IDEAS home Printed from https://ideas.repec.org/a/zbw/espost/281177.html
   My bibliography  Save this article

Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective

Author

Listed:
  • Lee, Joseph Lok-Man
  • Lau, Chammy Yan-Lam
  • Wong, Charlaine Wai-Ga

Abstract

Purpose: This study seeks to advance the literature by examining the mediating role of brand loyalty and the moderating impact of brand awareness in the relationships between social media marketing and collectivist Chinese behavior in the hospitality service context. This exploration is grounded in brand commitment and expectancy disconfirmation theories. Methods:Empirical testing was conducted on survey data gathered from 150 collectivist Chinese customers in Hong Kong, utilizing partial least squares structural equation modeling. Results:Brand loyalty plays a partial mediating role in the relationships between social media marketing and purchase intention as well as word-of-mouth. Additionally, brand awareness exerts a negative moderating influence on social media marketing-brand loyalty link. Implications:Recommendations are provided for front-line staff tasked with addressing communication challenges by effectively managing the hotel’s social media account. They are strongly advised to steer clear of creating face-threatening situations and to demonstrate respect for the loyalty of Chinese collectivist customers. Furthermore, a negative brand awareness effect emerges when collectivist Chinese customers compare hotel brands with online travel agents.

Suggested Citation

  • Lee, Joseph Lok-Man & Lau, Chammy Yan-Lam & Wong, Charlaine Wai-Ga, 2023. "Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 3-10.
    • Handle: RePEc:zbw:espost:281177
    DOI: 10.5281/zenodo.10539175
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/281177/1/Lee-Reexamining-brand-loyalty.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.5281/zenodo.10539175?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. Waranpong Boonsiritomachai & Ploy Sud-On, 2020. "Increasing Purchase Intention and Word-Of-Mouth through Hotel Brand Awareness," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(2), pages 265-289, December.
    2. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    3. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    4. Das, Gopal, 2014. "Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 407-414.
    5. Alves, Helena Margarida & Sousa, Bruno & Carvalho, Aida & Santos, Vasco & Lopes Dias, Álvaro & Valeri, Marco, 2022. "Encouraging brand attachment on consumer behaviour: Pet-friendly tourism segment," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(2), pages 16-24.
    6. (Sandy) Zhang, Sha & van Doorn, Jenny & Leeflang, Peter S.H., 2014. "Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?," International Business Review, Elsevier, vol. 23(1), pages 284-292.
    7. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    8. Munar, Ana María & Jacobsen, Jens Kr. Steen, 2014. "Motivations for sharing tourism experiences through social media," Tourism Management, Elsevier, vol. 43(C), pages 46-54.
    9. Nguyen Ngoc Hien & Tran Nguyen Huynh Nhu, 2022. "The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2105285-210, December.
    10. Wan, Lisa C., 2013. "Culture's impact on consumer complaining responses to embarrassing service failure," Journal of Business Research, Elsevier, vol. 66(3), pages 298-305.
    11. 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.
    12. Joseph Lok-Man Lee & Calvin Wah-On Cheng & Vanessa Shun-Wah Liu, 2022. "Core Chinese cultural values: Perceived justice and post-recovery satisfaction in higher education services," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 743-770, September.
    13. Singh, Ranjit & Sibi, P.S., 2023. "E-loyalty formation of Generation Z: Personal characteristics and social influences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(1), pages 3-14.
    14. Khan, Shahzar Ali & Khan, Verda & Khan, Mohd Asif, 2023. "Behavioural intention of tourists towards volunteer tourism: A developing country perspective," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(1), pages 37-47.
    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. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    2. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    3. Raffaele Filieri & Zhibin Lin & Simona D’Antone & Elena Chatzopoulou, 2019. "A cultural approach to brand equity: the role of brand mianzi and brand popularity in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 376-394, July.
    4. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    5. Mohammad Zulfeequar Alam, 2017. "Exploring Shopper Insights of Social Media Use in Saudi Arabia," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 326-333.
    6. 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).
    7. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    8. Sheth, Jagdish & Kellstadt, Charles H., 2021. "Next frontiers of research in data driven marketing: Will techniques keep up with data tsunami?," Journal of Business Research, Elsevier, vol. 125(C), pages 780-784.
    9. Patria Laksamana, 2020. "I will Always Follow You: Exploring the Role of Customer Relationship in Social Media Marketing," International Review of Management and Marketing, Econjournals, vol. 10(3), pages 22-28.
    10. Yulin Chen, 2019. "Information Clues and Emotional Intentions: A Case Study of the Regional Image of the Cultural and Creative Community," Administrative Sciences, MDPI, vol. 9(2), pages 1-27, May.
    11. 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.
    12. Chang, Yu-Ting & Yu, Hueiju & Lu, Hsi-Peng, 2015. "Persuasive messages, popularity cohesion, and message diffusion in social media marketing," Journal of Business Research, Elsevier, vol. 68(4), pages 777-782.
    13. 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).
    14. Arpan Kumar Kar & Sunil Kumar & P. Vigneswara Ilavarasan, 2021. "Modelling the Service Experience Encounters Using User-Generated Content: A Text Mining Approach," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(4), pages 267-288, December.
    15. Fronzetti Colladon, Andrea, 2018. "The Semantic Brand Score," Journal of Business Research, Elsevier, vol. 88(C), pages 150-160.
    16. Kick, Markus, 2015. "Post ≠ Post: An Experimental Study on Corporate Brand Posts on Facebook," EconStor Preprints 182507, ZBW - Leibniz Information Centre for Economics.
    17. Adrian Waltenrath, 2024. "Consumers’ ambiguous perceptions of advertising disclosures in influencer marketing: Disentangling the effects on current and future social media engagement," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-24, December.
    18. 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.
    19. Cherniece J. Plume & Emma L. Slade, 2018. "Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective," Information Systems Frontiers, Springer, vol. 20(3), pages 471-483, June.
    20. Chung, Yerim & Kim, Alex Jiyoung, 2020. "Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media," Journal of Business Research, Elsevier, vol. 120(C), pages 434-442.

    More about this item

    Keywords

    social media marketing; brand loyalty; brand awareness; purchase intention;
    All these keywords.

    JEL classification:

    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:zbw:espost:281177. 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: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/zbwkide.html .

    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.