A PLS – SEM study to test the role of Social media in influencing Purchase Intention
DOI:
https://doi.org/10.22555/pbr.v25i1.887Keywords:
Social media marketing, digital marketing, mobile marketing, TOE factors, buying behavior, technology adoption and determinants.Abstract
In light of the growing importance of social networking marketing (SMM) to the profitability of tiny and medium-sized businesses (SMEs) and the relatively modest adoption rate of SMM among SMEs, this study seeks to determine which factors influence SMEs’ adoption of SMM. This study, unlike the majority of others, proposed a two-stage analysis combining the partial least squares (PLS) method with an artificial intelligence technique called an artificial neural network (ANN). Using a deep ANN architecture, the proposed model can make predictions with a 91% success rate. The marketing rate of social networking site adoption was found to be significantly affected by the strength of the relationship between perceived efficiency, user approval of use, perceived expenses, and encouragement from upper management, beneficial conditions, and vendor pressure. The findings of this study contribute to the expanding body of literature on online advertising by shedding light on the role played by technological, corporate, and ecological (TOE) variables in consumers’ adoption of social media promotional activities. Investment choices in digital marketing in comparable and non-competitive industries can benefit from the study’s findings, which can be used by policymakers as well as managers of SMM and consumer behavior.
References
Agha, A., Rashid, A., Rasheed, R., Khan, S., & Khan, U., (2021), antecedents of customer loyalty at telecomm sector, turkish online journal of qualitative inquiry 12 (9), 1352-1374., 2021
Ainin, S., Naqshbandi, M. M., Moghavvemi, S. & Jaafar, N. I. 2015. Facebook usage, socialization and academic performance. Computers & education, 83, 64-73.
Akbar, M., A., Soomro, Y., A., & Khan, S., (2017), analytical study of reducing brand switching (number portability) in gsm sector, journal of independent studies & research: management & social sciences & economics, 15 (2), 31-46.
Alam, S. S. & Noor, M. K. M. 2009. Ict adoption in small and medium enterprises: an empirical evidence of service sectors in malaysia. International journal of business and management, 4, 112-125.
Arrigo, E. 2018. Social media marketing in luxury brands: a systematic literature review and implications for management research. Management research review, 41, 657-679.
Chatterjee, S. & Kar, A. K. 2020. Why do small and medium enterprises use social media marketing and what is the impact: empirical insights from india. International journal of information management, 53, 102103.
Cheung, M. L., Pires, G. D., Rosenberger iii, P. J., Leung, W. K. & Ting, H. 2021. Investigating the role of social media marketing on value co-creation and engagement: an empirical study in china and hong kong. Australasian marketing journal, 29, 118-131.
Derham, R., Cragg, P. & Morrish, S. 2011. Creating value: an sme and social media.
Duffett, R. G. 2015. Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials. Internet research, 25, 498-526.
Elbanna, A., Bunker, D., Levine, L. & Sleigh, A. 2019. Emergency management in the changing world of social media: framing the research agenda with the stakeholders through engaged scholarship. International journal of information management, 47, 112-120.
Fatima, T. & Bilal, A. R. 2020. Achieving sme performance through individual entrepreneurial orientation: an active social networking perspective. Journal of entrepreneurship in emerging economies, 12, 399-411.
Festinger, l. 1954. A theory of social comparison processes. Human relations, 7, 117-140.
Fornell, C. & Larcker, D. F. 1981. Structural equation models with unobservable variables and measurement error: algebra and statistics. Sage publications sage ca: los angeles, ca..
Ghobakhloo, M., Arias-aranda, D., Benitez-amado, J. (2011). Adoption of e-commerce applications in smes. Industrial management & data systems.,
Ghobakhloo, M., Hong, T. S., Sabouri, M. S. & Zulkifli, N. 2012. Strategies for successful information technology adoption in small and medium-sized enterprises. Information, 3, 36-67.
Henderson, R. & Divett, M. J. 2003. Perceived usefulness, ease of use and electronic supermarket use. International journal of human-computer studies, 59, 383-395. Https://doi.org/10.1108/apjml-03-2021-0221.
