Impact of Employer Branding, Social Media Marketing & EWOM on Consumer Online Purchase Intention with Mediation of Brand Trust

Authors

DOI:

https://doi.org/10.48112/tibss.v1i3.645

Abstract

Abstract Views: 109

This study aimed to determine the impact of social media marketing on brand trust and online purchase intention, to determine if social media marketing and electronic word of mouth undoubtedly help customers get more and more information about the product or brand more than the conventional means i.e. word of mouth, to determine the impact of brand trust on online purchase intention as well to know the consumer's assurance in purchasing products online. The research design employed in this study is causal research, aimed at understanding the behaviour of social media users. To gather data for the study, social media platforms served as the data collection channels. A total of 219 respondents participated in an online questionnaire, and the structural equation modelling (SEM) technique was utilized to track the hypothesized causal relationships. The outcomes of this study identify that consumers exhibit more trust in social media marketing compared to social EWOM. As a result, it is advisable to prioritize hypotheses that garnered acceptance and appear more viable and dependable for generating online purchase intentions. It's important to note that this research is confined to the apparel industry, with data primarily collected from urban areas due to their higher levels of literacy, awareness, fashion sense, technology use, and income compared to rural areas, where social media device usage is limited.

Keywords:

Brand trust, Employer branding, Online purchase intention, Social EWOM, Social media marketing

References

Alalwan, A. A., Algharabat, R. S., Baabdullah, A. M., Rana, N. P., Raman, R., Dwivedi, R., & Aljafari, A. (2019). Examining the impact of social commerce dimensions on customers' value cocreation: The mediating effect of social trust. Journal of Consumer Behaviour, 18(6), 431-446. https://doi.org/10.1002/cb.1782

Algharabat, R. S. (2017). Linking social media marketing activities with brand love: The mediating role of self-expressive brands. Kybernetes, 46(10), 1801-1819. https://doi.org/10.1108/K-04-2017-0130

Bivainienė, L. (2007). Brand image conceptualization: The role of marketing communication. Economics & Management, 12(1), 304-310.

Burmann, C., Jost-Benz, M., & Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390-397. https://doi.org/10.1016/j.jbusres.2008.06.009

Chen, S., & Lin, C. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change. 140. 22-32, https://doi.org/10.1016/j.techfore.2018.11.025.

Cheng, S. I., Fu, H. H., & Tu, L. C. (2011). Examining customer purchase intentions for counterfeit products based on a modified theory of planned behavior. International Journal of Humanities and Social Science, 1(10), 278-284.

Choshin, M., & Ghaffari, A. (2017). An investigation of the impact of effective factors on the success of e-commerce in small- and medium-sized companies. Computers in Human Behavior, 66, 67-74. https://doi.org/10.1016/j.chb.2016.09.026

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. https://doi.org/10.2501/IJA-30-1-047-075

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. https://doi.org/10.1007/BF02310555

Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102. https://doi.org/10.1080/13527266.2013.797764

Doherty, N. and Ellis-Chadwick, F. (2010) Internet Retailing: The Past, the Present and the Future. International Journal of Retail and Distribution Management, 38, 943-965. https://doi.org/10.1108/09590551011086000

Duarte.P, Silva.S, & Ferreira.M. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services. 44. 161-169. https://doi.org/10.1016/j.jretconser.2018.06.007

Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105. https://doi.org/10.1108/10610420610658938

Forsythe, S.M. and Shi, B. (2003) Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56, 867-875. http://dx.doi.org/10.1016/S0148-2963(01)00273-9

Ganiyu, R. A. (2017). Customer satisfaction and loyalty: A study of interrelationships and effects in Nigerian domestic airline industry. Oradea Journal of Business and Economics, 2(1), 7-20. https://ir.unilag.edu.ng/handle/123456789/11664

Gefen, D. and Straub, D.W. (2004) Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services. Omega, 32, 407-424. http://dx.doi.org/10.1016/j.omega.2004.01.006

Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352. https://doi.org/10.1016/S0022-4359(99)80099-2

Hanu, C., Amegbe, H., & Mensah, P. (2021). Your future employer: Employer branding, reputation, and social media. African Journal of Inter/Multidisciplinary Studies, 3(1), 1-18. https://doi.org/10.51415/ajims.v3i1.860

Hennig-Thurau, T.,, Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing.18(1).38-52. https://doi.org/10.1002/dir.10073.

