Journal of Social Media Marketing

Investigating the Drivers to Covert Social Media Members to Customers

yueh wei Chen, I-ping Chiang — Mon, 15 May 2023 00:00:00 +0000

Social commerce resources are abundant, providing rich information and guiding purchases, making it easier for consumers to obtain goods and gradually getting used to this consumption and purchase mode. This study takes Facebook and Instagram social fan groups as examples to explore the impact of social characteristics and social participation on guided purchase behavior. This study classifies and statistically analyzes fans in Facebook and Instagram communities. A total of 212 valid samples were collected for statistical analysis. Use ANOVA and Scheffe's to verify. The results show that there are differences in social characteristics (uniqueness, similarity, informativeness) and social participation and behaviors (social participation, Parasocial Interaction (PSI)) among members of the guidance/purchase subgroup. The Influence of social characteristics and social participation on guided purchase behavior.

Impact of TikTok Social Media Marketing on Generation Z's Choice of Fitness Centers in Jordan

Mohammad Almrafee — Mon, 15 May 2023 00:00:00 +0000

The primary purpose of this study is to understand the influence of TikTok as social media marketing on the choice of fitness centers from the perspective of customers of Generation Z in the Jordanian context by using the model of social media marketing on the TikTok platform. A survey was carried out among 300 users from generation Z groups of the Tiktok application. The data were gathered between October 10 and November 12, 2022. Google Forms was used to send the questionnaires to the selected sample. The data were analyzed using various statistical techniques such as Cronbach’s alpha for testing the reliability of the data, average variance extracted (AVE) to ensure convergent validity, skewness, and kurtosis to check the normality of the data, and multiple regression using SPSS version 25 for examining the hypotheses. The results showed that fitness centers’ choice in Jordan were positively influenced by entertainment, engagement, trendiness, personalization, and electronic word of mouth. One of the study's limitations was the use of a sample of only 300 respondents. Therefore, future studies may use a larger sample size to improve the reliability and validity of the results. Additionally, this investigation was conducted in the southern part of Jordan. However, further research may be undertaken in Jordan's other areas as well as in other developing countries. Moreover, this study focused on the influence of TikTok social media marketing in particular. Thus, further study might be conducted to better understand the influence of other social media platforms on the customers’ choice of fitness centers, such as YouTube.

Exploring the Effects of Personalized Advertising on Social Network Sites

Chia-Jo Chu, I-Ping Chiang, Kuen-Hung Tsai, Yi-Hsin Tung — Mon, 15 May 2023 00:00:00 +0000

With the advancement of social media and information technology, the number of people using social commerce has highly increased in recent years. Through the AI models, sellers can promote personalized advertisements base on consumers’ browser history or behavior preferences. This study will investigate how advertising perceptions will influence advertisement effectiveness. We used online survey to collect 1215 participants from Facebook. The relationship between advertising perception, consumer engagement, and purchase intention will be verified through partial least square (PLS). The finding shows that when consumer perceive interactivity and intimacy, will increase consumer engagement. Furthermore, consumer engagement can influence purchase intention. The result is not only verified that perception of relevance, intimacy, and likeability can increase perceived personalization advertising, also verify that relevance and likeability can increase consumer engagement or purchase intention through increasing perceived personalization advertising. These results confirmed that personalized advertisement can enhance advertising effectiveness.