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    Impact of perceived social media marketing activities on brand and value consciousness: Roles of usage, materialism and conspicuous consumption

    Access Status
    Fulltext not available
    Authors
    Rageh, Ahmed
    Nguyen, B.
    Melewar, T.
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Rageh, A. and Nguyen, B. and Melewar, T. 2018. Impact of perceived social media marketing activities on brand and value consciousness: Roles of usage, materialism and conspicuous consumption. International Journal of Internet Marketing and Advertising. 12 (3): pp. 233-254.
    Source Title
    International Journal of Internet Marketing and Advertising
    DOI
    10.1504/IJIMA.2018.093387
    ISSN
    1477-5212
    School
    Curtin Malaysia
    URI
    http://hdl.handle.net/20.500.11937/71195
    Collection
    • Curtin Research Publications
    Abstract

    Copyright © 2018 Inderscience Enterprises Ltd. This research investigates the impact of perceived social media marketing activities on brand- and value consciousness. It further examines the effect of social media usage on materialism, brand consciousness and conspicuous consumption, as examining materialism-centric behaviour is becoming important in a consumption-based economy. A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students. Two different research models are tested and confirmed. The findings of this research indicated that perceived social media marketing activities have a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between perceived social media marketing activities and brand loyalty. Moreover, evidence supports the idea that the greater the use of social media, the greater the tendency towards materialism and conspicuous consumption. This study confirms the growing importance of perceived social media marketing activities in envisioning brand loyalty and provides insights on impact of social media on materialism and conspicuous consumption.

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