Linking organizational members' social-related use of enterprise social media (ESM) to their fashion behaviors: the social learning and stimulus-organism-response theories

Abstract

PurposeThis study through the lens of social learning theory and using the stimulus-organism-response (S-O-R) framework aims to show that employees' social-related use of enterprise social media (ESM) can positively affect their intentions to purchase the fashion products used by their coworkers by mediating role of their perceptions toward their coworkers' credibility in fashion (i.e. physical attractiveness, reliability in communications and experience in fashion).Design/methodology/approachTo evaluate the validity of the measurement and structural models, 361 employees who were able to take advantage of ESM with social-related motivations were surveyed within seven Iranian organizations. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM).FindingsThe results of the study confirmed that employees' social-related use of ESM positively affects their perceptions toward their coworkers' credibility in three dimensions of physical attractiveness, reliability in communication (trustworthiness) and fashion experience (expertise). Employees' perceptions toward their coworkers' credibility in three dimensions of physical attractiveness, reliability in communications and fashion experience positively affect their intentions to purchase the fashion products used by their coworkers.Practical implicationsThis study shows that ESM technology can shape a trusted online community of practice in which employees can share the same interests and learn about different types of [fashion] products and services from each other. Thus, ESM can be considered an online instrument for marketing purposes with which organizations can obtain revenue from other organizations by letting them advertise their products on ESM.Originality/valueThe main theoretical implication of this study is to extend the use of two advanced theories in the workplace, especially regarding employees' social-related use of ESM. In fact, this study through the lens of social learning theory and based on the S-O-R model shows that employees' social-related use of ESM can be considered as a stimulus in the workplace, influencing employees' perceptions toward different objects (e.g. their coworkers' credibility), and resulting in several changes in their behaviors. This is among a few studies addressing marketing outcomes of ESM in the employees' communities.

Pelatihan Dan Pendampingan Pembuatan Promosi Media Sosial Bagi Usaha Kerajinan Tenun Ikat Tradisional Di Desa Semarapura Tengah Kabupaten Klungkung

“…Bukti dari hasil penelitian yang ada menunjukkan hasil bahwa promosi digital salah satunya dengan promosi media sosial memang mampu untuk meningkatkan omset penjualan (Yasa et al, 2020a;Yasa et al, 2020b;Anggraini et al, 2022;Muna et al, 2022); demikian juga khususnya penggunaan salah satu promosi digital yaitu promosi media sosial memang berdampak pada peningkatan jangkauan pasar dan peningkatan omset penjualan (Eid et al, 2020;Mahmoud et al, 2020;Yasa et al, 2021). Dengan adopsi menggunakan promosi media sosial maka kemampuan promosi dari usaha tersebut bisa meningkat karena media yang digunakan semakin banyak, bervariasi, terkini, dan sesuai dengan perilaku konsumen di era digital (Olfat et al, 2021;Pratiwi dan Yasa, 2019;Cahyani dan Yasa, 2021;Suartina et al, 2022;Pratama dan Yasa, 2023).…”

Penambahan Variabel Tingkat Kecerdasan dari Chatbot untuk Mempengaruhi Kepercayaan Pengguna dalam Aplikasi Telekonsultasi Kesehatan

“…Pada penelitian ini penulis menggunakan teori Stimulus-Organism-Response (SOR), SOR suatu teori yang dapat digunakan untuk mengetahui bahwa penggunaan sosial media sebagai salah satu media promosi secara positif mempengaruhi niat konsumen untuk membeli produk (Olfat et al, 2022). Berdasarkan teori Stimulus-Organism-Response (SOR) dalam penerapan penggunaan Artificial Intelligence (AI) hal yang perlu dipertimbangkan adalah kecerdasan dan antropomorfisme (Lee dan Chen, 2022).…”