scholarly journals The Affect of Social Media Marketing and Consumer Engagement on Disney plus Hotstar Consumer Buying Intentions in Indonesia (Study on Youtube and Instagram)

2021 ◽  
pp. 247-254
Author(s):  
Natasya Dea Novitarizki Darmawan ◽  
Indira Rachmawati ◽  
Ratih Hendayani
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Purchase Intention ◽  
Structural Equation ◽  
Strong Influence ◽  
Equation Model ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Consumer Engagement ◽  
Use Of Social Media

The entertainment industry has just launched Disney Plus Hotstar in early September 2020 and started its marketing on social media Youtube and Instagram. This study aims to determine the effect of social media marketing Youtube and Instagram on the purchase intention of Disney Plus Hotstar consumers, the influence of YouTube and Instagram social media marketing on Disney Plus Hotstar consumer engagement, and to see the effect of consumer engagement on the purchase intention of Disney Plus Hotstar customers by spreading questionnaire to 400 respondents using social media sites Youtube and Instagram in Indonesia. The hypothesis was tested using a structural equation model which was developed following the existing literature review. The results show that social media marketing has a significant relationship with consumer purchase intentions, where consumer engagement acts as a mediating variable in influencing social media users to obtain consumer purchase intentions. The study confirms that marketers must respond to the importance of increasing the use of social media because it has a strong influence on consumer's purchase intentions. Managerial advice that can be applied by companies is to always monitor consumer engagement by adjusting the company's social media marketing strategy.

scholarly journals PENGARUH PEMASARAN JEJARING MEDIA SOSIAL DAN KETERKAITAN KONSUMEN TERHADAP NIAT BELI KONSUMEN

2018 ◽  
Vol 11 (2) ◽  
pp. 177 ◽  
Author(s):  
Rudyanto Rudyanto
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Model ◽  
Purchase Intentions ◽  
Future Research ◽  
Consumer Engagement ◽  
Media Usage ◽  
Qualitative Approaches

<p><em>The purpose of this study examines the influence of social media and consumer engagement </em><em>and</em><em> </em><em>customer purchase intention. This study uses data taken from 253 users of social media sites in Indonesia. The hypothesis was tested using a structural equation model which was developed in accordance to existing literature reviews.</em><em> </em><em>The results show that social media is significantly related to consumer purchase intentions, where consumer engagement acts as a mediating variable in influencing social media users to have customer purchase intentions. The research reinforces that marketers must respond to the importance of increasing of social media usage because it has a strong influence on consumer purchase intentions. The managerial suggestion that can be applied by company is to constantly monitor consumer engagement by adjusting the company's social media marketing strategy. The limitation of this research is the absence of qualitative approaches, i.e. interview to gain a deeper understanding of consumer insights and experiences that may affect consumer purchasing commitments and intentions might help to refine future researches better. In addition, the future research should add other important variables such as of trust, commitment, and e-WOM and any other marketing strategy that might be applied by social media strategists.</em></p>

scholarly journals The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers

2021 ◽  
pp. 231-238
Author(s):  
Oscarius Yudhi Ari Wijayaa ◽  
Sulistiyanib Sulistiyanib ◽  
Juliani Pudjowatic ◽  
Theresia Siwi kartikawatid ◽  
Ninik Kurniasih ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Sampling System ◽  
System Data

The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.

scholarly journals Role of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention toward E-Commerce Cosmetic Products

2021 ◽  
Vol 9 (10) ◽  
pp. 178-191
Author(s):  
Anas Hidayat
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Sampling Technique ◽  
Simultaneous Equation ◽  
Equation Model ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Marketing Variables

This research aimed to examine the effect of EWOM and Social Media Marketing variables on Purchase Intention with an intervening variable of brand image. This research sampling was carried out using purposive sampling technique from 250 respondents which had the criteria of Indonesian citizens who were interested in buying and using cosmetics through e-commerce and already had income. This research used an analytical tool which is a simultaneous equation model called structural equation modeling. The results of this research indicated that EWOM had a positive and significant effect on brand image and buying intention. Social Media Marketing had also a positive significant effect on brand image,however, it was an insignificant effect on buying intention. Finally, Brand Image showed a positive significant effect on Purchase Intention.

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

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.

scholarly journals The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia

2021 ◽  
Vol 10 (5) ◽  
pp. 34-45
Author(s):  
Khoirina Kencana Ningrum ◽  
Ratna Roostika
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Model ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Consumer Engagement ◽  
Brand Knowledge ◽  
Interaction Variables ◽  
Marketing Activities

 This study aims to analyze the influence of elements of social media marketing activity on consumer engagement and brand knowledge including brand awareness and image. This study used a quantitative method and purposive sampling technique on 250 respondents. The research was conducted on all Indonesian citizens who use social media WhatsApp, Facebook, Instagram, youtube, and TikTok regarding the culinary business of celebrities and YouTubers in Indonesia. The method used is the Structural Equation Model with AMOS 24.0 Software. The results of this study indicate that the interaction variables, trends, and EWOM have a positive and significant effect on consumer engagement, and consumer engagement has a positive and significant effect on brand awareness and brand image. While the entertainment and customization variables have no significant effect on consumer engagement.

