Experience Engagement and Connection: Role of Social Media Interactivity among Moroccan Customers of luxury goods
Keywords:
Perceived social media interactivity, Brand experience, Self-brand connection, Customer brand engagement, Intention to purchase, Theory of planned behavior
Abstract
Aim: Understanding the requirements, preferences, and actions of Moroccan customers presents a big problem as the country sees the rise and expansion of luxury enterprises. The old paradigm of lavish spending has changed because of the changing dynamics in the luxury sector. The present study determines that perceived social media interactivity significant impact on self-brand connection and intention to purchase. Brand experience play as mediating role and customer brand engagement as moderating among Toyota and Honda vehicles Moroccan customers.
Methodology: The cross-sectional approach used for data collection from customers of Moroccan Toyota and Honda vehicles. Total 400 participants agree, through email we can collect data, drawing on the viewpoints of Moroccan customers.
Findings: The results of study has significant relationship between social media interactivity, mediating role of customer experience, and moderating role of customer brand engagement with self-brand connection and intention to purchase. The study analysed by Smart Partial Square (Smart-PLS) statistical software 3.0. The study contributes only customers, managers, marketers that used services of Toyota and Honda vehicle, how customers interact and stimulate to intent in luxury car purchasing.
Implications/Novel Contribution: This study emphasizes how crucial it is to take cultural differences into account when developing successful marketing plans for luxury car brands. It also adds insightful information to the worldwide conversation on premium branding and customer behavior
References
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Chen, N., & Yang, Y. (2021). The impact of customer experience on consumer purchase intention in cross-border E-commerce—Taking network structural embeddedness as mediator variable. Journal of Retailing and Consumer Services, 59, 102344.
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Drummond, C., O’Toole, T., & McGrath, H. (2020). Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), 1247-1280.
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Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051.
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Nadeem, W., Tan, T. M., Tajvidi, M., & Hajli, N. (2021). How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brandconnection. Technological Forecasting and Social Change, 171, 120952.
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100-112.
Safeer, A. A., He, Y., & Abrar, M. (2021). The influence of brand experience on brand authenticity and brand love: An empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123-1138.
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648-664.
Sarkar, J. G., Sreejesh, S., Sarkar, A., & Dwivedi, Y. K. (2021). Impact of self-brand connection on willingness to pay premium: Relevant mediators and moderators. Psychology & Marketing, 38(11), 1942-1959.
Siman, F. A. (2022). The role of perceived social media agility in customer engagement.
Tong, S. C., & Chan, F. F. Y. (2023). Strategies to drive interactivity and digital engagement: a practitioners’ perspective. Journal of Research in Interactive Marketing, 17(6), 901-920.
Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers’ intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42, 119-129.
Zaidun, N. A., Muda, M., & Hashim, N. H. (2021). The relationship between customer brand engagement and brand loyalty for local car brands in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(6), 648-668.
Arasli, H., Abdullahi, M., & Gunay, T. (2021). Social media as a destination marketing tool for a sustainable heritage festival in Nigeria: A moderated mediation study. Sustainability, 13(11), 6191.
Bozkurt, S., Gligor, D., Locander, J., & Ahmad Rather, R. (2023). How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media. Journal of Research in Interactive Marketing, 17(6), 813-830.
Canguende-Valentim, C. F., & Vale, V. T. (2021). Examining the intention to purchase luxury goods based on the planned behaviour theory. Open Journal of Business and Management, 10(1), 192-210.
Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835-846.
Chand, V. S., & Fei, C. (2021). Self-brand connection and intention to purchase a counterfeit luxury brand in emerging economies. Journal of Consumer Behaviour, 20(2), 399-411.
Chen, N., & Yang, Y. (2021). The impact of customer experience on consumer purchase intention in cross-border E-commerce—Taking network structural embeddedness as mediator variable. Journal of Retailing and Consumer Services, 59, 102344.
Coelho, F. J., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37(1), 41-55.
Drummond, C., O’Toole, T., & McGrath, H. (2020). Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), 1247-1280.
El Mouqtafi, F., & Barzi, R. (2023). The impact of the Moroccan customer’s psychological behavior on the perceived value of luxury brands. Revue Management & Innovation, 7(1), 31-54.
Fazli-Salehi, R., Torres, I. M., Madadi, R., & Zúñiga, M. Á. (2021). Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection. Journal of Business Research, 137, 46-57.
Garg, P., Gupta, B., Dzever, S., Sivarajah, U., & Kumar, V. (2020). Examining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: The mediation role of customer engagement. International Journal of Information Management, 52, 102069.
Gligor, D., & Bozkurt, S. (2021). The role of perceived social media agility in customer engagement. Journal of Research in Interactive Marketing, 15(1), 125-146.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
Hazzam*, J. (2022). The moderating role of age on social media marketing activities and customer brand engagement on instagram social network. Young Consumers, 23(2), 197-212.
Husain, R., Paul, J., & Koles, B. (2022). The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing and Consumer Services, 66, 102895.
Hwang, J., Choe, J. Y. J., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99, 103050.
Ibrahim, B., & Aljarah, A. (2024). The role of social media marketing activities in driving self-brand connection and user engagement behavior on Instagram: a moderation-mediation approach. European Journal of Innovation Management, 27(5), 1723-1742.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53-72.
Kumar, V., & Kaushik, A. K. (2020). Building consumer-brand relationships through brand experience and brand identification. Journal of Strategic Marketing, 28(1), 39-59.
Molina-Prados, A., Munoz-Leiva, F., & Prados-Peña, M. B. (2022). The role of customer brand engagement in the use of instagram as a “shop window” for fashion-industry social commerce. Journal of Fashion Marketing and Management: An International Journal, 26(3), 495-515.
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051.
Mulyawan, S., & Suyanto, A. (2022). Impact of social media marketing activities on brand equity and customer response of shopee indonesia on instagram. In Sustainable future: Trends, strategies and development. Routledge.
Nadeem, W., Tan, T. M., Tajvidi, M., & Hajli, N. (2021). How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brandconnection. Technological Forecasting and Social Change, 171, 120952.
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100-112.
Safeer, A. A., He, Y., & Abrar, M. (2021). The influence of brand experience on brand authenticity and brand love: An empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123-1138.
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648-664.
Sarkar, J. G., Sreejesh, S., Sarkar, A., & Dwivedi, Y. K. (2021). Impact of self-brand connection on willingness to pay premium: Relevant mediators and moderators. Psychology & Marketing, 38(11), 1942-1959.
Siman, F. A. (2022). The role of perceived social media agility in customer engagement.
Tong, S. C., & Chan, F. F. Y. (2023). Strategies to drive interactivity and digital engagement: a practitioners’ perspective. Journal of Research in Interactive Marketing, 17(6), 901-920.
Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers’ intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42, 119-129.
Zaidun, N. A., Muda, M., & Hashim, N. H. (2021). The relationship between customer brand engagement and brand loyalty for local car brands in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(6), 648-668.
Published
2024-12-23
How to Cite
Malika AIT NASSER, & Fatima BENSAID. (2024). Experience Engagement and Connection: Role of Social Media Interactivity among Moroccan Customers of luxury goods. Journal of Advanced Research in Social Sciences and Humanities, 9(4), 31-48. https://doi.org/10.26500/JARSSH-09-2024-0403
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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