“SALAM, HI SIS.. PM PRICE PLEASE”. PURCHASE INTENTION AND POSITIVE USER-GENERATED CONTENT SPREAD ON INSTAGRAM
Abstract
Social media is known as a limitless platform that connects people. Majority of the young generation would create social media accounts and presently, the most preferred one is Instagram. Instagram allows its users to upload any picture and video contents where the young generation today usually would use this platform to share pictures of their recent purchases. Due to the high population and the current trend of Instagram users, many online sellers started to see this platform as another channel for them to promote and to bridge the gap between buyers and sellers. Sellers exploit Instagram to stay closer with their followers by implementing many promotional tactics and activities. The intention behind the promotional tactics is mainly to shape the emotion of their followers/buyers. The aim of this study is to investigate how well the shaped discussion will trigger persons’ emotions that soon will influence them not only to initiate purchase intention but to spread only positive user-generated content on their Instagram accounts. The online survey was employed with link to the survey was shared conveniently via Whatsapp application among bachelor degree students of UiTM Caw. Melaka Kampus Bandaraya Melaka. A total of 189 sets of the survey were obtained. Analyses were conducted and results showed, through a series of promotional tactics, emotions will be triggered especially arousal. Excitements then will influence the followers to purchase or to upload favorable contents.
References
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Kotler, P. T., & Armstrong, G. (2012). Principles of Marketing (14th Editi). England: Prentice Hall.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it Affect the Brand Attitude and Purchase Intention of Brands ? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
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Li, H., Luo, X., Zhang, J., & Xu, H. (2017). Resolving the Privacy Paradox: Toward a Cognitive Appraisal and Emotion Approach to Online Privacy Behaviors. Information and Management. https://doi.org/10.1016/j.im.2017.02.005
Lim, S. H., & Yazdanifard, R. (Dr. . (2014). How Instagram Can Be Used as a Tool in Social Network Marketing.
Ma, T. (Jennifer), & Atkin, D. (2017). User Generated Content and Credibility Evaluation of Online Health Information: A Meta Analytic Study. Telematics and Informatics, 34(5), 472–486. https://doi.org/10.1016/j.tele.2016.09.009
Mahapatra, S., & Mishra, A. (2017). Acceptance and Forwarding of Electronic Word of Mouth. Marketing Intelligence & Planning, 35(5), 594–610. https://doi.org/10.1108/MIP-01-2017-0007
Marakarkandy, B., Yajnik, N., & Dasgupta, C. (2017). Enabling Internet Banking Adoption. An Empirical Examination with an Augmented Technology Acceptance Model (TAM). Journal of Enterprise Inforamtion Management, 30(2), 263–294. https://doi.org/10.1108/JEIM-10-2015-0094
Meslat, N. (2018). Impact of Social Media on Customers’ Purchase Decision - Case: Chocolaterie Thibaut, France. Turku University of Applied Sciences. https://doi.org/10.13165/SMS-15-7-1-09
Miller, R., & Lammas, N. (2011). Social Media and its Implications for Viral Marketing. Asia Pacific Public Relations Journal, 11, 1–9.
Mir, I. A. (2012). Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective. The Romanian Economic Journal, 17(September 2012), 265–288.
Nusairat, N. M., Akhorshaideh, A. H. O., Rashid, T., Sahadev, S., & Rembielak, G. (2017). Social Cues-Customer Behavior Relationship: The Mediating Role of Emotions and Cognition. International Journal of Marketing Studies, 9(1), 1–17. https://doi.org/10.5539/ijms.v9n1p1
Okazaki, S., & Taylor, C. R. (2013). Social Media and International Advertising: Theoretical Challenges and Future Directions. International Marketing Review, 30(1), 56–71. https://doi.org/10.1108/02651331311298573
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Prashar, S., Sai Vijay, T., & Parsad, C. (2017). Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework. The Journal of Decision Makers, 42(1), 1–18. https://doi.org/10.1177/0256090916686681
Shaouf, A. B., & Lu, K. (2016). Understanding and Predicting Online Purchase Intention: Development of a Model for Cognitive Affective Shopper Responses. 34th IASTEM International Conference, (October), 11–13.
SKMM. (2017). Internet Users Survey 2017.
Ting, H., Wong, W. P. M., Run, E. C. De, & Lau, S. Y. C. (2015). Beliefs about the Use of Instagram: An Exploratory Study. International Journal of Business and Innovation, 2(2), 15–31.
Topaloğlu, C. (2012). Consumer Motivation and Concern Factors for online Shopping in Yurkey. Asian Academy of Management Journal, 17(2), 1–19.
