketing (SMM) has impacted marketing significantly in the past decade. This study uses bibliometric and content analysis to examine academic research on Social Media Marketing (SMM). Focusing on the Scopus database, the research analyzed 899 papers from 2011 to 2021, excluding duplicates. We employed performance analysis, science mapping, and content analysis to understand social media marketing comprehensively. The top journal publishing SMM papers was the Journal of Interactive Marketing, with 6424 citations and 41 articles. The most influential author was Hollebeek L D..Science mapping revealed that ‘"influencer marketing",’ ‘"social media advertising,"’ and ‘"social media"’ are the trending themes in SMM. These themes complement the results found in cocitation clusters. Future research should use new theoretical frameworks like the Consumers Online Brand Related Activities (COBRA) Framework and apply Pierre Bourdieu's social capital theory in the context of SMM. This study offers a comprehensive understanding of social media marketing by visualizing the latest fields of research and trending themes. This study identifies various strategies used in social media marketing and how marketers can garner high engagement. This study utilizes various bibliometric methods to deliver a broad view of social media marketing and content analysis. The latest trends in the field are identified through science mapping techniques. Further, it also gives insight into the top authors and journals that prominently publish literature on social media marketing. [ABSTRACT FROM AUTHOR]

Considering the increased interest in the role of Social Media Marketing (SMM) of fast-food brands in encouraging purchase decisions, the current study introduced the stimulus-organism-response (S-O-R) as a theoretical support to connect SMM to purchase intention via trust and reputation in the context of the Malaysian fast food industry. A cross-sectional survey was designed to examine the theoretical framework, which yielded 212 usable responses. Partial least squares structural equation modeling was used to test the study hypotheses. Results of this study suggest that SMM in the form of entertainment, interaction, trendiness, customization, and word of mouth invoke the positive effect on trust and reputation, ultimately lead to positive intention to purchase a fast-food products. The findings of this study may provide valuable insight for fast-food marketers to restrategize their SMM strategy to increase consumer purchase intention. [ABSTRACT FROM AUTHOR]

With the increasingly sophisticated improvements in artificial intelligence (AI) technologies in marketing communications, a gap prevails between heightened levels of excitement around it and high-level application. Consequently, this topic necessitates in-depth investigation to prepare for future changes. This study examines the role of AI in programmatic advertising through a quantitative content analysis of AI-enabled digital programmatic advertisements. Although the idea that sponsorship disclosure, appeals, and sentiments are important in persuasive messages has been documented, this study extends existing literature by examining these concepts within AI-enabled programmatic advertising. Sponsorship-linked marketing and congruence theory guided this study. The results showed that only about half of the ads revealed sponsorship information. Further, the brand-sponsor association was not clearly established in the ads. A sentiment analysis showed the prominence of positive sentiments in the ads. Additionally, the ads mostly used product- and consumer-focused appeals. Theoretical and research contributions and strategic marketing implications are discussed. [ABSTRACT FROM AUTHOR]

Copyright of Omer Halisdemir Universitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi is the property of Omer Halisdemir University, Faculty of Economics & Admistrative Sciene and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The concept of social media marketing (SMM) extends beyond general marketing. SMM has significantly impacted the creation and development of marketing concepts. Drawing on the stimulus (S)–organism (O)–response (R) model, this research aimed to explore benevolence trust, active participation and intention to follow advice (IFA) as three consequences of SMM activities (SMMAs). It also aimed to investigate benevolence trust and active participation as a mediator between SMMAs and IFA with regard to a restaurant brand advertised on Facebook. This study used structural equation modelling and obtained data from 364 followers of a restaurant's Facebook page. The study results showed that SMMAs significantly influenced benevolence trust, active participation and IFA. Furthermore, benevolence trust and active participation significantly influenced IFA. The findings also indicated that benevolence trust mediates the relationship between SMMAs and customer IFA. In addition, active participation with restaurant brands on Facebook acts as a mediator between SMMAs and IFA. [ABSTRACT FROM AUTHOR]

Social media has emerged as a pivotal marketing instrument and a platform that facilitates connections between consumers and businesses. In the intense market competition among peer airlines and high-speed rail services, the effective and efficient use of social media can provide a competitive edge for airlines in China. This paper constructs a partial least squares structural equation modelling (PLS-SEM) and examines the impact of the perceived ease of use of the social media platform, perceived usefulness of information, and marketing strategies on customer perceived value and purchase intention for Chinese airlines using multigroup analysis. The results suggest that social media marketing can positively influence on customers’ purchase intention, and perceived value plays a mediating role between social media marketing and customers’ purchase intention. Perceived usefulness of information is the most important factor contributing to the perceived value of airline products while marketing strategy is the most significant factor that can increase purchase intention. The research indicates a clear need to tailor marketing strategies for passengers based on factors such as gender, income, social media usage, and travel frequency.

