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I will Always Follow You: Exploring the Role of Customer Relationship in Social Media Marketing

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  • Patria Laksamana

    (Perbanas Institute, Indonesia.)

Abstract

This article aims to examine the mediating role of customer relationship in social media marketing. Its affect on purchase intention and brand loyalty is also analyzed. The conceptual model was tested in the context of retail banking. Data were collected by self-administered survey with 286 respondents. The results provide evidence that social media marketing leads to customer relationship, purchase intention and brand loyalty. However , the affect of social media marketing on purchase intention and brand loyalty were stronger when it was mediated by customer relationship. From a theoretical standpoint the results of this study contribute to further understanding the importance of customer relationship in social media marketing. Whereas for managerial perspective, it determines the social media marketing strategy for improving purchase intention and brand loyalty.

Suggested Citation

  • Patria Laksamana, 2020. "I will Always Follow You: Exploring the Role of Customer Relationship in Social Media Marketing," International Review of Management and Marketing, Econjournals, vol. 10(3), pages 22-28.
    • Handle: RePEc:eco:journ3:2020-03-4
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    Cited by:

    1. Sunanda Nayak & Vijay Pereira & Bahar Ali Kazmi & Pawan Budhwar, 2024. "To Buy or Not to Buy? Exploring Ethical Consumerism in an Emerging Market—India," Journal of Business Ethics, Springer, vol. 191(4), pages 811-835, May.
    2. Marcial López-Pastor & Jesús García-Madariaga & Joaquín Sánchez & Jose Figueiredo, 2020. "Demand Impact for Prices Ending with “9” and “0” in Online and Offline Consumer Goods Retail Trade Channels," International Review of Management and Marketing, Econjournals, vol. 10(6), pages 58-78.

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    More about this item

    Keywords

    Customer relationhip; social media marketing; purchase intention and brand loyalty.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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