Determinants of Buying Interest in Recommended Brands
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Published:
Aug 3, 2022
Keywords:
Determinants, Influencers, Brand, Social Media, Buying interest
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Computer Science
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Abstract
The development of technology makes marketing activities more effortless, and buying interest is based on the ability of influencers to recommend a product. This study aims to determine the determinants of customer buying interest in brands recommended by influencers digitally through electronic word of mouth (eWOM). Quantitative research design with a descriptive approach The research was conducted by distributing online questionnaires to millennial and generation Z people who had made transactions online on e-commerce or social media and followed influencers of products purchased with a total sample of up to 300 people. Purposive sampling was used to collect the data, which was then statistically analyzed using AMOS. The results obtained the age dominance of respondents ranging from 18–24 years (97.7%) and female (99.3%). The results of hypothesis confirmation show the influence of digital influencers in recommending brands through electronic word of mouth (eWOM) on the interest in buying the recommended brand. All variables have a significant positive effect on the determinant of buying interest: perceived influence on brand engagement (p=0.000), perceived influence on brand value (p=0.000), brand engagement on brand value (p=0.000), perceived influence on buying interest (p=0.004), brand engagement on buying interest (p=0.000), and brand value on buying interest (p=0.020).
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Eman, M. (2022) “Determinants of Buying Interest in Recommended Brands”, Jurnal Mantik, 6(2), pp. 2084-2090. doi: 10.35335/mantik.v6i2.2648.
References
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[30] S. Sahir, M. Fahlevi, K. Kasbuntoro, and S. Sutia, “Effect of halal food management system certification on buying interest of Indonesian consumer goods,” Uncertain Supply Chain Manag, vol. 9, no. 3, pp. 731–738, 2021.
[31] I. K. Rachmawati, M. Bukhori, F. Nuryanti, S. P. FE, and S. Hidayatullah, “Collaboration Technology Acceptance Model, subjective norms and personal innovations on buying interest online,” Int J Innov Sci Res Technol, vol. 5, no. 11, 2020.
[32] T. Samarah, P. Bayram, H. Y. Aljuhmani, and H. Elrehail, “The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust,” J Res Interact Mark, 2021.
[33] R. Touni, W. G. Kim, K. Haldorai, and A. Rady, “Customer engagement and hotel booking intention: The mediating and moderating roles of customer-perceived value and brand reputation,” Int J Hosp Manag, vol. 104, p. 103246, 2022.
[34] G. Ronald and H. Semuel, “Effects of Profitability towards Enterprise Value with Corporate Social Responsibility Performance and Brand Value as Mediating Variables,” Petra Int J Bus Stud, vol. 5, no. 1, pp. 10–21, 2022.
[35] T. W. Gruen, T. Osmonbekov, and A. J. Czaplewski, “eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty,” J Bus Res, vol. 59, no. 4, pp. 449–456, 2006.
[36] S. Lee, “A study on different recognition of importance in enterprises’ social media activities based on comparison between consumers and enterprise: Focusing on commercial and relational characteristics of activity types,” Hankuk University of Foreign Studies, South Korea., 2017.
[37] J. Zhao, R. S. Butt, M. Murad, F. Mirza, and M. A. Saleh Al-Faryan, “Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality,” Front Psychol, vol. 12, p. 803348, Jan. 2022.
[38] B. Ibrahim and A. Aljarah, “The era of Instagram expansion: matching social media marketing activities and brand loyalty through customer relationship quality,” J Mark Commun, vol. 19, pp. 1–25, Sep. 2021, doi: 10.1080/13527266.2021.1984279.
[39] F. Magno, “The influence of cultural blogs on their readers’ cultural product choices,” Int J Inf Manage, vol. 37, no. 3, pp. 142–149, 2017.
[40] J. Cao, J. Li, Y. Wang, and M. Ai, “The Impact of Self-Efficacy and Perceived Value on Customer Engagement under Live Streaming Commerce Environment,” Secur Commun Networks, vol. 2022, pp. 1–13, Jan. 2022, doi: 10.1155/2022/2904447.
[41] M. Srivastava and S. Sivaramakrishnan, “Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis,” Mark Intell Plan, vol. 39, no. 5, pp. 702–727, 2021.
[42] I. R. Marques, B. Casais, and M. A. Camilleri, “The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram,” in Strategic Corporate Communication in the Digital Age, 1st ed., Emerald Publishing Limited, 2021, pp. 131–143.
[43] X. Han, S. Chen, and B. Chen, “From employee engagement to customer engagement: A multilevel dual-path model of engagement spillover effects in service ecosystems,” J Retail Consum Serv, vol. 64, p. 102815, 2022.
[44] C. France, B. Merrilees, and D. Miller, “An integrated model of customer-brand engagement: Drivers and consequences,” J Brand Manag, vol. 23, no. 2, pp. 119–136, 2016.