The rise of the internet and digitalisation, interconnected global markets, increasing income levels, and heightened consumer awareness about global luxury brands have largely propelled the demand for luxury goods. Social media has emerged as the predominant channel for generating awareness, persuasion, and purchase intent for luxury brands. There exists a notable gap and dearth of empirical evidence in the existing body of literature on the impact of Social Media Marketing (SMM) on customer’s loyalty and attachment to the brand. The purpose of this study is to investigate the impact of the 3 Cs of social Media Marketing (content, collaboration, and customisation) on the customers’ loyalty and attachment to luxury fashion brands, in turn impacting their willingness to pay for them. The study employed a structured questionnaire to gather data from 597 Gen Z customers who were actively engaged with luxury apparel brands; selected through convenience sampling. Partial least square-structural equation modelling (PLS-SEM) was used to analyse the conceptual model. The results indicated that while all the three Cs were found to be significant determinants of brand attachment and loyalty; content had the greatest impact, followed by collaboration and customisation. It was further observed that SMM had a more significant positive impact on brand attachment rather than brand loyalty. The study further revealed that brand loyalty had a greater impact on the customer’s willingness to pay a premium price, than brand attachment.

Social Media Marketing (SMM) has impacted marketing significantly in the past decade. This study uses bibliometric and content analysis to examine academic research on Social Media Marketing (SMM). Focusing on the Scopus database, the research analyzed 899 papers from 2011 to 2021, excluding duplicates. We employed performance analysis, science mapping, and content analysis to understand social media marketing comprehensively. The top journal publishing SMM papers was the Journal of Interactive Marketing, with 6424 citations and 41 articles. The most influential author was Hollebeek L D..Science mapping revealed that ‘"influencer marketing",’ ‘"social media advertising,"’ and ‘"social media"’ are the trending themes in SMM. These themes complement the results found in co-citation clusters. Future research should use new theoretical frameworks like the Consumers Online Brand Related Activities (COBRA) Framework and apply Pierre Bourdieu's social capital theory in the context of SMM. This study offers a comprehensive understanding of social media marketing by visualizing the latest fields of research and trending themes. This study identifies various strategies used in social media marketing and how marketers can garner high engagement. This study utilizes various bibliometric methods to deliver a broad view of social media marketing and content analysis. The latest trends in the field are identified through science mapping techniques. Further, it also gives insight into the top authors and journals that prominently publish literature on social media marketing.

With trust serving as a moderating variable, the purpose of this study is to ascertain the impact of market orientation, package design, and social media marketing on purchase interest at De Klapper Pie. 190 people participated in this survey, which was carried out at the De Klapper Pie location in Jalan Durian. Purposive sampling is used with a quantitative approach in this investigation. With the aid of SmartPLS version 3, data testing employs reliability, validity, and hypothesis testing. The study's findings suggest that market orientation significantly and favorably influences buying interest. Purchase interest is significantly and favorably impacted by packaging design. Interest in making a purchase is significantly and favorably impacted by social media marketing. The impact of market orientation on buying interest can be mitigated by trust. The impact of packaging design on purchase interest can be mitigated by trust. Nonetheless, the impact of social media marketing on purchase interest cannot be mitigated by trust. Abstrak dalam Bahasa Indonesia: Dengan kepercayaan sebagai variabel moderasi, tujuan dari penelitian ini adalah untuk memastikan dampak orientasi pasar, desain kemasan, dan pemasaran media sosial terhadap minat pembelian di De Klapper Pie. Sebanyak 190 orang berpartisipasi dalam survei ini, yang dilakukan di lokasi De Klapper Pie di Jalan Durian. Pengambilan sampel secara purposif digunakan dengan pendekatan kuantitatif dalam penyelidikan ini. Dengan bantuan SmartPLS versi 3, pengujian data menggunakan reliabilitas, validitas, dan pengujian hipotesis. Temuan penelitian menunjukkan bahwa orientasi pasar secara signifikan dan positif memengaruhi minat beli. Minat beli secara signifikan dan positif dipengaruhi oleh desain kemasan. Minat untuk melakukan pembelian secara signifikan dan positif dipengaruhi oleh pemasaran media sosial. Dampak orientasi pasar terhadap minat beli dapat dikurangi dengan kepercayaan. Dampak desain kemasan terhadap minat beli dapat dikurangi dengan kepercayaan. Meskipun demikian, dampak pemasaran media sosial terhadap minat beli tidak dapat dikurangi dengan kepercayaan.

