In particular, we will have a view of the factors that influence customers and their responsiveness to social media campaigns by firms. Findings: The research analyzes the factors that influence consumer behavior and that influence their response to social media campaigns. In addition, we will identify any difference in behavior between active and passive social media users.
Introduction
Brands should create a study factor that indicates the value of customers and the impact of social media on them. There are several studies on social media marketing and its power, but not a clear view on the impact on consumer behavior. We will present the factors that influence consumer behavior and the differences between active and passive social media users.
Literature Review
Marketing evolution: From Traditional marketing to Internet
The most popular for all types of consumers are YouTube, MySpace, Facebook (Sin, et al., 2012).
Social Media Definition
- Social Networks
- Basic Characteristics of Social Media
- Social Media and its power
- Social Media Globally and the Greek Reality
- Social media marketing strategy
- Social media strategy in business sector
Connecting people is the main feature of social media and the simplicity of doing it in real time and globally. The rapid evolution of social media platforms and technologies gives consumers immense power. The difference between traditional marketing and social media marketing is the use of online platforms, blogs and communities.
Consumer behaviour and Responsiveness on Social Media
- Consumer behaviour theory
- Consumers’ decision-making process
- Factors influencing consumer behaviour
- Responsiveness on Social Media
Chu (2011) also mentioned that Facebook members are more responsive and have a more positive attitude towards social media campaigns or advertising. It was found that social media users have a different behavior towards online campaigns or advertisements based on the age groups they belong to. According to (Chi, 2011), all social media users perceive online advertising in a different way based on the social network and it is important for marketers to understand that social media plays an important role in advertising response.
Customer Satisfaction
Chu, 2011) suggests that there is a relationship between consumers and social media platforms that influence social media advertising, especially Facebook. In general, as (Chu, 2011) notes, young Facebook users are more eager and responsive to social media advertising, and for companies whose target audience is young, they cannot find a better platform to execute their strategy. Cox, 2010) also investigated whether age and attitude are correlated. Customer satisfaction is also correlated to revenue generated through fulfilling needs and wants.
The need to translate the theory into a pragmatic concept with guidelines leads to defining what is customer satisfaction and how we can measure it. Conceptually, satisfaction is the result of a purchase and use parallel to the comparison of costs and the expected expectations. Olson & P. Dover, 1976) examined the effects of expectations, performance, and disconfirmation on consumer belief items.
The growing interest in customer satisfaction and engagement has a parallel evolution with internet services and social media platforms. Building customer satisfaction and engagement requires a blend of traditional marketing and adapting new technologies in order to learn about consumers, understand them, and delight them. It has been argued that the purpose of social media marketing is not about customer satisfaction, but about customer empowerment that will enable consumers to interact with other consumers, create communities that will reformulate their needs into tangible products or intangible (Firat. & Dholakia, 2006).
Satisfaction is the most important factor for customer engagement, but it is not sufficient for customer engagement.
Experience Sharing
Emotional attachment
Based on Park et al. Park, 2006), “Given the uniquely strong effects of brand attachment…, additional research is needed on how marketers can improve brand attachment”.
Social media & Brand Loyalty
It is the most crucial element for customers to read relevant content for them and update; this is key to a successful social media branding strategy. Being popular on social media and the updated content are significant reasons to be engaged with the brand. Since the social media platforms are many, companies choose their target group and focus on the most effective platforms to communicate and create engagement mechanisms.
WoM & e-WOM
Conceptual model and research hypotheses
This means that consumers with different cultural or ethnic backgrounds will interpret social media marketing differently. Our first hypothesis refers to the influence of social media behavior and attitude on response to social media campaigns. H1: Active social media users have a positive attitude and response to social media campaigns and passive social media users have a negative attitude and response to social media campaigns.
Our second hypothesis posits a relationship between the response to social media campaigns and customers being satisfied, loyal and affected by word of mouth. To create a social media marketing campaign and to be successful, clients must be open to technology. Moreover, consumers are engaged with brands with a social media profile and they interact with it and other consumers (Kim & Adler, 2011).
On the other hand, negative attitudes towards social media campaigns are negatively influenced by customer satisfaction, WoM and brand loyalty. Positive attitudes toward social media responsiveness are influenced by brand loyalty due to brand status, power, and image. Negative attitudes towards social media responsiveness are influenced by brand loyalty due to brand offerings and quality.