Vainikka, B. (2015). Psychological Factors Influencing Consumer Behaviour. Business Management. Centria University of Applied Sciences. https://doi.org/http ://dx.doi.org/10.5585/iji.v5i2.154
Yoo, B., & Naveen, D. (2001). Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–47. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi= 10.1.1.335.5127&rep=rep1&type=pdf
Ajzen, I. (1991). The Theory of Planned Behavior. In Organizational Behavior and Human Processes (Vol. 50, pp. 179–211).
Aqsa, M., & Kartini, D. (2015). Impact Of Online Advertising On Consumer Attitudes And Interests Buy Online (Survey On Students Of Internet Users In Makassar). International Journal of Scientific & Technology Research, 4(4), 230–236. Retrieved from www.ijstr.org
Arnold, M. B. (1960). Emotion and Personality. New York: Colombia University Press.
Ben, A., & Amara, H. (2016). Atmospheric Components of a Commercial Website and the Behavioral Responses of the Cyber-Consumers : Case of an Online Store of Cultural Products. Amity JOurnal of Marketing, 1(1), 1–19.
BeritaHarian. (2017, July 14). Lapor Penipuan Jualan Dalam Talian - Jailani. Berita Harian. Retrieved from https://www.bharian.com.my/berita/kes/2017/07/302073/lapor-penipuan-jualan-dalam-talian-jailani
Bilal, G., Ahmed, M., & Shahzad, M. (2014). Role of Social Media and Social Networks in Consumer Decision Making: A Case of the Garment Sector. International Journal of Multidisciplinary Science and Engineering, 5(3), 1–9. Retrieved from http://www.ijmse.org/Volume5/Issue3/paper1.pdf
Celebi, S. I. (2015). How do Motives Affect Attitudes and Behaviors Toward Internet Advertising and Facebook Advertising ? Computers in Human Behavior, 51, 312–324. https://doi.org/10.1016/j.chb.2015.05.011
Claesson, A., & Ljunberg, N. T. L. (2018). Consumer Engagement on Instagram. Lund University.
Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors Influencing SMEs Adoption of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 119–126. https://doi.org/10.1016/j.sbspro.2014.07.025
Dehghani, M., & Tumer, M. (2015). A Research on Effectiveness of Facebook Advertising on Enhancing Purchase Intention of Consumers. Computers in Human Behavior, 49, 597–600. https://doi.org/10.1016/j.chb.2015.03.051
Duffett, R. G. (2015). Facebook Advertising’ s Influence on Intention-to-Purchase and Purchase Amongst Millennials. Internet Research, 25(4), 1066–2243. https://doi.org/10.1108/IntR-01-2014-0020
Eroglu, S. a., Machleit, K. a., & Davis, L. M. (2003). Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses. Psychology and Marketing, 20(February 2003), 139–150. https://doi.org/10.1002/mar.10064
Faryabi, M., Fesaghandis, K. S., & Saed, M. (2015). Brand Name, Sales Promotion and Consumers’ Online Purchase Intention for Cell-phone Brands. International Journal of Marketing Studies, 7(1), 167–180. https://doi.org/10.5539/ijms.v7n1p167
Geurin-Eagleman, A. N., & Burch, L. M. (2016). Communicating Via Photographs: A Gendered Analysis of Olympic Athletes’ Visual Self-presentation on Instagram. Sport Management Review, 19(2). https://doi.org/10.1016/j.smr.2015.03.002
Göbel, F., Meyer, A., Ramaseshan, B., & Bartsch, S. (2017). Consumer Responses to Covert Advertising in Social Media. Marketing Intelligence & Planning, 35(5), 578–593. https://doi.org/10.1108/MIP-11-2016-0212
Graa, A., & Dani-Elkebir, M. (2012). Application of stimulus & response model to impulse buying behavior of Algerian consumers. Serbian Journal of Management, 7(1), 53–64. https://doi.org/10.5937/sjm1201053G
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic Use of Social Media for Small Business Based on the AIDA Model. Procedia - Social and Behavioral Sciences, 172, 262–269. https://doi.org/10.1016/j.sbspro.2015.01.363
Herrero, A., Martín, S. H., & Salmones, M. G. L. (2017). Explaining the Adoption of Social Networks Sites for Sharing User-Generated Content: A Revision of the UTAUT2. Computers in Human Behavior, 71, 209–217. https://doi.org/10.1016/j.chb.2017.02.007
Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What We Instagram: A First Analysis of Instagram Photo Content and User Types. Association for Advancement of Artificial Intelligence.