This research investigated the performance of microfinance institutions (MFIs) with the focus of social media marketing as the predictor of the performance. The research was carried out in Dodoma City whereas a cross-sectional research design with involvement of 84 staff selected proportionately from MFIs’ strata was employed. Key informants were managers of the MFIs who were purposively selected. Data were collected using questionnaire and interviews. Analysis of qualitative data was undertaken by using adopting content analysis. Regarding quantitative data, application of descriptive statistics in form of percent, frequency and cases of occurrence in multiple responses fashion was carried out that was followed by further econometric analysis using and logit model to determine the performance of MFIs as contributed by social media as marketing strategies. The results indicated that WhatsApp, Instagram, Twitter and Facebook statistically were significant (p < 0.05) with positive relationship with increase in sales. The conclusion made from this research is that social media as marketing strategies positively influence the performance of MFIs. Serious investment in the usage of social media in marketing MFIs and their activities should be maximized for optimal performance.

This study explores how academic libraries use humor to communicate their value and services to their university community through social media. This study is a content analysis of posts created by a sampling of seven academic library Instagram and TikTok accounts. The study reviews and categorizes the multiple types of humor present among the particular content analyzed by looking at the combinations of humor types and then separating them out for individual analysis. This analysis shows that while Comparison and Silliness humor types were the most prevalent in the social media posts reviewed, Exaggeration received the highest average numbers of likes and comments. Sarcasm received the second most average likes, while Comparison received the second highest average number of comments per post. These findings suggest that expanding the usage of Exaggeration, Sarcasm, and Comparison in library social media content strategy could encourage engagement from audiences.

This article analyzes the process and analytics of the promotion of an asynchronous scholarly communications educational challenge in the setting of an academic health sciences library. The campaign used a content marketing strategy to create interest in and illustrate the importance of each day of the challenge. The campaign resulted in a click-through rate of approximately 8.7%, 63 sign-ups, and 546 research guide views. The reflections on this campaign unveil potential pitfalls and opportunities when marketing to researchers and others interested in scholarly communications.

Purpose: The purpose of this research was to provide a model for Validating and Presenting Brand-Customer Interaction Model in Digital Platform in the Cosmetics Industry.Method: This research was applied in its purpose and utilized a mixed approach (qualitative and quantitative). In this regard, this study was conducted with the aim of presenting and validating the brand-customer interaction model in Instagram Platform. The present study is a descriptive survey in terms of its practical-developmental purpose and data collection method. The statistical population in the qualitative section includes marketing professors and cosmetics industry managers, 20 of whom were selected by purposive sampling. The statistical population in the quantitative section also includes customers of cosmetics and health products, 384 participants were selected using the convenience sampling. The data collection tools were a semi-structured interview and a researcher-made questionnaire. First, thematic analysis method was used to analyze the expert interviews. Next, the identified pattern was validated using partial least squares method. Thematic analysis and partial least squares were done with MaxQDA software and Smart PLS software, respectively.Findings: The criterion to achieve data saturation has been to achieve repetition in extracting codes. 235 codes were identified in the open coding stage. Finally, three overarching themes, eight organizing themes, and 49 basic themes were obtained through axial coding. Based on the structural equation model, the proposed model was fitted and confirmed.Conclusion: Based on the results, effective marketing and digital content marketing are the basic elements of the model, which increase brand recognition and brand identity among customers by increasing interaction with customers. Brand recognition and identity contribute to positive word-of-mouth marketing, which in turn affects brand positioning on Instagram. Finally, in this way, it is possible to create a constructive and interactive brand-customer relationship.

