IDEAS home Printed from https://ideas.repec.org/a/sae/fbbsrw/v13y2024i5p570-585.html
   My bibliography  Save this article

Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust

Author

Listed:
  • Blend Ibrahim
  • Ahmad Aljarah
  • Joe Hazzam
  • Hamzah Elrehail
  • Sikandar Ali Qalati

Abstract

The concept of social media marketing (SMM) extends beyond general marketing. SMM has significantly impacted the creation and development of marketing concepts. Drawing on the stimulus (S)–organism (O)–response (R) model, this research aimed to explore benevolence trust, active participation and intention to follow advice (IFA) as three consequences of SMM activities (SMMAs). It also aimed to investigate benevolence trust and active participation as a mediator between SMMAs and IFA with regard to a restaurant brand advertised on Facebook. This study used structural equation modelling and obtained data from 364 followers of a restaurant’s Facebook page. The study results showed that SMMAs significantly influenced benevolence trust, active participation and IFA. Furthermore, benevolence trust and active participation significantly influenced IFA. The findings also indicated that benevolence trust mediates the relationship between SMMAs and customer IFA. In addition, active participation with restaurant brands on Facebook acts as a mediator between SMMAs and IFA.

Suggested Citation

  • Blend Ibrahim & Ahmad Aljarah & Joe Hazzam & Hamzah Elrehail & Sikandar Ali Qalati, 2024. "Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust," FIIB Business Review, , vol. 13(5), pages 570-585, October.
    • Handle: RePEc:sae:fbbsrw:v:13:y:2024:i:5:p:570-585
    DOI: 10.1177/23197145221147991
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/23197145221147991
    Download Restriction: no
    File URL: https://libkey.io/10.1177/23197145221147991?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
    ---><---

    References listed on IDEAS

    as
    1. Angella Kim & Eunju Ko, 2010. "Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 1(3), pages 164-171.
    2. Shampy Kamboj & Zillur Rahman, 2016. "Erratum to: The influence of user participation in social media-based brand communities on brand loyalty: age and gender as moderators," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 733-733, November.
    3. Shampy Kamboj & Zillur Rahman, 2016. "The influence of user participation in social media-based brand communities on brand loyalty: age and gender as moderators," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 679-700, November.
    4. 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.
    5. Khan, Imran, 2022. "Do brands’ social media marketing activities matter? A moderation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Ahmad Aljarah & Dima Sawaftah & Blend Ibrahim & Eva Lahuerta-Otero, 2022. "The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 27(4), pages 1160-1181, November.
    7. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    8. Bruno Godey & Aikaterini Manthiou & Daniele Pederzoli & Joonas Rokka & Gaetano Aiello & Raffaele Donvito & Rahul Singh, 2016. "Social media marketing efforts of luxury brands : Influence on brand equity and consumer behavior," Post-Print hal-02313434, HAL.
    9. Blend Ibrahim & Ahmad Aljarah, 2023. "The role of social media marketing activities in driving self–brand connection and user engagement behavior on Instagram: a moderation–mediation approach," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 27(5), pages 1723-1742, January.
    10. Enrique Bigne & Luisa Andreu & Carmen Perez & Carla Ruiz, 2020. "Brand love is all around: loyalty behaviour, active and passive social media users," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(13), pages 1613-1630, July.
    11. Z. Lamberto Zollo & R. Filieri & R. Riccardo Rialti & S. Sukki Yoon, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Post-Print hal-04713687, HAL.
    12. 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.
    13. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    14. Zhan Wang, 2021. "Social media brand posts and customer engagement," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 685-699, November.
    15. Zhu, Yu-Qian & Chen, Houn-Gee, 2015. "Social media and human need satisfaction: Implications for social media marketing," Business Horizons, Elsevier, vol. 58(3), pages 335-345.
    16. 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.
    Full references (including those not matched with items on IDEAS)

    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. 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).
    2. Ling Peng & Ifraz Adeel & Arslan Ayub & Zeeshan Rasool, 2024. "Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity," SAGE Open, , vol. 14(1), pages 21582440231, January.
    3. 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.
    4. 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.
    5. Xiaofang Lin & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Unveiling the effect of social media marketing activities on logistics brand equity and reuse intention," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    6. Meimona Abdelrhim Bushara & Ahmed Hassan Abdou & Thowayeb H. Hassan & Abu Elnasr E. Sobaih & Abdullah Saleh Mohammed Albohnayh & Waleed Ghazi Alshammari & Mohammed Aldoreeb & Ahmed Anwar Elsaed & Moha, 2023. "Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    7. Yossie Rossanty & Endang Sulistya Rini & Beby Karina Fawzeea Sembiring & Amlys Syahputra Silalahi, 2024. "Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 239-254, October.
    8. 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.
    9. Eastman, Jacqueline K. & Shin, Hyunju & Jain, Varsha & Wang, Xinfang, 2024. "Determinants of positive consumer affect toward luxury brands’ social media posts on sustainability: A fsQCA approach," Journal of Business Research, Elsevier, vol. 183(C).
    10. Khan, Imran, 2022. "Do brands’ social media marketing activities matter? A moderation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. 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.
    12. Amel Pintol & Nereida Hadziahmetovic, 2023. "The Mediating Role of Brand Trust in Social Media Marketing Activities and Brand Equity Relationship: Case of Bottled Water Brands in the Market of Bosnia and Herzegovina," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 5-20.
    13. Soo-Cheng Chuah & Azitadoly Mohd Arifin & Mohammad Nazreen Mayaddin & Mohd Farez Othman, 2023. "Impact of Social Media Marketing Activities on Online Purchase Intention for the Cosmetic Industry in Malaysia," Information Management and Business Review, AMH International, vol. 15(1), pages 106-113.
    14. Matea Mati? ?o?i? & Marija Be?i? & Perica Vojini?, 0000. "Do Social Media Reviews Matter? Social Media Marketing Activities Empirical Study," Proceedings of Economics and Finance Conferences 14416294, International Institute of Social and Economic Sciences.
    15. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    16. Elvin Sheak & Sham Abdulrazak, 2023. "The Influence of Social Media Marketing Activities on TikTok in Raising Brand Awareness," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 93-110.
    17. 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.
    18. 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.
    19. Zahra MajlesiRad & Abdol Hamid Haji pour Shoushtari, 2020. "Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand," Future Business Journal, Springer, vol. 6(1), pages 1-19, December.
    20. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.

    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:sae:fbbsrw:v:13:y:2024:i:5:p:570-585. 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: SAGE Publications (email available below). General contact details of provider: .

    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.