Role of Sociability and Usability of Social Media on Consumer’s Behavioral Outcome; Mediation Role of Consumer Perceived Value

Affan Ahmed Khan, Ming Zheng Wang

Abstract


Since its commencement, online media platforms or networking sites has kept on encountering rapid growth. However, in literature, the marvel is still particularly in its early stage. Limited research studies in previous literature put spotlights on user’s behavioral outcome such as purchase intention resulted from web-based social media networking platforms. Such researchers either focus on the impact of social media operational components and characteristics of virtual group’s members on the behavioral outcome (consumer purchase intention). Therefore, present study presenting a robust insight through an integrated dynamic conceptual framework of the social media operational and psychological antecedents and their influence on consumers’ purchase intention for sustainable businesses through the mediation role of consumer perceived value. This study focuses on social media importance for sustainable growth in business by effective the application of social media as a strategic tool. The strategy utilized is quantitative and 300 participants participated. Results was conducted by Smart PLS. Partial Least Square- Structural Equation Modelling (PLS-SEM) is applied on the data. However, the result demonstrates that web-based social media engagement antecedents decidedly or positively impact on buyer’s buying expectation or behavioral outcome.


Keywords


Social Media Antecedents, Sociability, Usability, E-commerce, Perceived Value and Behavioral Outcome

Full Text:

PDF

References


J. Wirtz et al., “Managing brands and customer engagement in online brand communities,” Journal of Service Management, vol. 24, no. 3, pp. 223–244, 2013.

A. A. Mahrous, “Implications of the use of social media for pre-purchase information searches for automobiles,” International Journal of Technology Marketing, vol. 11, no. 3, pp. 254–275, 2016.

M. Ng, “Factors influencing the consumer adoption of Facebook: A two-country study of youth markets,” Computers in Human Behavior, vol. 54, pp. 491–500, 2016.

S. SOFTIC and M. Poturak, “Effects Of Social Media Communication On Brand Equity And Brand Purchase Intention: A Case Study On Domestic Brands In Bosnia And Herzegovina,” 2016.

S. Malinen, “Understanding user participation in online communities: A systematic literature review of empirical studies,” Computers in Human Behavior, vol. 46, pp. 228–238, 2015.

G. P. A. Leal, L. F. Hor-Meyll, and L. A. G. de Paula PessÔa, “Influence of virtual communities in purchasing decisions: The participants’ perspective,” Journal of Business Research, vol. 67, no. 5, pp. 882–890, 2014.

C. E. Porter, N. Donthu, and A. Baker, “Gender Differences in Trust Formation in Virtual Communities,” The Journal of Marketing Theory and Practice, vol. 20, no. 1, pp. 39–58, 2012.

R. V Kozinets, K. de Valck, A. C. Wojnicki, and S. J.. Wilner, “Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities,” Journal of Marketing, vol. 74, no. 2, pp. 71–89, 2010.

K. W. Chan and S. Y. Li, “Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity,” Journal of Business Research, vol. 63, no. 9–10, pp. 1033–1040, 2010.

R. P. Bagozzi and U. M. Dholakia, “Antecedents and purchase consequences of customer participation in small group brand communities,” International Journal of Research in Marketing, vol. 23, no. 1, pp. 45–61, 2006.

K. Peters, Y. Chen, A. M. Kaplan, B. Ognibeni, and K. Pauwels, “Social media metrics - A framework and guidelines for managing social media,” Journal of Interactive Marketing, vol. 27, no. 4, pp. 281–298, 2013.

Y. H. Kim, D. J. Kim, and K. Wachter, “A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention,” Decision Support Systems, vol. 56, no. 1, pp. 361–370, 2013.

A. M. Kaplan and M. Haenlein, “Users of the world, unite! The challenges and opportunities of Social Media,” Business Horizons, vol. 53, no. 1, pp. 59–68, 2010.

S. Umit Kucuk and S. Krishnamurthy, “An analysis of consumer power on the Internet,” Technovation, vol. 27, no. 1–2, pp. 47–56, 2007.

S. E. Gallagher and T. Savage, “Cross-cultural analysis in online community research: A literature review,” Computers in Human Behavior, vol. 29, no. 3, pp. 1028–1038, 2012.

J. Carlson, M. Rahman, R. Voola, and N. De Vries, “Customer engagement behaviours in social media: capturing innovation opportunities,” Journal of Services Marketing, 2018.

