The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory
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Author(s)Nguyen Thi HuyenLink to ORCID Index: https://orcid.org/0000-0003-2705-5784
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Nguyen Minh NgocLink to ORCID Index: https://orcid.org/0000-0003-2114-011X
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Cao Anh ThaoLink to ORCID Index: https://orcid.org/0009-0001-4322-0930
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DOIhttp://dx.doi.org/10.21511/im.20(3).2024.05
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Article InfoVolume 20 2024, Issue #3, pp. 56-69
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Creative Commons Attribution 4.0 International License
Previous studies have not paid much attention to the effect of social media marketing activities on value co-creation behavior. Especially, up to now, no one has studied the effects of social media marketing activities dimensions on value co-creation behavior. This study applies the commitment-trust theory to develop and estimate this relationship through brand trust and brand commitment on social media in Vietnam. The snowball sampling technique was applied to gather 504 social media users through social media platforms in Vietnam. The proposed research model was tested through PLS-SEM using SmartPLS 4. The results highlighted that most social media marketing activities dimensions (including trendiness, electronic word of mouth, interaction, and customization) affect brand trust (pc are 0.42, 0.152, 0.112, 0.097, respectively, and p-values are all less than 0.05). Simultaneously, brand trust was found to have a positive effect on brand commitment (pc =0.405, p = 0.000). Furthermore, calculation results revealed that brand commitment contributed significantly and strongly to their co-value behavior towards brands (pc = 0.531, p = 0.000). On the contrary, the data do not support a direct impact of entertainment on brand trust (pc = 0.001, p = 0.990) and brand trust on co-value behavior (pc = 0.025, p = 0.466) at a significance level of less than 5%. Ultimately, the findings also suggest a guide to social media marketers to drive customer value co-creation behavior for brands.
Acknowledgment
This work was supported by the National Foundation for Science & Technology Development of Vietnam under Decision No. 131/QD-HDQL-NAFOSTED dated September 21, 2020.
- Keywords
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JEL Classification (Paper profile tab)M31, M37
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References62
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Tables6
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Figures2
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- Figure 1. Research model
- Figure 2. Results of PLS-SEM (displaying outer loadings and p-value for the outer model, path coefficients and p-value for the inner model, R-squared in the constructs)
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- Table 1. Estimate of loadings and significance
- Table 2. Reliability of the constructs
- Table 3. Discriminant validity – HTMT matrix
- Table 4. PLS results for collinearity statistic – inner models
- Table 5. Hypotheses testing results
- Table 6. Indirect effects
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Factors affecting users’ brand awareness through social media marketing on TikTok
Cuong Nguyen ,
Thao Tran ,
Tien Nguyen
doi: http://dx.doi.org/10.21511/im.20(1).2024.11
Innovative Marketing Volume 20, 2024 Issue #1 pp. 122-131 Views: 1643 Downloads: 428 TO CITE АНОТАЦІЯTikTok is increasingly influential in promoting brand awareness and boosting purchase intention. From a social media marketing perspective, brand awareness significantly influences consumers’ purchasing decisions. The primary objective of this study is to investigate and measure the factors influencing the brand awareness of TikTok users through social media marketing communications. The paper employs exploratory factor analysis, Cronbach’s Alpha test, and regression analysis to test the hypotheses. 24 observed variables were divided into six groups. Each variable was assessed using a 5-point Likert scale. The sample size includes 240 valid responses from TikTok users collected via convenience sampling. The questionnaire was distributed to TikTok users from Vietnam via the link on Google Forms. The collected data were processed by SPSS 20 software. The results suggest that six independent variables positively affect brand recognition via social media marketing on TikTok, with a 95% confidence interval at Sig. = 0.000 (0.05). Each of the six variables positively impacts initial expectations and is statistically significant at 1%. The results show that trends (Beta = 0.299) are the most decisive factors impacting brand awareness of TikTok users. Besides, electronic word of mouth (Beta = 0.242), influencer (Beta = 0.220), entertainment (Beta = 0.206), interaction (Beta = 0.200), and storytelling (Beta = 0.179) also positively affect the brand awareness of TikTok users. Limitations and further research suggest that marketers should investigate the role of artificial intelligence (AI) in the consumer’s brand awareness-constructing process.
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Commitment: a ‘contagious’ feeling between employees and customers in banking sector
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Population (443 people) of the present study included employees and customers from the same bank. Data collecting tool was two questionnaires, which were distributed among employees and customers. Data was analyzed with SEM to show the existing correlations. Results showed there is a moderated (0,424) relationship between OC and BC. Results confirm interpersonal exchange is a key concept in relationship management, in particular in services industry. -
E-WOM and consumers’ purchase intention: An empirical study on Facebook
Shafig Al-Haddad ,
Abdel-Aziz Ahmad Sharabati ,
Lana Harb ,
Aarab Husni ,
Maisam Abdelfattah
doi: http://dx.doi.org/10.21511/im.18(3).2022.13
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