The Relationship Between Social Media Marketing, Psychological Distance, Purchase Intention And Customer Loyalty: Case Of Hypermarket Social Media Users In Indonesia
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Date
2015-05
Authors
Dewanti, Retno
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
To date there are many hypermarkets that uses social media to manage its relationship
between the customers and the company in order to increase the level of customers'
loyalty towards hypermarket. This is what this research addresses. Study uses Theory of
Planned Behavior. The study also focuses on the social media marketing model where it
looks at the effectiveness on the usage of social media in developing the intention to
purchase and the loyalty among the customers. This data is analysed using Partial Least
Square (PLS). Data was collected from over 482 respondents from 20 hypermarkets
which is under 4 different major areas in cities around the Jakarta Metropolitan area. Data was
collected from customers who are twitter and facebook account users from the shops at the
identified at the four hypermarkets.
Findings indicates that social media has a positive influence on the intention to purchase.
Intention to purchase was found to have a positive effect on customers' loyalty and was
also found to mediate the relationship between social media marketing and customer
loyalty. Psychological distance moderates the relationship of social media marketing
activity and purchase intention. Hypermarkets are encouraged to develop a strategic
social media marketingto increase customers intention to purchase and in the long run
will enhance customer loyalty.
Description
Keywords
Management