International Journal of Applied Marketing and Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Determinants of Online Purchase Intention, Towards Firm Generated Content in Facebook


Affiliations
1 Rajagiri School of Management, Rajagiri Centre for Business Studies, Rajagiri Valley, Kakkanad, Cochin, Kerala, India
     

   Subscribe/Renew Journal


Customers’ technology savviness and proneness to social media, have a positive influence towards the online purchase intention of branded products. These factors have a great contribution to generate positive inclination towards products. The Author developed and tested a conceptual model for the purchase intention towards content, generated by firms in the social media. In this study, not only the direct relationship between online purchase intention and customer technology savviness is measured, but also the mediating relationship between technology savviness and proneness to social media, and its impact on online purchase intention, was measured. In addition to the mediating effect of customer’s proneness to social media, the impact of demographic variables such as age and education level effecting on online purchase intention, was also measured.
It has been found that customer technology savviness has a positive influence over online purchase intention of company products, influenced by firm generated content in social media. The study results revealed that customer technology savviness, leads to customer proneness towards social media. It was proven that proneness to social media has a direct and positive influence over online purchase intention of products. It was found that there is also a partial mediating effect of customer proneness to social media, in between, customer technology savviness and online purchase intention of products. It was hypothesized and was proven that that age and education do not have a positive influence, over online purchase intention of products.

Keywords

Firm Generated Content, Tech Savviness, Proneness to Social Media, Online Purchase Intention.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Assael, H. (1992). Consumer behavior and marketing action (4th ed.). Boston: PWS-KENT Pub.

  • eMarketer. (2015). Social Network Ad Spending to Hit $23.68 Billion Worldwide in 2015. (April 15), Retrieved from http://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357#sthash.lBpDFlob.dpuf (accessed November 2, 2015).

  • Hanna, R., Rohm, A., & Crittenden, V. (2011). we’re all connected: The power of the social media ecosystem. Business Horizons, 54, 265-273.

  • Healey, C. S., & Gomez, M. (2013). Marketing modules series. Cornell International Journal of Marketing Studies, 1(1).

  • Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18, 38-52.

  • Ioanas, E., & Stoica, I. (2014). Social media and its impact on consumers behavior. International Journal of Economic Practices and Theories, 4(2). Special issue on Marketing and Business Development, e-ISSN 2247-7225.

  • Kelsey & ConStat (2014). Retrieved from http://www.whereoware.com/blog/todays-tech-savvy-consumer-adapt-or-be-left-behind/2014/10/.

  • Kim, A. J. (2012), Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(2012), 1480-1486.

  • Kozinets, R. V. (1999). E-tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption. European Management Journal, 17(3), 252-264.

  • Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing Communication, 80. DOI 10.1509/jm 14.0249.

  • Lea, W. (2012). The New Rules of Customer Engagement. Retrieved from http://www.inc.com/wendy-lea/new-rules-of-customer-engagement.html (accessed October 30, 2015).

  • Loren, Janofsky, & Albergotti (2016). Retrieved from https://www.marketingweek.com/2016/02/19/are-cmos-wise-to-place-so-much-impetus-on-socialmedia/.

  • Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the ‘Like’ button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76(November), 105-120.

  • Ogilvy & Mather (2011). New Study Suggests Integrated Social Media Drives Sales,” press release. Retrieved from http://www.prnewswire.com/news-releases/new-study-suggests-integrated-social-media-drivessales-123803569.html (accessed October 30, 2015).

  • Schulze, C., Scholer, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(January), 1-19.

  • Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(January), 26-43.

  • Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14). ISSN 1833-3850.

  • Dao, W. V. T., Le, A. N. H., Cheng, J. M. S., & Chen, D. C. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), pp. 271-294.


Abstract Views: 307

PDF Views: 0




  • Determinants of Online Purchase Intention, Towards Firm Generated Content in Facebook

Abstract Views: 307  |  PDF Views: 0

Authors

Balakrishnan Menon
Rajagiri School of Management, Rajagiri Centre for Business Studies, Rajagiri Valley, Kakkanad, Cochin, Kerala, India

Abstract


Customers’ technology savviness and proneness to social media, have a positive influence towards the online purchase intention of branded products. These factors have a great contribution to generate positive inclination towards products. The Author developed and tested a conceptual model for the purchase intention towards content, generated by firms in the social media. In this study, not only the direct relationship between online purchase intention and customer technology savviness is measured, but also the mediating relationship between technology savviness and proneness to social media, and its impact on online purchase intention, was measured. In addition to the mediating effect of customer’s proneness to social media, the impact of demographic variables such as age and education level effecting on online purchase intention, was also measured.
It has been found that customer technology savviness has a positive influence over online purchase intention of company products, influenced by firm generated content in social media. The study results revealed that customer technology savviness, leads to customer proneness towards social media. It was proven that proneness to social media has a direct and positive influence over online purchase intention of products. It was found that there is also a partial mediating effect of customer proneness to social media, in between, customer technology savviness and online purchase intention of products. It was hypothesized and was proven that that age and education do not have a positive influence, over online purchase intention of products.

Keywords


Firm Generated Content, Tech Savviness, Proneness to Social Media, Online Purchase Intention.

References