{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2022,6,29]],"date-time":"2022-06-29T16:34:12Z","timestamp":1656520452781},"reference-count":64,"publisher":"IGI Global","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2018,10]]},"abstract":"<jats:p>The advent of the internet has revolutionized the business environment as social media is becoming an ingrained aspect of every sphere of life whether we talk of political campaigns, defense strategies, brand management and even intra company communication; social media is all pervasive. With the sophisticated technology available the usage of social media has increased. In line with the current trends, this article examines how social media as a platform for marketing communication can make a strong case for consumer brand purchase behavior. Based on the existing literature, the article proposes a chain of hypothesis examining the relationship between the various constructs and their impact on the consumer-brand metrics. The study has far-ranging consequences for both academicians and strategic brand retailers by delineating the various factors that influence the integration of consumer-brand metrics with social media.<\/jats:p>","DOI":"10.4018\/ijom.2018100103","type":"journal-article","created":{"date-parts":[[2018,9,13]],"date-time":"2018-09-13T11:08:47Z","timestamp":1536836927000},"page":"38-48","source":"Crossref","is-referenced-by-count":2,"title":["Social Media Ambiance Can Make Strong Message for Consumer Brand Purchase Behavior"],"prefix":"10.4018","volume":"8","author":[{"given":"Gursimranjit","family":"Singh","sequence":"first","affiliation":[{"name":"IK Gujral Punjab Technical University, Kapurthala, Jalandhar, India"}]},{"given":"Maninder","family":"Singh","sequence":"additional","affiliation":[{"name":"Department of Management Studies, Amritsar College of Engineering and Technology, Amritsar, India"}]}],"member":"2432","reference":[{"key":"IJOM.2018100103-0","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.69.3.19.66363"},{"key":"IJOM.2018100103-1","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9780511635373"},{"key":"IJOM.2018100103-2","doi-asserted-by":"publisher","DOI":"10.1002\/dir.10006"},{"key":"IJOM.2018100103-3","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2010.09.003"},{"key":"IJOM.2018100103-4","doi-asserted-by":"publisher","DOI":"10.5210\/fm.v17i3.3943"},{"key":"IJOM.2018100103-5","article-title":"Creating brand equity when using travel-related online social network Web sites.","author":"A.Barreda","year":"2014","journal-title":"Journal of Vacation Marketing, 20(4), 365-379"},{"key":"IJOM.2018100103-6","doi-asserted-by":"publisher","DOI":"10.1002\/bult.2010.1720370121"},{"key":"IJOM.2018100103-7","doi-asserted-by":"publisher","DOI":"10.1108\/01409171211255948"},{"key":"IJOM.2018100103-8","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2011.01.003"},{"key":"IJOM.2018100103-9","doi-asserted-by":"publisher","DOI":"10.1080\/15252019.2008.10722141"},{"key":"IJOM.2018100103-10","doi-asserted-by":"publisher","DOI":"10.1016\/S0022-4359(01)00056-2"},{"key":"IJOM.2018100103-11","article-title":"Branding a new social norm","author":"L.Chordas","year":"2009","journal-title":"Best\u2019s Review 110(7), 74."},{"key":"IJOM.2018100103-12","doi-asserted-by":"publisher","DOI":"10.1108\/07363761011052378"},{"key":"IJOM.2018100103-13","doi-asserted-by":"publisher","DOI":"10.1089\/cyber.2012.0140"},{"key":"IJOM.2018100103-14","doi-asserted-by":"publisher","DOI":"10.1108\/03090569710162380"},{"key":"IJOM.2018100103-15","doi-asserted-by":"crossref","unstructured":"Davis, F.D (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Management Information System Quarterly, 319-340.","DOI":"10.2307\/249008"},{"key":"IJOM.2018100103-16","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.35.8.982"},{"key":"IJOM.2018100103-17","doi-asserted-by":"publisher","DOI":"10.2501\/S0021849908080409"},{"key":"IJOM.2018100103-18","doi-asserted-by":"publisher","DOI":"10.1111\/j.1083-6101.2009.01494.x"},{"key":"IJOM.2018100103-19","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijresmar.2003.12.004"},{"issue":"3","key":"IJOM.2018100103-20","first-page":"26","article-title":"One caf\u00e9 chain\u2019s Facebook experiment.","volume":"88","author":"U. M.Dholakia","year":"2010","journal-title":"Harvard Business Review"},{"key":"IJOM.2018100103-21","doi-asserted-by":"publisher","DOI":"10.1016\/j.dss.2008.04.001"},{"key":"IJOM.2018100103-22","unstructured":"Fishbein, M. & Ajzen, I (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research."},{"key":"IJOM.2018100103-23","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2008.08.006"},{"key":"IJOM.2018100103-24","unstructured":"Friedman, D., & McAdam, D. (1992). Collective identity and activism. In Frontiers in social movement theory (pp. 156-173)."