Purpose: The purpose of this study was to prioritize the factors affecting consumer-buying behavior in online social media marketing.Method: The analysis and validation of indicators were conducted using the mixed method of structural equation modeling and partial least squares. Additionally, the IPMA matrix was utilized to determine the importance and type of performance of each factor. The research data were influenced by consumer information, predominantly consisting of women with a master's degree aged between 36 and 50 years. The study employed a non-probability sampling method common for online surveys, and 466 individuals were examined using Cohen's effect size formula.Findings: The research findings indicated that consumer engagement was the most important factor, and ease of use exhibited the highest level of performance in the overall social media model. Furthermore, consumer engagement was identified as the most important factor, while electronic word-of-mouth (EWOM) demonstrated the highest performance level on Instagram. Conversely, EWOM was deemed the most important factor, with consumer engagement displaying the highest performance level on Telegram. These results can be utilized by marketers to influence consumer purchasing behavior and craft online marketing strategies accordingly.Conclusion: Companies utilizing online social media platforms are advised to enhance consumer engagement and performance by implementing short-term techniques and effective strategies, such as incorporating online chat functionalities in the user environment. Instagram, being the most widely used social media platform and an online shopping hub for consumers, showcased acceptable performance in terms of consumer engagement. Hence, companies need to take measures to elevate performance levels to match their importance. In the case of Telegram, EWOM emerged as the most crucial factor among others, with a commendable performance rating. Businesses can bolster their Customer Relationship Management (CRM) units and enhance WOM initiatives to the fullest extent possible.

The food and beverage industry in Indonesia has stimulated a surge in Indonesian youth's practice of consuming nutritious food, resulting in fierce rivalry among enterprises in the healthy food sector. In order to manage the highly competitive business environment, organizations have increasingly resorted to utilizing social media marketing as a means to increase consumer inclination to make purchases. However, the widespread use of social media has led to concerns about individuals feeling excluded or perceived as outdated, a phenomenon commonly known as Fear of Missing Out (FOMO). The objective of this study is to examine the influence of Fear of Missing Out (FOMO) through social media marketing on consumers' inclination to make a purchase. We administered a survey using Google Forms to 120 participants aged between 18 and 34. We then analyzed the collected data using partial least squares structural equation modeling (PLS-SEM). The results indicate that both the fear of missing out (FOMO) and social media marketing have a beneficial impact on the desire to purchase healthy food goods. Utilizing the fear of missing out (FOMO) in social media marketing techniques can successfully enhance consumer attention and stimulate sales in the healthy food industry.

The impetus for this research is Generation Z's lack of understanding of social media marketing and brand image in relation to buying local products, because local brands are generally less successful. Self-congruence is new to assess consumer alignment with brands, which ultimately influences purchase decisions. The study's gap focuses on brand image, highlighting challenges consumers face in identifying with brands via social media. This study aims to show the impact of social media marketing on customer self-alignment, brand image, and purchase decision. The research data was collected by distributing questionnaires using a purposive sampling method to 217 gen Z participants who use local skincare and analyzed using SEM. The results show that all hypotheses influence each other by applying the self-expansion theory, where consumers will align themselves with brands from local products so that consumers will expand their self-concept and culminate in purchasing decisions. This study will also examine customer characteristics by gender and age as control variables that can be fully predicted. The findings of this study indicate a difference in gender, where women are more easily attracted to try than men. Younger consumers were found to prefer shopping online rather than physically, in contrast to older consumers.

Drawing on the Theory of Planned Behavior, this study aims to investigate the factors that influence consumers’ purchasing behavior towards Saudi coffee product. Additionally, it seeks to examine the moderating role of consumer ethnocentrism on the relationship between purchase intention and actual purchasing behavior of young consumers. The target population consisted of young consumers in Saudi Arabia who had previously consumed Saudi coffee product. Data were collected through an online survey using Google Forms in February 2024. The sample size comprised 386 respondents, 18-34 years old (with 52.8% of males and 47.2% of females). To assess the hypothesized model, the collected data underwent an analysis using Partial Least Squares Modeling approach. The results indicated that social media marketing activities depict high effect on intention of young consumers to purchase Saudi coffee product. Additionally, subjective norms, attitude, hedonic value, perceived behavioral control, and utilitarian value demonstrate a significant effect on customers’ intention to purchase Saudi coffee product. Furthermore, the results confirmed the moderating role of consumer ethnocentrism in the relationship between young consumers’ purchase intentions and their actual purchasing behavior toward Saudi coffee product. AcknowledgmentThis research was funded by the “Saudi coffee grants” program offered by the Saudi Ministry of Culture. All opinions expressed herein belong to the researchers and do not necessarily reflect those of the Ministry of Culture.

