Social Media Advertising via Mobile Device to Enhance Consumer Brand Engagement, Brand Loyalty and Purchase Intention: Literature Review
Article Sidebar
Published:
Sep 24, 2018
Keywords:
Social Media Advertising Mobile Device Consumer Brand Engagement Brand Loyalty Purchase Intention
Main Article Content
Abstract
This article aims to review related literatures to develop concept of social media advertising via mobile device that will enhance consumer brand engagement, brand loyalty, and purchase intention by using the S-O-R Model: Stimulus-Organism-Response Model that describes the relationship of variables from the conceptual framework. From the literature review, the relationship of variables shows the relationship direction as follow: social media advertising is directly related to consumer brand engagement and purchase intention. While consumer brand engagement as the intermediate variable affect directly to the purchase intention and brand loyalty. In addition, brand loyalty affects purchase intention.
Article Details
How to Cite
Supotthamjaree, W., & Srinaruewan, P. (2018). Social Media Advertising via Mobile Device to Enhance Consumer Brand Engagement, Brand Loyalty and Purchase Intention: Literature Review. WMS Journal of Management, 7(3), 114–130. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/147038
Section
Research Articles-Academic Articles
References
Ajzen, I. 1991. The Theory of Planned Behavior. ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES, 50, 179–211. http://doi.org/10.1016/0749-5978(91)90020-T.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. 2005.
The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.
Alsamydai, M. J., & Khasawneh, M. H. 2013. Antecedents and consequences of E-Jordanian consumer behaviour regarding facebook advertising. IJMBR, 3(4), 41–59.
Alwitt, L. F., & Prabhakar, P. R. 1992. Functional and belief dimensions of attitudes to television advertising. Journal of Advertising Research, 32, 30–42.
Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. 2014. Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773–779. http://doi.org/10.1016/j.jretconser.2014.05.007
Appelbaum, A. 2001. The constant consumer. The Gallup Group. Retrieved from http://gmj.gallup.com/content/745/Constant-Customer.aspx
Armitage, C. J., & Conner, M. 2001. Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. http://doi.org/10.1348/014466601164939
Avnet, T., & Higgins, E. T. 2006. How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1–10.
Boateng, H., & Okoe, A. F. 2015. Determinants of Consumers’ Attitude towards Social Media Advertising. Journal of Creative Communications, 10(3), 248–258. http://doi.org /10.1177/0973258615614417
Bolton, R. N. 2011. Comment: Customer Engagement: Opportunities and Challenges for Organizations. Journal of Service Research, 14(3), 272–274. http://doi.org/ 10.1177/1094670511414582
Bowden, J. L.-H. 2009. The Process of Customer Engagement: A Conceptual Framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. http://doi.org/10.2753/MTP1069-6679170105
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. 2011. Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252–271. http://doi.org/ 10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. 2013. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. http://doi.org/10.1016/j.jbusres. 2011.07.029
Bush, A. J., Smith, R., & Martin, C. 1999. The influence of consumer sociallzation variables on attitude toward advertising: a comparison of African-Americans and caucasians. Journal of Advertising, 28(3), 13–24.
Calder, B. J., Malthouse, E. C., & Schaedel, U. 2009. An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), 321–331. http://doi.org/10.1016/j.intmar.2009.07.002
Castronovo, C., & Huang, L. 2012. Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117.
Celebi, S. I. 2015. How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising?. Computers in Human Behavior, 51, 312–324. http://doi.org/10.1016/j.chb.2015.05.011
Chan, T. K. H., Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Lee, Z. W. Y. 2014. Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81–97. http://doi.org/10.1057/jma.2014.9
Curran, K., Graham, S., & Temple, C. 2011. ad-facebook.pdf. International Journal of E-Business Development (IJED), 1(1), 26–33.
Cvijikj, I. P., & Michahelles, F. 2013. Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861.
Davis, F. D. 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.
http://doi.org/10.2307/249008
Dehghani, M., & Tumer, M. 2015. A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600. http://doi.org/10.1016/ j.chb. 2015.03.051
De Vries, L., Gensler, S., & Leeflang, P. S. H. 2012. Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. http://doi.org/10.1016/j.intmar.2012.01.003
Dewey, J. 1896. The reflex arc concept in psychology. Psychological Review, 3(4), 357.
