Role of Social Media Motives in Driving Consumer Buying Behaviour in Online Brand Community of Pakistan
DOI:
https://doi.org/10.61841/xhj49008Keywords:
Consumer engagement, social media motives, information, entertainment, social aspects, self-seeking status, brand loyalty, positive word of mouthAbstract
In this era of mushroom growth of companies, it is essential for companies to engage the consumers with them for long run. Social media is the most used tool now in this digital world. This paper intended to explore the role of social media motives in consumer engagement and further on brand loyalty. This study enlighten the impact of social media motives i.e. information, environment, social aspect and self-seeking status on consumer engagement, further the impact of consumer engagement on consumer’s brand loyalty is also observed. The sample of 255 was taken from population of Pakistan. The study focused on online survey strategy through purposive data sampling technique. Path analysis of structural equational modelling via AMOS and moderated regression analysis via SPSS were applied. The study elaborates that there is a strong and positive relationship between consumer engagement and social media motives. Whereas consumer engagement plays adequate role in developing brand loyalty in online brand community. Companies can build marketing strategies that are fixated on these four motives in order to engage and lead to being loyal in this digital era.
Downloads
References
1. Baek, K., Holton, A., Harp, D., & Yaschur, C. (2011). The links that bind: Uncovering novel motivations for linking on Facebook. Computers in Human Behavior, 27(6), 2243-2248.
2. Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287.
3. Bessenoff, G. R. (2006). Can the media affect us? Social comparison, self-discrepancy, and the thin ideal. Psychology of women quarterly, 30(3), 239-251.
4. Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of economic psychology, 16(2), 311-329.
5. Brodie, R. J., Hollebeek, L. D., & Smith, S. D. (2011). Engagement: An important bridging concept for the emerging SD logic lexicon. Paper presented at the Proceedings.
6. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114.
7. Chu, S.-C., & Kim, J. (2018). The current state of knowledge on electronic word-of-mouth in advertising research. International Journal of Advertising, 37(1), 1-13.
8. Confente, I., Buratti, A., & Russo, I. (2015). The role of servitization for small firms: drivers versus barriers. International Journal of Entrepreneurship and Small Business, 26(3), 312-331.
9. Correa, T., Hinsley, A. W., & De Zuniga, H. G. (2010). Who interacts on the Web?: The intersection of users’ personality and social media use. Computers in Human Behavior, 26(2), 247-253.
10. Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of retailing and consumer services, 21(4), 468-481.
11. Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5-6), 375-399.
12. Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
13. Dimitriu, R., & Guesalaga, R. (2017). Consumers’ social media brand behaviors: uncovering underlying motivators and deriving meaningful consumer segments. Psychology & Marketing, 34(5), 580-592.
14. Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2017). Social media: communication strategies, engagement and future research directions. International Journal of Wine Business Research, 29(1), 2-19.
15. Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of direct, data and digital marketing practice, 9(3), 274-277.
16. Ellabban, O., & Abu-Rub, H. (2016). Smart grid customers' acceptance and engagement: an overview. Renewable and Sustainable Energy Reviews, 65, 1285-1298.
17. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.
18. Gambetti, R. C., & Graffigna, G. (2010). The concept of engagement. International Journal of Market Research, 52(6), 801-826.
19. Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
20. Hamilton, J. R., & Tee, S. (2013). Understanding social network site consumer engagements.
21. Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
22. Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera,
B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311- 330.
23. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
24. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
25. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251.
26. Kim, N., & Kim, W. (2018). Do your social media lead you to make social deal purchases? Consumer- generated social referrals for sales via social commerce. International Journal of Information Management, 39, 38-48.
27. Kim, Y., Sohn, D., & Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students. Computers in Human Behavior, 27(1), 365-372.
28. Krämer, N. C., & Winter, S. (2008). Impression management 2.0: The relationship of self-esteem, extraversion, self-efficacy, and self-presentation within social networking sites. Journal of media psychology, 20(3), 106-116.
29. Lin, K.-Y., & Lu, H.-P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161.
30. Liu, L., Lee, M. K., Liu, R., & Chen, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1-13.
31. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
32. Martin, C. L., & Goodell, P. W. (1991). Historical, descriptive and strategic perspectives on the construct of product commitment. European Journal of Marketing, 25(1), 53-60.
33. Marwick, A. E. (2012). The public domain: Social surveillance in everyday life. Surveillance & Society, 9(4), 378.
34. Men, L. R., & Tsai, W.-H. S. (2013). Toward an integrated model of public engagement on corporate social networking sites: Antecedents, the process, and relational outcomes. International Journal of Strategic Communication, 7(4), 257-273.
35. Moliner Tena, M. Á., Monferrer Tirado, D., & Estrada Guillén, M. (2018). Consequences of customer engagement and customer self-brand connection.
36. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
37. Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers. International Journal of Information Management, 35(4), 432-442.
38. Pagani, M., Hofacker, C. F., & Goldsmith, R. E. (2011). The influence of personality on active and passive use of social networking sites. Psychology & Marketing, 28(5), 441-456.
