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Marketing Plan Examples, Samples, & Templates
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Customer behavior as an outcome of social media marketing: The role of social media marketing performance and customer experience
By Ardi Weibow 1, Shi-Chi Chen 1, Yuripurn Wayangin 2, Yen Ma 3, * and Atapol Ruangkanjanas 4, *
What Is A Marketing Plan? Types And How To Write One
Received: November 24, 2020 / Revised: December 15, 2020 / Accepted: December 20, 2020 / Published: December 28, 2020
Social media plays an important role in marketing strategy. As part of social networking, businesses can use social networking sites (SNS) to establish direct communication and good relationships with their customers. Therefore, companies using SNS must choose the right marketing content to promote strong customer relationships, which leads to their behavior to create sustainable performance for companies. This study considered social media marketing performance (SMMA) and customer experience (CX) to measure the quality of customer relationships, which can influence customer behavioral outcomes, which include purchase intention, loyalty intention and the desire to participate. 413 online questionnaires were measured and analyzed using SmartPLS 3. The results show that SMMA and CX have a significant impact on the quality of customer relationships, which also has a positive impact on customer behavior outcomes. This study guides the company that the SNS marketing content should follow the dimensions of SMMA and CX to achieve the marketing goal and create a sustainable performance for the companies.
Social networks are widely used by companies as a marketing strategy tool. As part of social networks, social networking sites (SNS) allow users to communicate with each other. The SNS can become a means of mutual communication between the company and the customers. The ability of SNS to reach a wide range of users, its low cost [1] and the fact that it has become a part of the lives of ordinary citizens are useful for companies to ensure the attractiveness of marketing activities, create awareness of the consumer, and create virtual. Symbolic communities [2]. However, a survey conducted by the Indonesian Ministry of Communications and Information in 2019 found that most people use social media platforms to sell products or services, but when they want to make a purchase, they prefer to use a marketplace platform. Use the form. This indicates that despite the advanced features of the marketplace platform, social media can still encourage people to buy through social media by providing content with the right marketing activity. Therefore, to get the most out of social media marketing activities, companies must understand the importance of the format of content or message they want to deliver and its impact on consumer experiences, which can be The company will lead to marketing achievements. objectives
Social media marketing activities (SMMA) and customer experience (CX) can be involved in SNS marketing together. These two constructs are interrelated because logically, all the company’s marketing activities on SNS and/or customers’ perceived experiences will affect the customer’s response and will be involved in their analytical process before the purchase stage. Together, these two elements can create customer relationships that help achieve business marketing goals. In recent years, many empirical studies have been conducted to examine the adoption of SMMA in various fields and environments, as well as CX. However, none of them are jointly discussed in the research framework. SMMA research has been conducted on social media users [2], luxury fashion brands [4], the airline industry [5] and the e-commerce industry [6]. At the same time, research on CX has been conducted in many fields, such as the blogging environment [7, 8], travel agency [9], and social media [10]. Thus, to overcome the shortcomings of previous studies, this study proposes a framework that integrates SMMA and CX.
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A company or a person who wants to use social networks as a marketing channel can offer services, techniques, strategies and marketing designs that demonstrate social engagement and meet the characteristics of the community [11]. Marketing content on SNS should not only depend on commercial aspects, but also be socially oriented or include active interaction between users [12], which creates deep relationships and good relationships between them [13]. Creating marketing content on SNS is a challenge for businesses because they must be able to tailor marketing content to customers’ personal preferences or community preferences. Therefore, companies must choose the right marketing content to enhance strong relationships, which leads to customer behavior that creates sustainable performance for companies.
This research is designed to explore the impact of SMMA and CX on customer engagement, which is represented by the relationship quality construct, and to explore its impact on customer loyalty intention, purchase intention, and customer participation intention on the performance of social business Table 1 shows the operational definition of each construct in this study. In addition, efforts have been made to provide information and guidance to businesses to show whether using SNS as a marketing tool is the right decision and what type of SNS marketing content they should follow to achieve their marketing goals and create sustainable performance for their business . . Social media as a marketing tool and its potential consequences create a lasting impact in terms of business performance. Abbas et al. [14] found that the use of social media marketing platforms by companies is able to measure and promote sustainable business performance. In addition, social networks are an important aspect in terms of sustainable marketing strategies to support the development of positive customer behaviors.
A recent systematic review investigated that social networks are Internet-based channels that allow users to interact with large or specific communities that derive value from user-generated content and a sense of connection with others, whether real-time or asynchronously [ 15]. The importance of the use of social networks derives from the interaction or relationship with other users and the content created by an organization, company or person. Social media marketing strategy refers to an organization’s integrated activities that transform relationships (networks) and interactions (influences) with social media into useful strategic tools for achieving desired marketing outcomes [16]. The field of social media marketing is the use of social media as a means of communication with one or more stakeholders as an essential tool for communication.
Kim and Ko [4] developed the Social Media Marketing (SMMA) framework to emphasize that using social media as a marketing tool will have a different appeal than traditional marketing platforms such as print ads, billboards, etc. The benefits of social media as a marketing tool are: First, customers will enjoy more free marketing content from the company and generate social media activity. Second, customers can customize their information search using the default search function on SNS, hashtags, or direct personalized search services provided by the company. Third, social media is fast and real-time, allowing customers to receive the latest information and trends in the products/services offered by the company. Fourth, social media marketing campaigns allow you to create direct interactions between users that can create word-of-mouth effects. Thus, SMMA has five constructs: entertainment, interaction, trends, personalization and word of mouth.
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Kim and Ko [4] found that SMMA has a great effect on brand equity, purchase intentions, etc. In addition, other studies have investigated SMMA in different contexts and shown many of its results. The analytical results of Chen and Lin [2] suggest that SMMA has an indirect effect on perceived value in identity and social satisfaction. At the same time, social recognition and perceived value directly influence satisfaction, which in turn influences intention stability, intention involvement, and purchase intention. Seo and Park [5] showed that SMMA has a positive effect on brand awareness and brand image, suggesting that SMMA is an example that leads to brand equity. Respectively, brand awareness and brand image had a positive effect