IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v130y2021icp378-383.html
   My bibliography  Save this article

SNS marketing activities as a sustainable competitive advantage and traditional market equity

Author

Listed:
  • Wang, Huanzhang
  • Ko, Eunju
  • Woodside, Arch
  • Yu, Jihye

Abstract

This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.

Suggested Citation

  • Wang, Huanzhang & Ko, Eunju & Woodside, Arch & Yu, Jihye, 2021. "SNS marketing activities as a sustainable competitive advantage and traditional market equity," Journal of Business Research, Elsevier, vol. 130(C), pages 378-383.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:378-383
    DOI: 10.1016/j.jbusres.2020.06.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320303696
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.06.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wang, Huanzhang & Kim, Kyung Hoon & Ko, Eunju & Liu, Honglei, 2016. "Relationship between service quality and customer equity in traditional markets," Journal of Business Research, Elsevier, vol. 69(9), pages 3827-3834.
    2. Kei Aoki & Efua Obeng & Aberdeen Leila Borders & Deborah H. Lester, 2019. "Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers?," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(1), pages 51-62, January.
    3. Yong Tang & Meiling Zhong & Hongyao Qin & Yuxuan Liu & Lingxiao Xiang, 2019. "Negative word of mouth about foreign lands: Dimensions of the shared discomforts narrated in travel blogs," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(3), pages 311-329, July.
    4. Dan J. Kim & Donald L. Ferrin & H. Raghav Rao, 2009. "Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration," Information Systems Research, INFORMS, vol. 20(2), pages 237-257, June.
    5. Eileen Bridges, 2018. "Hedonic and utilitarian shopping goals: a decade later," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(3), pages 282-290, July.
    6. Shareef, Mahmud Akhter & Mukerji, Bhasker & Dwivedi, Yogesh K. & Rana, Nripendra P. & Islam, Rubina, 2019. "Social media marketing: Comparative effect of advertisement sources," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 58-69.
    7. Hautz, Julia & Füller, Johann & Hutter, Katja & Thürridl, Carina, 2014. "Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers' Perceptions and Intended Behaviors," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 1-15.
    8. Wang, Huanzhang & Liu, Honglei & Kim, Sang Jin & Kim, Kyung Hoon, 2019. "Sustainable fashion index model and its implication," Journal of Business Research, Elsevier, vol. 99(C), pages 430-437.
    9. Heeju Chae & Eunju Ko & Jinghe Han, 2015. "How do customers' SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(2), pages 122-141, March.
    10. Enju Ko & Mi-Ah Lee & Min Young Lee & Michel Phan & Kyung Hoon Kim & Yoo Kyung Hwang & Leslie Davis Burns, 2011. "Product Attributes' Effects on Perceived values and Repurchase Intention in Korea, USA and France," Post-Print hal-02312946, HAL.
    11. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    12. Jungin Choi & Yoon Hi Sung & Chang-Hoan Cho, 2018. "Public or private products? The impact of cause-related marketing and product conspicuity on consumer response on social networking sites," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(4), pages 337-357, October.
    13. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    14. Raouf Ahmad Rather & Shehnaz Tehseen & Murtaza Hassan Itoo & Shakir Hussain Parrey, 2019. "Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(2), pages 196-217, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Carlos Sánchez‐Camacho & Rocío Carranza & David Martín‐Consuegra & Estrella Díaz, 2022. "Evolution, trends and future research lines in corporate social responsibility and tourism: A bibliometric analysis and science mapping," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(3), pages 462-476, June.
    2. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    3. Kejun Lin & Wenbin Du & Shixin Yang & Chang Liu & Sanggyun Na, 2023. "The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    4. Saleh Md. Arman & Cecilia Mark-Herbert, 2021. "Re-Commerce to Ensure Circular Economy from Consumer Perspective," Sustainability, MDPI, vol. 13(18), pages 1-18, September.
    5. Ozge Yasar & Tulay Korkusuz Polat, 2022. "A Fuzzy-Based Application for Marketing 4.0 Brand Perception in the COVID-19 Process," Sustainability, MDPI, vol. 14(24), pages 1-22, December.
    6. Sangmook Lee & Gumkwang Bae & Hyojin Kim, 2021. "A Study on the Sustainable Use Intention of Restaurant Companies Using the Information Attributes of SNS: The Dual Process Theory," Sustainability, MDPI, vol. 13(22), pages 1-18, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    2. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    3. Farzana Sharmin & Mohammad Tipu Sultan & Daniel Badulescu & Alina Badulescu & Afrodita Borma & Benqian Li, 2021. "Sustainable Destination Marketing Ecosystem through Smartphone-Based Social Media: The Consumers’ Acceptance Perspective," Sustainability, MDPI, vol. 13(4), pages 1-24, February.
    4. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    5. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    6. Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    7. Junjie Lv & Zichen Wang & Yuqing Huang & Tong Wang & Yuanzhuo Wang, 2020. "How Can E-Commerce Businesses Implement Discount Strategies through Social Media?," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    8. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    9. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    10. Chikaodili Peace ONUORAH & Obinna Christian OJIAKU & Moses Chigbata OLISE, 2022. "Effect Of Social Media Marketing On Customer Brand Engagement In The Banking Industry: Evidence From An Emerging Economy," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 125-140, November.
    11. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
    12. Thi Cam Tu Dinh & Yoonjae Lee, 2024. "COBRAs and virality: viral campaign values on consumer behaviour," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    13. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    14. Kuo, Ying-Feng & Chen, Fei-Lung, 2023. "The effect of interactivity of brands’ marketing activities on Facebook fan pages on continuous participation intentions: An S–O-R framework study," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    15. Sun, Ying & Leng, Ke & Xiong, Haitao, 2022. "Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    16. Sun, Yang & Gonzalez-Jimenez, Hector & Wang, Shenghui, 2021. "Examining the relationships between e-WOM, consumer ethnocentrism and brand equity," Journal of Business Research, Elsevier, vol. 130(C), pages 564-573.
    17. Yu, Xiaolei & Yuan, Chunlin & Kim, Juran & Wang, Shuman, 2021. "A new form of brand experience in online social networks: An empirical analysis," Journal of Business Research, Elsevier, vol. 130(C), pages 426-435.
    18. Yuan, Chun Lin & Kim, Juran & Kim, Sang Jin, 2016. "Parasocial relationship effects on customer equity in the social media context," Journal of Business Research, Elsevier, vol. 69(9), pages 3795-3803.
    19. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    20. Ala Shakeeb Awad & Ahmet Ertugan & Ayshe Hyusein, 2022. "Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities," Sustainability, MDPI, vol. 14(20), pages 1-14, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:378-383. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.