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Under a Creative Commons license Open access AbstractThe main aim of this paper was to investigate the effect of four features of social media marketing on the purchase decision of consumers in the fast-food industry. It also aimed to determine if brand trust mediates the relationship between them. Necessary data was gathered from the visitors of different fast-food cafes in UAE via a quantitative online survey. After obtaining the desired responses, the data was analyzed by the AMOS 21- structural equation modeling. The results confirmed the significance of brand trust in predicting purchase decision. Above all, the findings showed that informativeness, perceived relevance, and interactivity have positive effect on purchase decision. But, it was found that the effect of entertainment on purchase decision is insignificant. The results also confirmed that brand trust mediates the association between only two social media marketing features (interactivity and informativeness) and consumer purchase decision. Theoretically, this paper advances the current literature by exploring the mediating effect of brand trust among the four features of social media marketing and purchase decision with new empirical insights from UAE, taking into account that the earlier researches of this nature in Arab region are scarce. KeywordsBrand trust Fast-food industry Purchase decision Social media marketing Cited by (0)© 2022 The Author(s). Published by Elsevier Ltd. Last Updated on November 7, 2022 by I’m not a huge fan of understatement. So I’m going to resist the temptation to kick this article off by calling the social media landscape “dynamic.” At the same time, I also try to stay away from massive, emotive exaggerations. So I’m not going to refer to the world of social media as an “ungoverned sprawl of functional chaos” either. In fact, given the scope of this piece, let’s give up on trite, oversimplified descriptions altogether. Let’s give social media – easily one of the most important evolutions in the history of communication – the respect it deserves. Let’s use up some serious real estate when introducing a topic as vast as this one. Social media is unique from other marketing channels because it has the ability to both adapt to and influence user behavior. As Karl Kangur, founder of SEO agentuur Business Media put it: “Search engine optimization is an amazing foundation for your site and a great way to get evergreen traction. But when it comes to really scaling a business and taking it to the masses, especially in commerce, you really can't beat strategic social media marketing.” In the form of new apps and updated features, it’s constantly offering people innovative ways to engage with each other. At the same time, humans always seem to find unexpected things to do on social media – things these platforms sometimes fail to predict but are more than happy to reshape their products around. This exciting dance of influence and adaptation makes social media a space where “generating incredible ROI” and “wasting a ton of super valuable resources” are equally likely. So yeah… it’s fair to say that success in social media marketing is highly dependent on one’s ability to stay on top of a bunch of things that literally never stand still. That’s why articles like this one are such valuable resources to marketing professionals looking to launch new social media campaigns or restrategize existing ones. The facts and figures that comprise the very highest level of this complex landscape are not only helpful, they’re pretty much indispensable. Yes, at some point you’ll need to zero in on the hyper-granular nuances of a particular platform. But at the start of something as important as a new social media campaign, the most important thing is familiarizing yourself with the big picture. And here it is. We’ve taken the liberty of painting it for you. And keeping it updated, too. What follows is a list of ever-changing facts, figures, and stats that every social media marketer needs to keep abreast of.
General Social Media Facts and StatsHumanity and Social Media
Social Media Platforms – Comparative Popularity
* Excludes chat platforms as well as those focused solely on the Chinese market. ** Based on LinkedIn’s reported monthly active users. Although excluded from our list above, chat platforms and social networks that serve a Chinese audience are exceptionally popular. In our list of the Top 15 Most Popular Social Networking Sites and Apps, three instant messaging apps and five Chinese social networks are included. Social Media Demographics
Mobile Social Media Usage
Social Media Marketing Facts and StatsGeneral Social Media Marketing Statistics
Social Media and Online Commerce
Social Media and Influencer Marketing
Social Media and Brand Engagement
Social Media and Customer Support
The Ideal Times for Businesses to Post on Social NetworksThe following data was sourced from a research project done by the geniuses at CoSchedule. Facebook Ideal Post Times
Instagram Ideal Post Times
Twitter Ideal Post Times
LinkedIn Ideal Post Times
Pinterest Ideal Post Times
Individual Social Network Marketing Facts and StatsFacebook Facts and Statistics
Twitter Facts and Statistics
Instagram Facts and Statistics
YouTube Facts and Statistics
LinkedIn Facts and Statistics
TikTok Facts and Statistics
Snapchat Facts and Statistics
Pinterest Facts and Statistics
Quora Facts and Statistics
Reddit Facts and Statistics
A Final ThoughtThere you go – as promised, a comprehensive view of statistics, facts, and figures covering the social media landscape. If you’re a marketer and your goal is to get the most out of your social media activities, it’s super important that your strategic decisions are influenced by the content of this article. Like I said in the intro, DO NOT let your gut decide which social network is the right place to start promoting your brand. Or what the best engagement strategies are. Base your decisions on real information and you will see real rewards. Looking for another interesting read? If you're into eCommerce, you can check out our review on Jungle Scout or this article on the best dropshipping courses. Why is social media so attractive for consumers quizlet?Why is social media so attractive for consumers? It gives the consumer more power. Why do marketers often have difficulty with social media marketing? They do not begin with a plan, but instead start of in a random direction or try many different approaches with any strategy behind the actions.
What is the responsibility of a social media marketing quizlet?1. Creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention and have the potential to become viral in nature. 2. Building ways that enable fans of a brand or company to promote a message themselves in multiple online social media venues.
Which social media platform allows users to save organize and manage links to Internet resources then share those links publicly?Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favorite websites. The users can also share these links with other members of the platform.
How is advertising using social media different from using traditional advertising?Social media marketing allows for more fluid and personalized messaging, but traditional marketing tactics are usually more static with a broader reach of audience . The two approaches also use key performance indicators, or KPIs, differently.
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