MKT414

SEC 01

Prepared for
Lecturer, Department of Business Administration
East West University

Prepared by

Names ID

Young consumer attitude toward the social media marketing

Literature Review
Social network sites (SNS) are still relatively new marketing communication tools, which have a
significant impact on the way that companies communicate with consumers. Most social media
facilitate the use of online marketing communications, which could simply be defined as
advertising on the Internet, but is not the same, as mentioned above, owing to the embedded Web
2.0 component that promotes consumer-generated content as a result of information WOM
sharing on these platforms (Meyerson, 2010). Online marketing communication, in its simplest
form, refers to hyperlinked graphical images that are displayed on a website, and, in recent years,
may also include video, audio and a number of other innovative technologies. The primary
objectives of online marketing communication usually include creating brand awareness;
generating consumer demand; providing information; stimulating traffic; building relationships;
promoting two-way communication; giving customer service; establishing brand loyalty;
creating WOM; generating leads and increasing sales (Thomas, 2011; Stokes, 2013). Several of
these objectives denote various elements of attitude components. The expansion of different
online marketing communication formats, in particular the swift growth of social network
advertising (SNA), suggests that organizations should be concerned about the attitudes of social
media subscribers (Cox, 2010). A number of recent international studies have considered various
attitudinal responses toward social media marketing communications (Gensler et al., 2013;
Kumar et al., 2013; Malthouse et al., 2013; Tham et al., 2013; Labrecque, 2014; Lukka and
James, 2014; Liu et al., 2015). The purpose of this chapter is to present relevant theories and
literature for this study. In order to understand changed consumer behavior and attitude, one must
first understand the basics of consumer attitude toward the social media marketing and what
factors influence young consumer attitude toward the social media marketing.
H1: Brand awareness has a direct and considerable effect on buying intent.
According to Kristyatmoko (2015), buy intention is a strong predictor of consumer behavior, and
when the customer has an intention to purchase, this signals a considerably positive commitment
of the consumer to make an actual purchase. Furthermore, Noorlitaria et al. (2020) argued that a
higher level of brand awareness can influence consumer trust in a brand, increasing purchase
intention and actual purchase. As a result of these reasons, the following theory has been
proposed: With the mediation of purchase intention, brand awareness has a major indirect impact
on actual purchase. Taking into account the points offered in the literature, the following
hypothesis has been proposed.
H2: Information through impact on the Young consumer attitude.
According to Esch et al. (2006), brand awareness influences real purchases through a brand
connection that includes brand satisfaction, customer trust, and emotional attachment to the
brand. However, according to Cheung et al. (2020), brand knowledge is a critical component in
the consumer's decision-making process, leading to an intention to purchase and thus increasing
the likelihood of an actual purchase of the brand. As a result, organizations spend in consumer
brand engagement efforts to enhance brand recognition and guarantee that consumers can
recognize and recall the brand, increasing the likelihood of a purchase (Kim et al., 2018). As a
result, the study proposed the following hypothesis.
H3: Promotion of social media marketing have impact of Young consumer attitude.
Social media marketing is a strategy that gives marketers a new and distinct set of tools for
putting customers at the center of the corporate world. According to Hamid et al. (2016), today's
best approach to communicate with consumers, customers, and clients is to design new and
fascinating ways to include them in the brands, company, and agency. Customers are constantly
looking for the greatest option that will make their experience unique and distinctive. Social
media marketing is a strategy that gives marketers a new and distinct set of tools for putting
customers at the center of the corporate world. According to Hamid et al. (2016), today's best
approach to communicate with consumers, customers, and clients is to design new and
fascinating ways to include them in the brands, company, and agency. Customers are constantly
looking for the greatest option that will make their experience unique and distinctive.
H4: Consumer trust and loyalty through the social media marketing.
One of the most significant elements for marketers to consider when researching marketing
values via social media is brand loyalty. According to Jamaludin1&2 et al. (2017), marketers are
competing to establish and sustain brand loyalty among their consumers and clients. The tourist
sector is mostly dependent on client accessibility. Social media is the most effective technique to
reach customers, and it also sets the level of accessibility that the firm will give to its clients.
According to Eslami et al. (2018), certificates from various statistical studies are other grounds to
establish consumer trust, confirming that the agency or organization is faithful to its clients. The
social networks are utilized to organize online surveys using Microsoft Excel, to which clients
and company-related people reply based on their preferences. These client evaluations entice
others to interact with the organization with loyalty and integration.
H5:Customer knowledge have impact on Young consumer attitude toward the social media
marketing.
According to Esch et al. (2006), brand awareness influences real purchases through a brand
connection that includes brand satisfaction, customer trust, and emotional attachment to the
brand. However, according to Cheung et al. (2020), brand knowledge is a critical component in
the consumer's decision-making process, leading to an intention to purchase and thus increasing
the likelihood of an actual purchase of the brand. As a result, organizations spend in consumer
brand engagement efforts to enhance brand recognition and guarantee that consumers can
recognize and recall the brand, increasing the likelihood of a purchase (Kim et al., 2018
.H6: Attitude have impact on young consumer toward the social media marketing
effective of creating
awareness
Awareness
alerts me alerts me to
new company offerings

attention towards
certain brand

information
communication

Tourist Attraction
product attractiveness

consumer attitude
you-tube marketing
Promotion

e-mail marketing

advertising on social
media

social media
Customer Relation
consumer loyalty marketing

Customer trust

customer satisfaction

consumer perception
customer knowledge

buying decision

generation z

Fig: Graphical model of consumer attitude toward the social media marketing