Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation

By Mayank Yadav, Zillur Rahman. Telematics and informatics, 2017

393 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b9c1d0cfaf298f50c13cc88916650549b9deb729

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In Information Systems and Management

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Citations in the corpus

Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, background): “…with brands (Algharabat et al., 2020; Brodie et al., 2011; Carlson et al., 2018), strengthening their interest in the focal brand, and motivating them to search for brand- and brand-category- related information on an on-going basis (Bloch et al., 2009; Mathwick and Rigdon, 2004; Yeoh, 2005).”
Do Social Media Marketing Activities Enhance Consumer Perception of Brands? A Meta-Analytic Examination (2020, methodology): “This global customer base makes social media a widely popular marketing tool among companies, who employ social media as a marketing communication medium (Hootsuite, 2018; Yadav & Rahman, 2017).”
The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention (2019, background): “In a study in which the perceived social media marketing applications were measured, it was concluded that the perceived social media marketing applications had a positive effect on purchase intention and brand equity (Yadav and Rahman 2017).”
Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination (2021, background): “This issue has not gone unobserved by scholars, and several authors have pointed to the necessity for moderating roles to be measured in future research in the SMMA area (Algharabat, 2017; Ibrahim et al., 2020; Ibrahim & Aljarah, 2018; Torres et al., 2018; Yadav & Rahman, 2017, 2018).”