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 What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

2021 ◽  
Vol 17 (1) ◽  
pp. 89-103
Author(s):  
Massoud Moslehpour ◽  
Taufiq Ismail ◽  
Bey Purba ◽  
Wing-Keung Wong
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Primary Data ◽  
Online Questionnaire ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

scholarly journals Does corporate social responsibility affect Generation Z purchase intention in the food industry

2021 ◽  
Author(s):  
WONG ◽  
Man Chung
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Food Industry ◽  
Purchase Intentions ◽  
The Internet ◽  
Purchase Decisions ◽  
Generation Z ◽  
Corporate Social

AbstractCorporate social responsibility (CSR) becomes more and more prevalent in the business world and is considered as one of the factors to make purchase intentions by customers. Thus, corporations are obliged to implement CSR initiatives to attract their customers. Generation Z is born in the world with the internet and social media. They are more able to handle technology and reply on the internet or social media to receive or search for information. They are more concerned with social issues or environmental problems. Therefore, CSR is one of the considerations when they make purchase decisions. This study is to explore whether CSR affects Generation Z purchase intentions in the food industry and which CSR categories have impacts on the purchase intention of Generation Z. A survey was used to collect the data from the youngsters at a post-secondary education institution. The findings showed that Generation Z will consider the CSR performance of the corporations in the food industry when they made purchase decisions. Most of the CSR initiatives, except shareholder related initiatives, had impacts on purchase intention. This may be due to the characteristics of Generation Z.

Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females

2021 ◽  
Vol 12 (2) ◽  
pp. 17-35
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Generation Z ◽  
Increasing Demand ◽  
The Impact ◽  
Practical Implications

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic

2021 ◽  
Vol 2 (3) ◽  
pp. 163-171
Author(s):  
Feby Eka Vivi Setio Putri ◽  
Monika Tiarawati
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Purchasing Power ◽  
Online Purchase ◽  
Online Consumer ◽  
The Impact

The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use  social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.

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

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.

scholarly journals Social Media Influencers and Purchase Intention amongst Social Media Users in developing African economy

2021 ◽  
Vol 3 (2) ◽  
pp. 217-228
Author(s):  
Ebuka Christian Ezenwafor ◽  
Chigbata Moses Olise ◽  
Promise Ikechukwu Ebizie
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Discriminant Validity ◽  
Reliability And Validity ◽  
Purchase Intentions ◽  
Global Village ◽  
Anambra State ◽  
Infinite Population ◽  
Trust Level ◽  
Convenience Sampling

 Background: Internet disruption has unprecedentedly made social media a global village and global digital market where business and customers interacts boundlessly. People’s interaction has far gone beyond boundary and businesses are seeing and harnessing these opportunities. Objective: This study investigated the effect of social media influencers on purchase intention among social media users. Method: The population of this study consist of active social media users in Anambra state. Sample size of 220 was arrived at using convenience sampling for infinite population. Reliability and validity test were done through construct Reliability and Discriminant validity respectively through smart- pls. Data was computed with SPSS version 24 and analysed with SEM via Smart-Pls. Result: The finding of this investigation showed that trustworthiness, attractiveness and influencer product match up has positive and significant effect on purchase intention respectively. Conclusion: More so, expertise does not influence purchase intentions. Finally, if there is need social media influencer, organizations should painstakingly seek influencers with high trust level among audience, highly attractive and it’s congruity with the intended promoted product.

scholarly journals Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli

2021 ◽  
Vol 4 (2) ◽  
pp. 712-730
Author(s):  
Natalia Suwarsih ◽  
Theresia Gunawan ◽  
Istiharini Istiharini
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Commercial Activity ◽  
Generation Z ◽  
Social Media Platforms ◽  
Positive Effect

Currently half of the world's population uses various social media platforms, so social media is a source of commercial activity. This study aims to determine the effect of social media marketing on brand image on purchase intention of generation Z at a university with brand image as a mediation variable. The method used in this research is to use descriptive quantitative analysis, descriptive that is to explain, analyze and find out the value of a variable against other variables. While the quantitative research method is to examine the population or sample where the sample is taken randomly to collect data with research instruments to test a hypothesis. The results of this study are that there is a positive effect of social media marketing on brand image, there is a positive effect of brand image on purchase intention of generation Z, there is a positive effect of social media marketing on purchase intention of Generation Z, and there is also a positive influence of social media on generation Z purchase intentions by mediating brand image Keywords: Social Media Marketing, Brand Image, Purchase Intention, Generation Z

Investigating the antecedents of e-commerce satisfaction in social commerce context

