Understanding Consumers Engagement and Adoption of Social Media Marketing in Fashion Industry in Saudi Arabia: Insights though the Lens of the Theory of Planned Behavior (Published)
This study explores the adoption of social media marketing activities by Fashioned industry, examining context through The Theory of Planned Behavior. As social media continues to dominate as a pivotal marketing arena, understanding consumers’ engagement across various platforms becomes imperative for marketers and researchers alike. This research aimed to ascertain if the Theory of Planned Behavior could effectively elucidate as well as predict consumers’ engagement with social media marketing activities beyond a single platform. Conducting a non-probability convenience sampling method, study involved 656 participants above 18 years old residing in Saudi Arabia. An online survey gathered data, subsequently analyzed through regression analyses. Results revealed that attitude emerged as the most influential factor in predicting behavioral intent to involve with social media marketing activities, tracked closely by subjective norms. Intriguingly, perceived behavioral control did not significantly predict this behavioral intent. Furthermore, the intention to engage demonstrated a strong association with actual engagement. The implications suggest a strategic focus for social media marketers: influencing attitudes and subjective norms to heighten engagement across diverse social media platforms. Additionally, the study indicates a shift towards Theory of Reasoned Action as a more appropriate predictive model for engagement, excluding perceived behavioral control. These insights offer valuable guidance for businesses seeking to optimize their social media, marketing strategies across various platforms within the Fashioned industry.
Keywords: Attitudes, Social Media Marketing, behavioral intentions, consumer’s engagement, multiple social media platforms, the theory of planned behavior
Assessment of the Internet as Tool for Tourism Marketing in Nigeria (Published)
The study was an assessment of the internet as a tool for tourism marketing in Cross River State. The study sought to determine the significant relationship between website and tourism product awareness; and also evaluate the extent social media marketing affect the level of patronage of tourism products in Cross River State. The area of study was Cross River State, while the study frame were tourism stakeholders, tourism managers/staff and both local and international tourists found in the twelve (12) tourism destinations selected for this study. The sample size of the study was 120 and primary data were obtained using a structured questionnaire. The instrument was content-validated, while the Cronbach Alpha coefficient was used to confirm the reliability. Data analysis was done electronically by the use of Statistical Package for Social Science (SPSS) version 21. Among the findings were that the website marketing did not have any significant relationship on the level of awareness of tourism products in Cross River State. Also, social media marketing did not significantly affect the level of patronage of tourism products in Cross River State. It is then recommended that the website and other internet tools should be efficiently handled preferably by experts to generate and maintain interest and level of patronage of Cross River State’s tourism products.
Keywords: Internet Marketing, Patronage, Social Media Marketing, Tourism Marketing., Tourism Product Awareness, Website Marketing