scholarly journals The impact of social media influencers purchase intention in the Philippines

2021 ◽  
Vol 5 (3) ◽  
pp. 551-568
Author(s):  
Jerico John G. Dalangin ◽  
James M.B. Mc Arthur ◽  
Jan Benedict M. Salvador ◽  
Angelika B. Bismonte
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Purchase Intention ◽  
The Philippines ◽  
Advertising Effectiveness ◽  
The Internet ◽  
The Social ◽  
Metro Manila ◽  
The Impact

The study aims to determine consumers' perception of the advertising efficacy of social media influencers regarding their purchase intention. The researcher believes that specific strategies and skills should be customised to attract consumers' buying intention for an influencer to be effective across social media. The study adopted the "social media influencer questionnaire" developed by Xin Jean Lim. It is an organised questionnaire designed to assess and analyse the effectiveness of social media influencers connected to consumers' purchase intention. A total of 200 respondents from NCR, Metro Manila, participate in this study, with 129 female participants, 71 male participants and mostly from 18 to 24 years old. The respondents' assessment implies that an influencer who establishes most of their honesty and is trustworthy can change consumers' behaviour and purchase intention.  Attractiveness and relationships with the product are seen to be also adequate. The respondents' assessment also implies that there is an optimistic and agreeable attitude towards the different advertising efficacy of an influencer for the purchase intention of consumers. Furthermore, there is a significant relationship between the advertising effectiveness and purchase intention of consumers. Female respondents have a higher perception of social media influencers than male respondents because women use the internet more often.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

scholarly journals The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——Analysis of Intermediary Effect Based on Brand Attitude

2018 ◽  
Vol 7 (2) ◽  
pp. 17 ◽  
Author(s):  
Qian He ◽  
Hongjian Qu
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Human Beings ◽  
Communication Tool ◽  
Environment Analysis ◽  
Media Environment ◽  
The Social ◽  
Advertising Appeal ◽  
The Impact

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

scholarly journals Peran Pengawasan Orangtua Pada Anak Pengguna Media Sosial

2018 ◽  
Vol 22 (1) ◽  
pp. 37-57
Author(s):  
Mutia Rahmi Pratiwi ◽  
Mukaromah Mukaromah ◽  
Wulan Herdiningsih
Keyword(s):  
Social Media ◽  
Elementary School ◽  
Future Research ◽  
The Internet ◽  
Elementary Student ◽  
Elementary School Student ◽  
Active User ◽  
The Social ◽  
Relationship Of ◽  
The Impact

The amount of social media user in Indonesia is highly increasing, both for adult and children such as the elementary school student. The social media have its own policy about the age restriction to legally access the social media and elementary student is not one of them. Nevertheless, the datas show that elementary school student is one of the active user in social media. Cyberbullying and cyberporn are the impact of those unideal condition. This problem brings another concern to the parents of elementary school student user. The aim of this research is to describe the parents’s surveillance role towards the under age user. This research used the phenomenoogy method. While the results show that the parents’s surveillance role is only in the preventive stage without further analysis into the social media itself. The parents become supervisor in several conditions: the social media using restriction, being friend to their children in the social media, limiting the internet data, approaching personally and using the religious approachment. The result of this research can be the reference for the parents in educating their children in using the social media. For the future research, strongly recommended to search for the relationship of the parent’s supervising role and the school in minimalizing the bad impact of the internet and social media for the children.Keywords: Media Literation, Social Media, Children, Parents ABSTRAKJumlah pengguna media sosial di Indonesia terus meningkat, tidak hanya dari kalangan dewasa namun juga anak-anak SD. Media sosial memiliki kebijakan terkait batasan umur yang dilegalkan sebagai pengguna dan anak SD tidak termasuk bagian di dalamnya. Namun data justru menunjukan bahwa anak SD kini menjadi pengguna aktif media sosial dan hal ini berimbas pada munculnya cyberbulling hingga postingan anak SD yang memuat unsur cyberporn. Persoalan ini membawa keprihatinan tersendiri bagi orang tua yang memiliki anak SD selaku pengguna internet dan pemilik akun media sosial. Tujuan penelitian ini adalah untuk mendeskripsikan peran pengawasan yang dilakukan orangtua terhadap anak pengguna media sosial. Penelitian ini menggunakan metode fenomenologi. Hasil penelitian menunjukan bahwa pengawasan orangtua masih di tataran preventif tanpa mengkaji lebih mendalam mengenai isi media sosial itu sendiri. Orangtua memposisikan diri sebagai pengawas anak dengan beberapa cara, yaitu: penerapan aturan penggunaan yang ketat, berteman dengan anaknya di media sosial, pembatasan kuota, pendekatan personal dan menggunakan unsur KeTuhanan. Hasil penelitian ini diharapkan dapat menjadi bahan kajian bagi orangtua dalam mengedukasi anak saat menggunakan internet dan media sosial. Bagi penelitian selanjutnya diharapkan dapat meneliti hubungan pengawasan orangtua serta pihak sekolah dalam meminimalisir dampak buruk internet dan media sosial bagi anak-anak.Kata kunci: Literasi Media, Media Sosial, Anak, Orangtua