Keller, K. (1998). Strategic brand management: Building, measuring, and managing brand equity. New Jersey: Prentice Hall.

Kotler, p., & Armstrong, G. (2018). Principles of marketing (17th ed.), Pearson Education.

Kotler, p., & Keller, K. L. (2012). Marketing management (Vol. 14th ed.). New Jersey: Pearson-Prentice Hall.

Kundu, S., & Datta, S. K. (2015). Impact of trust on the relationship of e-service quality and customer satisfaction. EuroMed Journal of Business, 10(1), 21-46. https://doi.org/10.1108/EMJB-10-2013-0053

Ladhari, R., & Michaud, M. (2015). eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36-45. https://doi.org/10.1016/j.ijhm.2015.01.010

Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120. https://doi.org/10.1016/0148-2963(96)00056-2

Lau, G. T., & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4, 341-370. https://doi.org/10.1023/A:1009886520142

Lee, I. and Lee, K. (2015) The Internet of Things (IoT): Applications, investments, and challenges for enterprises. Business Horizons, 58, 431-440. https://doi.org/10.1016/j.bushor.2015.03.008

Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169. https://doi.org/10.1177/1096348012471381

Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International business research, 3(3), 63. https://doi.org/10.5539/ibr.v3n3p63

Mabkhot, H. A., Shaari, H., & Md Salleh, S. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan, 50, 71–82.

Mao, J. (2010). Customer brand loyalty. International Journal of Business & Management, 5(7). https://doi.org/10.5539/ijbm.v5n7p213

Maruyama, G. (1997). Basics of structural equation modeling. Sage.

Matzler, K., Grabner-Krauter, S., & Bidmon, S. (2006). The value-brand trust-brand loyalty chain: An analysis of some moderating variables. Innovative Marketing, 2(2).

Mishra, A., & Satish, S. M. (2016). eWOM: Extant research review and future research avenues. Vikalpa, 41(3), 222-233. https://doi.org/10.1177/0256090916650952

Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204. https://doi.org/10.1108/IJRDM-03-2012-0034

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275

Preacher, K. J., Rucker, D. D., & Hayes, A. F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research, 42(1), 185-227. https://doi.org/10.1080/00273170701341316

Ramkissoon, H., & Uysal, M. S. (2011). The effects of perceived authenticity, information search behaviour, motivation and destination imagery on cultural behavioural intentions of tourists. Current Issues in Tourism, 14(6), 537-562. https://doi.org/10.1080/13683500.2010.493607

Reza Jalilvand, M., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946

Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior. New Jersey: Pearson Prentice Hall.

Sheu, J. J., & Chu, K. T. (2017). Mining association rules between positive word-of-mouth on social network sites and consumer acceptance: A study for derivative product of animations, comics, and games. Telematics and Informatics, 34(4), 22-33. https://doi.org/10.1016/j.tele.2016.12.010

Subawa, N. S., & Widhiasthini, N. W. (2020). Hegemony practice of consumers in disruption era. International Journal of Innovation, Creativity and Change, 11(3), 357-375.

Tuten, T., Solomon, M., & Ladik, D. (2015). The teaching of social media marketing. In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference (pp. 475-475). Springer International Publishing. https://doi.org/10.1007/978-3-319-10912-1_155

Weinberg, T. (2009). The new community rules: Marketing on the social web. " O'Reilly Media, Inc.". https://doi.org/10.1108/dlo.2011.08125cae.002

Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30-39. https://doi.org/10.1016/j.ausmj.2010.11.001

Yap, K. B., Soetarto, B., & Sweeney, J. C. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender's perspective. Australasian Marketing Journal, 21(1), 66-74. https://doi.org/10.1016/j.ausmj.2012.09.001

Zhan, L., Sun, Y., Wang, N. and Zhang, X. (2016). Understanding the influence of social media on people’s life satisfaction through two competing explanatory mechanisms. Aslib Journal of Information Management, 68(3). 347-361. https://doi.org/10.1108/AJIM-12-2015-0195

Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335-345. https://doi.org/10.1016/j.bushor.2015.01.006

Published

2023-09-30

How to Cite

Abbas, I., & Ali, U. A. (2023). Impact of Employer Branding, Social Media Marketing & EWOM on Consumer Online Purchase Intention with Mediation of Brand Trust. International Journal of Trends and Innovations in Business & Social Sciences, 1(3), 100–110. https://doi.org/10.48112/tibss.v1i3.645

Issue

Section

Articles