Social Media Interactions and Offline Purchasing Decisions: Differences Between Products and Services

Lousada, Maria Letícia Ribeiro; Souza, Paula Braz de Matos e; Mesquita, José Marcos Carvalho de

doi:10.1007/978-3-030-89883-0_44

Cited by 2 publications

(2 citation statements)

References 34 publications

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“…Endorsements made by digital influencers are more effective than those made by traditional celebrities (Janssen et al , 2022). This aspect has encouraged organizations to invest in endorsement through them to influence purchase intention and decisions of consumer (Choi and Lewis, 2017; Gani et al , 2022; Lee et al , 2022; Lousada et al , 2022; Oentoro, 2021).…”

Section: Theoretical Framework and Development Of Premisesmentioning

confidence: 99%

Endorsement on Instagram and cultural dimensions: an analysis of digital influencers

Silva

Farias²,

Silva³

2023

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Purpose The purpose of this study is to understand the individualism/collectivism and masculine/feminine cultural aspects presented in the endorsement content made and shared by digital influencers on Instagram. Design/methodology/approach The authors conducted a cross-cultural qualitative study, collecting endorsement posts published by six fitness mega-influencers from Brazil and the USA. A total of 147 posts were assessed through the semiotic analysis of still images. Findings The authors identified that, in collectivist and feminine cultures, endorsements focus on the emotional competence of the digital influencer and the content aims at interaction, whereas in individualistic and masculine cultures, the posts highlight the informational competence of the influencer and the content focuses on the endorser's self-promotion. Research limitations/implications This study examined only two of the Hofstede's six cultural dimensions, limiting its scope. However, this study established a model that shows that the appeal of content posted by the influencer depends on individualism–collectivism dimension and the post symbolism is a result of the masculinity–femininity dimension. This study also identified the spectrum of appeal in messages and the role of advertising in building the influencer's narrative. Practical implications The authors identified cultural traits as an important criterion of congruence when choosing a brand endorser and as an element that impacts the marketing communication strategy in a social media environment. Therefore, this study suggests that organizations consider the influencer's culture as a criterion for choosing endorsers, which will guide the digital content strategy suited to the campaign's target audience. Social implications This study emphasizes the illusory effectiveness of the internet in the search for convergence, establishing that the digital environment still requires socialization that brings feelings of cultural engagement, especially through new social actors arising from virtual media. Still on the social side, this study suggests the reflection of the economic characteristics of a country together with its cultural dimensions. Originality/value This study fills a research gap from previous studies that provide empirical evidence on the impacts of cultural differences on social media behaviors. This research adds the impact of the influencer in this virtual environment to restructure the communication and information model, mold it according to the culture, acting as indicators of social transformation resulting from technological advances. This research still innovates by proposing a new methodological approach for semiotic analysis in digital media.

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Section: Theoretical Framework and Development Of Premisesmentioning

confidence: 99%

Endorsement on Instagram and cultural dimensions: an analysis of digital influencers

Silva

Farias²,

Silva³

2023

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show abstract

“…Website media sosial merupakan platform yang tepat untuk electronic word of mouth, tidak hanya obrolan antar konsumen, website juga membolehkan para pemimpin opini, orang bisa memberikan pendapat mereka lewat fitur comment, video, gambar, bahkan aplikasi sehingga konten yang diperkaya dengan cara visual menciptakan electronic word of mouth lebih menyenangkan dan menarik, website media sosial memfasilitasi penyebaran informasi elec-tronic word of mouth di antara sejumlah besar orang (Hutzinger & Weitzl, 2021) dan konsumen bisa memberi pandangan mereka dengan hanya meneruskan postingan yang mereka setujui (Huang et al, 2019). Dengan alasan ini, konsumen terus menggunakan media sosial untuk memperoleh informasi tentang merek (Lousada et al, 2022) Electronic word of mouth menggambarkan statement yang bersumber pada penga laman negatif, netral, atau positif yang diinformasikan oleh calon konsumen, konsumen saat ini, ataupun mantan konsumen tentang layanan, produk, merek, ataupun perusahaan, yang ada untuk orang-orang serta institusi melalui jejaring sosial, website, umpan berita, direct message dan lainnya (Fu et al, 2020). Pesan electronic word of mouth adalah media bernilai untuk konsumen guna memperoleh informasi yang dapat memengaruhi perilaku manusia (Nam et al, 2020);, secara signifikan memengaruhi cara konsumen dalam membuat keputusan pembelian Lee et al, 2019).…”

Section: Pendahuluanunclassified

Strategi Promosi melalui Media Sosial dan Electronic Word of Mouth untuk Komunikasi Konsumen

Alghifari

Hurriyati

Dirgantari

et al. 2022

JKBM

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This study discusses issues related to purchasing decisions. The research focused on the social networking community on social media facebook with a sampling technique using non-probability sampling. The method used in this research is Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis with Smart-PLS version 3.3.5 software support. The results of the study conclude that promotional strategies through social media have a positive influence on purchasing decisions. Promotional strategies through social media have a positive influence on electronic word of mouth. Electronic word of mouth has a positive influence on purchasing decisions. Electronic word of mouth mediates the effect of promotional strategies through social media on purchasing decisions. The practical implication of this research is that companies in the organic agricultural sector, especially organic rice products, are recommended to carry out promotional strategies through social media because this strategy is one of the most effective and appropriate tools in marketing, so that electronic word-of-mouth marketing will be formed, which ultimately has an impact on purchasing decisions.

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Social Media Interactions and Offline Purchasing Decisions: Differences Between Products and Services

Cited by 2 publications

References 34 publications

Endorsement on Instagram and cultural dimensions: an analysis of digital influencers

Endorsement on Instagram and cultural dimensions: an analysis of digital influencers

Strategi Promosi melalui Media Sosial dan Electronic Word of Mouth untuk Komunikasi Konsumen

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