scholarly journals PENGARUH MEDIA SOSIAL (INSTAGRAM) TERHADAP LIFESTYLE DAN PRESTASI AKDEMIK

2020 ◽  
Vol 5 (1) ◽  
pp. 1
Author(s):  
Lisnawita Lisnawita ◽  
Lucky Lhaura Van FC ◽  
Musfawati Musfawati
Keyword(s):  
Social Media ◽  
Student Achievement ◽  
The Internet ◽  
Quality Information ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The Impact

<p class="Abstract" align="center"><strong>ABSTRAK</strong></p><p>Zaman sekarang sangat  mudah mendapatkan informasi, karena setiap orang sudah bisa terhubung dengan internet. Terutama media sosial, Jika informasi yang diterima bagus, maka pengguna akan mendapatkan kualitas informasi yang bagus, akan tetapi jika informasi yang diterima hoax, maka akan berdampak buruk bagi si penggguna media sosial. Setiap orang punya <em>platform </em>sosial media lebih dari satu, seperti <em>youtube,  facebook, whatsapp, instagram,</em> dll. <em>Platform</em> ini yang sering mereka gunakan untuk mendapatkan informasi yang dibutuhkan.</p><p>Tujuan dari penelitian ini adalah Menganalisa Pengaruh Media sosial <em>(Instagram)</em><em>(Y)</em><em> </em>terhadap <em>Lifestyle</em> (X1)dan Prestasi mahasiswa(X2) sehingga dapat memberikan informasi mengenai pentingnya dampak penggunaan media sosial bagi mahasiswa dalam merubah pola pikir dan wawasan. Hasil Penelitian menunjukkan bahwa pengaruh variable X1 dan X2 secara simultan terhadap variable Y adalah sebesar 40, 5%</p><p class="Abstract"> </p><p class="Abstract">                                                                                                                                                       </p><p class="Abstract"><strong>Kata Kunci</strong>: Instagram, Prestasi akademik, Lifestyle.</p><p><em> </em></p><p class="IndexTerms"> </p><p class="Abstract" align="center"><strong>ABSTRACT</strong></p><pre>       It's effortless to get information these days because everyone can connect to the internet. Mainly social media, If the information received is right, and then the user will get the correct quality information; however, if a hoax can be the news, it will be corrupt for the social media user. Everyone has more than one social media platform, such as YouTube, Facebook, WhatsApp, Instagram, etc. The purpose of this study is to Analyze the Effect of Social Media (Instagram) (Y) on Lifestyle (X1) and Student Achievement (X2) so that it can provide information about the impact of using social media for students in changing mindset and understanding. The results showed that the effect of variables X1 and X2 simultaneously on the Y variable was 40.5%</pre><p> </p>

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

scholarly journals THE SOCIAL MEDIA SHAPING BRAND CONSCIOUSNESS AND THE PURCHASE INTENTION OF FASHION CONSUMERS

2020 ◽  
Vol 01 (01) ◽  
pp. 30-45
Author(s):  
Zainab Shafaat ◽  
Farzana Kishwa ◽  
Abdul Khaliq Alvi
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Private University ◽  
Depth Information ◽  
School Teachers ◽  
Major Purpose ◽  
The Social ◽  
Phenomenological Research Design ◽  
The Impact

This study was designed to explore the role of the social media in brand consciousness and purchase intention of young and old fashion consumers. Social media has significant impact on the consumers as individual. The major purpose of this research was to gain in the depth information of social media. Phenomenological research design was used to explore the view point of the young and old fashion consumers regarding the impact of the social media towards brand consciousness and purchase intention. Data for this research was collected from hundred participants between the range of 18 to 30 and 31 to 50 years. The researcher gathered information from the students of a private university, school teachers and business men. We found out that on average most of the users spend 1 to 6 hours on the social media each day. Fashion consumers of young age group are more brand conscious because they are more motivated to purchase the clothes that have branded names or logos.

scholarly journals Beauty influencer in the digital age: How does it influence purchase intention of generation Z?

