Viral Marketing for Cultural Product: The Role of Emotion and Cultural Awareness to Influence Purchasing Intention

Satrio, Danang; Priyanto, Sony Heru; Nugraha, Albert Kriestian Novi Adhi

doi:10.14254/1800-5845/2020.16-2.6

Cited by 11 publications

(10 citation statements)

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“…In recent years, online shopping has grown rapidly in the retail market, causing people to use different digital platforms to purchase their products [1]. However, in early 2020, governments around the world ordered citizens to stay home to limit the spread of the deadly coronavirus .…”

Section: Introductionmentioning

confidence: 99%

Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths

et al. 2023

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COVID-19 caused a major shift in consumer behavior online at companies that focused on offering products to a traditional and more diverse (LGBTTTQI+) market. For this reason, an online survey was carried out through the digital platforms Facebook and LinkedIn in the last months of the pandemic (COVID-19) to determine how interpersonal influences and electronic word of mouth (eWOM) affect the intention to buy back online products and services, even after the pandemic. Data was collected from 384 consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), confirming that both interpersonal influences and electronic word of mouth explain repurchase intention, and that electronic word of mouth had the greatest influence. Theoretical and practical implications include insights for social media marketers, and evidence of a dramatic shift in the use of technology by consumers from COVID-19 to new market segments. The findings showed that the behavior of consumers on these two social platforms was inclined to more diverse user; 50% of the users who responded to the survey were oriented to a more socio-diverse community.

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Section: Introductionmentioning

confidence: 99%

Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths

et al. 2023

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“…Cultural products are not limited to amusement as they involve performing or acting and are constantly present (Hall, 1992). As producers try to increase communication (Gevorgyan and Manucharova, 2015), consumers accordingly perceive a culture's identity in their consumption (Satrio et al, 2020) consumption's cultivation effect also influences viewers' worldview (Gerbner et al, 2002). With the aspects of new media (e.g., video on demand), Steiner and Xu (2018) stated that cultural integration is a motivation for continued viewing (binge watching) habits.…”

Section: Cultural Awareness and Cultural Acceptancementioning

confidence: 99%

“…Cultural products are not limited to amusement as they involve performing or acting and are constantly present ( Hall, 1992 ). As producers try to increase communication ( Gevorgyan and Manucharova, 2015 ), consumers accordingly perceive a culture’s identity in their consumption ( Satrio et al, 2020 ). Media consumption’s cultivation effect also influences viewers’ worldview ( Gerbner et al, 2002 ).…”

Section: Research Model Developmentmentioning

confidence: 99%

The impact of TV series consumption on cultural knowledge: An empirical study based on gratification–cultivation theory

2022

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This study aims to clarify the media-induced trends of cross-cultural transmission and examine the implicit promotional potential for cultural branding. The gratification and cultivation theories are used to explore the promotional media prospect in forming perceptions of foreign cultures’ traditions, habits, norms, and values to contribute to international communication. We analyzed the theoretical applicability in the case of China–Thailand contemporary media culture. A total of 856 Chinese series watchers were surveyed. Structural equation modeling was used to analyze the path effect of consumption of Chinese TV series on other endogenous variables. Results showed that cross-cultural media product consumption strengthens bilateral relations. Moreover, the acceptance and appropriation during engagement with media characters and producers lead to favorable attitudes toward the target culture. Results confirm the positive mutual association between the gratification and cultivation theories and their applicability in the current context. This study offers an important contribution through its finding that the need for gratification significantly and positively impacts consumption and cross-cultural learning and raises cross-cultural awareness, thereby leading to sustainable practices.

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“…In this case, Jahangir and Begum (2008) argued that the perception of usefulness is defined as how individuals interpret the usefulness or benefits of system usage. Wang et al (2003) and Satrio, Priyanto, and Nugraha (2020) found that the perception of the usefulness of innovative technologies has a significant positive effect on behavioral interest. Sun and Zhang (2006) and Gardner and Amoroso (2004) also confirmed that the use of technology is the most important factor in influencing user acceptance.…”

Section: Hypothesis 2 (H2): Effect Of the Government's Role On Perceived Technologymentioning

confidence: 99%

Farmer Cards: Model, Database, Accuracy, and Improvement in Goverment Quality Service

Harun

Priyanto

Suharti

2021

5005

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This study aims to test the model adoption of farmer card innovation by farmers. Data were collected through the use of the survey technique. The respondents were obtained through cluster sampling from six districts that included the greatest numbers of farmer card users in central Java. Data analysis was done through the SEM technique. As a result, from the five variables included, reconstruction and merging of the independent variables were then carried out so that three important antecedent variables appeared regarding influencing the adoption of farmer cards, namely leadership, facility conditions, and the role of government mediated by perceptions of card technology. The application of farmer cards produced such a farmer database, accuracy improvement, and government service to farmers. Future research needs to be directed toward carrying out development research related to increasing the capacity of information technology regarding farmer cards; hence it will bring better welfare to farmers. No previous research has explained how small farmers adopt information technology provided by the government. Many events have transpired, but these dynamics have not been revealed in previous research. This research resulted in an adoption model that enriches the previous Rogers’ innovation adoption theory, especially how leadership factors play an important role in the adoption of information technology innovations

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Viral Marketing for Cultural Product: The Role of Emotion and Cultural Awareness to Influence Purchasing Intention

Cited by 11 publications

References 0 publications

Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths

Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths

The impact of TV series consumption on cultural knowledge: An empirical study based on gratification–cultivation theory

Farmer Cards: Model, Database, Accuracy, and Improvement in Goverment Quality Service

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