Islm, T., Meng, H., Pitafi, A.H., Zafar, A.U., Sheikh, Z., Mubarik, M.S. & Liang, X., 2021. Why do citizens engage in government social media accounts during covid-19 pandemic? A comparative study. Telematics and informatics, 62, p.101619.
Jamil, S., Khan, S., & Zafar, S., (2022), resilient employees in resilient organizations: the influence on competency of an organization through sustainable human resource management, global journal for management and administrative sciences 3 (2), 91-107.
Jamil, S., Shah, F., Khan, S. & Imran, I. 2023. The the influence of potential outcome on entrepreneurs' decisions to participate in crowdfunding in pakistan (karachi). International journal of social science & entrepreneurship, 3, 1-24.
Jiang, Y., Xiao,L., Jalees, T., Naqvi, M. H., & Zaman, S. I. (2018). Moral and ethical antecedents of attitude toward counterfeit luxury products: evidence from pakistan. Emerging markets finance and trade, 54(15), 3519-3538.
Keipi,T., Koiranen, I., Koivula, A. & Rasanen, P. 2018. Assessing the social media landscape: online relational use-purposes and life satisfaction among finns. First monday
Khan, B., Aqil, M., Alam kazmi, S. H. & Zaman, S. I. 2023a. Day of the week effect and market liquidity a comparative study from emerging stock markets of asia. International journal of finance & economics, 28, 544-561.
Khan, S., Khan, M. I., Rais, M. & Aziz, T. 2023b. Organizational productivity: a critical analysis of the impact of employee motivation. Reviews of management sciences, 5, 13-37.
Khan, S., Rashid, A., Rasheed,R. & Amirah, N. A. 2023c. Designing a knowledge-based system (kbs) to study consumer purchase intention: the impact of digital influencers in pakistan. Kybernetes, 52, 1720-1744.
Khan, S., Rasheed, R. & Muhammad, G. 2022a. A sem-based approach towards the utilization of technology and its relationship to the performance of private business education institutions. Propel journal of academic research, 2, 1-22.
Khan, S., Rasheed, R., Rashid, A., Abbas, Q. & Mahboob, F. 2022b. The effect of demographic characteristics on job performance: an empirical study from pakistan. The journal of asian finance, economics and business, 9, 283-294.
Khan, S., Zaman, I., Khan, M. I. & Musleha, Z. 2022c. Role of influencers in digital marketing: the moderating impact of follower’s interaction. Gmjacs, 12, 15-43.
Khan, S., Zaman, S. I. & Rais, M. 2022d. Measuring student satisfaction through overall quality at business schools: a structural equation modeling: student satisfaction and quality of education. South asian journal of social review (issn: 2958-2490), 1, 34-55
Khan, S. A., Agyemang, M., Ishizaka, A., Zaman, S. I., Ali, S. M. & laval, J. 2021a. Barriers and overcoming strategies to multitier sustainable supply chain management an explorative study in an emerging economy. International journal of sustainable engineering, 14, 1484-1495.
Khan, S. A., Mubarik, M. S., Kusi Sarpong , S., Zaman, S. I. & Kazmi, S. H. A. 2021b. Social sustainable supply chains in the food industry a perspective of an emerging economy. Corporate social responsibility and environmental management, 28, 404-418.
Khoa, B. T. 2020. The antecedents of relationship marketing and customer loyalty: a case of the designed fashion product. Journal of asian finance, economics and business, 7, 195-204.
Lian, J.W., Yen, D. C. & Wang, Y.-T. 2014. An exploratory study to understand the critical factors affecting the decision to adopt cloud computing in taiwan hospital. International journal of information management, 34, 28-36.
Lin, C.Y. & Ho, Y.H. 2011. Determinants of green practice adoption for logistics companies in china. Journal of business ethics, 98, 67-83.
Maduku, D. K., Mpinganjira, M. & Duh, H. 2016. Understanding mobile marketing adoption intention by south african smes: a multi-perspective framework. International journal of information management, 36, 711-723.
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N.U.A. & Javed, M. K. 2022. The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in b2c e-commerce segment. Asia pacific journal of marketing and logistics, 34, 2184-2206.
Miao, M., Jalees, T., Qabool, s. & Zaman, S. I. 2020. The effects of personality, culture and store stimuli on impulsive buying behavior: evidence from emerging market of pakistan. Asia pacific journal of marketing and logistics, 32, 188-204.