2020 ◽  
Vol 13 (1) ◽  
pp. 1 ◽  
Author(s):  
Hanif Adinugroho Widyanto ◽  
Cahya Rahmania Agusti
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Positive Influence ◽  
Independent Variables ◽  
Generation Z ◽  
The Social ◽  
The Impact ◽  
Two Independent Variables

<p>This research examined the influence of social media advertising conducted by beauty influencers. The researchers analyzed the impact of Celebrity Credibility (i.e., Expertise, Trustworthiness, and Attractiveness), Reputation, and Persuasive Capabilities toward Purchase Intention. The respondents in this research were 154 young women from Generation Z who lived in the Greater Jakarta (Jabodetabek) area and followed the social media beauty influencers who endorsed a renowned homegrown cosmetics brand. This research utilized a quantitative method using the Multiple Linear Regression analysis. The results of this study showed that only two independent variables associated with the beauty influencer, namely, Attractiveness and Persuasive Capabilities, yielded a significantly positive influence toward Purchase Intention. In contrast, the rest of the variables were not significant. All independent variables had a simultaneously significant impact on Purchase Intention. Finally, all independent variables contributed 72.4% to the dependent variable, while the rest were explained by other variables not examined in this research.</p>

scholarly journals Buyer Behavioural Impact Of Electronic Word Of Mouth Among Youngsters Towards Smart Watches In Chennai City

2021 ◽  
Vol 12 (10) ◽  
pp. 5723-5726
Author(s):  
Mrs.Hameedunissa, Et. al.
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Buyer Behavior ◽  
The People ◽  
The Social ◽  
Chennai City ◽  
The Impact ◽  
Social Media Network

Tremendous growth of technology enhanced the consumers to share their opinion on the products and services they consume. The consumers are capable of analyze the information through various sources in the social media network. The social media plays a pivotal role on scattering the information on products and services. The term Electronic Word of Mouth (EWOM) refers to the process of influencing buyer through the social media. The study focuses on the factors influencing buyer behavior and evaluates the impact of electronic word of mouth on purchasing smart watches. Questionnaires were distributed to the respondents through Google form using convenience sampling method. The electronic word of mouth made by anonymous, family and friends on social media network sites have influenced on purchase intention of respondents. The EWOM are shared by unpaid user and they became organic promoter for product and services. The social media users trust the other users review and referral as the information are communicated by prior purchaser. The EWOM influence the people to buy the product and services from the various referrals shared in social media.

scholarly journals Πολιτικές του Σώματος, Διαδίκτυο και Ψυχοθεραπεία

2020 ◽  
Vol 23 (2) ◽  
pp. 94
Author(s):  
Ελένη Καραγεωργίου ◽  
Τιμολέων Θεοφανέλλης
Keyword(s):  
Social Media ◽  
Sexual Behavior ◽  
Everyday Life ◽  
Interpersonal Relationships ◽  
Focus Of Attention ◽  
The Body ◽  
The Internet ◽  
The Social ◽  
Internet Diffusion ◽  
The Impact

Internet diffusion in everyday life has brought dramatic changes in a person’s relation to his/her body. These changes need to be considered and maybe tacked as intervention points in Psychotherapy. In the present paper, in particular, three issues concerning non explicit politics of body management in internet are critically examined. These are a) the objectification of the body due to the prevalence of the image in the social media b) the impact internet porn has on interpersonal relationships and the sexual behavior and c) the escape to the internet world through the adoption of various virtual personas, vis a vis- their avatars. For the purposes of the present paper some clinical cases are also illustrated. The highlighting of this subject can be very useful in psychotherapeutic practice, since the body and the politics related to it are not traditionally the main focus of attention in psychotherapy. In addition, clients are nowadays frequently discussing problems related to their presence and life, as a whole, on the internet.

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