39. Park, N., Kee, K. F., & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. CyberPsychology & Behavior, 12(6), 729-733.
40. Rodgers, S. (2002). The interactive advertising model tested: The role of motives in ad processing. Journal of Interactive Advertising, 2(2), 22-33.
41. Rogers, C. R., & Carmichael, L. (1951). Client--Centered Therapy: Its Current Practice, Implications, and Theory, with Chapters Contributed by Elaine Dorfman, Thomas Gordon, and Nicholas Hobbs: Houghton Mifflin Company.
42. Sangwan, S. (2005). Virtual community success: A uses and gratifications perspective. Paper presented at the System Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on.
43. Sashi, C. (2012). Customer engagement, buyer-seller relationships, and social media. Management decision, 50(2), 253-272.
44. Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. internet Research, 19(1), 7-25.
45. Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of business research, 85, 175-184.
46. Sung, Y., Kim, E., & Choi, S. M. (2018). # Me and brands: understanding brand-selfie posters on social media. International Journal of Advertising, 37(1), 14-28.
47. Tripathi, M. (2009). Customer Engagement-Key to Successful Brand Building. Vilakshan: The XIMB Journal of Management, 6(1).
48. Tsai, W.-H. S., & Men, L. R. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Journal of Marketing Communications, 23(1), 2-21.
49. Tuten, T. L. (2008). Advertising 2.0: social media marketing in a web 2.0 world: social media marketing in a web 2.0 world: ABC-CLIO.
50. Valenzuela, S., Park, N., & Kee, K. F. (2009). Is there social capital in a social network site?: Facebook use and college students' life satisfaction, trust, and participation. Journal of computer-mediated communication, 14(4), 875-901.
51. Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of service research, 13(3), 253-266.
52. Van Laer, T., De Ruyter, K., & Cox, D. (2013). A walk in customers' shoes: How attentional bias modification affects ownership of integrity-violating social media posts. Journal of interactive marketing, 27(1), 14-27.
53. Yoshida, M., Gordon, B. S., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). Bridging the gap between social media and behavioral brand loyalty. Electronic Commerce Research and Applications, 28, 208-218.
54. Zailskaitė-Jakštė, L., & Kuvykaitė, R. (2016). Conceptualizing the social media communication impact on consumer based brand equity. Trends Economics and Management, 10(25), 68-74.
55. Zhang, T., Abound Omran, B., & Cobanoglu, C. (2017). Generation Y’s positive and negative eWOM: use of social media and mobile technology. International Journal of Contemporary Hospitality Management, 29(2), 732-761.
56. Zhu, Y.-Q., & Chen, H.-G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business horizons, 58(3), 335-345.
57. Adrutdin, K. F., Ali, A., Hassan, S., Jaafar, J., A Rahim, N. S., & Qureshi, M. I. (2018). The relationship between knowledge for customer and service quality on customer satisfaction: A Study on UniKL MITEC student services. International Journal of Engineering and Technology(UAE), 7(2), 69–72. https://doi.org/10.14419/ijet.v7i2.29.13132
58. Ahmad, A., Irshad, Z., & Qureshi, M. I. (2016). Impact of Transformational Leadership on Organizational Performance: A Case Study of Banks in Pakistan. IBA Business Review, 11(2).
59. Ahmad, M. H. B. H., Sarmin, N. H., & Qureshi, M. I. (2018). Selected Peer-Reviewed Articles from the International Conference on Science, Engineering, Management and Social Sciences (ICSEMSS 2016), Johor Bahru, Malaysia, 6–8 October, 2016. Advanced Science Letters, 24(6), 3823–3824. https://doi.org/10.1166/asl.2018.13052
60. Al-Kumaim, N. H., Hassan, S. H., Mahmood, A., Qureshi, M. I., & Khan, N. (2020). Exploring the determinants that control information overload and postgraduate research performance: conceptual model and implications for future research. International Journal of Psychosocial Rehabilitation, 24(1), 918– 943. https://doi.org/10.37200/IJPR/V24I1/PR200198
61. Alamer, A. R. A., Salamon, H. Bin, Qureshi, M. I., & Rasli, A. M. (2015a). A new business process and outcome oriented corporate social responsibility index for islamic banking. International Journal of Economics and Financial Issues, 5(1S), 207–214. Retrieved from http://www.econjournals.com/index.php/ijefi/article/view/1386
62. Alamer, A. R. A., Salamon, H. Bin, Qureshi, M. I., & Rasli, A. M. (2015b). CSR’s measuring corporate social responsibility practice in Islamic banking: A review. International Journal of Economics and Financial Issues, 5(Special Issue)), 198–206.
63. Ali Alamer, A. R., Salamon, H. Bin, Qureshi, M. I., & Rasli, A. M. (2015). How do we measure corporate social responsibility of islamic banks through their business processes and oriented outcomes? International Journal of Economics and Financial Issues, 5((Special Issue), 190–197.
