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The Influence of Social Media Marketing on Consumer's Purchase…
The Influence of Social Media Marketing on Consumer's Purchase Decision: Investigating the Effects of Local and Nonlocal Brands
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Literature Review
Empirical
Constantinides, E., and S. J. Fountain. 2008. Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice 9 (3):231–44. doi:10.1057/palgrave.dddmp.4350098.
Chiu, C. M., M. H. Hsu, H. Lai, and C. M. Chang. 2012. Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems 53 (4):835–45. doi: 10.1016/j.dss.2012.05.021.
Dabbous, A., and K. A. Barakat. 2020. Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services 53: 101966. doi:10.1016/j.jretconser.2019.101966.
Theoritical
SMM is a type of online marketing that uses the cultural context of society to meet communication and branding objectives (Tuten 2009).
Several benefits of SMM to marketers have been reported in the literature, for example, enabling two-way communication (Davis 2010)
In recent times, organizations have been increasingly using social media to engage customers with their brands (Okazaki et al. 2015).
Research Background
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Increase the understanding of previous social media marketing and their effects on purchase intention
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Problem: There are little research that supports brand trust, brand community, brand awareness, interaction, and emotional attachment to be combined to examine their effects on purchase intention simultaneously and to scrutinize transaction experience.
Solution: Marketers can help in engaging and interacting with the brand community, which will help in creating brand awareness and trust, ultimately influencing the purchase decision.
Dewa Ngakan Kadek Krishna Dharma Putra 119112823
Desak Ayu Putu Wanda Dharma Putri 119112824
A. A. Ngurah Yama Vikara Paranegara 119112839