Mubarik, M. S., Kazmi, S. H. A., & Zaman, S. I. (2021). Application of gray dematel-anp in green-strategic sourcing. Technology in society, 64, 101524 .
Mubarik, M. S., Naghavi, N., Mubarik, M., Kusi-sarpong, S., khan, S. A., zaman, S. I., &kazmi, s. H. A. (2021). Resilience and cleaner production in industry 4.0: role of supply chain mapping and visibility. Journal of cleaner production, 292, 126058.
Mujahid, S., Mubarik, S. & Naghavi, N. 2019. Prioritizing dimensions of entrepreneurial ecosystem: a proposed framework. Journal of global entrepreneurship research, 9, 1-21.
Näsi, M., Räsänen, P. & Sarpila, O. 2012. Ict activity in later life: internet use and leisure activities amongst senior citizens in finland. European journal of ageing, 9, 169-176.
Nesi, J. & Prinstein, M. J. 2015. Using social media for social comparison and feedback-seeking: gender and popularity moderate associations with depressive symptoms. Journal of abnormal child psychology, 43, 1427-1438.
Oliveira, T., Thomas, M., & Espadanal, M. (2014). Assessing the determinants of cloud computing adoption: an analysis of the manufacturing and services sectors. Information & management, 51(5), 497-510.
Parsons, A. L. & lepkowska-white, E. 2018. Social media marketing management: a conceptual framework. Journal of internet commerce, 17, 81-95.
Podsakoff, P. M., Mackenzie, S. B., Podsakoff, N. P. & Lee, J. Y. 2003. The mismeasure of man (agement) and its implications for leadership research. The leadership quarterly, 14, 615-656.
Puspaningrum, a. 2020. Social media marketing and brand loyalty: the role of brand trust. The journal of asian finance, economics and business (jafeb), 7, 951-958.
Rana, N. P., Barnard, D. J., Baabdullah, A. M., Rees, D. & Roderick, S. 2019. Exploring barriers of m-commerce adoption in smes in the uk: developing a framework using ism. International journal of information management, 44, 141-153.
Selwyn , N., Gorard, S., Furlong, J. & Madden, L. 2003. Older adults' use of information and communications technology in everyday life. Ageing & society, 23, 561-582.
Siren, A. & Knudsen, S. G. 2017. Older adults and emerging digital service delivery: a mixed methods study on information and communications technology use, skills, and attitudes. Journal of aging & social policy, 29, 35-50.
Sullivan, Y. W. & Koh, C. E. 2019. Social media enablers and inhibitors understanding their relationships in a social networking site context. International journal of information management, 49, 170-189.
Tafesse, W. & Wien, A. 2018. Implementing social media marketing strategically an empirical assessment. Journal of marketing management, 34, 732-749.
Tan, K. S., Chong, S. C., Lin, B. & Eze, U. C. 2009. Internet based ict adoption evidence from malaysian smes. Industrial management & data systems.
Using social media for social comparison and feedback-seeking: gender and popularity moderate associations with depressive symptoms. Journal of abnormal child psychology, 43, 1427–1438. 10.1007/s10802-015-0020-0.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. Mis quarterly, 36(1), 157-178. Https://doi.org/10.2307/41410412.
Wang, Z. & Kim, H. G. 2017. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of interactive marketing, 39, 15-26.
Ware, J. (2018). Wearable technologies and journalism ethics: students' perceptions of google glass. Teaching journalism & mass communication, 8(1),17-24.
Wu, F., & Lee, Y. K. (2005). Determinants of e-communication adoption: the internal push versus external pull factors. Marketing theory, 5(1), 7-31.
Zafar, D., Khan, S., Khan, M.I., Parachi, S., & Saleem, A., (2022), factors influencing entrepreneurship capabilities in pakistan, internationaljournal of social sciences and entrepreneurship (ijsse), 2 (2), 47-71.
Zaman, S. I., Jalees, T., Jiang, Y. & Kazmi, S. H. A. 2018. Testing and incorporating additional determinants of ethics in counterfeiting luxury research according to the theory of planned behavior. Psihologija, 51, 163-196.