64. Ali, M., & Qureshi, M. I. (2018). Social entrepreneurs’ musings: A premise for value creation. International Journal of Engineering and Technology(UAE), 7(4), 411–414. https://doi.org/10.14419/ijet.v7i4.28.22622
65. Ali, M., Qureshi, M. I., & Mustapha, I. (2019). SROI in Social Enterprises: A Systematic Literature Review of Recent Trends and Future Agenda. Societal Entrepreneurship and Competitiveness, 203–226. https://doi.org/10.1108/978-1-83867-471-720191014
66. Arai, T., Fuji, K., & Yanagida, M. (2018). Moderating effect of social support on the relationship between psychopathic traits and immoral behaviors. Shinrigaku Kenkyu, 89(1), 1–11. https://doi.org/10.4992/jjpsy.89.16003
67. Ashfaq, M. (2018). Effect Of Workplace Spirituality On The Affective Commitment Of Pakistani Bank Employees. The European Proceedings of Social & Behavioural Sciences, 40, 525–532. https://doi.org/10.15405/epsbs.2018.05.41
68. Ashfaq, M., Muhammad Imran Qureshi, D., Irum, S., Fadillah Ismail, D., & Rabeatul Husna, D. (2018). Mediating Role of Psychological Contract in the Relationship between Workplace Spirituality and Affective Commitment. International Journal of Engineering & Technology, 7(3.30), 369. https://doi.org/10.14419/ijet.v7i3.30.18335
69. Ashfaq, M., Qureshi, I., Irum, S., Mehmood, N., Khan, N., & Ahmad, H. (2020). Effect of green logistics on sustainability performance in Malaysia manufacturing companies. International Journal of Psychosocial Rehabilitation, 24(1), 784–792. https://doi.org/10.37200/IJPR/V24I1/PR200183
70. Baharum, Z., Hanif, M., Qureshi, M. I., Raidzuan, S. N. M., & Mahdin, H. (2018). Simulation model on movement of goods in sea freight for small and medium enterprise. Indonesian Journal of Electrical Engineering and Computer Science, 11(3), 1214–1222. https://doi.org/10.11591/ijeecs.v11.i3.pp1214- 1222
71. Baharum, Z., Venkatesan, Y. R., Raidzuan, S. N. M., & Qureshi, M. I. (2018). The development of simulation model on environmental uncertainty factors for interval project completion. International Journal of Engineering and Technology(UAE), 7(2), 62–66. https://doi.org/10.14419/ijet.v7i2.29.13130
72. Bashir, R. (2010). Microfinance Goes Macro: Impact on Poverty Alleviation in Pakistan. Journal of Independent Studies and Research-Management, Social Sciences and Economics, 8(1), 29–40. https://doi.org/10.31384/jisrmsse/2010.08.1.3
73. Bhatti, Mansoor Nazi, Qureshi, M. I., & Zaman, K. (2010). Future of Air Travel Industry: Relation of Growth and Consumer Satisfaction. International Journal of Economics and Research, 0I(01), 19–37.
74. Bhatti, Mansoor Nazir. (2018). Relationship Between Personality Traits And Academic Stress Among Postgraduate Students In Pakistan. The European Proceedings of Social & Behavioural Sciences, 40, 583–591. https://doi.org/10.15405/epsbs.2018.05.47
75. Bhatti, Mansoor Nazir, Sami, A., & Qureshi, I. (2018). Personality and academic performance among graduate students. Asia Proceedings of Social Sciences, 2(3), 256–259. https://doi.org/10.31580/apss.v2i3.454
76. Bibi, S., Iftikhar, M., Qureshi, M. I., Khan, K., & Zaman, K. (2013). Exploring the relationship among professional competence , job satisfaction and Career development confidence of chefs : an empirical research in Pakistan, 60, 16489–16497.
77. Bhatia, L.C., Naik, R.H.Clinical profile of acute myocardial infarction in elderly patients(2013) Journal of Cardiovascular Disease Research, 4 (2), pp. 107-111.
DOI: 10.1016/j.jcdr.2012.07.003
78. Sohrabi, Y., Hosseinnafez, A., Yarmohammadi, A., Mirzaei, N., Ahmadpour, M., Saleh, E., Ghadiri, S.K., Adabi, S.Investigating the level of consumable oils peroxide value in bistros (West of Iran)(2018) International Journal of Pharmaceutical Research, 10 (3), pp. 354-359. https://www.scopus.com/inward/record.uri?eid=2s2.085049613194&partnerID=40&md5=bf5ae99a31cf6 ca02a658df9d9744bdb
79. Firas Hassan, Salam Abd AlQadeem Mohammed, Anil Philip, Ayah Abdul Hameed, Emad Yousif. "Gold (III) Complexes as Breast Cancer Drug." Systematic Reviews in Pharmacy 8.1 (2017), 76-79. Print. doi:10.5530/srp.2017.1.13
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