Dodds, W. B., Monroe, K. B., & Grewal, D. 1991. Effects of price, brand, and store information on buyers’ product evaluation. Journal of Marketing Research, 28, 307–319.
Ducoffe, R. H. 1996. How Consumers Assess the Value of Advertising. Journal of Current Issues and Research in Advertising., 17(1), 1–18.
Emerson, R. M. 1976. Social_Exchange_Theory emerson richard,1976.pdf. Annual Review of Sociology, (2), 335–362.
Engel, J. ., Blackwell, R. D., & Miniard, P. W. 1990. Consumer behavior. Orlando,FL:Dryden Press.
Engel, J., Blackwell, R., & Kollat, D. 1978. Consumer Behavior (3rd edition). Hinsdale, Illinois :Dryden Press.
Ferris, M. 2007. Insights on mobile advertising, promotion, and research. Journal of Advertising Research, 47(1). http://doi.org/ 0.2501/S0021849907070043
Fishbein, M., & Ajzen, I. 1975. Belief, Attitude, Intention and Bebavior: An Introduction To Theory And Research. Reading,MA:Addison-Wesley.
Gambetti, R. C., Graffigna, G., & Biraghi, S. 2012. The Grounded Theory approach to consumer--brand engagement: the practitioner’s standpoint. International Journal of Market Research, 54(5), 659. http://doi.org/10.2501/IJMR-54-5-659-687
Gambetti, R., & Graffigna, G. 2010. The concept of engagement. International Journal of Market Research, 52(6), 801–826.
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. 2012. Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. http://doi.org/10.1108/ 01409171211256578
Haigh, M. M., Brubaker, P., & Whiteside, E. 2013. Facebook: examining the information presented and its impact on stakeholders. Corporate Communications: An International Journal, 18(1), 52–69. http://doi.org/10.1108/13563281311294128
Hamidizadeh, M. R., Yazdani, N., Tabriz, A. A., & Latifi, M. M. 2012. Designing and Validating a Systematic Model of E-Advertising. International Journal of Marketing Studies, 4(2). http://doi.org/10.5539/ijms.v4n2p130
Hennig-Thurau, T., Edward C., M., Christian, F., Sonja, G., Lara, L., Arvind, R., & Bernd, S. 2010. The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3).
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. 2004. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38–52. http://doi.org/10.1002/dir.10073
Higgins, E. T. 2006. Value from hedonic experience and engagement. Psychological Review, 113(3), 439–460. http://doi.org/ 10.1037/0033-295X.113.3.439
Higgins, E. T., & Scholer, A. A. 2009. Engaging the consumer:The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100–114. http://doi.org/ org/10.1016/j.jcps.2009.02.002
Hollebeek, L. 2011b. Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573. http://doi.org/10.1080/0965254X.2011.599493
Hollebeek, L. 2011a. Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785–807. http://doi.org/10. 1080/0267257X.2010.500132
Hollebeek, L. D. 2013. The customer engagement/ value interface: An exploratory investigation. Australasian Marketing Journal (AMJ), 21(1), 17–24. http://doi.org/10.1016/ j.ausmj.2012.08.006
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. 2014. Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. http://doi.org/10.1016/j.intmar.2013.12.002
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. 2010. Consumer Cocreation in New Product Development. Journal of Service Research, 13(3), 283–296. http://doi.org/10.1177/1094670510375604
Hsu, M. ., Yen, C. ., Chiu, C. M., & Chang, C. M. 2006. A longitudinal investigation of continued online shopping behavior: An extension of the theory of planned behavior. International Journal of Human-Computer Studies, 64(9), 889–904.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. 2013. The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. http://doi.org/ 10.1108/JPBM-05-2013-0299
Jacoby, J., & Chesnut, R. W. 1978. Brand loyalty measurement and management. New York: Wiley.
Jayasingh, S., & Venkatesh, R. 2016. Determinants of Customer Brand Engagement.pdf. International Business Management.
Johnson, T., & Kaye, B. 1998. Cruising is believing?: Comparing Internet and traditional sources on media credibility measures. Journalism & Mass Communication Quarterly, 75(2), 325–340.
Kanagal, N. 2009. Role of relationship marketing in competitive marketing strategy. Journal of Management and Marketing Research, 2, 1.
Kapfer, J.-N. 2008. The New Strategic Brand Management. Kogan Page, London.
