Social media marketing and restaurant purchase intention: Do online brand community identification and gender matter?

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dc.contributor.authorIbrahim, Blend
dc.date.accessioned2023-06-23T10:26:19Z
dc.date.available2023-06-23T10:26:19Z
dc.date.issued2023en_US
dc.departmentFakülteler, İşletme Fakültesi, İngilizce İşletme Bölümüen_US
dc.description.abstractSocial media marketing (SMM) creates diverse content via social network sites to promote different products, services, information and ideas. This study is built on the stimulus-organism-response framework and uses gratifications theory. It aims to investigate online brand community identification (OBCI) and purchase intention as major consequences of SMM activities (SMMAs). A structural equation modelling approach and a PROCESS macro were applied to analyse 338 online questionnaires completed by Facebook users who follow restaurant Facebook pages. The findings revealed that SMMAs have a significant positive influence on OBCI and purchase intention. Furthermore, OBCI acts as a mediator between SMMAs and purchase intention. These results indicate that gender role positively moderates the direct and indirect effect of SMMAs on purchase intention. Finally, the moderated mediation analysis findings suggest that female customers receive a high level of OBCI when interacting with SMMAs, which, in turn, increases purchase intention relative to males.en_US
dc.identifier.doi10.1504/IJIMA.2023.129668en_US
dc.identifier.endpage309en_US
dc.identifier.issue2-3en_US
dc.identifier.scopus2-s2.0-85153477628en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage286en_US
dc.identifier.urihttps://hdl.handle.net/11467/6669
dc.identifier.urihttps://doi.org/10.1504/IJIMA.2023.129668
dc.identifier.volume18en_US
dc.identifier.wosWOS:000956982300008en_US
dc.identifier.wosqualityQ3en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherInderscience Publishersen_US
dc.relation.ispartofInternational Journal of Internet Marketing and Advertisingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectconsumer behaviour; Facebook page; OBCI; online brand community identification; restaurant industry; restaurant purchase intention; SMM; SNSs; social media marketing; social network sitesen_US
dc.titleSocial media marketing and restaurant purchase intention: Do online brand community identification and gender matter?en_US
dc.typeArticleen_US

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