MEDIA RICHNESS ON INSTAGRAM INFLUENCES TOWARDS CONSUMER PURCHASE INTENTION: EXPLORING THE MODERATING EFFECT OF BRAND EQUITY
DOI:
https://doi.org/10.31933/dijemss.v1i6.556Keywords:
Social Media, Instagram, Purchase Intention, Media Richness Theory, Brand EquityAbstract
Social media has become a widely-adopted technology since it being introduced to the world, affecting businesses in myriad ways. Majority of companies nowadays started to invest on social media marketing in regards to the ability of this marketing initiative lead to better profitability. However, only few studies have looked at the empirical link between media richness from social media i.e. Instagram and purchase intention among consumers. This paper discusses the influences of media richness on Instagram towards consumers’ intention to purchase mediated by brand equity. This study was conducted utilising survey research method, aiming to create better understanding of consumer intention to purchase as being influenced by social media richness. A total of 537 undergraduate students in Kuala Lumpur, Malaysia age 19 to 24 years old took part in this study as respondents. The respondents are exposed to Instagram postings on similar products for sale. Partial least square structural equation modelling (PLS-SEM) applied to fit the data in the hypothesised model. The outcome of study is useful to both researchers and business practitioners to understand the importance of social media richness specifically utilising Instagram as business platform. Future study should consider on discovering different perspective of media richness involving other types of social media.
References
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Ko, E., Kim, K.H., and Zhang, H. (2008). A Cross Cultural Study of Antecedents of Purchase Intention for Sports Shoes in Korea and China. Journal of Global Academy of Marketing Science, 18(1), 157-177
Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian consumers’ purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521–527.
Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The Resource-Based View And
Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage. Journal of Management, 27(6), 777–802
Teo, L., Leng, H. and Phua, Y. (2019), "Marketing on Instagram". International Journal of Sports Marketing and Sponsorship, Vol. 20 No. 2, pp. 321-332
Tseng, F.C., Cheng, T.C.E., Li, K., & Teng, C.I (2016) How Does Media Richness Contribute to Customer Loyalty, Procedia – Social and Behavioural Sciences, 213, pp 88-99
Valentini, C., Romenti, S., Murtareli, G., & Pizetti, M., (2018) Digital Visual Engagement: Influencing Purchase Intentions On Instagram. Journal of Communication Management, Vol 22, No. 4, pp 362-381
“What is Instagram?” 2019. Instagram. Accessed September 18, 2019 from https://help.instagram.com/424737657584573
Yan Yang, Xiaoming Liu & Jun Li (2015). How Customer Experience Affects the Customer-Based Brand Equity for Tourism Destinations, Journal of Travel & Tourism Marketing, 32(1), 97-113.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
Aydogan, S., Aktan, M., Universitesi, M., & Aysuna, C., (2016) Web Advertising Value and Students’ Attitude Towards Web Advertising, European Journal of Business and Management, Vol 8(9)
Ayuningtyas, F., Prihatiningsih, W., & Laura, R. (2018). The Pattern of Online Purchase Behavior by Millennial Family. Malaysian Journal of Social Sciences and Humanities (MJSSH), 3(5), 10 - 16.
Brunell, E., (2009) Introducing Media Richness into Integrated Model of Consumers’ Intentions to Use Online Stores in Their Purchase Process, Journal of Internet Commerce, 8, pp 222-245
Christodoulides, G., & De Chernatony, L. (2010). Consumer-based Brand Equity Conceptualization and Measurement – A literature review. International Journal of Market Research, 52(1), 43–66.