Kaplan, A. M., & Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. http://doi.org/10.1016/ j.bushor.2009.09.003
Katz, D. 1960. The Functional Approach to the Study of Attitudes. The Public Opinion Quarterly, 24(2), 163–204.
Keller, K. L. 2008. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education, Upper Saddle River, NJ.
Kelly, N. 2013. How to measure social media: a step-by-step guide to developing and assessing social media ROI. Indianapolis, Ind: Que Pub.
Kim, A. J., & Ko, E. 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. http://doi.org/10.1016 / j.jbusres.2011.10.014
Kim, K., Park, S., Lee, S., Knight, D., Su, B., & Jeon, B. 2010. Examining the Relationships among Attitude toward Luxury Brands, Customer Equity, and Customer Lifetime Value in a Korean Context. Journal of Global Academy of Marketing Science, 20(1), 27–34.
Kim, Y. H., Kim, D. J., & Wachter, K. 2013. A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361–370. http://doi.org/10.1016/j.dss. 2013.07.002
Kumar, V., AKsoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. 2010. Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310. http://doi.org/10.1177/ 1094670510375602
Lars, N. 2017. Digital economy copes with online trading:big orgainizations dominate the market. The Interest.
Lavidge, R. J., & Steiner, G. A. (n.d.). a model for predictive measurements of ad. effectiveness.pdf. Journal of Marketing.
Little, B., & Little, P. 2006. Employee engagement: Conceptual issues. Journal of Organizatinal Culture,Communicatins and Conflict, 10(1), 111–120.
Logan, K., Bright, L. F., & Gangadharbatla, H. 2012. Facebook versus television: advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164–179. http://doi.org/ 10. 1108/17505931211274651
MacKenzie, S. B., & Lutz, R. J. 1989. An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48. http://doi.org/10.2307/1251413
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, 13(2), 130–143. http://doi.org/10.2307/3151660
Marketing Science Institute. 2010. Marketing Science Institute 2010-2012 Research Priorities. Cambridge, MA: Marketing Science Institute.
May, D. R., Gilson, R. L., & Harter, L. M. 2004. The psychological conditions of meaningfulness, safety and availability and the engagement of the human spirit at work. Journal of Occupational and Organizational Psychology, 77(1), 11–37.
McQuail, D. 1994. Mass Communication: An IntroductionMcQuail (3rd ed.,). London, Thousand Oaks, New Delhi: Sage Publications.
Mehta. 2000. advertising attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3). http:// doi. org/10.2501/JAR-40-3-67-72
Mikalef, P., Giannakos, M., & Pateli, A. 2013. Shopping and Word-of-Mouth Intentions on Social Media. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 5–6. http://doi.org/10.4067/S0718-18762013000100003
Mir, I. A., & others. 2012. Consumer attitudinal insights about social media advertising: A South Asian perspective. The Romanian Economic Journal, 15(45), 265–288.
Mollen, A., & Wilson, H. 2010. Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919–925. http://doi.org/10.1016/j.jbusres. 2009.05.014
Office of the national economic and social development board. 2016. The 12th National Economic and Social Development Plan (1917-2021). Bangkok : National Economic and Social Development Board The Prime Minister.
Oh, L., & Xu, H. 2003. Effects of Multimedia on Mobile Consumer Behavior: An Empirical Study of Location Aware Advertising. In In Proceedings of Twenty-Forth International Conference on Information Systems. (pp. 679–691).
Olney, T. J., Holbrook, M. B., & Batr, R. 1991. Consumer Responses to Advertising. Journal of Consumer Research, 17(4), 440–450.
Patterson, P., Yu, T., & De Ruyter, K. 2006. Understanding customer engagement in services. In Australia–New Zealand Marketing Academy Conference, Brisbane. Retrieved May 7, 2010. Retrieved from http://smib. vuw.ac. nz:8081/ WWW/ANZMAC 2006/ documents/ Pattinson_Paul.pdf
Pavlou, P. A., & Fygenson, M. 2006. Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115–143.