M. McLure Wasko and S. Faraj, “Why should I share? Examining social capital and knowledge contribution in electronic networks of practice,” MIS Quarterly, vol. 29, no. 1, pp. 35–57, 2005.

A. Mayfield, “What is Social Media, iCrossing, e‐book,” http://ebooksoneverything. com/marketing/WhatisSocialMedia. pdf> Acesso em, vol. 6, p. 2013, 2008.

J. M. Hansen, G. Saridakis, and V. Benson, “Risk, trust, and the interaction of perceived ease of use and behavioral control in predicting consumers’ use of social media for transactions,” Computers in Human Behavior, vol. 80, pp. 197–206, 2018.

V. Taprial, “Understanding Social Media,” Bookboon, 2012.

S. Liao and E. Chou, “Intention to adopt knowledge through virtual communities: posters vs lurkers,” Online Information Review, vol. 36, no. 3, pp. 442–461, 2012.

J. Yang, E. (Shirley) Mai, and J. Ben-Ur, “Did you tell me the truth? The influence of online community on eWOM,” International Journal of Market Research, vol. 54, no. 3, p. 369, 2012.

C. Liao, P. To, and C. Liu, “A motivational model of blog usage,” Online Information Review, vol. 37, no. 4, pp. 620–637, 2013.

J. Brown, A. J. Broderick, and N. Lee, “Word of mouth communication within online communities: Conceptualizing the online social network,” Journal of Interactive Marketing, vol. 21, no. 3, pp. 2–20, 2007.

A. A. Mahrous and A. K. Abdelmaaboud, “Antecedents of participation in online brand communities and their purchasing behavior consequences,” Service Business, vol. 11, no. 2, pp. 229–251, 2017.

S. C. Berger and C. M. Messerschmidt, “Babbling before banking? Online communities and pre‐purchase information seeking,” International Journal of Bank Marketing, vol. 27, no. 6, pp. 446–466, 2009.

C. Riedl, F. Köbler, S. Goswami, and H. Krcmar, “Tweeting to Feel Connected: A Model for Social Connectedness in Online Social Networks,” International Journal of Human-Computer Interaction, vol. 29, no. 10, pp. 670–687, 2013.

K. Teichmann, N. E. Stokburger-Sauer, A. Plank, and A. Strobl, “Motivational drivers of content contribution to company- versus consumer-hosted online communities,” Psychology and Marketing, vol. 32, no. 3, pp. 341–355, 2015.

F. D. Davis, “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, vol. 13, no. 3, pp. 319–340, 1989.

P. Nambisan, D. H. Gustafson, R. Hawkins, and S. Pingree, “Social support and responsiveness in online patient communities: impact on service quality perceptions,” Health Expectations, vol. 19, no. 1, pp. 87–97, 2016.

Y. J. Lim, A. Osman, S. N. Salahuddin, A. R. Romle, and S. Abdullah, “Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention,” Procedia Economics and Finance, vol. 35, pp. 401–410, 2016.

N. Sun, P. P. L. Rau, and L. Ma, “Understanding lurkers in online communities: A literature review,” Computers in Human Behavior, vol. 38, pp. 110–117, 2014.

S. A. Bone, P. W. Fombelle, K. R. Ray, and K. N. Lemon, “How Customer Participation in B2B Peer-to-Peer Problem-Solving Communities Influences the Need for Traditional Customer Service,” Journal of Service Research, vol. 18, no. 1, pp. 23–38, 2015.

C.-W. Ho, “Consumer behavior on Facebook,” EuroMed Journal of Business, vol. 9, no. 3, pp. 252–267, 2014.

M. M. Al-Debei, E. Al-Lozi, and A. Papazafeiropoulou, “Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective,” Decision Support Systems, vol. 55, no. 1, pp. 43–54, 2013.

S. Valenzuela, N. Park, and K. Kee, “Is There social capital in a social network site?: Facebook use and college student’s life satisfaction, trust, and participation1,” Journal of Computer-Mediated Communication, vol. 14, no. 4, pp. 875–901, 2009.

Y. Iwasaki and M. E. Havitz, “Examining relationships between leisure involvement, psychological commitment and loyalty to a recreation agency,” Journal of Leisure Research, vol. 36, pp. 45–72, 2004.

M. T. Adjei, S. M. Noble, and C. H. Noble, “The influence of C2C communications in online brand communities on customer purchase behavior,” Journal of the Academy of Marketing Science, vol. 38, no. 5, pp. 634–653, 2010.

