Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China: A Uses and Gratifications and Parasocial Relationship Perspective

2021 ◽  
pp. 1-9
Author(s):  
Yang Yang ◽  
Louisa Ha
Keyword(s):  
Social Media ◽  
Uses And Gratifications ◽  
Purchase Intentions ◽  
Parasocial Relationship

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

scholarly journals Social media in use

2021 ◽  
Vol 26 (1) ◽  
pp. 201-217
Author(s):  
Visar Rrustemi ◽  
Egzona Hasani ◽  
Gezim Jusufi ◽  
Dušan Mladenović
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Uses And Gratifications ◽  
Digital Marketing ◽  
Western Balkans ◽  
The World ◽  
Digital Environments ◽  
Marketing Activities ◽  
Traditional Marketing ◽  
The Right

Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

scholarly journals How and why people are impolite in danmu?

2020 ◽  
Author(s):  
Jiayi Wang
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Focus Group ◽  
Uses And Gratifications ◽  
Focus Group Interview ◽  
Interview Data ◽  
Group Interview ◽  
Uses And Gratifications Theory ◽  
Video Sharing

Abstract This study explores how and why people are impolite in danmu. Danmu refers to anonymous comments overlaid on videos uploaded to video-sharing sites. Although there is wide recognition that impoliteness prevails in danmu, the questions of how and why people are impolite in this context have rarely been investigated. This study addresses this lacuna of research. Using both an analysis of comments identified as impolite by participants and an analysis of focus group interview data, this research identified seven impoliteness strategies, covering both conventionalised formulae and implicational impoliteness. By applying uses and gratifications theory, this study identified five uses and gratifications for performing impoliteness in danmu: social interaction, entertainment, relaxation, expression of (usually differing) opinions and finding connections. The dialectic of resonance and opposition that emerged from the data helped explain why impolite comments tended not to be perceived as inappropriate in danmu. Thus, this study contributes to the emerging research on impoliteness in social media.

Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Media Watch ◽  
2021 ◽  
Vol 12 (3) ◽  
Author(s):  
Ahmed Farouk Radwan ◽  
Sheren Ali Mousa ◽  
 Mervat Medhat Mohamed ◽  
Enaam Youssef Mohammed Youssef
Keyword(s):  
Social Media ◽  
Purchase Intentions

Exploring the Relationships Among Gratifications-Sought, Social Media Usage, and Social Support Among Chinese Temporary Migrants

2021 ◽  
Vol 11 (3) ◽  
pp. 15-27
Author(s):  
Yuan Wang
Keyword(s):  
Social Support ◽  
Social Media ◽  
Information Seeking ◽  
Uses And Gratifications ◽  
Media Usage ◽  
Different Types ◽  
Being There ◽  
Temporary Migrants

Based on a uses and gratifications 2.0 approach, this study identified three social and psychological gratifications (i.e., entertainment, information seeking, socializing) and four affordance-related gratifications (i.e., immediate contacts, controllability, bandwagon, and being there) that motivated Chinese temporary migrants to use social media. Both types of gratifications were positively linked to social media usage among temporary migrants. Social media usage positively predicted social support, while different patterns of social media usage were related to different types of social support.

Understanding consumers’ intentions to purchase green products in the social media marketing context

2019 ◽  
Vol 32 (4) ◽  
pp. 860-878 ◽  
Author(s):  
Ying Sun ◽  
Shanyong Wang
Keyword(s):  
Social Media ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Perceived Behavioral Control ◽  
Product Knowledge ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

Purpose The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups. Design/methodology/approach A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis. Findings The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups. Originality/value This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

Yik Yak: An Exploratory Study of College Student Uses and Gratifications

2017 ◽  
Vol 37 (1) ◽  
pp. 23-33 ◽  
Author(s):  
J. Mitchell Vaterlaus
Keyword(s):  
College Students ◽  
Social Media ◽  
College Student ◽  
Exploratory Study ◽  
Mixed Methods Research ◽  
Uses And Gratifications ◽  
Community Building ◽  
Online Surveys ◽  
Yik Yak ◽  
Social Media Platforms

Publically launched in 2013 and discontinued in 2017, Yik Yak was an anonymous and geographically restricted social media application. A uses and gratifications theoretical framework and a mixed-methods research design were selected for this exploratory study regarding differences between Yik Yak users and nonusers. College students ( n = 264) from a western university completed online surveys regarding Yik Yak in November of 2015. Results indicated that Yik Yak users were significantly younger than nonusers, and no significant differences were identified between Yik Yak users’ and nonusers’ reported time spent with other social media platforms (i.e., Facebook, Instagram, Twitter, and Snapchat). Qualitative results indicated that college students who used Yik Yak did so for informational, entertainment, agency-enhancement, and community-building purposes. Nonusers chose not to use Yik Yak because the application did not meet their needs, they were unaware of Yik Yak, and because of unfavorable content.

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