Do Social Media Marketing Activities Enhance Consumer Perception of Brands? A Meta-Analytic Examination
By Blend Ibrahim, Ahmad Aljarah, B. Ababneh. Journal of Promotion Management, 2020
100 citations recorded by the source corpus.
Abstract Social media marketing activities have been grasping considerable attention from marketers and researchers recently, as demonstrated by more research efforts investigating these relatively new marketing channels and their impacts. This study reports on a meta-analysis examining social media marketing activities (SMMA) relationships with brand equity (BE) and purchase intention (PI). A quantitative meta-analysis of 15 articles (n = 6282) is conducted in order to determine the effect sizes of these relationships. Furthermore, potential moderating effects have been investigated for two types of study characteristic variables; measurement characteristics (type of economic development, type of questionnaire employed, type of study quality), and context characteristics (industry type and sample type of social media). The meta-analysis results indicate a positive relationship between SMMA and BE (r = 0.57) reflecting a large effect, while SMMA relationship with PI (r = 0.43) indicates a medium positive effect. Moreover, the results of meta-regression show that context characteristics do not moderate the relationship between SMMA and BE or between SMMA and PI. As for measurement characteristic, only the type of study quality moderates the relationship SMMA and PI. Based on these findings theoretical and practical implications are presented.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/235dfacf25d078d799e3207d0fc6d3696e7ca052
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Citations in the corpus
- Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination (2021, methodology): “…of the previous studies, the current direction of traditional marketing in the coming years, marketing activities (e.g., promotion, advertising, and campaigns) will be fully dominated and controlled by social media platforms (Appel et al., 2020; Dwivedi et al., 2020; Ibrahim et al., 2020).”
- Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism (2021, background): “SMMA convert consumers into marketers and promoters who produce, manage, and share online information related to firms, products, and services [9,57].”