The introduction of social media in the restaurant sector has changed the manner in which customers communicate with businesses. Social media marketing activities (SMMAs), such as customization, entertainment, trendiness, and interaction may have a substantial impact on followers’ perceived value and consumer behavioral intentions. Therefore, this research aims to investigate the impact of SMMAs on restaurant social media followers’ purchase intentions (PUR), willingness to pay a premium price (WPP), and e-WoM. Additionally, drawing on the Stimulus-Organism-Response (S-O-R) model, we seek to explore the mediation impact of perceived value (PV) in these relationships. To achieve this, an online questionnaire was developed for data collection from a convenience sample of casual-dining restaurant followers in Saudi Arabia. A sample of 433 social media followers was studied using PLS-SEM for testing the study hypotheses. The findings highlighted the significant positive impact of SMMAs on followers’ PV, PUR, e-WoM, and WPP. Further, PV partially significantly mediated the relationship between SMMAs and their consequences. Consequently, providing relevant, up-to-date, and entertaining content; responsiveness to customer needs and feedback; and positive brand engagement significantly contributed to enhancing restaurant followers’ perceived value, which sequentially improves their purchase intention, boosts positive e-WoM, and promotes the possibility of WPP for restaurant products and services. This research provides restaurant operators and marketers with valuable insights into how SMMAs influence followers’ behavioral intentions and enhances their understanding of how perceived value can be utilized to capitalize on the benefits of social media.

/pdf/power-of-social-media-marketing-how-perceived-value-mediates-18wqr82q.pdf

Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?

Abstract This study systematically reviews the current state of research on the impact of perceived risk on purchase intention (PR&amp;PI) in e‐commerce to propose an agenda for future research. The authors selected and reviewed 133 studies conducted over the last decade. The theory‐context‐method (TCM) framework sheds light on developing trends in theories, contextual coverage, and methodological approaches in PR&amp;PI research. Simultaneously, the stimulus‐organism‐response (SOR) framework reveals and categorizes the factors influencing perceived risk and purchase intention. The study enriches the current literature by proposing a research agenda to unpack gaps in the current literature and instruct future studies. Additionally, it diversifies the framework‐based systematic review by applying the SOR framework with seven sectors visualized in a Venn diagram. This enhances the explanatory power of different types of variables and mechanisms of patterns in PR&amp;PI research. Further, the review also inspires businesses to develop risk‐reducing strategies and software. The study also provides e‐retailers and e‐sellers with an understanding of factors affecting consumers' risk perceptions, emotions and responses to e‐commerce, allowing them to improve their performance. 

The influence of perceived risk on purchase intention in e‐commerce—Systematic review and research agenda

This research aims to examine the influence of Social Media Marketing on Purchase Intention using the mediating variables Brand Image and Brand Awareness on travel insurance products in Indonesia. It is hoped that through this research we can find out how far the impact of social media marketing is on increasing purchasing decisions for travel insurance products. The sampling method used was purposive sampling involving 240 respondents which was carried out using the questionnaire method. Quantitative analysis includes outer model analysis, inner model analysis and hypothesis testing. The research results show that: (1) Social Media Marketing has a positive and significant influence on Purchase Intention; (2) Social Media Marketing has a positive and significant influence on Brand Image; (3) Social Media Marketing has a positive and significant influence on Brand Awareness; (4) Brand Image has a positive and significant influence on Purchase Intention; (5) Brand Awareness has a positive and significant influence on Purchase Intention; (6) Brand Image mediates the relationship between Social Media Marketing and Purchase Intention; (7) Brand Awareness mediates the relationship between Social Media Marketing and Purchase Intention 

pdf/the-influence-of-social-media-marketing-strategy-on-purchase-27lnraib49.pdf

The Influence of Social Media Marketing Strategy on Purchase Intention with the Mediating Variables of Brand Image and Brand Awareness on Types of Travel Insurance Products in Indonesia

This research aims to find out whether brand image and digital marketing variables influence purchasing decisions on the Lazada application with perceived value as a mediating variable. This research took samples from consumers in Indonesia. The sampling method is non-probability, and the sampling technique uses purposive sampling. Data collection was carried out via messages with questionnaires sent via WhatsApp. The number of respondents processed was 112 respondents and the data was analyzed using SPSS. The results of the t test research show that the brand image variable has a significant effect on purchasing decisions with a significance value of 0.013 <0.05; The digital marketing variable has no influence and is not significant on purchasing decisions with a significance value of 0.072 > 0.05; The perceived value variable has a significant effect on purchasing decisions with a significance value of 0.000 <0.05; The brand image variable has a significant effect on perceived value with a significance value of 0.002 <0.05; The digital marketing variable has a significant effect on perceived value with a significance value of 0.002 < 0.05. Based on the results of the F test, the variables brand image, digital marketing, and perceived value have a simultaneous influence on the purchasing decision variable, because the significance value is 0.000 < 0.05; The brand image and digital marketing variables have a simultaneous effect on perceived value, because the significance value is 0.000 <0.05.

The Mediating Role of Perceived Value on Purchase Decisions In Ecommerce

Abstract This study investigates the impact of review quality (a situational stimulus) on consumers' risk perception and purchase intention in cross-border e-commerce based on the Stimulus-Organism-Response (SOR) model. In doing so, quantitative research involving 400 Hungarian respondents was performed. The data were analysed using composite-based structural equation modelling (SEM). The study concludes that an experience created through highly qualified online reviews of previous consumers has a significant effect on mitigating consumers' risk perception while increasing their purchase intentions. The study also differentiates two aspects of risk, including perceived risk and affective risk, and reveals the two-fold mechanism of the decision-making journey. These results enrich the existing literature by supporting the use of the SOR model and introducing review quality as a situational stimulus to explain consumers' risk perception and purchase behaviours in cross-border e-commerce. Additionally, the study also provides valuable guidance in website design that can stimulate purchasing while lowering online perceived risk. 

The effect of review quality on purchase intention in cross-border e-commerce: The case of Hungary

During the COVID-19 pandemic, there was an increase in e-commerce transactions.  In 2020, there was an increase in the nominal e-commerce  transactions by 29.6% from IDR 205.5 trillion in 2019 to IDR 266.3 trillion. This increase in sales from e-commerce makes manufacturers one of the opportunities to increase sales of their products by utilizing the internet network to make it easier to communicate and market their products. The research discusses how social media marketing affects purchase intention through mediated variables, namely perceived value and perceived risk. This research used the quantitative approach with explanatory research. This research was conducted offline through the distribution of questionnaires and online through online questionnaires given to market place consumers who have the desire to make purchases in cash on delivery on e-commerce without a purchase platform. This research was conducted on e-commerce consumers  in Malang. Social media marketing in this study has a positive influence on purchase intention, perceived value, and perceive risk. Social media marketing in this study has been shown to affect purchase intentions that are mediated by perceived value. On the other hand, it does not affect purchase intentions that are mediated with perceived risk.

/pdf/social-media-marketing-on-purchase-intention-through-tygmsjpz.pdf

Social media marketing on purchase intention through mediated variables of perceived value and perceived risk

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Social media marketing on purchase intention through mediated variables of perceived value and perceived risk