文章基本信息

标题：Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry
本地全文：下载
作者：Prasetyo Matak Aji ; Vanessa Nadhila ; Lim Sanny 等
期刊名称：International Journal of Data and Network Science
印刷版ISSN：2561-8148
电子版ISSN：2561-8156
出版年度：2020
卷号：4
期号：2
页码：91-104
DOI：10.5267/j.ijdns.2020.3.002
出版社：Growing Science
摘要：This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried out by companies / brands have a positive impact on their brand equity, e-WOM distribution on social media and customers' purchase intention. The objective of this paper is to investigate the impact of SMMA towards customers' purchase intention. The researchers tried to survey the results of previous studies to give more benefits to the readers and researchers in this area of study. Research data was collected using an online questionnaire survey of 114 participants of Instagram users in Indonesia. The results of structural equation modelling supported the current model’s validity and indicated a positive effect of SMMA towards brand equity. Moreover, brand equity had a positive impact on e-WOM; and e-WOM maintained a positive influence towards customers' purchase intention. Finally, SMMA also has showed a direct impact to customers' purchase intention.
关键词：Social Media Marketing;Brand Equity;e-WOM;Purchase Intention