Commenced in January 2007
Paper Count: 31824
Role of Social Capital on Consumer Attitudes, Peer Influence and Behavioral Intentions: A Social Media Perspective
Abstract:The study aims to explore the unaddressed relationship between social capital and consumers’ underlying behavioral intentions. The study postulates that this association is mediated by the role of attitudes and peer influence. The research attains evidence from a usable sample of 673 responses. The majority consists of the young and energetic social media users of Pakistan that utilize virtual communities as a way of life. A variance based structural equation modeling has been applied through SmartPLS 3. The results reveal that social capital exerts a statistically supportive association with both attitudes and peer influence. Contrastingly, this predictor variable shows an insignificant linkage with behavioral intentions but this relationship is fully mediated by consumer attitudes and peer influence. The paper enhances marketing literature with respect to an unexplored society of Pakistan. It also provides a lens for the contemporary advertisers, in terms of supporting their social media campaigns with affiliative and cohesive elements. The study also identifies a series of predictor variables that could further be tested with attitudes, subjective norms and behavioral responses. Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 272
 Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2019). Effective entrepreneurial marketing on Facebook–A longitudinal study. Journal of Business Research.
 Ahmed, Q. M., Paracha, O. S., & Salman, A. (2020). Roles of Remuneration on Consumer Responses Towards Social Media Advertising: A Pakistani Perspective. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 11(5), 1-14
 Harb, A. A., Fowler, D., Chang, H. J., Blum, S. C., & Alakaleek, W. (2019). Social media as a marketing tool for events. Journal of Hospitality and Tourism Technology, 10(1), 28-44.
 Wiese, M., Martínez-Climent, C., & Botella-Carrubi, D. (2020). A framework for Facebook advertising effectiveness: A behavioral perspective. Journal of Business Research, 109, 76-87.
 Marakarkandy, B., Yajnik, N., & Dasgupta, C. (2017). Enabling internet banking adoption: An empirical examination with an augmented technology acceptance model (TAM). Journal of Enterprise Information Management, 30(2), 263-294.
 Chi, H.-h. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61. doi: 10.1046/j.1365-2958.2003.03368.x
 Gvili, Y., & Levy, S. (2018). Consumer engagement with eWOM on social media: the role of social capital. Online Information Review, 42(4), 482-505
 Rubin. (2002). The Uses-and-Gratifications Perspective of Media Effects. In J. Bryant & D. Zillmann (Eds.), Media Effects: Advances in Theory and Research (pp. 525–548). Mahwah, NJ: Lawrence Erlbaum Associates.
 Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducting COBRAs: Exploring motivations for brand-related social media use. International journal of Advertising, 30(1), 13-46
 Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35R. W. Lucky, “Automatic equalization for digital communication,” Bell Syst. Tech. J., vol. 44, no. 4, pp. 547–588, Apr. 1965.
 Hamouda, M. (2018). Understanding social media advertising effect on consumers’ responses: An empirical investigation of tourism advertising on Facebook. Journal of Enterprise Information Management, 31(3), 426-445.
 Coleman, J. S. (1988). Social Capital in the Creation of Human Capital. American Journal of Sociology, 94, S95-S120. doi: 10.1086/228943
 Pollay, R. W., & Mittal, B. (1993). Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising. Journal of Marketing, 57(3), 99-114. doi: 10.2307/1251857
 Mittal, B. (1994). Public Assessment of Tv Advertising: Faint Praise and Harsh Criticism. Journal of Advertising Research, 34(1), 35-53
 Pyun, D. Y., & James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review, 14(1), 33-41. doi: 10.1016/j.smr.2009.12.002
 Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NY: Prentice Hall.
 Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004). Determining uses and gratifications for the internet. Decision Sciences, 35(2), 259-288. doi: 10.1111/j.00117315.2004.02524.x
 Muk, A., Chung, C., & Kim, J. (2014). Korean consumer perspectives on social media advertising and intention to join brand pages. Journal of Global Scholars of Marketing Science, 24(4), 384-394.
 Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. doi: 10.1016/j.ijinfomgt.2016.01.001
 Levy, S., & Gvili, Y. (2015). How Credible is E-Word of Mouth Across Digital-Marketing Channels?: The Roles of Social Capital, Information Richness, and Interactivity. Journal of Advertising Research, 55(1), 95-109.
 MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.
 Mehta, A., & Purvis, S. C. (2006). Reconsidering recall and emotion in advertising. Journal of Advertising Research, 46(1), 49-56. doi: 10.2501/S0021849906060065
 Luna-Nevarez, C., & Torres, I. M. (2015). Consumer Attitudes Toward Social Network Advertising. Journal of Current Issues & Research in Advertising, 36(1), 1-19.
 Johnston, W. J., Khalil, S., Angelina, N. H. L., & Cheng, J. M.-S. (2018). Behavioral Implications of International Social Media Advertising: An Investigation of Intervening and Contingency Factors. Journal of International Marketing, 26(2), 43-61.
 Muk, A., & Chung, C. (2014). Driving consumers to become fans of brand pages: A theoretical framework. Journal of Interactive Advertising, 14(1), 1-10.
 Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania. International Marketing Review, 27(1), 87-107.
 Jung, J., Shim, S. W., Jin, H. S., & Khang, H. (2016). Factors affecting attitudes and behavioural intention towards social networking advertising: A case of facebook users in South Korea. International journal of Advertising, 35(2), 248-265.
 Muralidharan, S., & Men, L. R. (2015). How peer communication and engagement motivations influence social media shopping behavior: Evidence from China and the United States. Cyberpsychology, Behavior, and Social Networking, 18(10), 595-601. doi: 10.1089/cyber.2015.0190
 Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? How gender and age shape receptivity. Journal of Advertising Research, 51(1), 258-275.
 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), 271-294.
 Peterson, R. A., & Merunka, D. R. (2014). Convenience samples of college students and research reproducibility. Journal of Business Research, 67(5), 1035-1041.
 Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH.
 Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods: McGraw-Hill.
 Sarstedt, M., & Cheah, J.-H. (2019). Partial least squares structural equation modeling using SmartPLS: a software review. Journal of Marketing Analytics, 7(3), 196-202.
 Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.
 Raziq, M. M., Ahmed, Q. M., Ahmad, M., Yusaf, S., Sajjad, A., & Waheed, S. (2018). Advertising skepticism, need for cognition and consumers’ attitudes. Marketing Intelligence & Planning, 36(6), 678-693.