IDEAS home Printed from https://ideas.repec.org/a/ibn/ibrjnl/v10y2017i2p29-42.html

A Research on the Comparison of the Effect of Benefits Obtained from Social Media Marketing to Brand Commitment in Terms of Domestic and Foreign Consumers

Author

Listed:
  • Polat Can
  • Ilker Çetin

Abstract

Nowadays businesses make enormous effort be one step ahead of their rivals and therefore, they evaluate every innovation to gain advantage in the rivalry. Lately, the lead of the new rivalry tools is social media. The utility of social media, that has an increasing amount of users, provides important gains for businesses. While it provides important advantages to manage this new environment well, mistakes could cause unrecoverable consequences. Therefore, businesses who want to have a place on social media have to know the methods of reaching the target markets and the strategies to use in this environment. In this context, target groups, especially on social media, should be determined wisely and it is important to use right social media tools for the target market. In addition, to know the benefits that target market gains from social media marketing helps for meeting the needs and claims in a better way. In this research, it is aimed to investigate the effect of the benefits that consumers gain from social media marketing on brand commitment. Accordingly with this aim, domestic and foreign consumers of a hotel that offers an all-inclusive service in tourism sector have been taken under the scope of this research. The research has been implemented on 385 domestic and 385 foreign consumers that follow the Facebook page of the hotel. For the analysis of data, methods of average, frequency distribution, reliability analysis, confirmatory factor analysis and structural equation modelling have been used. As a result of these analyses, it is seen that hedonic and monetary benefits affect community participation in regards of domestic consumers, while functional, social and monetary benefits affects community participation in terms of foreign consumers.

Suggested Citation

  • Polat Can & Ilker Çetin, 2017. "A Research on the Comparison of the Effect of Benefits Obtained from Social Media Marketing to Brand Commitment in Terms of Domestic and Foreign Consumers," International Business Research, Canadian Center of Science and Education, vol. 10(2), pages 29-42, February.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:2:p:29-42
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/64245/35579
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/64245
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Park, Eun Joo & Kim, Eun Young & Funches, Venessa Martin & Foxx, William, 2012. "Apparel product attributes, web browsing, and e-impulse buying on shopping websites," Journal of Business Research, Elsevier, vol. 65(11), pages 1583-1589.
    2. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    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. Corral de Zubielqui, Graciela & Fryges, Helmut & Jones, Janice, 2019. "Social media, open innovation & HRM: Implications for performance," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 334-347.
    2. Casprini, Elena & Di Minin, Alberto & Paraboschi, Andrea, 2019. "How do companies organize nascent markets? The BlaBlaCar case in the inter-city shared mobility market," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 270-281.
    3. Simon Chadwick & Alex Fenton & Richard Dron & Wasim Ahmed, 2021. "Social Media Conversations About High Engagement Sports Team Brands," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 178-191, July.
    4. Rizwan Raheem Ahmed & Dalia Streimikiene & Gerhard Berchtold & Jolita Vveinhardt & Zahid Ali Channar & Riaz Hussain Soomro, 2019. "Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan," Sustainability, MDPI, vol. 11(12), pages 1-40, June.
    5. Coloma à lvarez Santamaría & Consuelo Riaño Gil & Agustín V. Ruiz Vega, 2024. "The Power of Social Commerce: Understanding the Role of Social Word-of-Mouth Behaviors and Flow Experience on Social Media Users’ Purchase Intention," SAGE Open, , vol. 14(3), pages 21582440241, September.
    6. Zhu, Jiang & Jiang, Lan & Dou, Wenyu & Liang, Liang, 2019. "Post, Eat, Change: The Effects of Posting Food Photos on Consumers' Dining Experiences and Brand Evaluation," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 101-112.
    7. Hao Liu & Xu Li & Honglei Lu, 2025. "Assessing the Satisfaction of Young Chinese Cruise Tourists Using the “Quad + SICAS†Touchpoints Model," SAGE Open, , vol. 15(3), pages 21582440251, August.
    8. Sangmi Chai, 2020. "Does Cultural Difference Matter on Social Media? An Examination of the Ethical Culture and Information Privacy Concerns," Sustainability, MDPI, vol. 12(19), pages 1-12, October.
    9. Adriana Lopes Vassalo & Célio Gonçalo Marques & João Tomaz Simões & Maria Manuela Fernandes & Susana Domingos, 2024. "Sustainability in the Fashion Industry in Relation to Consumption in a Digital Age," Sustainability, MDPI, vol. 16(13), pages 1-63, June.
    10. Si Xie & Ghulam Rasool Madni, 2023. "Impact of Social Media on Young Generation’s Green Consumption Behavior through Subjective Norms and Perceived Green Value," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    11. Weinberg, Bruce D. & Pehlivan, Ekin, 2011. "Social spending: Managing the social media mix," Business Horizons, Elsevier, vol. 54(3), pages 275-282, May.
    12. Elena Casprini & Alberto Di Minin, 2013. "The Social Media Revolution. Strategies and Attitudes towards the Rise of an Enabling Technology," Working Papers 201302, Scuola Superiore Sant'Anna of Pisa, Istituto di Management.
    13. F. J. Cristófol & Gorka Zamarreño Aramendia & Jordi de-San-Eugenio-Vela, 2020. "Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)," Sustainability, MDPI, vol. 12(17), pages 1-19, August.
    14. Ashraf Mohamed Anas & Ahmed Hassan Abdou & Thowayeb H. Hassan & Wael Mohamed Mahmoud Alrefae & Fathi Mohammed Daradkeh & Maha Abdul-Moniem Mohammed El-Amin & Adam Basheer Adam Kegour & Hanem Mostafa M, 2023. "Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context," Sustainability, MDPI, vol. 15(9), pages 1-21, April.
    15. Boštjan Brumen & Marjetka Rangus & Maja Turnšek Hancic & Tanja Lešnik Štuhec & Mitja Gorenak, 2017. "Slovenian Tourism Industry: E-Disabled," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 10(1), pages 19-26.
    16. Edison Jair Duque Oliva & Pedro Duque, 2022. "Tendencias emergentes en la literatura sobre el compromiso del cliente: un análisis bibliométrico," Estudios Gerenciales, Universidad Icesi, vol. 38(162), pages 120-132.
    17. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    18. Baum, Daniela & Spann, Martin & Füller, Johann & Thürridl, Carina, 2019. "The impact of social media campaigns on the success of new product introductions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 289-297.
    19. Taekyung Kim & Hwirim Jo & Yerin Yhee & Chulmo Koo, 2022. "Robots, artificial intelligence, and service automation (RAISA) in hospitality: sentiment analysis of YouTube streaming data," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 259-275, March.
    20. Lasha Tchelidze, 2023. "Influence of Brand Activities through Social Media on Consumer Awareness," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 8(1), pages 7-14, April.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    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:ibn:ibrjnl:v:10:y:2017:i:2:p:29-42. 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: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    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.