Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction

Chen, Shih-Chih; Lin, Chieh-Peng

doi:10.1016/j.techfore.2018.11.025

Cited by 606Digital Marketing and Social MediaTechnology Adoption and User BehaviourConsumer Behavior and Marketing Influence

Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction

Chen, Shih-Chih, Lin, Chieh-Peng·2019·Technological Forecasting and Social Change

DOI 10.1016/j.techfore.2018.11.025

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Abstract

With the prevalence of Internet, social media has become an important means for online marketing events. Individuals and companies both create fan pages on online platforms and develop business opportunities using social media. While many past studies have investigated social media, few have mentioned the effects of social media marketing activities. This study proposed the effects of social media marketing activities on continuance intention, participation intention and purchase intention via the mediation of social identification, perceived value, and satisfaction. To empirically test the effects of social media marketing activities, this study conducted an online survey on 502 social media users for data analysis. The analytical results indicated that social media marketing activities indirectly affect satisfaction through social identification and perceived value. At the same time, social identification and perceived value directly affect satisfaction that then influences continuance intention, participation intention and purchase intention. Finally, the academic and management implications based on the empirical results of this study are provided as references for the improvement of social media marketing.

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Empirical studies have found that perceived value positively impacts customer satisfaction in most cases.
“Empirical studies focused on the relationships between perceived value and customer satisfaction discovered that the perceived value positively impacts customer satisfaction in most cases [45,89,90].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [89]
Perceived value affects consumer decision.
“Perceived value has been found to affect consumer decision (Chen and Lin, 2019; Chung and Koo, 2015; Kim et al., 2007).”
From Understanding user switch of information seeking: From search engines to generative AI (2026) · cites this paper as Chen and Lin, 2019