Cohen, J. (1988). Statistical Power Analysis for the Behavioural Science (2nd Ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
Cousaris, C.K., Osch, W.V., & Balogh, B.A., (2016) Do Facebook Like Lead to Share or Sales? Exploring The Empirical Links Between Social Media Content, Brand Equity, Purchase Intention, and Engagement, 49th Hawaii International Conference on System Science, pp 3456 – 3555
Clarke, Todd (2019). 22+ Instagram Stats That Marketers Can’t Ignore This Year. Accessed
September 21, 2019 from https://blog.hootsuite.com/instagram-statistics/
Daft, R. L., Lengel, R. H., & Trevino, L. K. (1987). Message Equivocality, Media Selection, and Manager Performance: Implications for Information Systems. MIS Quarterly, 11(3), 355e366
Davcik, N. S., Vinhas da Silva, R., & Hair, J. F. (2015). Towards A Unified Theory of Brand
Equity: Conceptualizations, Taxonomy and Avenues for Future Research. The Journal of Product and Brand Management, 24(1), 3–17
Dodds, W.D., Monroe, K.B., & Grewal, D., (1991) Effect of Price, Brand, and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, pp. 307-319
Forbes (2017). Building Brand Equity. Accessed September 21, 2019 from https://www.forbes.com/sites/propointgraphics/2017/07/08/building-brand-equity/#75258db56e8f
Francis, Tracy & Hoefel, Fernanda (2018). ‘True Gen’: Generation Z and Its Implications For
Companies. Accessed September 22, 2019 from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Green, Dennis (2019). Business Insider. The Most Popular Social Media Platforms with Gen-
Z. Accessed August 17, 2019 from https://www.businessinsider.my/gen-z-loves-snapchat-instagram-and-youtube-social-media-2019-6/
Hair, J.F., Hult, G.M., Ringle, C.M., and Sarstedlt, M. (2017). A Primer on Partial Least Squares Structural Modelling (PLS-SEM). USA: Sage Publication, Inc.
Henseler, J., & Chin, W. W. (2010). A Comparison of Approaches for the Analysis of Interaction Effects between Latent Variables using Partial Least Squares Path Modelling. Structural Equation Modelling, 17(1), 82-109
Hooley, G. J., Greenley, G. E., Cadogan, J. W., & Fahy, J. (2005). The Performance Impact
of Marketing Resources. Journal of Business Research, 58(1), 18–27
Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Keller, K. (2003). Understanding brands, branding and brand equity. Journal of Direct, Data and Digital Marketing Practice, 5, 7–20.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759.
Kim, A.J. and Ko, E. (2010). The Impact of Design Characteristics On Brand Attitude And
Purchase Intention: Focus On Luxury Fashion Brands. Journal of the Korean Society of Clothing and Textiles, 34(2), 252-265.
Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65, 1480–1486.
Ko, E., Kim, K.H., and Zhang, H. (2008). A Cross Cultural Study of Antecedents of Purchase Intention for Sports Shoes in Korea and China. Journal of Global Academy of Marketing Science, 18(1), 157-177
Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian consumers’ purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521–527.
Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The Resource-Based View And
Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage. Journal of Management, 27(6), 777–802
Teo, L., Leng, H. and Phua, Y. (2019), "Marketing on Instagram". International Journal of Sports Marketing and Sponsorship, Vol. 20 No. 2, pp. 321-332
Tseng, F.C., Cheng, T.C.E., Li, K., & Teng, C.I (2016) How Does Media Richness Contribute to Customer Loyalty, Procedia – Social and Behavioural Sciences, 213, pp 88-99
Valentini, C., Romenti, S., Murtareli, G., & Pizetti, M., (2018) Digital Visual Engagement: Influencing Purchase Intentions On Instagram. Journal of Communication Management, Vol 22, No. 4, pp 362-381
“What is Instagram?” 2019. Instagram. Accessed September 18, 2019 from https://help.instagram.com/424737657584573
Yan Yang, Xiaoming Liu & Jun Li (2015). How Customer Experience Affects the Customer-Based Brand Equity for Tourism Destinations, Journal of Travel & Tourism Marketing, 32(1), 97-113.
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Published
2020-10-11
How to Cite
Hasim, M. A., Fikri Ishak, M., Abdul Halim, N. N. ., Hj Ahmad, A. ., & Suyatna, P. N. . (2020). MEDIA RICHNESS ON INSTAGRAM INFLUENCES TOWARDS CONSUMER PURCHASE INTENTION: EXPLORING THE MODERATING EFFECT OF BRAND EQUITY. Dinasti International Journal of Education Management And Social Science, 1(6), 1001–1011. https://doi.org/10.31933/dijemss.v1i6.556
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