How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing

Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization.

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The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-07-2019-0442 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Massoud Moslehpour ◽

Alaleh Dadvari ◽

Wahyudi Nugroho ◽

Ben-Roy Do

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Online Survey ◽

Perceived Value ◽

Social Media Marketing ◽

Equation Modeling ◽

Content Type ◽

Research Findings ◽

The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

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Late-Night Use of Social Media and Cognitive Engagement of Female Entrepreneurs: A Stressor–Strain–Outcome Perspective

SAGE Open ◽

10.1177/21582440211037652 ◽

2021 ◽

Vol 11 (3) ◽

pp. 215824402110376

Author(s):

Fakhar Shahzad ◽

Adnan Abbas ◽

Adnan Fateh ◽

Raja Suzana Raja Kasim ◽

Kashif Akram ◽

...

Keyword(s):

Social Media ◽

Structural Equation ◽

Online Survey ◽

Cognitive Engagement ◽

Equation Modeling ◽

Negative Consequences ◽

Female Entrepreneurs ◽

Late Night ◽

Use Of Social Media ◽

Outcome Perspective

The excessive use of social media is an emerging phenomenon with several negative consequences in an entrepreneurial context. Based on the stressor–strain–outcome paradigm, this research aims to unveil the following: that social media late-night usage can affect two psychological strains (life invasion and technostress) among female entrepreneurs and thus influence their behavioral outcome (cognitive engagement). This study empirically tested the proposed mediation model using an online survey of 225 female entrepreneurs from the small- and medium-sized enterprise sector. A partial least squares structural equation modeling (PLS-SEM) was implemented to obtain the results. The findings indicate that late-night social media usage significantly raises life invasion and technostress among female entrepreneurs. Moreover, internal strains (life invasion and technostress) reduce female entrepreneurs’ cognitive engagement and significantly mediate the association between late-night use of social media and entrepreneurial cognitive engagement. This study draws associated practical and theoretical contributions based on findings, which were not previously discussed.

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The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16050068 ◽

2021 ◽

Vol 16 (5) ◽

pp. 1217-1230

Author(s):

Shuchi Gupta ◽

Nishad Nawaz ◽

Adel Abdulmhsen Alfalah ◽

Rana Tahir Naveed ◽

Saqib Muneer ◽

...

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Mediating Effect ◽

Equation Modeling ◽

Csr Communication ◽

Consumer Purchase Intention ◽

Relationship Of ◽

The Impact ◽

The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

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The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea

Journal of Islamic Marketing ◽

10.1108/jima-01-2021-0015 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Shaizatulaqma Kamalul Ariffin ◽

Nur Qistina Ihsannuddin ◽

Ainul Mohsin Abdul Mohsin

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Online Survey ◽

Positive Influence ◽

Consumer Attitude ◽

Content Type ◽

Social Media Advertising ◽

The Relationship ◽

Significant Positive Influence

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

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Effect of Celebrity Endorser Through Social Media on Organic Cosmetic Purchasing Intention Mediated with Attitude

KnE Social Sciences ◽

10.18502/kss.v4i3.6393 ◽

2020 ◽

Cited By ~ 1

Author(s):

Fransiska Murwaningtyas ◽

Muhamad Harisudin ◽

Heru Irianto

Keyword(s):

