Beliefs, Attitudes, and Behaviour Towards Marketing Communication on Social Networks | Zendy

Denis Tomše | Zendy; Boris Snoj | Zendy; Borut Milfelner | Zendy

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Beliefs, Attitudes, and Behaviour Towards Marketing Communication on Social Networks

Author(s) -

Denis Tomše,

Boris Snoj,

Borut Milfelner

Publication year - 2021

Publication title -

international journal of e-services and mobile applications

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.185

H-Index - 7

eISSN - 1941-6288

pISSN - 1941-627X

DOI - 10.4018/ijesma.2022010101

Subject(s) - marketing , croatian , value (mathematics) , marketing research , marketing communication , social marketing , business , social network (sociolinguistics) , social media marketing , public relations , advertising , social media , digital marketing , political science , computer science , linguistics , philosophy , machine learning , law

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.

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