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Razaz Waheeb Attar ◽  
Mohana Shanmugam ◽  
Nick Hajli
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Theory And Practice ◽  
Social Commerce ◽  
Content Type ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
Food And Beverage ◽  
The Relationship

PurposeSocial media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and e-satisfaction at different levels, which in turn influence the purchase intentions. This is evident for the food and beverage industry as S-Commerce mediated by social media can help realise a shorter time to market and meet buyer demands. In addition, credibility factors may influence trust and purchase intentions. Understanding the various factors of influence such as social constructs, namely ratings, reviews and referrals; design constructs such as credibility and features and behavioural constructs such as trust, satisfaction and motivation; and analysing the relationship between these factors and how they influence purchase intentions can provide deeper insights into S-Commerce research, decision-making process and purchase intentions particularly from a food and beverage context.Design/methodology/approachDrawing on trust through social media activities and surface credibility as well as e-commerce satisfaction, the authors have proposed a research model to investigate the purchase intention of consumers in S-Commerce platforms. Survey data were collected from six countries in Asia and analysed using SEM-PLS.FindingsResults indicated that both trust and surface credibility significantly influence e-commerce satisfaction leading to purchase intention. Furthermore, surface credibility, which is a novel predictor for purchase intention in S-Commerce context, is highly significant on e-commerce satisfaction. Besides, encouraged by surface credibility, it was identified that trust significantly affects e-commerce satisfaction and results in purchase intention. This research adds contribution to theory and practice in S-Commerce stream as discussed at the end of the paper.Originality/valueThe results of this research contribute to the S-Commerce literature and have practical implications for practitioners in the food and beverage industry. As such, focussing on these constructs, this paper analyses the relationship between the social media activities, trust, e-commerce satisfaction, surface credibility and intention to buy.

scholarly journals The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan

2014 ◽  
Vol 4 (3) ◽  
pp. 1 ◽  
Author(s):  
Muhammad Ali Raza ◽  
Muhammad Abdul Ahad ◽  
Muhammad Adeel Shafqat ◽  
Muhammad Aurangzaib ◽  
Muhammad Rizwan
Keyword(s):  
Mobile Phones ◽  
Purchase Intention ◽  
Brand Image ◽  
Positive Association ◽  
Purchase Intentions ◽  
Past Experience ◽  
Policy Makers ◽  
Brand Attachment ◽  
Relationship Of ◽  
The Relationship

This study intends to examine the relationship of Brand image, Brand attachment, low price, past experience, and attitude on consumer purchase intentions in the context of counterfeit mobile phones in Pakistan. A sample of 153 students with the help of a questionnaire containing 28 statements related beliefs about counterfeited mobiles was taken. The data were analyzed using linear regression using SPSS. The findings support the significant influence of past experience and low price on attitude towards counterfeit mobile phones. Positive association between past experience, Low price and attitude towards counterfeit mobile phones were found and there is also a positive association of attitude with young consumer’s purchase intentions. Strangely, low price was not significant in influencing the purchase intentions. Brand image and Brand attachment were also found no significant in influencing purchase intention of customer. For both practitioners and academics, the findings of this study hold important implications. The paper guides the policy makers and academics about the main predictors of consumer’s attitude towards counterfeit mobile phones.

scholarly journals The role of social media marketing and brand image on smartphone purchase intention

2022 ◽  
Vol 6 (1) ◽  
pp. 185-192 ◽  
Author(s):  
Citra Savitri ◽  
Ratih Hurriyati ◽  
Lili Adi Wibowo ◽  
Heny Hendrayati
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Purchase Intention ◽  
Brand Image ◽  
Social Media Marketing ◽  
Snowball Sampling ◽  
Online Questionnaire ◽  
Sampling System ◽  
Data Collection Technique ◽  
The Relationship

The purpose of this study was to analyze the relationship between Social Media Marketing and Brand Image, Social Media Marketing relationship and Purchase Intention, Brand Image Relationship and Purchase Intention and finally, the relationship between Social Media Marketing and Purchase Intention through Brand Image. The approach in the research used is a quantitative approach using PLS-SEM SmartPLS software as a data processing tool. In this study, the data collection technique was carried out using a questionnaire or online questionnaire which was distributed to 234 respondents of Millennial Smartphone Consumers in Banten Indonesia. Sampling system was accomplished with a snowball sampling method. Based on the results of hypothesis testing, it was found that there was a positive and significant relationship between Brand Image (BRI) and Purchase Intention. There was also a positive and significant relationship between Social Media Marketing and Brand Image. However, there was an insignificant relationship between Social Media Marketing and Brand Image while there was a significant relationship between Social Media Marketing and Purchase Intention through Brand Image as Mediator.

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