Exploring The Role Of Trust In Network Marketing Success – The use of social media and its impact on the purchasing behavior of Slovak and Italian consumers during the COVID-19 pandemic
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Exploring The Role Of Trust In Network Marketing Success
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Linking Social Media Marketing Activities to Revisit Intention Through Brand Trust and Brand Loyalty on Cafe Facebook Pages: Exploring the Sequential Mediation Mechanism
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By Blend Ibrahim Blend Ibrahim Scilit Preprints.org Google Scholar View Publications 1, * , Ahmad Aljarah Ahmad Aljarah Scilit Preprints.org Google Scholar View Publications 2 and Dima Sawaftah Dima Sawaftah Scilit Preprints.org Google Scholar View Publications 2
Department of Tourism, School of Tourism and Hospitality Management, Girne American University, Girne 99300, North Cyprus, Mersin 10, Turkey
Submission Received: January 11, 2021 / Revised: February 6, 2021 / Accepted: February 13, 2021 / Published: February 19, 2021
Social media marketing (SMM) is a new field that involves the marketing of goods, services, information and ideas through online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social media marketing activities (SMMA) influence brand loyalty, brand trust, and revisit intention (return to the same location in the future). for cafes in the north. Cyprus. Empirical evidence was collected from 415 university students attending specific Facebook cafes and a structural equation modeling approach was applied. The results showed a significant positive impact of SMMA on brand loyalty, brand trust and revisit intention. The findings show that SMMA is a stronger predictor of revisit intention than brand loyalty and brand trust. Additionally, brand loyalty and brand trust are significant mediators in the relationship between SMMA and review intention. Furthermore, the sequential mediating effects of brand loyalty and brand trust on the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from Facebook cafes, the customer increases trust in the brand, which increases the level of brand loyalty. This, in turn, encourages customer review intent. As a result, brand leaders on social media platforms (in this case, Facebook) should promote SMMA specific to their brands and engage in such activities to build brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA influences revisit intention by enhancing brand loyalty and brand trust as mediators.
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Social media marketing activities; brand loyalty; revisiting the goal; brand trust; customer behavior; cafe; hospitality industry; Northern Cyprus
The power of social media has changed the actions of consumers and companies. For example, to get the latest news, people have started using Twitter instead of newspapers or television. Even YouTube celebrities are now more famous than Hollywood stars [1]. Businesses now create social media fan pages for their brands through Facebook, Instagram and Twitter to reach many consumers, which has led to new types of marketing plans, called social media marketing (SMM). With various communication tools and content in the tourism and hospitality industry, SMM appeals to researchers and specialists for many reasons, such as the advantages that online social media networks offer as hospitality business marketing tools. SMM is described as the method of using social media networks to create, interactively deliver and return corporate contributions useful to corporate stakeholders [2]. Hospitality businesses should apply SMM to make a significant profitable investment [3] and provide a perfect platform for hotels to discover the views of their customers [4]. Because half of the world’s population uses social media networks [5], there are many opportunities to expand into various social media platforms and incorporate this trend into the marketing plan of any business in the hospitality industry. Different types of tourism and hospitality businesses, such as hotels, luxury hotels, travel agencies, restaurants and cafes, benefit from social media platform content development, easy customer interaction, and cross-linking between different types of media platforms. social. Moreover, from the same perspective as online communities, Kim and Ko [6, 7] created new social media marketing activities (SMMA) in several domains (entertainment, interaction, fashion, personalization and word of mouth (WOM) ) to find out how SMMA increases consumer equity and purchase intention in terms of a luxury fashion brand. SMMA refers to interactions and communication between consumers and brands [8]. SMMA can reinforce and meet the different needs of individuals as well as improve the image of a consumer-brand relationship [9].
The SMMA examined various behavioral outcomes, including positive individual behaviors and attitudes [ 10 , 11 , 12 ]. The most important individual outcomes for consumers highlighted in this research process are review intention and brand trust [13]. Revisit intention is described as a visitor’s willingness or willingness to revisit the same goal [14], while brand trust is “the average consumer’s willingness to rely on the brand’s ability to perform its stated function” [ 15] (p. 82).
While the effects of SMMA on brand and brand equity have been investigated by several studies [10, 12, 16], few researchers have explained how and why SMMA affects revisit intention [17], brand loyalty [18, 19] and brand trust [20, 21].
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The relationship between SMMA and behavioral intention (purchase intention and revisit intention) has been well researched in the literature. Although most SMMA studies of these types of relationships have explored how SMMA unconditionally and directly affects behavioral intention [11, 22, 23], they do not focus on the factors that explain the relationship between SMMA and behavioral intention. While these concepts may be imperative to business success on social media platforms, these boundary conditions of SMM efforts remain less clear. We explore the essence of the relationship between these constructs in the tourism and hospitality industry (cafes) empirically [20, 21]. Thus, this research explores the literature gap by analyzing SMMA and behavioral responses such as revisit intention, brand loyalty, and brand trust.
This first gap in the literature depicts an incomplete picture of the SMMA-client-response relationship and limits our understanding [9, 12, 16, 24]. Our research is one of the few studies that examines intention, brand trust, brand loyalty, revisit intention and SMMA together in the tourism and hospitality industry (in particular, cafes).
A second gap in the literature concerns the underlying mechanism of how SMMA affects the tourism and hospitality business and customers following café Facebook pages. Most studies have focused on the relationship between SMMA and consumer responses in the luxury industry [6, 12, 25, 26, 27], education on Facebook pages [28], smartphone users [11], the airline industry [ 20, 29] , and the service industry [30]. These shortcomings for the tourism and hospitality industry are consistent with the call of recent research studies to examine SMMA in a wider variety of industries and countries (i.e., developed, emerging, or developing) [9, 10, 12, 21, 23, 24].
This study selected global brands of exclusive coffee shops in North Cyprus, such as Gloria Jean’s Coffees and Caffè Pascucci. With 14 coffee shops located in the three main cities in North Cyprus, both brands are the largest coffee brands in the country (Kyrenia, Nicosia and Famagusta). Additionally, Gloria Jean’s Coffees is ranked third globally among the world’s premium coffee brands and offers customers a diverse range of products, including hot and cold coffee beverages, juice and tea collections, and confectionery. [31]. The global coffee brand is dynamically involved in social media platforms through an active feed of news, promotions, photos about products and services, offers for customers to generate content about the products and discussion forums to express criticism or recommendations of the product [32]. Cafe businesses that embrace social media can also advance their customer service reputation, garner more positive mentions, and motivate conversation among users [33]. Finally, the vast majority of recent empirical studies on SMMA have been conducted in Asia [11, 16, 20]. Therefore, there is a need to investigate SMMA in different cultural settings such as Northern Cyprus [12, 21, 23] or in another context such as cafes [10, 17, 24]. Therefore, the present study complements
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