IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v3y2019i11p525-529.html
   My bibliography  Save this article

The Iceberg of Social Media Marketing

Author

Listed:
  • Lady

    (Management Department, Universitas Internasional Batam, Jl. Gajah Mada, Baloi – Sei Ladi, Batam 29442/, Indonesia)

Abstract

Social media has become a necessity for everyday life. More than half of Indonesians are internet users, who spend most of their time on social media. This is a phenomenon that opens up great opportunities for companies to digitize their business ventures. Ads are increasingly rampant starting from Facebook, Instagram and Youtube. Whatever type of product and service purchases is switched, from offline to online. In social media there are content, advertisements using endorsers (celebrities), and online reviews that customers count into. Other thing that could affect the brand equity is the perceived connection/relationship between the customer and the brand itself. Therefore, in this study, the author would examine the influence of Social Media Marketing towards Brand Equity with Self-Brand Connection as an intervening variable. The results of this study prove that social media marketing has positive effect on brand equity with self-brand connection as mediation.

Suggested Citation

  • Lady, 2019. "The Iceberg of Social Media Marketing," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 3(11), pages 525-529, November.
    • Handle: RePEc:bcp:journl:v:3:y:2019:i:11:p:525-529
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-3-issue-11/525-529.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/virtual-library/papers/the-iceberg-of-social-media-marketing/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jayarama, Dureen & Manraib, Ajay K. & Manraib, Lalita A., 2015. "Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications," Journal of Economics, Finance and Administrative Science, Universidad ESAN, vol. 20(39), pages 118-132.
    2. N. Albert & Dwight Merunka & Pierre Valette-Florence, 2013. "Brand passion: Antecedents and consequences," Post-Print halshs-00674719, HAL.
    3. Uttam Chakraborty & Savita Bhat, 2018. "Credibility of online reviews and its impact on brand image," Management Research Review, Emerald Group Publishing Limited, vol. 41(1), pages 148-164, January.
    4. Kostyra, Daniel S. & Reiner, Jochen & Natter, Martin & Klapper, Daniel, 2016. "Decomposing the effects of online customer reviews on brand, price, and product attributes," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 11-26.
    5. Tan, Teck Ming & Salo, Jari & Juntunen, Jouni & Kumar, Ashish, 2018. "A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands," Journal of Business Research, Elsevier, vol. 92(C), pages 71-80.
    6. Noel Albert & Dwight Merunka & Pierre Valette-Florence, 2013. "Brand passion: Antecedents and consequences," Post-Print hal-01822310, HAL.
    7. Scott Radford & Peter Bloch, 2013. "Consumers’ online responses to the death of a celebrity," Marketing Letters, Springer, vol. 24(1), pages 43-55, March.
    8. Uttam Chakraborty & Savita Bhat, 2018. "Credibility of online reviews and its impact on brand image," Management Research Review, Emerald Group Publishing Limited, vol. 41(1), pages 148-164, January.
    9. Albert, Noel & Merunka, Dwight & Valette-Florence, Pierre, 2013. "Brand passion: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(7), pages 904-909.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    2. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    3. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    4. Muhammad Taqi, "undated". "Development Of Brand Hate Through Electronic Marketing," Review of Socio - Economic Perspectives 202070, Reviewsep.
    5. Elena Casprini & Tommaso Pucci & Gino Vitale & Lorenzo Zanni, 2020. "From Individual Consumption to Venture Development: the Role of Domain Passion in the Videogame Industry," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 11(4), pages 1470-1488, December.
    6. Lia Zarantonello & Simona Romani & Silvia Grappi & Marc Fetscherin, 2018. "Trajectories of brand hate," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 549-560, November.
    7. Sergio Andres Osuna Ramirez & Cleopatra Veloutsou & Anna Morgan-Thomas, 2017. "A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 3(3), pages 305-332, July.
    8. Faheem Gul Gilal & Jian Zhang & Rukhsana Gul Gilal & Naeem Gul Gilal, 2020. "Linking motivational regulation to brand passion in a moderated model of customer gender and age: an organismic integration theory perspective," Review of Managerial Science, Springer, vol. 14(1), pages 87-113, February.
    9. Davvetas, Vasileios & Diamantopoulos, Adamantios, 2017. "“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret," Journal of Business Research, Elsevier, vol. 80(C), pages 218-227.
    10. Koryoe Anim-Wright & Rhodalene Amartey, 2024. "Examining the Effect of Brand Like and Brand Love on Brand Loyalty," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 1-51, March.
    11. Minh T. H. Le, 2023. "Does brand love lead to brand addiction?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 57-68, March.
    12. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
    13. Swimberghe, Krist R. & Astakhova, Marina & Wooldridge, Barbara Ross, 2014. "A new dualistic approach to brand passion: Harmonious and obsessive," Journal of Business Research, Elsevier, vol. 67(12), pages 2657-2665.
    14. Maduku, Daniel K. & Mpinganjira, Mercy & Rana, Nripendra P. & Thusi, Philile & Ledikwe, Aobakwe & Mkhize, Njabulo Happy-boy, 2023. "Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    15. Muhammad Naeem & Wilson Ozuem, 2021. "Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 510-525, September.
    16. Mansoor, Mahnaz & Paul, Justin, 2022. "Mass prestige, brand happiness and brand evangelism among consumers," Journal of Business Research, Elsevier, vol. 144(C), pages 484-496.
    17. Wymer, Walter & Casidy, Riza, 2019. "Exploring brand strength's nomological net and its dimensional dynamics," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 11-22.
    18. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    19. Jorge Matute & José Luis Sánchez-Torelló & Ramon Palau-Saumell, 2021. "The Influence of Organizations’ Tax Avoidance Practices on Consumers’ Behavior: The Role of Moral Reasoning Strategies, Political Ideology, and Brand Identification," Journal of Business Ethics, Springer, vol. 174(2), pages 369-386, November.
    20. Luyan Su & Ying Li & Wenli Li, 2019. "Understanding Consumers’ Purchase Intention for Online Paid Knowledge: A Customer Value Perspective," Sustainability, MDPI, vol. 11(19), pages 1-19, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:3:y:2019:i:11:p:525-529. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Renu Malsaria (email available below). General contact details of provider: https://www.rsisinternational.org/journals/ijrsi/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.