H2h.Negative attitude towards social media response is influenced by brand loyalty due to brand status, power, image.
Research Methodology
- Design a research
- Data collection methods
- Methods of communication
- Response Issues
- Developing a questionnaire
- Methodology Research
- Sample approach
- Statistical approach
- Scales of measurement
Below are the most popular methods, which may also apply to our consumer behavior and social media research. We can also mention that it is a small portion of people without social media accounts and they were excluded from this study. Furthermore, the respondents may have similar characteristics as they are “friends” on the social media platforms with the author.
This research needs information about social media and its impact on customer behavior; we will measure whether social media leads to customer satisfaction and brand loyalty. The first section is about social media use and what social media respondents are using. The second part will try to analyze each user's profile and how they act on social networks.
The following sections deal with eWoM, brand loyalty, customer satisfaction, experience sharing, emotional attachments and responsiveness to social media advertising. Adults are more likely to respond and answer honestly about their behavior in social media. Moreover, their income allows them to make their own choices about products; they are more mature and are more responsible on their social media behavior.
All respondents were divided into active or passive social media users based on their activity and time spent on social media platforms.
Data analysis
- Descriptive analysis
- Factor analysis
- Social media Use Analysis
- Word of Mouth
- Brand Loyalty
- Customer satisfaction
- Experience sharing
- Emotional attachment
- Responsiveness on social media campaigns
- Measure Reliability
- Statistical analysis
- Hypothesis Testing
- Hypothesis Testing
- Hypothesis Testing
Most of the population spend more than 2 hours a day on social media, while 21% spend more than 5 hours. The pattern matrix shows that the first factor, which is active user of social media, consists of four items, and the second factor, which is passive user of social media, consists of two items. I have a positive behavior for brands with social media activities and social media profile 1 0.657 I have a positive behavior for a brand with social activities; protect the environment,.
A campaign or advertisement on social media can influence my intention to purchase something 1 0.649 I do not click on internet advertisements because I find them irrelevant at the time they are shown 1 0.908. It is more possible to buy something when I read good reviews. I trust social media reviews. Based on the literature review, the author assumes that there is a relationship between positive reactions to campaigns and active social media users.
Negative attitude towards responding to campaigns” was positively affected, but neither active social media users nor active social media users. Not affected by "Active Social Media Profile" and "Passive Social Media Profile" (p-value>0.05). Positive attitude towards Social Media Responsiveness is influenced by customer satisfaction, WoM and brand loyalty.”
Negative attitude towards social media responsiveness is influenced by customer satisfaction, by WoM and brand loyalty.”.
Conclusions and implications
- Introduction
- Customers with Active or Passive Social Media Profile
- Responsivess on Social media
- Brand Loyalty
The study found that all social media users are generally positive about responding to social media campaigns, with no differences in usage behavior. What is surprising is that customers who are loyal to a brand because of its status, power or image do not respond to other brands' social media campaigns. Users with a positive attitude toward advertising are more likely to follow a brand's social media profile and receive notifications about promotions.
Based on the literature review, Chu (2011) suggests that there is a relationship between consumers' use and social media bond. Marketers should consider all the insights from this research when designing a social media campaign to achieve a high response rate and engage customers. Supported by the literature review, social media marketing gives companies more efficient and easy ways to communicate with consumers and build loyalty.
Customers who appear to be more active on social media and more loyal to a brand are more likely to write a review; and the study illustrates how consumers are influenced by the published reviews. With this study, we explored insights into the effect of social media marketing on brand loyalty. Marketers should conduct further research to delve deeper into the effects of social media use on consumers.
Understanding what types of social media marketing campaigns increase brand awareness, as well as the impact of word of mouth on social media marketing effectiveness, is important for marketers to rely on.
Limitations and future research
Virtual Brand Community: An Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan. Viral advertising in social media: Facebook group participation and responses among college students. In the questions below, indicate the amount of time you spend on social media and choose the answer that mostly applies to you, from Strongly disagree to Strongly agree.
It is more possible to purchase a product or service if people think too much about it or write about it on social media. From the questions below, select the answer that most applies to your case and focus on how responsive you are to social media campaigns and ads, ranging from Strongly Agree to Strongly Agree. From the questions below, select the answer that most applies to your case and focus on the benefits you seek from using social media and why you use it, ranging from Strongly Disagree to Strongly Agree.
I use Social Media to get to know the trends in fashion, entrepreneurship, sports and advertising.