Social Media Engagement as Mediator: Does Content Vividness Predict Purchase Intention?

Wachyu Hari Haji; Shandy Aditya; Afifa Qurrota Ainin; Sri Susilawati Islam

doi:10.1109/ICBIR57571.2023.10147716

Social Media Engagement as Mediator: Does Content Vividness Predict Purchase Intention?

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Wachyu Hari Haji, Shandy Aditya, Afifa Qurrota Ainin, Sri Susilawati Islam

2023 2023 8th International Conference on Business and Industrial Research, ICBIR 2023 - Proceedings Conference paper Cited by 2

Abstract

This study examines Instagram influencers' social media behavior and providing suggestions for increasing engagement and purchase intentions towards endorsed products via post-effectiveness. Several objectives will be raised in this study: (1) determining the effect of content vividness on social media engagement, (2) determining the impact of social media engagement on purchase intentions, (3) determining the effect of content vividness on purchase intentions. This quantitative study utilizes Partial Least Square (PLS) software as a tool to test validity and reliability and SPSS to test the hypothesis and regression model. With the total of 199 valid respondents participating into this study's survey, the result highlights the positive effects of content vividness in enhancing purchase intentions through mediating variable, namely social media engagement. © 2023 IEEE.

Affiliations

Bina Nusantara University, Binus Entrepreneurship Center, Management Department, Jakarta, 11480, Indonesia; State University of Jakarta, Digital Business Study Program, Faculty of Economics, Jakarta, Indonesia; Sampoerna University, Faculty of Business, Jakarta, Indonesia; Sampoerna University, Faculty of Engineering & Technology, Jakarta, Indonesia

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