Investigating The Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust

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dc.contributor.authorIbrahim, Blend
dc.contributor.authorAljarah, Ahmad
dc.contributor.authorHazzam, Joe
dc.contributor.authorElrehail, Hamzah
dc.contributor.authorQalati, Sikandar Ali
dc.date.accessioned2023-11-02T13:11:37Z
dc.date.available2023-11-02T13:11:37Z
dc.date.issued2023en_US
dc.departmentFakülteler, İşletme Fakültesi, İşletme Bölümüen_US
dc.description.abstractThe concept of social media marketing (SMM) extends beyond general marketing. SMM has significantly impacted the creation and development of marketing concepts. Drawing on the stimulus (S)–organism (O)–response (R) model, this research aimed to explore benevolence trust, active participation and intention to follow advice (IFA) as three consequences of SMM activities (SMMAs). It also aimed to investigate benevolence trust and active participation as a mediator between SMMAs and IFA with regard to a restaurant brand advertised on Facebook. This study used structural equation modelling and obtained data from 364 followers of a restaurant’s Facebook page. The study results showed that SMMAs significantly influenced benevolence trust, active participation and IFA. Furthermore, benevolence trust and active participation significantly influenced IFA. The findings also indicated that benevolence trust mediates the relationship between SMMAs and customer IFA. In addition, active participation with restaurant brands on Facebook acts as a mediator between SMMAs and IFA.en_US
dc.identifier.doi10.1177/23197145221147991en_US
dc.identifier.scopus2-s2.0-85150498362en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://hdl.handle.net/11467/6883
dc.identifier.urihttps://doi.org/10.1177/23197145221147991
dc.identifier.wosWOS:001160764900001en_US
dc.identifier.wosqualityQ3en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherSage Publications India Pvt. Ltden_US
dc.relation.ispartofFIIB Business Reviewen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/restrictedAccessen_US
dc.subjectactive participation; benevolence trust; Facebook; hospitality industry; Intention to follow advice; Social media marketingen_US
dc.titleInvestigating The Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trusten_US
dc.typeArticleen_US

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