In today's business environment, enterprises perceive traditional marketing communication methods as insufficient and strive to establish a presence on various platforms to reach customers. Businesses aim to reach customers more effectively by increasing their marketing efforts in digital environments such as the internet and social media. This study aims to map the content and general landscape of research on social media marketing activities by focusing on existing literature on social media marketing. The study aims to provide researchers with a systematic summary by conducting a bibliometric analysis of existing literature on "social media marketing activities," an important concept in marketing, using quantitative data. The analysis was conducted using bibliometric data based on articles published between 2006 and 2023 found in the Web of Science database, using the VOSviewer software program. The study, which includes 68 scientific articles written in English, examines citation distribution, authors, most cited studies, distribution of publications by year, keywords, and other criteria. As a result of the research, an increase in the number of studies on social media marketing activities after 2017 is observed. The studies are widely conducted in China and Turkey, with articles being the predominant type of literature. Authors such as Kim Anglla, Ko Ounju, and Chen Shin are among the authors who have contributed the most to the literature. When looking at the most cited studies, it is concluded that the studies by Kim and Ko (2012), Chen and Lin (2019), Seo and Park (2018), Ismail (2017), and Yadav and Rahman (2017) are the most cited studies. The study also shows that the most citations are made in countries such as South Korea, the United States, Taiwan, and China. There is an increasing interest in theoretical research on social media marketing activities in recent years, and it is observed that studies may continue to increase. This situation highlights an important topic that awaits exploration for marketers and academics and can provide competitive advantages for businesses in different sectors and market segments. [ABSTRACT FROM AUTHOR]

With an ever-evolving increase in innovation, the growth of micro, small, and mediumsized enterprises (MSMEs) in the region has impacted various industries, including commodities. In today's highly competitive market, business owners can no longer reason that product advertising is a big challenge. If they want to maximize revenue, entrepreneurs need to find effective marketing techniques to sell their products. This study aims to identify the influence of social media marketing, competitor orientation, and customer orientation on marketing performance, with competitive advantage as a mediator. Data were obtained from 115 Batik MSME owners through census. Smart Partial Least Square analysis was used to examine the relationship between the influence of social media marketing, competitor orientation, and customer orientation on marketing performance, with competitive advantage as the mediating variable. The results show that customer- and competitor-focused social media marketing strategies have a positive and significant effect on competitive advantage. In addition, different from customer and competitor orientation, social media marketing directly has a positive and significant effect on marketing performance. [ABSTRACT FROM AUTHOR]

This research investigated the performance of microfinance institutions (MFIs) with the focus of social media marketing as the predictor of the performance. The research was carried out in Dodoma City whereas a crosssectional research design with involvement of 84 staff selected proportionately from MFIs’ strata was employed. Key informants were managers of the MFIs who were purposively selected. Data were collected using questionnaire and interviews. Analysis of qualitative data was undertaken by using adopting content analysis. Regarding quantitative data, application of descriptive statistics in form of percent, frequency and cases of occurrence in multiple responses fashion was carried out that was followed by further econometric analysis using and logit model to determine the performance of MFIs as contributed by social media as marketing strategies. The results indicated that WhatsApp, Instagram, Twitter and Facebook statistically were significant (p < 0.05) with positive relationship with increase in sales. The conclusion made from this research is that social media as marketing strategies positively influence the performance of MFIs. Serious investment in the usage of social media in marketing MFIs and their activities should be maximized for optimal performance. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: This study explores central questions related to the connection between social media marketing activities (SMMAs), user engagement and the self-brand connection of restaurant Instagram pages. The study examines the mediating role of user engagement between SMMAs and self–brand connections. Also, this study explores the connection between SMMAs and user engagement through the moderating role of gender and trust. Design/methodology/approach: A convenience sample method was employed to collect data from customers (18–24 years old). A structural equation modeling approach and PROCESS macro were applied based on 298 online questionnaires completed by customers who follow restaurant Instagram pages. The mediating effect for user engagement and the moderating effect for gender and trust were performed. Findings: The findings revealed that SMMAs have a significant positive influence on self–brand connection and user engagement. Further, user engagement acts as a mediator between SMMAs and self–brand connection. The results illustrate the importance of SMMAs in enhancing user engagement in light of gender and trust. Practical implications: This paper presents significant managerial implications for restaurant businesses about how SMMAs can effectively enhance user engagement behavior and self–brand connection on Instagram pages. Originality/value: This research developed a theoretical model to understand how SMMAs might enhance user engagement in the restaurant industry by invoking gender and trust as moderating variables in the relationship between SMMAs and user engagement. This paper offers new theoretical and practical contributions that add value to social media marketing (SMM) literature by testing the moderated–mediation model of these constructs in the hospitality sector. [ABSTRACT FROM AUTHOR]