Pentina, I., Gammoh, B. S., Zhang, L., & Mallin, M. 2013. Drivers and Outcomes of Brand Relationship Quality in the Context of Online Social Networks. International Journal of Electronic Commerce, 17(3), 63–86. http://doi.org/10.2753/JEC1086-4415170303
Pham, M. T., & Avnet, T. 2009. Rethinking Regulatory Engagement Theory. Journal of Consumer Psychology, 19(2), 115–123. http://doi.org/10.1016/j.jcps.2009.02.003
Piyachat, I. 2016. Branding 4.0 (Vol. 4). Bangkok: Amarin Printing Publishing.
Prahalad, C. K. 2004. “The Co-Creation of Value: Invited Commentaries on ‘Evolving to a New Dominant Logic for Marketing’,” Journal of Marketing, 68(1), 23.
Rettie, R. 2001. An exploration of flow during internet use. Internet Research, 11(2), 103–113.
Rosenberg, M. J., & Hovland, C. I. 1960. Cognitive, affective, and behavioral components of attitudes. In M.J. Rosenberg, C.I. Hovland, W.J. McGuire, R.P. Abelson, & J. Brehm, ed. Attitude organization and change. New Haven: Yale University Press.
Saadeghvaziri, F., Dehdashti, Z., & Reza Kheyrkhah Askarabad, M. 2013. Web advertising: Assessing beliefs, attitudes, purchase intention and behavioral responses. Journal of Economic and Administrative Sciences, 29(2), 99–112. http://doi.org/10.1108/JEAS-09-2013-0029
Sashi, C. M. 2012. Customer engagement, buyer‐seller relationships, and social media. Management Decision, 50(2), 253–272. http://doi.org/10.1108/00251741211203551
Sawhney, M., Verona, G., & Prandelli, E. 2005. Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4–17. http://doi.org/ 10.1002/ dir.20046
Shankar, V., & Balasubramanian, S. 2009. Mobile Marketing: A Synthesis and Prognosis. Journal of Interactive Marketing, 23(2), 118–129. http://doi.org/10.1016/j.intmar. 2009. 02.002
Shen, K., Wan, Y., & Sivan, R. 2014. Development of motivation studies: The chronicles. International Journal of Economics, Comerce and Management, 11(7).
Siau, K., & Shen, Z. 2003. Building Customer Trust in Mobile Commerce. Communications of the ACM., 46(4), 91–94.
Sprott, D., Czellar, S., & Spangenberg, E. 2009. The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92–104.
Statista Digital Market Outlook. 2016. Digital Advertising:Social Media.
Sun, Y., Lim, K. H., Jiang, C., Peng, J. Z., & Chen, X. 2010. Do males and females think in the same way? An empirical investigation on the gender differences in Web advertising evaluation. Computers in Human Behavior, 26(6), 1614–1624. http://doi.org/10. 1016/ j.chb.2010.06.009
Supattra, P. 2016. Thailand 4.0“ Stepped into ” the era of evalution marketing for the people. Retrieved from http://www.manager. co.th/iBizChannel/ViewNews.aspx?NewsID=9590000118276
Thomas, W. I., & Znaniecki, F. 1918. The Polish peasant in Europe and America; monograph of an immigrant group. Boston: Badger.
Van der Waldt, D., Van Loggerenberg, M., & Wehmeyer, L. 2009. Celebrity Endorsements versus Created Spokespersons in Advertising: A Survey among Students. SAJEMS, 12(1), 110–114.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. 2010. Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. http://doi.org/10.1177/ 1094670510375599
Vargo, S. L., & Lusch, R. F. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. 2014. A Generalized Multidimensional Scale for Measuring Customer Engagement. The Journal of Marketing Theory and Practice, 22(4), 401–420. http://doi.org/10.2753/MTP1069-6679220404
Vivek, S. D., Beatty, S. E., & Morgan, R. M. 2012. Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146. http://doi.org/10.2753/ MTP1069-6679200201
Wang, C. 2005. An empirical study on consumer’s perceived value and attitude toward advertising. In Proceedings of the 6th Global Information Technology and Management (GITM) World Conference. Retrieved from http://melody.syr.edu/pzhang/ publications/GITM_05_Zhang_Wang_WebAd.pdf
Warshaw, P. 1980. Predicting purchase and other behaviors from general and contextually specific intentions. Journal of Marketing Research, 17, 26–33.
Weinberg, B. D., & Pehlivan, E. 2011. Social spending: Managing the social media mix. Business Horizons, 54(3), 275–282. http://doi.org/10.1016/j.bushor.2011.01.008
Wells, J. ., & Valacich, J. . 2011. What signal are you sending? How website quality influences perceptions of product quality and purchase intentions”. MIS Quarterly, 35(2), 373–396.