Kamarudin, F. (2018, April 11). Simpan Semua Bukti Pembelian Dalam Talian. BH Online. Retrieved from https://www.bharian.com.my/berita/nasional/2018/04/410761/simpan-semua-bukti-pembelian-dalam-talian
Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kotler, P. T., & Armstrong, G. (2012). Principles of Marketing (14th Editi). England: Prentice Hall.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it Affect the Brand Attitude and Purchase Intention of Brands ? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Lee, E.-B., Lee, S.-G., & Yang, C.-G. (2017). The Influences of Advertisement Attitude and Brand Attitude on Purchase Intention of Smartphone Advertising. Industrial Management & Data Systems, 117(6), 1011–1036. https://doi.org/10.1108/IMDS-06-2016-0229
Legris, P., Ingham, J., & Collerette, P. (2003). Why Do People Use Information Technology? A Critical Review of the Technology Acceptance Model. Information & Management, 40, 191–204.
Li, H., Luo, X., Zhang, J., & Xu, H. (2017). Resolving the Privacy Paradox: Toward a Cognitive Appraisal and Emotion Approach to Online Privacy Behaviors. Information and Management. https://doi.org/10.1016/j.im.2017.02.005
Lim, S. H., & Yazdanifard, R. (Dr. . (2014). How Instagram Can Be Used as a Tool in Social Network Marketing.
Ma, T. (Jennifer), & Atkin, D. (2017). User Generated Content and Credibility Evaluation of Online Health Information: A Meta Analytic Study. Telematics and Informatics, 34(5), 472–486. https://doi.org/10.1016/j.tele.2016.09.009
Mahapatra, S., & Mishra, A. (2017). Acceptance and Forwarding of Electronic Word of Mouth. Marketing Intelligence & Planning, 35(5), 594–610. https://doi.org/10.1108/MIP-01-2017-0007
Marakarkandy, B., Yajnik, N., & Dasgupta, C. (2017). Enabling Internet Banking Adoption. An Empirical Examination with an Augmented Technology Acceptance Model (TAM). Journal of Enterprise Inforamtion Management, 30(2), 263–294. https://doi.org/10.1108/JEIM-10-2015-0094
Meslat, N. (2018). Impact of Social Media on Customers’ Purchase Decision - Case: Chocolaterie Thibaut, France. Turku University of Applied Sciences. https://doi.org/10.13165/SMS-15-7-1-09
Miller, R., & Lammas, N. (2011). Social Media and its Implications for Viral Marketing. Asia Pacific Public Relations Journal, 11, 1–9.
Mir, I. A. (2012). Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective. The Romanian Economic Journal, 17(September 2012), 265–288.
Nusairat, N. M., Akhorshaideh, A. H. O., Rashid, T., Sahadev, S., & Rembielak, G. (2017). Social Cues-Customer Behavior Relationship: The Mediating Role of Emotions and Cognition. International Journal of Marketing Studies, 9(1), 1–17. https://doi.org/10.5539/ijms.v9n1p1
Okazaki, S., & Taylor, C. R. (2013). Social Media and International Advertising: Theoretical Challenges and Future Directions. International Marketing Review, 30(1), 56–71. https://doi.org/10.1108/02651331311298573
Olapic. (2016). Consumer Trust: Keeping it Real. Olapic. Retrieved from visualcommerce.olapic.com/rs/358-ZXR-813/images/wp-consumer-trust-survey-global-FINAL.pdf
Prashar, S., Sai Vijay, T., & Parsad, C. (2017). Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework. The Journal of Decision Makers, 42(1), 1–18. https://doi.org/10.1177/0256090916686681
Shaouf, A. B., & Lu, K. (2016). Understanding and Predicting Online Purchase Intention: Development of a Model for Cognitive Affective Shopper Responses. 34th IASTEM International Conference, (October), 11–13.
SKMM. (2017). Internet Users Survey 2017.
Ting, H., Wong, W. P. M., Run, E. C. De, & Lau, S. Y. C. (2015). Beliefs about the Use of Instagram: An Exploratory Study. International Journal of Business and Innovation, 2(2), 15–31.
Topaloğlu, C. (2012). Consumer Motivation and Concern Factors for online Shopping in Yurkey. Asian Academy of Management Journal, 17(2), 1–19.
Vainikka, B. (2015). Psychological Factors Influencing Consumer Behaviour. Business Management. Centria University of Applied Sciences. https://doi.org/http ://dx.doi.org/10.5585/iji.v5i2.154
Yoo, B., & Naveen, D. (2001). Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–47. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi= 10.1.1.335.5127&rep=rep1&type=pdf
Published
2019-12-30
How to Cite
BAHTAR, Azlin Zanariah; MUDA, Mazzini; ABD. RAZAK, Noraznira.
“SALAM, HI SIS.. PM PRICE PLEASE”. PURCHASE INTENTION AND POSITIVE USER-GENERATED CONTENT SPREAD ON INSTAGRAM.
Asian Journal of Behavioural Sciences, [S.l.], v. 1, n. 2, p. 28-35, dec. 2019.
ISSN 2710-5865.
Available at: <https://myjms.mohe.gov.my/index.php/ajbs/article/view/7576>. Date accessed: 13 sep. 2024.
Section
Articles