Social media marketing and customers’ passion for brands

2019 ◽  
Vol 38 (4) ◽  
pp. 509-522 ◽  
Author(s):  
Kaustav Mukherjee
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Model Building ◽  
Sampling Procedure ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
Use Of Social Media

Purpose The modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into the users’ emotional level and instigate purchase intention is a popular moot point. The purpose of this paper is to investigate as to whether social media marketing is effective in inciting a sense of arousal or passion for the advertised brands and finally generate a purchase intention in the minds of the social media users. Design/methodology/approach A convenient sampling procedure was followed to collect relevant data using a structured questionnaire. The technique of structural equation modelling was used for model building using the software, AMOS 18. Findings The study reveals that efficient use of social media for marketing communications can generate a passion for the advertised brands in the social media users’ minds, as well as instigate a brand purchase intention. Research limitations/implications The study has been restricted to Indian smartphone customers who also spend a substantial amount of time on social media. Practical implications The use of social media for online customer engagement is a smart strategy that can be employed by digital marketers in order to emotionally connect the advertised brand with the users of social media. Originality/value This study is probably the first to investigate the direct impact of social media marketing on users’ brand passion.

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

2020 ◽  
Vol 2 (1-2) ◽  
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.

Examining the boundaries of journalism in the digital age : a SEM test of digital transitions in newsrooms

2017 ◽  
Author(s):  
◽  
Yanfang Wu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Business Models ◽  
Equation Model ◽  
Sem Analysis ◽  
Media Industry ◽  
Cross Sectional ◽  
News Organizations ◽  
Use Of Social Media

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The debate about boundaries in journalism amid the rise of citizen journalism, the crisis of business models in the news industry and the use of social media in the news-gathering and dissemination process, has become a central focus in the media industry and academia. There is no doubt that the digital transition is a trend. Based on the Carlson's (2015) boundaries of journalism theory and Shoemaker and Vos' (2009) levels of analysis in the gatekeeping theory, administering a cross-sectional, self-administered questionnaire, national online survey (N=1063), conducting a Structural Equation Model (SEM) analysis, the study seeks to find out the relationships between socialization and perceptions of digital impact on journalism, journalists and news organizations. The findings showed news organizations' social media culture affects journalists' use of social media. Twitter interactivity mediates journalists' social media internalization and their attitude toward social media. However, this mediating effects does not apply to Facebook and other social media interactivity. The distinguishing line between reporters and editors is blurring in news organizations. Older journalists (age>40) are picking up social media as additional journalistic tools and developing a positive attitude toward them. However, there still may be a long way to go before old journalists become experts in social media.

Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vanessa Gaffar ◽  
Benny Tjahjono ◽  
Taufik Abdullah ◽  
Vidi Sukmayadi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Botanical Garden ◽  
Equation Model ◽  
Destination Image ◽  
Social Media Marketing ◽  
Tourism Destination ◽  
Content Type ◽  
Future Value ◽  
Tourism Destinations

Purpose This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia. Design/methodology/approach This study sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model. Findings The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences. Originality/value This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

scholarly journals Ease of Communication as Mediating the Effect of Instagram Social Media on Purchase Intentions on the Marketplace

2021 ◽  
Vol 5 (1) ◽  
pp. 39-47
Author(s):  
Wisnalmawati Wisnalmawati ◽  
◽  
Agus Sasmito Aribowo ◽  
Dipo Hardi Dewantoro ◽  
Preya Alvita Yasmine ◽  
...  
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Validity And Reliability

Marketing using digital media on the internet has become a necessity in the era of industrial technology 4.0. The Covid-19 pandemic has caused a shift in consumer behavior. Usually face to face changes to online shopping. UMKM Kuncup Seruni is a company that manufactures herbs and herbs from agricultural and plantation products. MSME Sri Rejeki is engaged in processing salak fruit products into various types of food, drinks, and snacks. The two MSME partners have produced many products. MSME's marketing reach is only local and promotions only rely on MSME exhibitions and showrooms that are available in the hope that consumers will come directly to the location. After the COVID19 pandemic, the number of visitors decreased drastically so that sales also decreased. The purpose of this study is to analyze the influence of Instagram social media on purchase intentions on Marketplace and analyze the influence of Instagram social media on purchase intentions on Marketplace mediated by the ease of communication. The novelty that emerged in this research is to develop the ease of communication so that the ease of communication is a very important concept to increase purchase intention. The research method related to the unit of analysis of this research is the consumers of UMKM Seruni and Sri Rejeki. The sample is 60 consumers, the sampling technique uses accidental, data collection uses a questionnaire (google form), conducts validity and reliability tests. The analysis technique uses the model of Structural Equation Modeling with PLS (Partial Least Square). Data analysis is descriptive and quantitative analysis. The results showed that there was no significant and significant effect of Instagram social media on purchase intentions on the Marketplace. The influence of Instagram social media on purchase intention is mediated by the ease of communication.

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