Yaakop, A. 2013. Like It or Not: Issue of Credibility in Facebook Advertising. Asian Social Science, 9(3). http://doi.org/10.5539/ ass.v9n3p154
Zhang, K. Z. K., & Benyoucef, M. 2016. Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, 95–108. http://doi.org/10.1016/j.dss.2016.04.001
Zha, X., Li, J., & Yan, Y. 2015. Advertising value and credibility transfer: attitude toward Web advertising and online information acquisition. Behaviour & Information Technology, 34(5), 520–532.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. 2005.
The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.
Alsamydai, M. J., & Khasawneh, M. H. 2013. Antecedents and consequences of E-Jordanian consumer behaviour regarding facebook advertising. IJMBR, 3(4), 41–59.
Alwitt, L. F., & Prabhakar, P. R. 1992. Functional and belief dimensions of attitudes to television advertising. Journal of Advertising Research, 32, 30–42.
Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. 2014. Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773–779. http://doi.org/10.1016/j.jretconser.2014.05.007
Appelbaum, A. 2001. The constant consumer. The Gallup Group. Retrieved from http://gmj.gallup.com/content/745/Constant-Customer.aspx
Armitage, C. J., & Conner, M. 2001. Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. http://doi.org/10.1348/014466601164939
Avnet, T., & Higgins, E. T. 2006. How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1–10.
Boateng, H., & Okoe, A. F. 2015. Determinants of Consumers’ Attitude towards Social Media Advertising. Journal of Creative Communications, 10(3), 248–258. http://doi.org /10.1177/0973258615614417
Bolton, R. N. 2011. Comment: Customer Engagement: Opportunities and Challenges for Organizations. Journal of Service Research, 14(3), 272–274. http://doi.org/ 10.1177/1094670511414582
Bowden, J. L.-H. 2009. The Process of Customer Engagement: A Conceptual Framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. http://doi.org/10.2753/MTP1069-6679170105
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. 2011. Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252–271. http://doi.org/ 10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. 2013. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. http://doi.org/10.1016/j.jbusres. 2011.07.029
Bush, A. J., Smith, R., & Martin, C. 1999. The influence of consumer sociallzation variables on attitude toward advertising: a comparison of African-Americans and caucasians. Journal of Advertising, 28(3), 13–24.
Calder, B. J., Malthouse, E. C., & Schaedel, U. 2009. An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), 321–331. http://doi.org/10.1016/j.intmar.2009.07.002
Castronovo, C., & Huang, L. 2012. Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117.
Celebi, S. I. 2015. How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising?. Computers in Human Behavior, 51, 312–324. http://doi.org/10.1016/j.chb.2015.05.011
Chan, T. K. H., Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Lee, Z. W. Y. 2014. Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81–97. http://doi.org/10.1057/jma.2014.9
Curran, K., Graham, S., & Temple, C. 2011. ad-facebook.pdf. International Journal of E-Business Development (IJED), 1(1), 26–33.
Cvijikj, I. P., & Michahelles, F. 2013. Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861.
Davis, F. D. 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.
http://doi.org/10.2307/249008
Dehghani, M., & Tumer, M. 2015. A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600. http://doi.org/10.1016/ j.chb. 2015.03.051
De Vries, L., Gensler, S., & Leeflang, P. S. H. 2012. Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. http://doi.org/10.1016/j.intmar.2012.01.003
Dewey, J. 1896. The reflex arc concept in psychology. Psychological Review, 3(4), 357.
Dodds, W. B., Monroe, K. B., & Grewal, D. 1991. Effects of price, brand, and store information on buyers’ product evaluation. Journal of Marketing Research, 28, 307–319.
Ducoffe, R. H. 1996. How Consumers Assess the Value of Advertising. Journal of Current Issues and Research in Advertising., 17(1), 1–18.
Emerson, R. M. 1976. Social_Exchange_Theory emerson richard,1976.pdf. Annual Review of Sociology, (2), 335–362.
Engel, J. ., Blackwell, R. D., & Miniard, P. W. 1990. Consumer behavior. Orlando,FL:Dryden Press.
Engel, J., Blackwell, R., & Kollat, D. 1978. Consumer Behavior (3rd edition). Hinsdale, Illinois :Dryden Press.