V. A. Zeithaml, C. Perceptions, M. Model, E. Author, and V. A. Z. Source, “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence,” Journal of Marketing, vol. 52, no. 3, pp. 2–22, 1988.

M. R. Shaharudin, J. J. Pani, S. W. Mansor, and S. J. Elias, “Purchase Intention of Organic Food; Perceived Value Overview/INTENTION D’ACHATS DES ALIMENTS BIOLOGIQUES; VUE D’ENSEMBLE DE VALEUR PERÇUE,” Canadian Social Science, vol. 6, no. 1, pp. 70–79, 2010.

K. Borisavljević, “Egan J.: Relationship marketing: Exploring relational strategies in marketing, The 4th edition, Prentice Hall, Pearson Education Limited, Harlow, 2011,” Ekonomski horizonti, vol. 15, no. 3, pp. 257–259, 2013.

F. Farrokhi and A. Mahmoudi-Hamidabad, “Rethinking Convenience Sampling: Defining Quality Criteria,” Theory and Practice in Language Studies, vol. 2, no. 4, 2012.

H. H. Teo, H. C. Chan, K. K. Wei, and Z. Zhang, “Evaluating information accessibility and community adaptivity features for sustaining virtual learning communities,” International Journal of Human Computer Studies, vol. 59, no. 5, pp. 671–697, 2003.

K. Wathne, J. Roos, and G. Von Krogh, “Towards a theory of knowledge transfer in a cooperative context,” Managing Knowledge-Perspectives on cooperation and competition, pp. 55–81, 1996.

D. H. McKnight and N. L. Chervany, “What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology,” International Journal of Electronic Commerce, vol. 6, no. 2, pp. 35–59, 2001.

B. Wah Yap, T. Ramayah, and W. Nushazelin Wan Shahidan, “Satisfaction and trust on customer loyalty: a PLS approach,” Business Strategy Series, vol. 13, no. 4, pp. 154–167, 2012.

L. Surienty, T. Ramayah, M.-C. Lo, and A. N. Tarmizi, “Quality of work life and turnover intention: a partial least square (PLS) approach,” Social indicators research, vol. 119, no. 1, pp. 405–420, 2014.

J. Hair, M. Sarstedt, L. Hopkins, and V. Kuppelwieser, “Partial Least Squares Structural Equation Modeling (PLS-SEM): nAn Emerging Tool in Business Research,” European Business Review, vol. 26, no. 2, p. 1, 2014.

C. Fornell and D. Larcker, “Evaluating structural equation models with unobservable variables and measurement error,” Journal of marketing research, vol. 18, no. 3, pp. 39–50, 1981.

R. M. Baron and D. a Kenny, “The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations.,” Journal of personality and social psychology, vol. 51, no. 6, pp. 1173–1182, 1986.

L. Chen, “The influence of social media on consumer behavior: An empirical study on factors influencing consumer purchase intention in China under the social media context,” AArhus University, 2014.

V. G. Morwitz, J. H. Steckel, and A. Gupta, “When do purchase intentions predict sales?,” International Journal of Forecasting, vol. 23, no. 3, pp. 347–364, 2007.

S. A. Khan, Y. Liang, and S. Shahzad, “An Empirical Study of Perceived Factors Affecting Customer Satisfaction to Re-Purchase Intention in Online Stores in China,” Journal of Service Science and Management, vol. 8, no. June, pp. 291–305, 2015.

S. Chai and M. Kim, “What makes bloggers share knowledge? An investigation on the role of trust,” International Journal of Information Management, vol. 30, no. 5, pp. 408–415, 2010.

K. Hensel and M. H. Deis, “Using social media to increase advertising and improve marketing,” The Entrepreneurial Executive, vol. 15, p. 87, 2010.

J. F. Rogani, “Library consortia and digital services: Users’ perceptions at the University of Calabria,” New Library World, vol. 108, no. 11/12, pp. 504–525, 2007.

C. Borgman, E. Rasmussen, L. Champeny, R. A. Johnson, and G. H. Leazer, “Usability of digital libraries in a multicultural environment,” Design and usability of digital libraries: Case studies in the Asia-Pacific, pp. 270–284, 2004.

M. Kamtarin, “The effect of electronic word of mouth, trust and perceived value on behavioral intention from the perspective of consumers,” International Journal of Academic Research in Economics and Management Sciences, vol. 1, no. 4, p. 12, 2012.


Refbacks

  • There are currently no refbacks.




Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Revista Publicando.

Licencia de Creative Commons

 

This Content is available under licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.