社交媒体影响者对购买意愿的影响:品牌意识的中介作用

Desi Patmawati, M. Miswanto
{"title":"社交媒体影响者对购买意愿的影响:品牌意识的中介作用","authors":"Desi Patmawati, M. Miswanto","doi":"10.54099/ijebm.v1i2.374","DOIUrl":null,"url":null,"abstract":"This research focuses on the influence of social media influencers on purchase intention which is mediated by brand awareness. The use of an influencer has indeed been proven to be effective in creating consumer awareness and influencing their purchase intention towards a brand. The impact caused by using influencers to advertise on social media is to attract attention and create awareness among their fans, so that it is expected to increase purchase intention for the advertised product. To prove this, the researchers used a research sample with respondents who are active social media users who often see influencers advertising a product on social media. The number of participants in this study were 210 people.\nThis study used several software for data processing and data testing, namely IBM SPSS Statistics version 15 to test validity and reliability, IBM AMOS version 22 for hypothesis testing, and Sobel test for mediation tests. Data collection started in August 2021 and continued with data processing. Based on the results obtained, of the four proposed hypotheses, all hypotheses are accepted. Social media influencers have proven to have a positive and significant effect on purchase intention, and the effect will be even stronger when mediated by brand awareness. This proves, the presence of an influencer who advertises a brand on social media has proven effective in attracting attention to creating awareness among social media users, especially among their followers. Further results, consumer awareness of a brand after being advertised by this influencer has proven effective in increasing the level of consumer purchase intention because the results have proven significant. That is, when a consumer is aware, he will most likely seek further information so as to enable him to have a purchase intention, either at that time or in the future.","PeriodicalId":344687,"journal":{"name":"International Journal of Entrepreneurship and Business  Management","volume":"29 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"The Effect of Social Media Influencers on Purchase Intention: The Role Brand Awareness as a Mediator\",\"authors\":\"Desi Patmawati, M. Miswanto\",\"doi\":\"10.54099/ijebm.v1i2.374\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research focuses on the influence of social media influencers on purchase intention which is mediated by brand awareness. The use of an influencer has indeed been proven to be effective in creating consumer awareness and influencing their purchase intention towards a brand. The impact caused by using influencers to advertise on social media is to attract attention and create awareness among their fans, so that it is expected to increase purchase intention for the advertised product. To prove this, the researchers used a research sample with respondents who are active social media users who often see influencers advertising a product on social media. The number of participants in this study were 210 people.\\nThis study used several software for data processing and data testing, namely IBM SPSS Statistics version 15 to test validity and reliability, IBM AMOS version 22 for hypothesis testing, and Sobel test for mediation tests. Data collection started in August 2021 and continued with data processing. Based on the results obtained, of the four proposed hypotheses, all hypotheses are accepted. Social media influencers have proven to have a positive and significant effect on purchase intention, and the effect will be even stronger when mediated by brand awareness. This proves, the presence of an influencer who advertises a brand on social media has proven effective in attracting attention to creating awareness among social media users, especially among their followers. Further results, consumer awareness of a brand after being advertised by this influencer has proven effective in increasing the level of consumer purchase intention because the results have proven significant. That is, when a consumer is aware, he will most likely seek further information so as to enable him to have a purchase intention, either at that time or in the future.\",\"PeriodicalId\":344687,\"journal\":{\"name\":\"International Journal of Entrepreneurship and Business  Management\",\"volume\":\"29 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Entrepreneurship and Business  Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.54099/ijebm.v1i2.374\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Entrepreneurship and Business  Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.54099/ijebm.v1i2.374","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 2

摘要

本研究的重点是社交媒体网红对购买意愿的影响,其中品牌意识是中介。事实证明,使用网红在提高消费者意识和影响他们对品牌的购买意愿方面是有效的。利用网红在社交媒体上做广告所产生的影响是吸引粉丝的注意力,提高他们的认知度,从而有望增加广告产品的购买意愿。为了证明这一点,研究人员使用了一个研究样本,受访者是活跃的社交媒体用户,他们经常看到有影响力的人在社交媒体上为产品做广告。参与这项研究的人数为210人。本研究使用了几种软件进行数据处理和数据检验,即IBM SPSS Statistics version 15进行效度和信度检验,IBM AMOS version 22进行假设检验,Sobel检验进行中介检验。数据收集始于2021年8月,并继续进行数据处理。根据得到的结果,在提出的四个假设中,所有假设都被接受。社交媒体影响者已经被证明对购买意愿有积极而显著的影响,并且在品牌意识的介导下,这种影响会更强。这证明,在社交媒体上为品牌做广告的网红的存在有效地吸引了社交媒体用户的注意力,创造了他们的意识,尤其是在他们的追随者中。进一步的结果是,经网红宣传后,消费者对品牌的认知度已被证明有效地提高了消费者的购买意愿水平,因为结果已被证明是显著的。也就是说,当消费者意识到这一点时,他很可能会寻求进一步的信息,以便在当时或将来产生购买意向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
The Effect of Social Media Influencers on Purchase Intention: The Role Brand Awareness as a Mediator
This research focuses on the influence of social media influencers on purchase intention which is mediated by brand awareness. The use of an influencer has indeed been proven to be effective in creating consumer awareness and influencing their purchase intention towards a brand. The impact caused by using influencers to advertise on social media is to attract attention and create awareness among their fans, so that it is expected to increase purchase intention for the advertised product. To prove this, the researchers used a research sample with respondents who are active social media users who often see influencers advertising a product on social media. The number of participants in this study were 210 people. This study used several software for data processing and data testing, namely IBM SPSS Statistics version 15 to test validity and reliability, IBM AMOS version 22 for hypothesis testing, and Sobel test for mediation tests. Data collection started in August 2021 and continued with data processing. Based on the results obtained, of the four proposed hypotheses, all hypotheses are accepted. Social media influencers have proven to have a positive and significant effect on purchase intention, and the effect will be even stronger when mediated by brand awareness. This proves, the presence of an influencer who advertises a brand on social media has proven effective in attracting attention to creating awareness among social media users, especially among their followers. Further results, consumer awareness of a brand after being advertised by this influencer has proven effective in increasing the level of consumer purchase intention because the results have proven significant. That is, when a consumer is aware, he will most likely seek further information so as to enable him to have a purchase intention, either at that time or in the future.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
期刊最新文献
The Effect of Social Media Influencers on Purchase Intention: The Role Brand Awareness as a Mediator Analysis of E-Procurement Implementation in Effectiveness Procurement of Goods and Services Investor Sentiment Stock Price on Indonesia Stock Exchange The Influence of Leadership Style on Employee Performance: A Systematic Literature Review Service Quality of Teaching Vocational Education And Training (TVET) And Students Performance In The Federal Polytechnic Ilaro, Nigeria
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1