The Effect of Instagram on Customer Relationship, Customer Equity, and Purchase Intention Towards Luxury Fashion Brands

Natiqa, Dewidya; Kusumawati, Nurrani; Aprilianty, Fitri

doi:10.4108/eai.27-7-2021.2316834

Cited by 3 publications

(3 citation statements)

References 7 publications

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“…Composite Reliability and Cronbach's Alpha interpretations are declared reliable if the values of the two components are ≥ 0.7. According to Utomo (2022), the greater the diversity in the variables contained in the latent construct, the greater the representation of the latent construct [43].…”

Section: Composite Reliability Testingmentioning

confidence: 99%

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The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

Wibowo

Hartono

2023

JEMT

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Aims: The purpose of this study was to analyze the factors that influence SMMA such as Entertainment, Interactivity, Trendy, Customization, and E-WoM on Relationship Equity and Customer Loyalty on the @somethincofficial Instagram account. Study Design: This study employs a quantitative approach. Place and Duration of Study: This study was conducted in Indonesia between January and February 2023. Methodology: The methodology used in this study uses a quantitative approach with a purposive sampling technique. The criteria for respondents in this study were active users of Instagram social media aged 21 years and over and who had previously purchased Somethinc products. The number of respondents taken in this study was 262 respondents. Data processing uses the PLS-SEM method. The variables used in this research are Entertainment, Interactivity, Trendy, Customization, E-WoM, Relationship Equity, and Customer Loyalty. Results: The results of this study indicate that entertainment has no positive effect on relationship equity. Interactivity has a positive effect on Relationship Equity. Trendy has a positive effect on Relationship Equity. Customization has no positive effect on Relationship Equity. E-WoM has a positive effect on Relationship Equity. While Relationship Equity has a positive effect on Customer Loyalty. The results of this research are expected to help related companies in developing strong relationships with customers based on the brand's social media activity.

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Section: Composite Reliability Testingmentioning

confidence: 99%

“…So it can be concluded that all variables are declared reliable so that they can proceed to the next step. have a positive influence on increasing customer relationship equity in luxury clothing brands [43].…”

Section: Based On Table 2 Cronbach's Alpha Andmentioning

confidence: 99%

The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

Wibowo

Hartono

2023

JEMT

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“…Social media marketing has proven to affect customer engagement and brand loyalty (Utami & Saputri, 2020). The use of social media has a positive influence on customer relationships and equity, which in turn creates purchase intention (Natiqa, Kusumawati, & Aprilianty, 2022).…”

mentioning

confidence: 99%

Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Kussusanti,

Gunawan

2024

JEP

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Several companies aim to enhance digital marketing communication processes to achieve desired outcomes. Strategies include brand personification, embodying a human persona for the brand, and fostering social presence, perceived through communication activities. The characteristics of the message also play a significant role. However, research on the role of brand personification, social presence, and message characteristics on Instagram remains scarce. This study investigates their influence on positive e-word-of-mouth intention within Indonesia's telecommunication service provider industry. A quantitative research method is employed, using Structural Equation Modeling (SEM) with the Lisrel program for data analysis from 254 respondents, findings indicate significant effects. Brand personification, social presence, and message characteristics positively impact e-word-of-mouth intention, with respective influences of 0.17, 0.27, and 0.40. The study suggests telecommunication companies leverage these factors to cultivate positive e-word-of-mouth intention among customers, aiding in digital marketing effectiveness.

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Exploring the influence of instagram use on materialism and situational intrinsic learning motivation: An online experimental study

Otto,

Thies

2024

Educ Inf Technol

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In recent years, social media such as YouTube, TikTok, and Instagram have become an essential part of the everyday lives of children and young adults. Integrating elements of these social media into higher education may have the potential to enhance situational intrinsic learning motivation through the emotional design and proximity to students' lives, but this also poses the risk of fostering a situational materialistic focus due to the ubiquitous materialistic content on especially Instagram, undermining situational intrinsic learning motivation. In the present study, we examined if the primary use of Instagram is associated with higher materialism and how exposure to Instagram-framed pictures influences situational intrinsic learning motivation. The current study conducted an online experiment. Participants (N = 148) were randomly assigned to one of three groups after they rated items about general and problematic social media use and materialism. In the first two groups, participants were asked to rate the pleasantness of luxury or nature Instagram-framed pictures. A third group received no pictures. Afterwards, the situational intrinsic learning motivation was assessed through a mock working task. The findings prove that people who (primarily) use Instagram tend to be more materialistic than people who (primarily) use another social medium and that exposure to Instagram-framed pictures neither positively nor negatively influenced situational intrinsic learning motivation but moderated the relationship between problematic social media use and situational intrinsic learning motivation. Limitations, implications, and future directions for social media use inhigher education are discussed.

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The Effect of Instagram on Customer Relationship, Customer Equity, and Purchase Intention Towards Luxury Fashion Brands

Cited by 3 publications

References 7 publications

The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics

Exploring the influence of instagram use on materialism and situational intrinsic learning motivation: An online experimental study

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