Ferris, M. 2007. Insights on mobile advertising, promotion, and research. Journal of Advertising Research, 47(1). http://doi.org/ 0.2501/S0021849907070043
Fishbein, M., & Ajzen, I. 1975. Belief, Attitude, Intention and Bebavior: An Introduction To Theory And Research. Reading,MA:Addison-Wesley.
Gambetti, R. C., Graffigna, G., & Biraghi, S. 2012. The Grounded Theory approach to consumer--brand engagement: the practitioner’s standpoint. International Journal of Market Research, 54(5), 659. http://doi.org/10.2501/IJMR-54-5-659-687
Gambetti, R., & Graffigna, G. 2010. The concept of engagement. International Journal of Market Research, 52(6), 801–826.
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. 2012. Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. http://doi.org/10.1108/ 01409171211256578
Haigh, M. M., Brubaker, P., & Whiteside, E. 2013. Facebook: examining the information presented and its impact on stakeholders. Corporate Communications: An International Journal, 18(1), 52–69. http://doi.org/10.1108/13563281311294128
Hamidizadeh, M. R., Yazdani, N., Tabriz, A. A., & Latifi, M. M. 2012. Designing and Validating a Systematic Model of E-Advertising. International Journal of Marketing Studies, 4(2). http://doi.org/10.5539/ijms.v4n2p130
Hennig-Thurau, T., Edward C., M., Christian, F., Sonja, G., Lara, L., Arvind, R., & Bernd, S. 2010. The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3).
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. 2004. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38–52. http://doi.org/10.1002/dir.10073
Higgins, E. T. 2006. Value from hedonic experience and engagement. Psychological Review, 113(3), 439–460. http://doi.org/ 10.1037/0033-295X.113.3.439
Higgins, E. T., & Scholer, A. A. 2009. Engaging the consumer:The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100–114. http://doi.org/ org/10.1016/j.jcps.2009.02.002
Hollebeek, L. 2011b. Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573. http://doi.org/10.1080/0965254X.2011.599493
Hollebeek, L. 2011a. Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785–807. http://doi.org/10. 1080/0267257X.2010.500132
Hollebeek, L. D. 2013. The customer engagement/ value interface: An exploratory investigation. Australasian Marketing Journal (AMJ), 21(1), 17–24. http://doi.org/10.1016/ j.ausmj.2012.08.006
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. 2014. Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. http://doi.org/10.1016/j.intmar.2013.12.002
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. 2010. Consumer Cocreation in New Product Development. Journal of Service Research, 13(3), 283–296. http://doi.org/10.1177/1094670510375604
Hsu, M. ., Yen, C. ., Chiu, C. M., & Chang, C. M. 2006. A longitudinal investigation of continued online shopping behavior: An extension of the theory of planned behavior. International Journal of Human-Computer Studies, 64(9), 889–904.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. 2013. The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. http://doi.org/ 10.1108/JPBM-05-2013-0299
Jacoby, J., & Chesnut, R. W. 1978. Brand loyalty measurement and management. New York: Wiley.
Jayasingh, S., & Venkatesh, R. 2016. Determinants of Customer Brand Engagement.pdf. International Business Management.
Johnson, T., & Kaye, B. 1998. Cruising is believing?: Comparing Internet and traditional sources on media credibility measures. Journalism & Mass Communication Quarterly, 75(2), 325–340.
Kanagal, N. 2009. Role of relationship marketing in competitive marketing strategy. Journal of Management and Marketing Research, 2, 1.
Kapfer, J.-N. 2008. The New Strategic Brand Management. Kogan Page, London.
Kaplan, A. M., & Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. http://doi.org/10.1016/ j.bushor.2009.09.003
Katz, D. 1960. The Functional Approach to the Study of Attitudes. The Public Opinion Quarterly, 24(2), 163–204.
Keller, K. L. 2008. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education, Upper Saddle River, NJ.
Kelly, N. 2013. How to measure social media: a step-by-step guide to developing and assessing social media ROI. Indianapolis, Ind: Que Pub.
Kim, A. J., & Ko, E. 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. http://doi.org/10.1016 / j.jbusres.2011.10.014
Kim, K., Park, S., Lee, S., Knight, D., Su, B., & Jeon, B. 2010. Examining the Relationships among Attitude toward Luxury Brands, Customer Equity, and Customer Lifetime Value in a Korean Context. Journal of Global Academy of Marketing Science, 20(1), 27–34.
