SavedAdd your journal

Journals / İşletme Araştırmaları Dergisi / 2020 / Cilt: 12 - Sayı: 3

The Impact of Social Media Marketing on Customer Inspiration and Customer Purchase Intention: A Case Study on Kabul-Afghanistan Telecom Industry

Hamayoun GHAFOURZAY
Nurettin PARILTI
Pages
2721–2732
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This research also provides a sound basis of implications for telecom companies and their stakeholders.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Purpose – This study investigates the impact of social media marketing on customer inspiration and customer purchase intention in the telecommunication sector of Afghanistan.
📊
Key Findings & Data:A total of 4oo valid responses were taken for analysis as the sample of the study.
💡
Conclusion & Impact:This research also provides a sound basis of implications for telecom companies and their stakeholders.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Özet

Purpose – This study investigates the impact of social media marketing on customer inspiration and customer purchase intention in the telecommunication sector of Afghanistan. Design/methodology/approach – For examining the mentioned purpose, empirical research was conducted on the telecommunication sector of Afghanistan. Social media users formed the study population, following the telecommunications companies' social media accounts in the capital Kabul. A self-managed online survey was administered using the convenience sampling method. A total of 4oo valid responses were taken for analysis as the sample of the study. The collected data was analyzed using the IBM SPSS Statistics 25 to test the suggested hypotheses. Frequency analysis, correlation analysis, and linear regression analysis were used to analyze the obtained data. Findings – The results revealed that social media marketing, customer inspiration, and customer purchase intention were significantly and positively correlated. Besides, all the suggested hypotheses were accepted, indicating that social media marketing has a significant positive impact on customer inspiration and customer purchase intention. Originality – Although some studies examine consumer inspiration in different contexts, extant literature does not provide an empirical study on examining the impact of social media marketing on customer inspiration and purchase intention. This research, therefore, addresses a gap in customer inspiration and offers valuable perspectives for the literature. This research also provides a sound basis of implications for telecom companies and their stakeholders.

🔖

Cite This Article

GHAFOURZAY, H., PARILTI, N. (2020). The Impact of Social Media Marketing on Customer Inspiration and Customer Purchase Intention: A Case Study on Kabul-Afghanistan Telecom Industry. İşletme Araştırmaları Dergisi, Cilt: 12 - Sayı: 3, 2721–2732. https://ajindex.com/articles/212408

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (9)

  1. Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
  2. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-019-00695-1
  3. Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
  4. Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes", Journal of Marketing, 55 (1): 1∼ 9., 1991b. A multistage model of customers' assessments of service quality and value", Journal of Customer Research, 17(4), 375-384.
  5. Böttger, T., Rudolph, T., Evanschitzky, H., & Pfrang, T. (2017). Customer inspiration: Conceptualization, scale development, and validation. Journal of Marketing, 81(6), 116-131. https://doi.org/10.1509/jm.15.0007
  6. Böttger, T. (2015). Inspiration in Marketing: Foundations, Process, and Application, Unpublished Doctoral Dissertation. University of St. Gallen, Germany. Buffer. (2019). State of Social 2019 | Buffer, Available at: https://buffer.com/state-of-social-2019# (Accessed December 19, 2019)
  7. Ceyhan, A. (2019). The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention. EMAJ: Emerging Markets Journal, 9(1), 88-100.
  8. Çinkay, B. (2017). The effect of celebrity endorsement on consumer perception and purchase intention in social media marketing, Unpublished Doctoral Dissertation. Kahramanmaraş Sütçü İmam University, Institute of social science, Kahramanmaraş. Dummies, C. (2017). The different types of social media marketing. Retrieved May 28, 2020, from https://www.dummies.com/business/start-a-business/small-business-marketing/the-different-types-of-social-media-marketing/ eMarketer. (2018). Social Network Users and Penetration in Worldwide Forecasts, Estimates and Historical Data, Available at: https://www.emarketer.com/forecasts/5aa6c67d60a15705f86fb232/5a32f18fe0cb1d0dd489d2c2 (Accessed May 28, 2020)
  9. Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–12