Social Media ◽

Theory Of Planned Behavior ◽

Planned Behavior ◽

Purchase Intention ◽

Structural Equation ◽

Online Marketing ◽

Equation Modeling ◽

Estimation Model ◽

Purchasing Intention ◽

Celebrity Endorser

A rapid information and communication technology development results in the change of community’s lifestyle in online shopping. Online marketing strategy should be taken to improve organic cosmetic purchasing intention through Instagram, one of which is to use celebrity endorser in advertisement. Considering Theory of Planned Behavior, this research employed purchase intention, attitude toward advertisement, trustworthiness, expertise, attractiveness variables. The objective of research was to find out the effect of celebrity endorser on attitude toward advertisement and organic cosmetic purchase intention through Instagram. Technique of collecting data used was Google form through social media, Instagram. This research employed Structural Equation Modeling (SEM) with Maximum Likelihood estimation model. The result of analysis on 200 respondents showed that there is a positive effect of celebrity’s trustworthiness, celebrity’s expertise, celebrity’s attractiveness on Attitude toward advertisement and organic cosmetic purchase intention through Instagram. In addition, attitude toward advertisement serves as imperfect mediation of celebrity’s trustworthiness, celebrity’s expertise, celebrity’s attractiveness and purchase intention. Keywords: Celebrity endorser; Trustworthiness; Attractiveness; Expertise; Theory of Planned Behavior; Attitude Toward Advertisement; Purchasing Intention; Organic Cosmetic; Social Media

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The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16040058 ◽

2021 ◽

Vol 16 (4) ◽

pp. 1025-1041

Author(s):

Cheng Guping ◽

Jacob Cherian ◽

Muhammad Safdar Sial ◽

Grzegorz Mentel ◽

Peng Wan ◽

...

Keyword(s):

Social Media ◽

Digital Technology ◽

Purchase Intention ◽

Structural Equation ◽

Banking Sector ◽

Purchase Intentions ◽

Equation Modeling ◽

Competitive Strategies ◽

Purchase Likelihood ◽

The Relationship

Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers.

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Ongoing Information Search Motivation: An Influencer of Users’ Approval of Facebook Banner Adverts

Journal of Marketing Strategies ◽

10.52633/jms.v3i3.119 ◽

2021 ◽

Vol 3 (3) ◽

pp. 155-170

Author(s):

Imran Anwar ◽

Kamal Haider ◽

Shahid Iqbal

Keyword(s):

Social Media ◽

Information Search ◽

Structural Equation ◽

Information Needs ◽

Online Survey ◽

Social Medium ◽

Primary Data ◽

Equation Modeling ◽

Informative Content ◽

The Relationship

Facebook is a leading social network site worldwide and Facebook users use this social medium for several interactional reasons like to socialize or access and share informative content with others. Several users participate in Facebook to fulfil their ongoing information needs. The current research investigates the ongoing information search motivation (OISM) as an influencer of users’ approval of Facebook banner advertising. To investigate the study phenomenon, primary data was collected through online survey questionnaires from 230 Facebook users in Pakistan. Structural Equation Modeling was conducted to examine the construct validity and to test the model and hypotheses. The results showed OISM as an important influencer of users’ attitude towards Facebook banner advertising. Moreover, the analysis also revealed that the Facebook banner ad informativeness mediated the relationship between users’ OISM and their attitudes toward Facebook banner advertising. Additionally, attitude towards Facebook banner advertising was also found to be influencing the users’ Facebook banner ad-click behavior. These findings can be beneficial to social media marketers and marketing managers to organize user-relevant Facebook banner ad content. The study findings can specifically be implied to social media customers in Pakistan.

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An evaluation of social media advertising for Muslim millennial parents

Journal of Islamic Marketing ◽

10.1108/jima-02-2020-0055 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Dessy Kurnia Sari ◽

Suziana Suziana ◽

Donard Games

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Online Survey ◽

Perceived Value ◽

Brand Awareness ◽

Equation Modeling ◽

Content Type ◽

Social Media Advertising ◽

The Impact

Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

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How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements

10.12944/jbsfm.02.01.06 ◽

2021 ◽

Vol 2 (1) ◽

pp. 44-55

Author(s):

Muhammad Bilal ◽

Zeng Jianqu ◽

Junlan Ming

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Purchase Intentions ◽

Social Media Marketing ◽

Equation Modeling ◽

Chinese Consumers ◽

Brand Engagement ◽

Purchasing Intention ◽

The Impact

This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, entertainment, eWOM, and trendiness are core factors that specifically affect customer brand interest and purchasing intention. Social Media is a marketing medium in sharing brand intention. However, it remains to be seen how appropriate these components are for these purposes -related knowledge and its function to enhance customer brand engagement and purchasing. This research contributes to the development of a model that will aid practitioners and researchers in evaluating and explaining the impact of SMM on Consumer Purchase Intention in China.

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