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Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands
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2023 | Information Systems Frontiers | Citations: 0
Authors: Fetais, Abdulla H.; Algharabat, Raed S.; Aljafari, Abdullah; Rana, Nripendra P.

Abstract: This research aims to investigate the impact of social media marketing activitie ... Expand

Abstract: This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty. Collapse

Semantic filters: literature sample equity theory

Topics: customer loyalty social media word of mouth online word of mouth marketing management

Methods: survey partial least squares regression partial least squares path modeling statistical hypothesis test data transformation

Theories: equity theory job engagement theory service-dominant logic theory of logic
Psychological Contract in IT Outsourcing: A Systematic Literature Review

2018 | HICSS | Citations: 0
Authors: Jeong, Jongkil; Kurnia, Sherah; Samson, Danny; Cullen, Sara

Abstract: Recent IT Outsourcing (ITO) studies have highlighted the importance of a constru ... Expand

Abstract: Recent IT Outsourcing (ITO) studies have highlighted the importance of a construct known as the Psychological Contract (PC) and its impact over the outcome of ITO agreements. However, there is still a lack of a consolidated view on the subject matter. To address this matter, we conducted a systematic review and analysis on the PC within ITO studies by examining the main themes, topics and methodologies that have been used in the research to date. Our findings suggest that despite the importance of the PC in ITO being well recognised, it is still an under explored concept with only 12 studies identified to date. Furthermore, subsequent analysis of these studies also highlighted several gaps caused by a lack of consistency over the definition, boundaries and application of the PC. To ensure that these gaps are addressed, we propose several recommendations that we encourage future studies take into consideration. Collapse

Semantic filters: literature sample equity theory

Topics: outsourcing project productivity supply chain management IT productivity open source

Methods: literature study structured literature research survey case study mixed method

Theories: equity theory social exchange theory
Fairness and devotion go far: Integrating online justice and value co-creation in virtual communities
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2016 | International Journal of Information Management | Citations: 0
Authors: Chou, En-Yi; Lin, Cheng-Yu; Huang, Heng-Chiang

Abstract: Keywords:Perceived online justice Sense of virtual community Online value co-cr ... Expand

Abstract: Keywords:Perceived online justice Sense of virtual community Online value co-creation behavior Knowledge contribution behavior Online community citizenship behavior a b s t r a c t Although building long-term, successful virtual communities is important, rare studies have examined both in-and extra-role value co-creation behaviors from the perspective of social exchange theory and equity theory. Specially, we incorporate five different online justice perceptions into our model and examine the mediating role of "sense of virtual community" between these perceived online justice antecedents and both in-and extra-role online value co-creation behavior (reflected by knowledge contribution and online community citizenship behaviors, respectively). We empirically examine the model using data from 278 members of virtual communities. The results reveal that perceived online justice leads to value co-creation behavior through sense of virtual community. The findings elicit several implications for theory and practice. Collapse

Semantic filters: literature sample equity theory

Topics: online community participatory design information exchange knowledge sharing website

Methods: design methodology survey SEM tool survey design mediation analysis

Theories: procedural justice theory distributive justice theory equity theory social exchange theory

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Found 3 articles

Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands

Psychological Contract in IT Outsourcing: A Systematic Literature Review

Fairness and devotion go far: Integrating online justice and value co-creation in virtual communities