A Study on Information Credibility in the Social Media Marketing Adoption: Evidence from Indonesia

Abstract

This research is aimed to explore how the credibility factors such as medium and message credibility influence the information credibility in the context of adoption behavior, especially when young consumers are searching information for any promoted SME products or services offered through the social media networks. The quantitative methodology used by developing new research model based-on marketing communication theories to examine factors that significantly influence in the adoption process of digital marketing technique for SME markets. The results indicate that information credibility is significantly affected by the medium credibility and message credibility. Additionally the research found surprisingly that information credibility was not giving a strong affect directly toward millennial adoption on social media marketing platform. However the study found that the usage of social media marketing strategy to promote SME products and services was recommended effectively, especially targeting for the millennial consumer segments since they are considered as the important digital native generational consumers in Indonesia market.