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The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty
Ebrahim, R. S. (2019) · Journal of Relationship Marketing · doi:10.1080/15332667.2019.1705742 · Cited by 543 · see citing works
Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience
Wibowo, A., Chen, S., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020) · Sustainability · doi:10.3390/su13010189 · Cited by 501 · see citing works
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Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era
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Analysis of barriers in implementation of digital transformation of supply chain using interpretive structural modelling approach
Agrawal, P., Narain, R., & Ullah, I. (2019) · Journal of Modelling in Management · doi:10.1108/jm2-03-2019-0066 · Cited by 251 · see citing works
Perceived social media marketing activities and consumer-based brand equity
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Digital transformation: A multidisciplinary perspective and future research agenda
Paul, J., Ueno, A., Dennis, C., Alamanos, E., Curtis, L. J., Foroudi, P., Kacprzak, A., Kunz, W. H., Liu, J., Marvi, R., et al. (2024) · International Journal of Consumer Studies · doi:10.1111/ijcs.13015 · Cited by 322 · see citing works
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Bazi, S., Filieri, R., & Gorton, M. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.113778 · Cited by 271 · see citing works
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Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction
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Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates?
Uzir, M. U. H., Jerin, I., Halbusi, H. A., Hamid, A. B. A., & Latiff, A. S. A. (2020) · Heliyon · doi:10.1016/j.heliyon.2020.e05710 · Cited by 194 · see citing works
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Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination
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Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M. S., Elsaed, A. A., & Elsaied, M. A. (2023) · Sustainability · doi:10.3390/su15065331 · Cited by 102 · see citing works
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Editorial introduction: Advances in theory and practice of digital marketing
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Sustainable Destination Marketing Ecosystem through Smartphone-Based Social Media: The Consumers’ Acceptance Perspective
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The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry
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The effect of perceived convenience and perceived value on intention to repurchase in online shopping: the mediating effect of e-WOM and trust
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Social media destination information features and destination loyalty: does perceived coolness and memorable tourism experiences matter?
Jamshidi, D., Rousta, A., & Shafei, R. (2021) · Current Issues in Tourism · doi:10.1080/13683500.2021.2019204 · Cited by 75 · see citing works
A multi-analytic approach to predict social media marketing influence on consumer purchase intention
Sharma, A., Fadahunsi, A., Abbas, H. F., & Pathak, V. K. (2022) · Journal of Indian Business Research · doi:10.1108/jibr-08-2021-0313 · Cited by 72 · see citing works
From screen to service: how corporate social responsibility messages on social media shape hotel consumer advocacy
Ahmad, N., Ahmad, A., Lewandowska, A., & Han, H. (2023) · Journal of Hospitality Marketing & Management · doi:10.1080/19368623.2023.2271448 · Cited by 72 · see citing works
Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market
Wang, Y., Ahmed, S. C., Deng, S., & Wang, H. (2019) · Sustainability · doi:10.3390/su11133596 · Cited by 78 · see citing works
The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms
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Modern-day marketing concepts based on face recognition and neuro-marketing: a review and future research directions
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Understanding user switch of information seeking: From search engines to generative AI
Zhou, T., & Li, S. (2026) · Journal of Librarianship and Information Science · doi:10.1177/09610006241244800 · Cited by 70 · see citing works
The Role of Machine Learning in Digital Marketing
Ullal, M. S., Hawaldar, I. T., Soni, R., & Nadeem, M. (2021) · SAGE Open · doi:10.1177/21582440211050394 · Cited by 64 · see citing works
Examining the impact of social commerce dimensions on customers' value cocreation: The mediating effect of social trust
Alalwan, A. A., Algharabat, R., Baabdullah, A. M., Rana, N. P., Raman, R., Dwivedi, R., & Aljafari, A. M. (2019) · Journal of Consumer Behaviour · doi:10.1002/cb.1782 · Cited by 63 · see citing works
I’ll follow the fun: The extended investment model of social media influencers
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Entrepreneurial passion, role models and self-perceived creativity as antecedents of e-entrepreneurial intention in an emerging Asian economy: The moderating effect of social media
Halbusi, H. A., Soto-Acosta, P., & Popa, S. (2022) · Asia Pacific Journal of Management · doi:10.1007/s10490-022-09857-2 · Cited by 66 · see citing works
Ethics and marketing responsibility: A bibliometric analysis and literature review
Kamila, M. K., & Jasrotia, S. S. (2023) · Asia Pacific Management Review · doi:10.1016/j.apmrv.2023.04.002 · Cited by 84 · see citing works
A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude
Ebrahimi, P., Khajeheian, D., & Fekete‐Farkas, M. (2021) · International Journal of Environmental Research and Public Health · doi:10.3390/ijerph182413276 · Cited by 60 · see citing works
Internet use and pro-environmental behavior: Evidence from China
Xiao, Y., Liu, X., & Ren, T. (2022) · PLoS ONE · doi:10.1371/journal.pone.0262644 · Cited by 58 · see citing works
Does Sustainable Perceived Value Play a Key Role in the Purchase Intention Driven by Product Aesthetics? Taking Smartwatch as an Example
Wang, J., & Hsu, Y. (2019) · Sustainability · doi:10.3390/su11236806 · Cited by 57 · see citing works
Technical Sentiment Analysis. Measuring Advantages and Drawbacks of New Products Using Social Media
Chiarello, F., Bonaccorsi, A. J., & Fantoni, G. (2020) · Computers in Industry · doi:10.1016/j.compind.2020.103299 · Cited by 57 · see citing works
The Link Between Parent–Child Relationship and Learning Engagement Among Adolescents: The Chain Mediating Roles of Learning Motivation and Academic Self-Efficacy
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Tourists’ Satisfaction, Experience, and Revisit Intention for Wellness Tourism: E Word-of-Mouth as the Mediator
Seow, A. N., Foroughi, B., & Choong, Y. O. (2024) · SAGE Open · doi:10.1177/21582440241274049 · Cited by 55 · see citing works
“Perceived value has been widely studied and discussed in marketing research (S.-C. Chen & Lin, 2019) and hospitality and tourism research (Chang et al., 2014; Jeong & Kim, 2020; Seow et al., 2017).”
A Framework for Investigating the Adoption of Key Technologies: Presentation of the Methodology and Explorative Analysis of Emerging Practices
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Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework
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The role of social media in building trust, self-perceived creativity and satisfaction for millennial entrepreneurs
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Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity
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How to improve destination brand identification and loyalty using short-form videos? The role of emotional experience and self-congruity
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Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness
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Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness
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Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation
So, K. K. F., Li, J., King, C., & Hollebeek, L. D. (2024) · Psychology and Marketing · doi:10.1002/mar.21999 · Cited by 53 · see citing works
Impact of online social media activities on marketing of green products
Gupta, M., & Syed, A. A. (2022) · International Journal of Organizational Analysis · doi:10.1108/ijoa-02-2020-2037 · Cited by 46 · see citing works
Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context
Anas, A. M., Abdou, A. H., Hassan, T. H., Alrefae, W. M. M., Daradkeh, F. M., El-Amin, M. A.-M. M., Kegour, A. B. A., & Alboray, H. M. M. (2023) · Sustainability · doi:10.3390/su15097207 · Cited by 46 · see citing works
How Social Identity Affects Green Food Purchase Intention: The Serial Mediation Effect of Green Perceived Value and Psychological Distance
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Effect of marketing messages and consumer engagement on economic performance: evidence from Weibo
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Self-citation
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The Relationship Among Expectancy Belief, Course Satisfaction, Learning Effectiveness, and Continuance Intention in Online Courses of Vocational-Technical Teachers College Students
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Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective
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Social Media Marketing in Creative Industries: How to Use Social Media Marketing to Promote Computer Games?
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Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands
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Authors: Chen, S.-C., & Lin, C.-P.
Affiliations: National Kaohsiung University of Science and Technology (TW)
National Yang Ming Chiao Tung University (TW)
Corresponding author: Lin, Chieh-Peng
ORCID: Chen, Shih-Chih
Lin, Chieh-Peng
Venue: Technological Forecasting and Social Change
Publisher: Elsevier BV
Published: 2019-03
Volume: 140
Pages: 22-32
ISSN: 0040-1625 (ISSN-L)
DOI: 10.1016/j.techfore.2018.11.025
OpenAlex: W2905830491
Cited by: 606
References: 118
Citations by year: 2026: 47 · 2025: 86 · 2024: 130 · 2023: 139 · 2022: 93 · 2021: 61 · 2020: 33 · 2019: 15 · 2017: 2
FWCI: 62.00
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
www.elsevier.com/legal/tdmrep-license (tdm)
Locations: Technological Forecasting and Social Change (publishedVersion)
RePEc: Research Papers in Economics (submittedVersion)
Funders: Ministry of Science and Technology, Taiwan (106-2410-H-992-349)
Topics: Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords: social media marketing, social identification, perceived value, customer satisfaction, continuance intention, participation intention, purchase intention, mediating effect, digital marketing

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Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction

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