Kim, Y. H., Kim, D. J., & Wachter, K. 2013. A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361–370. http://doi.org/10.1016/j.dss. 2013.07.002
Kumar, V., AKsoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. 2010. Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310. http://doi.org/10.1177/ 1094670510375602
Lars, N. 2017. Digital economy copes with online trading:big orgainizations dominate the market. The Interest.
Lavidge, R. J., & Steiner, G. A. (n.d.). a model for predictive measurements of ad. effectiveness.pdf. Journal of Marketing.
Little, B., & Little, P. 2006. Employee engagement: Conceptual issues. Journal of Organizatinal Culture,Communicatins and Conflict, 10(1), 111–120.
Logan, K., Bright, L. F., & Gangadharbatla, H. 2012. Facebook versus television: advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164–179. http://doi.org/ 10. 1108/17505931211274651
MacKenzie, S. B., & Lutz, R. J. 1989. An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48. http://doi.org/10.2307/1251413
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, 13(2), 130–143. http://doi.org/10.2307/3151660
Marketing Science Institute. 2010. Marketing Science Institute 2010-2012 Research Priorities. Cambridge, MA: Marketing Science Institute.
May, D. R., Gilson, R. L., & Harter, L. M. 2004. The psychological conditions of meaningfulness, safety and availability and the engagement of the human spirit at work. Journal of Occupational and Organizational Psychology, 77(1), 11–37.
McQuail, D. 1994. Mass Communication: An IntroductionMcQuail (3rd ed.,). London, Thousand Oaks, New Delhi: Sage Publications.
Mehta. 2000. advertising attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3). http:// doi. org/10.2501/JAR-40-3-67-72
Mikalef, P., Giannakos, M., & Pateli, A. 2013. Shopping and Word-of-Mouth Intentions on Social Media. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 5–6. http://doi.org/10.4067/S0718-18762013000100003
Mir, I. A., & others. 2012. Consumer attitudinal insights about social media advertising: A South Asian perspective. The Romanian Economic Journal, 15(45), 265–288.
Mollen, A., & Wilson, H. 2010. Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919–925. http://doi.org/10.1016/j.jbusres. 2009.05.014
Office of the national economic and social development board. 2016. The 12th National Economic and Social Development Plan (1917-2021). Bangkok : National Economic and Social Development Board The Prime Minister.
Oh, L., & Xu, H. 2003. Effects of Multimedia on Mobile Consumer Behavior: An Empirical Study of Location Aware Advertising. In In Proceedings of Twenty-Forth International Conference on Information Systems. (pp. 679–691).
Olney, T. J., Holbrook, M. B., & Batr, R. 1991. Consumer Responses to Advertising. Journal of Consumer Research, 17(4), 440–450.
Patterson, P., Yu, T., & De Ruyter, K. 2006. Understanding customer engagement in services. In Australia–New Zealand Marketing Academy Conference, Brisbane. Retrieved May 7, 2010. Retrieved from http://smib. vuw.ac. nz:8081/ WWW/ANZMAC 2006/ documents/ Pattinson_Paul.pdf
Pavlou, P. A., & Fygenson, M. 2006. Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115–143.
Pentina, I., Gammoh, B. S., Zhang, L., & Mallin, M. 2013. Drivers and Outcomes of Brand Relationship Quality in the Context of Online Social Networks. International Journal of Electronic Commerce, 17(3), 63–86. http://doi.org/10.2753/JEC1086-4415170303
Pham, M. T., & Avnet, T. 2009. Rethinking Regulatory Engagement Theory. Journal of Consumer Psychology, 19(2), 115–123. http://doi.org/10.1016/j.jcps.2009.02.003
Piyachat, I. 2016. Branding 4.0 (Vol. 4). Bangkok: Amarin Printing Publishing.
Prahalad, C. K. 2004. “The Co-Creation of Value: Invited Commentaries on ‘Evolving to a New Dominant Logic for Marketing’,” Journal of Marketing, 68(1), 23.
Rettie, R. 2001. An exploration of flow during internet use. Internet Research, 11(2), 103–113.