Despite the increased adoption of social media marketing and accreditation practices by NPOs, little attention has been paid to their active promotion of accreditation information on social media and its potential impact on people’s attitude or behavioral change. This study examines whether the integration of accreditation information in nonprofit organizations’ social media marketing affects online users’ attitudes and behavioral intentions toward the promoted nonprofits This study conducts an online experiment using fictitious social media pages that include identifiable information on the NPOs’ environmental causes combined with an accreditation logo on public charities’ accountability as a device to test the signaling effect. This study created a factorial design of (2 × 2) by the combination of the existence of an accreditation logo (presence/absence) and the environmental awareness level (high/low). A total of 146 completed responses from graduate and undergraduate students of a public university were used for the analysis. Results show that respondents, having a high level of environmental awareness, demonstrated more positive attitudes toward the advertised nonprofits with certificate logo. This study suggests that the implementation of social media marketing with accreditation logo should be approached with caution, as it could potentially backfire with individuals with low environmental awareness. [ABSTRACT FROM AUTHOR]

This research utilizes the S-O-R (stimulus-organism-response) framework to investigate how essential quality factors impact consumer behavior in social media marketing. Specifically, it assesses the impact of information quality, which includes believability, usefulness, and vividness, on social presence and customer purchase intention. Additionally, it evaluates interaction quality, characterized by responsiveness, real-time interaction, and empathy, and its influence on these variables. Data were obtained from 652 Chinese consumers engaged in live broadcasts through an online survey. Employing PLS-SEM with SPSS and SmartPLS software, the analysis revealed significant impacts from both information and interaction quality on the results of the study. These factors were found to enhance customers' perception of social presence, significantly affecting their intent to purchase on social media live platforms. The findings offer crucial theoretical and practical insights for merchants to refine marketing strategies, underlining the importance of high-quality information and interaction in boosting consumer engagement and driving purchase decisions. [ABSTRACT FROM AUTHOR]

Although there are studies in the literature investigating the effect of social media marketing activities (SMMAs) on brand equity and purchase intentions, scant information is available regarding consumers' attachment to social media (ASM) and usage frequency considering the abovementioned variables. Accordingly, one of the main purposes of this study is to investigate the effect of consumers' ASM on their perceptions of SMMAs. The second main purpose of this study is to test whether social media usage frequency has a moderating effect regarding the impact of perceived SMMAs on brand equity and purchase intentions. Questionnaires were collected face-to-face and a data set of 907 Turkish youth consumers were evaluated. Two major international technology brands were selected for the purposes of this study. Hypotheses were tested using structural equation modeling and the bootstrapping method for mediation analysis. The results showed that ASM and social media usage frequency are distinctive factors in the context of perceived SMMAs. Consumers' ASM creates a psychological difference that positively affects their perceptions of brands' SMMAs. Moreover, social media usage frequency negatively moderates the effect of perceived SMMAs on brand equity and purchase intentions. Another important finding is that brand equity partially mediates the impact of perceived SMMAs on purchase intentions. The present article describes the first study to test the effect of consumers' ASM on perceived SMMAs and to investigate the moderating effect of social media usage frequency regarding the effect of perceived SMMAs on brand equity and purchase intentions. The conceptual framework contains both a mediator and moderator that generated additional insights into the literature regarding the context of this study. [ABSTRACT FROM AUTHOR]

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