Indian Machinery and Transport Equipment Exports - Forecasting with External Factors Using Chain of Hybrid Sarimax-Garch Model
Volume-5 | Issue-2

Enhancing Road Safety: A Driver Fatigue Detection and Behaviour Monitoring System using Advanced Computer Vision Techniques
Volume-6 | Issue-2

Green Lights Ahead: An IoT Solution for Prioritizing Emergency Vehicles
Volume-5 | Issue-3

Predictive Analytics with Data Visualization
Volume-4 | Issue-2

Smart Farming: Enhancing Network Infrastructure for Agricultural Sustainability
Volume-6 | Issue-1

Comparison of Stock Price Prediction Models using Pre-trained Neural Networks
Volume-3 | Issue-2

Efficient Two Stage Identification for Face mask detection using Multiclass Deep Learning Approach
Volume-3 | Issue-2

Design an Adaptive Hybrid Approach for Genetic Algorithm to Detect Effective Malware Detection in Android Division
Volume-3 | Issue-2

Blockchain Framework for Communication between Vehicle through IoT Devices and Sensors
Volume-3 | Issue-2

Split-Capacitor Five-Level Transformerless Grid Connected Single Phase PV System using Level Shifted PWM Technique
Volume-4 | Issue-1

Gas Leakage Detection in Pipeline by SVM classifier with Automatic Eddy Current based Defect Recognition Method
Volume-3 | Issue-3

Design an Adaptive Hybrid Approach for Genetic Algorithm to Detect Effective Malware Detection in Android Division
Volume-3 | Issue-2

Comparison of Stock Price Prediction Models using Pre-trained Neural Networks
Volume-3 | Issue-2

Construction of a Framework for Selecting an Effective Learning Procedure in the School-Level Sector of Online Teaching Informatics
Volume-3 | Issue-4

Machine Learning Algorithms Performance Analysis for VLSI IC Design
Volume-3 | Issue-2

Efficient Two Stage Identification for Face mask detection using Multiclass Deep Learning Approach
Volume-3 | Issue-2

Characterizing WDT subsystem of a Wi-Fi controller in an Automobile based on MIPS32 CPU platform across PVT
Volume-2 | Issue-4

Assimilation of IoT sensors for Data Visualization in a Smart Campus Environment
Volume-3 | Issue-4

Design of Data Mining Techniques for Online Blood Bank Management by CNN Model
Volume-3 | Issue-3

Ethereum and IOTA based Battery Management System with Internet of Vehicles
Volume-3 | Issue-3

Home / Archives / Volume-7 / Issue-3 / Article-2

Volume - 7 | Issue - 3 | september 2025

Impact of Social Media Marketing Activities on Consumer Preferences for Kitchen Tools and Equipment Open Access
Wafa Hamid Abdelrahman Mohamed Ahmed   7
Pages: 257-271
Cite this article
Ahmed, Wafa Hamid Abdelrahman Mohamed. "Impact of Social Media Marketing Activities on Consumer Preferences for Kitchen Tools and Equipment." Journal of Ubiquitous Computing and Communication Technologies 7, no. 3 (2025): 257-271
Published
30 September, 2025
Abstract

It also states the growing influence of Social Media Marketing Activities (SMMAs) on the buying behavior of customers in the kitchen equipment and tools industry. With more customers making online purchases, marketing activities have to be re-engineered in a bid to keep abreast of changing demands. This exploratory case study conducted a survey of 214 consumers to analyze the impact of five dimensions of social media marketing activities (SMMAs), namely entertainment, interactivity, trendiness, electronic word-of-mouth (e-WOM), and customization, on consumer engagement, trust, and kitchen tools and equipment selection. Embedded in the Elaboration Likelihood Model (ELM), Social Presence Theory, and the Theory of Planned Behavior (TPB), this study develops and tests a conceptual model linking SMMAs to phases of the consumer decision process. Results show that effective utilization of SMMAs reinforces brand awareness, loyalty, and positive consumption behavior. The study contributes by extending theories of persuasion and engagement to the kitchenware sector and offering practical recommendations for marketers operating on social networking websites within competitive consumer markets.

Keywords

Social Media Marketing Activities (SMMA) Consumer Preferences Purchase Decision Kitchen Tools Kitchen Equipment

×

Currently, subscription is the only source of revenue. The subscription resource covers the operating expenses such as web presence, online version, pre-press preparations, and staff wages.

To access the full PDF, please complete the payment process.

Subscription Details

Category Fee
Article Access Charge
15 USD
Open Access Fee Nil
Annual Subscription Fee
200 USD
After payment,
please send an email to irojournals.contact@gmail.com / journals@iroglobal.com requesting article access.
Subscription form: click here