},{"key":"IJOM.2018100103-25","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2013.09.004"},{"issue":"1","key":"IJOM.2018100103-26","first-page":"69","article-title":"Mapping social media tools for sell vs buy activities into emerging and developed markets.","volume":"16","author":"D. M.Gilfoil","year":"2012","journal-title":"International Journal of Management & Information Systems (Online)"},{"key":"IJOM.2018100103-27","first-page":"1","article-title":"The new conversation: Taking social media from talk to action.","author":"P.Gillin","year":"2010","journal-title":"Harvard Business Review"},{"key":"IJOM.2018100103-28","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1040.0071"},{"key":"IJOM.2018100103-29","doi-asserted-by":"publisher","DOI":"10.1177\/0002764211409378"},{"key":"IJOM.2018100103-30","doi-asserted-by":"crossref","unstructured":"Hajli, N., Lin, X., Featherman, M. S., & Wang, Y. (2014). Social word of mouth: How trust develops in the market.","DOI":"10.2501\/IJMR-2014-045"},{"key":"IJOM.2018100103-31","unstructured":"Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers."},{"key":"IJOM.2018100103-32","doi-asserted-by":"publisher","DOI":"10.1016\/j.bushor.2009.09.003"},{"key":"IJOM.2018100103-33","doi-asserted-by":"publisher","DOI":"10.1108\/07363761011063349"},{"key":"IJOM.2018100103-34","doi-asserted-by":"publisher","DOI":"10.2307\/1252054"},{"key":"IJOM.2018100103-35","doi-asserted-by":"publisher","DOI":"10.1080\/13527260902757530"},{"key":"IJOM.2018100103-36","doi-asserted-by":"publisher","DOI":"10.1016\/j.bushor.2011.01.005"},{"key":"IJOM.2018100103-37","doi-asserted-by":"publisher","DOI":"10.1108\/09590550710750368"},{"key":"IJOM.2018100103-38","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2006.05.010"},{"key":"IJOM.2018100103-39","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretai.2006.10.004"},{"key":"IJOM.2018100103-40","doi-asserted-by":"publisher","DOI":"10.2753\/JEC1086-4415160204"},{"key":"IJOM.2018100103-41","doi-asserted-by":"crossref","unstructured":"Lorenzo-Romero, C., Constantinides, E., & Alarc\u00f3n-del-Amo, M. D. C. (2011). Consumer adoption of social networking sites: implications for theory and practice. Journal of research in Interactive Marketing, 5(2\/3), 170-188.","DOI":"10.1108\/17505931111187794"},{"key":"IJOM.2018100103-42","doi-asserted-by":"publisher","DOI":"10.1016\/j.bushor.2009.03.002"},{"key":"IJOM.2018100103-43","doi-asserted-by":"publisher","DOI":"10.2753\/PSS0885-3134320305"},{"key":"IJOM.2018100103-44","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.66.1.38.18451"},{"key":"IJOM.2018100103-45","doi-asserted-by":"publisher","DOI":"10.1145\/345124.345169"},{"key":"IJOM.2018100103-46","doi-asserted-by":"publisher","DOI":"10.1086\/319618"},{"key":"IJOM.2018100103-47","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2010.09.006"},{"key":"IJOM.2018100103-48","unstructured":"OTX research. (2008). Impact of social media on purchasing behavior. Retrieved 201204-10 from http:\/\/147.133.17.120\/file\/DELStudyEngineering%20ConsumersOnlineSummary.pdf"},{"key":"IJOM.2018100103-49","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.44.2.185"},{"key":"IJOM.2018100103-50","doi-asserted-by":"publisher","DOI":"10.1108\/02634501211231883"},{"key":"IJOM.2018100103-51","author":"A.Richter","year":"2007","journal-title":"Social software: Status quo und Zukunft"},{"key":"IJOM.2018100103-52","author":"J. R.Rossiter","year":"1987","journal-title":"Advertising and promotion management"},{"key":"IJOM.2018100103-53","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.12.1.28"},{"key":"IJOM.2018100103-54","doi-asserted-by":"publisher","DOI":"10.1002\/mar.20375"},{"key":"IJOM.2018100103-55","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.73.5.90"},{"key":"IJOM.2018100103-56","author":"S.Van Belleghem","year":"2011","journal-title":"Social media around the world 2011"},{"key":"IJOM.2018100103-57","doi-asserted-by":"publisher","DOI":"10.5539\/ijbm.v8n14p66"},{"key":"IJOM.2018100103-58","doi-asserted-by":"publisher","DOI":"10.1016\/0012-1606(86)90068-0"},{"key":"IJOM.2018100103-59","unstructured":"Williamson, D. A. (2011). Worldwide social network ad spending: a rising tide. eMarketer.com, 2, 26."},{"key":"IJOM.2018100103-60","doi-asserted-by":"publisher","DOI":"10.1057\/jt.2011.11"},{"key":"IJOM.2018100103-61","doi-asserted-by":"publisher","DOI":"10.1016\/j.tele.2004.11.003"},{"key":"IJOM.2018100103-62","doi-asserted-by":"publisher","DOI":"10.1177\/0092070300282002"},{"key":"IJOM.2018100103-63","doi-asserted-by":"publisher","DOI":"10.1016\/j.ipm.2014.04.010"}],"container-title":["International Journal of Online Marketing"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=214505","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,5,6]],"date-time":"2022-05-06T08:43:44Z","timestamp":1651826624000},"score":1,"resource":{"primary":{"URL":"http:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/IJOM.2018100103"}},"subtitle":[""],"short-title":[],"issued":{"date-parts":[[2018,10]]},"references-count":64,"journal-issue":{"issue":"4"},"URL":"https:\/\/doi.org\/10.4018\/ijom.2018100103","relation":{},"ISSN":["2156-1753","2156-1745"],"issn-type":[{"value":"2156-1753","type":"print"},{"value":"2156-1745","type":"electronic"}],"subject":[],"published":{"date-parts":[[2018,10]]}}}