[45] K. Shamim and T. Islam, “Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying,” J Glob Sch Mark Sci, pp. 1–26, May 2022, doi: 10.1080/21639159.2022.2052342.
[46] A. Jansom and S. Pongsakornrungsilp, “How Instagram influencers affect the value perception of Thai millennial followers and purchasing intention of luxury fashion for sustainable marketing,” Sustainability, vol. 13, p. 8572, 2021.
[47] C. R. Guerra-Tamez and M.-L. Franco-García, “Influence of Flow Experience, Perceived Value and CSR in Craft Beer Consumer Loyalty: A Comparison between Mexico and The Netherlands,” Sustainability, vol. 14, p. 8202, 2022.
[48] T. B. H. Tran, Q. A. Nguyen, T. T. Le, Q. H. Nguyen, K. S. Nguyen, and H. H. Dinh, “Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors,” Int J E-bus Res, vol. 18, no. 1, pp. 1–26, 2022.
[49] S. Khan, A. Rashid, R. Rasheed, and N. A. Amirah, “Designing a knowledge-based system (KBS) to study consumer purchase intention: the impact of digital influencers in Pakistan,” Kybernetes, vol. 2022, p. 0497, Jan. 2022.
[2] X. Lin and X. Wang, “Towards a model of social commerce: improving the effectiveness of e-commerce through leveraging social media tools based on consumers’ dual roles,” Eur J Inf Syst, pp. 1–18, 2022.
[3] C. Lou and S. Yuan, “Influencer marketing: how message value and credibility affect consumer trust of branded content on social media,” J Interact Advert, vol. 19, no. 1, pp. 58–73, 2019.
[4] M. Ingrassia, C. Bellia, C. Giurdanella, P. Columba, and S. Chironi, “Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho. Re. Ca. Sector,” J Open Innov Technol Mark Complex, vol. 8, no. 1, p. 50, 2022.
[5] J. G. Andrade and P. Dias, “Brand communication on Instagram during the COVID-19 pandemic: the Portuguese context,” in World Conference on Information Systems and Technologies, 2022, pp. 599–608.
[6] P. H. Silaban, W.-K. Chen, T. S. Nababan, I. J. Eunike, and A. D. K. Silalahi, “How Travel Vlogs on YouTube Influence Consumer Behavior: A Use and Gratification Perspective and Customer Engagement,” Hum Behav Emerg Technol, pp. 1–16, Jun. 2022.
[7] M. Nelimarkka, T. Leinonen, E. Durall, and P. Dean, “Facebook is not a silver bullet for teachers’ professional development: Anatomy of an eight-year-old social-media community,” Comput Educ, vol. 173, p. 104269, 2021.
[8] A. A. Alalwan, Y. K. Dwivedi, N. P. Rana, and A. C. Simintiras, “Jordanian consumers’ adoption of telebanking: Influence of perceived usefulness, trust and self-efficacy,” Int J Bank Mark, vol. 34, no. 5, pp. 690–709, 2016.
[9] Y. K. Dwivedi, K. K. Kapoor, and H. Chen, “Social media marketing and advertising,” Mark Rev, vol. 15, no. 3, pp. 289–309, 2015.
[10] A. R. Ismail, “The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness,” Asia pacific J Mark Logist, vol. 29, no. 1, pp. 129–144, 2017.
[11] C. C. Childers, L. L. Lemon, and M. G. Hoy, “# Sponsored# Ad: Agency perspective on influencer marketing campaigns,” J Curr Issues Res Advert, vol. 40, no. 3, pp. 258–274, 2019.
[12] L. Y. Erdiyana, I. Muslichah, R. Mulia, and A. N. A. Setyaning, “Social Media Influencers’ Role on Brand Engagement, Value, and Consumers’ Intention to Buy Muslim Fashion,” JBTI J Bisnis Teor dan Implementasi, vol. 13, no. 1, pp. 62–77, 2022.
[13] I. Erkan and C. Evans, “The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption,” Comput Human Behav, vol. 61, pp. 47–55, 2016.
[14] C. Abidin, “Visibility labour: Engaging with Influencers’ fashion brands and# OOTD advertorial campaigns on Instagram,” Media Int Aust, vol. 161, no. 1, pp. 86–100, 2016.
[15] I. Goyette, L. Ricard, J. Bergeron, and F. Marticotte, “e?WOM Scale: word?of?mouth measurement scale for e?services context,” Can J Adm Sci Can des Sci l’Administration, vol. 27, no. 1, pp. 5–23, 2010.
[16] A. Rahman, “Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers,” J Xi’an Univ Archit Technol, vol. XII, no. III, pp. 4935–4946, 2020, doi: 10.37896/jxat12.03/452.
[17] E. Setiadi, M. Adiwijaya, and H. Subagio, “The Impact of Brand Awareness and Country of Origin on Purchase Intention with Mediation of Self Congruity on Chinese Brand Automotive Products Wuling,” Petra Int J Bus Stud, vol. 1, no. 2, pp. 70–79, 2018.