Rosenberg, M. J., & Hovland, C. I. 1960. Cognitive, affective, and behavioral components of attitudes. In M.J. Rosenberg, C.I. Hovland, W.J. McGuire, R.P. Abelson, & J. Brehm, ed. Attitude organization and change. New Haven: Yale University Press.
Saadeghvaziri, F., Dehdashti, Z., & Reza Kheyrkhah Askarabad, M. 2013. Web advertising: Assessing beliefs, attitudes, purchase intention and behavioral responses. Journal of Economic and Administrative Sciences, 29(2), 99–112. http://doi.org/10.1108/JEAS-09-2013-0029
Sashi, C. M. 2012. Customer engagement, buyer‐seller relationships, and social media. Management Decision, 50(2), 253–272. http://doi.org/10.1108/00251741211203551
Sawhney, M., Verona, G., & Prandelli, E. 2005. Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4–17. http://doi.org/ 10.1002/ dir.20046
Shankar, V., & Balasubramanian, S. 2009. Mobile Marketing: A Synthesis and Prognosis. Journal of Interactive Marketing, 23(2), 118–129. http://doi.org/10.1016/j.intmar. 2009. 02.002
Shen, K., Wan, Y., & Sivan, R. 2014. Development of motivation studies: The chronicles. International Journal of Economics, Comerce and Management, 11(7).
Siau, K., & Shen, Z. 2003. Building Customer Trust in Mobile Commerce. Communications of the ACM., 46(4), 91–94.
Sprott, D., Czellar, S., & Spangenberg, E. 2009. The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92–104.
Statista Digital Market Outlook. 2016. Digital Advertising:Social Media.
Sun, Y., Lim, K. H., Jiang, C., Peng, J. Z., & Chen, X. 2010. Do males and females think in the same way? An empirical investigation on the gender differences in Web advertising evaluation. Computers in Human Behavior, 26(6), 1614–1624. http://doi.org/10. 1016/ j.chb.2010.06.009
Supattra, P. 2016. Thailand 4.0“ Stepped into ” the era of evalution marketing for the people. Retrieved from http://www.manager. co.th/iBizChannel/ViewNews.aspx?NewsID=9590000118276
Thomas, W. I., & Znaniecki, F. 1918. The Polish peasant in Europe and America; monograph of an immigrant group. Boston: Badger.
Van der Waldt, D., Van Loggerenberg, M., & Wehmeyer, L. 2009. Celebrity Endorsements versus Created Spokespersons in Advertising: A Survey among Students. SAJEMS, 12(1), 110–114.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. 2010. Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. http://doi.org/10.1177/ 1094670510375599
Vargo, S. L., & Lusch, R. F. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. 2014. A Generalized Multidimensional Scale for Measuring Customer Engagement. The Journal of Marketing Theory and Practice, 22(4), 401–420. http://doi.org/10.2753/MTP1069-6679220404
Vivek, S. D., Beatty, S. E., & Morgan, R. M. 2012. Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146. http://doi.org/10.2753/ MTP1069-6679200201
Wang, C. 2005. An empirical study on consumer’s perceived value and attitude toward advertising. In Proceedings of the 6th Global Information Technology and Management (GITM) World Conference. Retrieved from http://melody.syr.edu/pzhang/ publications/GITM_05_Zhang_Wang_WebAd.pdf
Warshaw, P. 1980. Predicting purchase and other behaviors from general and contextually specific intentions. Journal of Marketing Research, 17, 26–33.
Weinberg, B. D., & Pehlivan, E. 2011. Social spending: Managing the social media mix. Business Horizons, 54(3), 275–282. http://doi.org/10.1016/j.bushor.2011.01.008
Wells, J. ., & Valacich, J. . 2011. What signal are you sending? How website quality influences perceptions of product quality and purchase intentions”. MIS Quarterly, 35(2), 373–396.
Yaakop, A. 2013. Like It or Not: Issue of Credibility in Facebook Advertising. Asian Social Science, 9(3). http://doi.org/10.5539/ ass.v9n3p154
Zhang, K. Z. K., & Benyoucef, M. 2016. Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, 95–108. http://doi.org/10.1016/j.dss.2016.04.001
Zha, X., Li, J., & Yan, Y. 2015. Advertising value and credibility transfer: attitude toward Web advertising and online information acquisition. Behaviour & Information Technology, 34(5), 520–532.