[18] C.-M. Leong, A. M.-W. Loi, and S. Woon, “The influence of social media eWOM information on purchase intention,” J Mark Anal, vol. 10, no. 2, pp. 145–157, 2022.
[19] M. H. Le and P. M. Nguyen, “Integrating the Theory of Planned Behavior and the Norm Activation Model to Investigate Organic Food Purchase Intention: Evidence from Vietnam,” Sustainability, vol. 14, no. 2, p. 816, 2022.
[20] T. Carissa and A. E. Aruman, “Pengaruh sales promotion dan influencer marketing terhadap minat membeli dalam mobile legends,” Lontar J Ilmu Komun, vol. 7, no. 2, pp. 45–55, 2019.
[21] L. R. Flynn, R. E. Goldsmith, and F. Korzenny, “Brand engagement in self-concept: A psychometric and demographic analysis,” J Multidiscip Res, vol. 3, no. 2, pp. 5–18, 2011.
[22] E. Uzuno?lu and S. M. Kip, “Brand communication through digital influencers: Leveraging blogger engagement,” Int J Inf Manage, vol. 34, no. 5, pp. 592–602, 2014.
[23] P. Cooke, S. Nunes, S. Oliva, and L. Lazzeretti, “Open Innovation, Soft Branding and Green Influencers: Critiquing ‘Fast Fashion’and ‘Overtourism,’” J Open Innov Technol Mark Complex, vol. 8, no. 1, p. 52, 2022.
[24] Y. Wu, S. Nambisan, J. Xiao, and K. Xie, “Consumer resource integration and service innovation in social commerce: the role of social media influencers,” J Acad Mark Sci, vol. 50, no. 3, pp. 429–459, 2022.
[25] M. Darwin et al., Metode penelitian pendekatan kuantitatif, 1st ed. Bandung: Media Sains Indonesia, 2021.
[26] E. Güven, “Digital Evolution in Brand Communication,” in Impact of Digital Transformation on the Development of New Business Models and Consumer Experience, IGI Global, 2022, pp. 231–252.
[27] D. C. Putri and C. K. Dewi, “The influence of brand image on purchase intention through brand loyalty of billionaires project,” eProceedings Manag, vol. 8, no. 3, pp. 1–12, 2021.
[28] P. Wang and Q. Huang, “Digital influencers, social power and consumer engagement in social commerce,” Internet Res, p. 0467, Apr. 2022, doi: 10.1108/INTR-08-2020-0467.
[29] T. Zhao, J. Lin, and Z. Zhang, “The Influence of Multi-Variation In-Trust Web Feature Behavior Performance on the Information Dissemination Mechanism in Virtual Community,” Sustainability, vol. 14, no. 10, p. 6122, 2022.
[30] S. Sahir, M. Fahlevi, K. Kasbuntoro, and S. Sutia, “Effect of halal food management system certification on buying interest of Indonesian consumer goods,” Uncertain Supply Chain Manag, vol. 9, no. 3, pp. 731–738, 2021.
[31] I. K. Rachmawati, M. Bukhori, F. Nuryanti, S. P. FE, and S. Hidayatullah, “Collaboration Technology Acceptance Model, subjective norms and personal innovations on buying interest online,” Int J Innov Sci Res Technol, vol. 5, no. 11, 2020.
[32] T. Samarah, P. Bayram, H. Y. Aljuhmani, and H. Elrehail, “The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust,” J Res Interact Mark, 2021.
[33] R. Touni, W. G. Kim, K. Haldorai, and A. Rady, “Customer engagement and hotel booking intention: The mediating and moderating roles of customer-perceived value and brand reputation,” Int J Hosp Manag, vol. 104, p. 103246, 2022.
[34] G. Ronald and H. Semuel, “Effects of Profitability towards Enterprise Value with Corporate Social Responsibility Performance and Brand Value as Mediating Variables,” Petra Int J Bus Stud, vol. 5, no. 1, pp. 10–21, 2022.
[35] T. W. Gruen, T. Osmonbekov, and A. J. Czaplewski, “eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty,” J Bus Res, vol. 59, no. 4, pp. 449–456, 2006.
[36] S. Lee, “A study on different recognition of importance in enterprises’ social media activities based on comparison between consumers and enterprise: Focusing on commercial and relational characteristics of activity types,” Hankuk University of Foreign Studies, South Korea., 2017.
[37] J. Zhao, R. S. Butt, M. Murad, F. Mirza, and M. A. Saleh Al-Faryan, “Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality,” Front Psychol, vol. 12, p. 803348, Jan. 2022.
[38] B. Ibrahim and A. Aljarah, “The era of Instagram expansion: matching social media marketing activities and brand loyalty through customer relationship quality,” J Mark Commun, vol. 19, pp. 1–25, Sep. 2021, doi: 10.1080/13527266.2021.1984279.
[39] F. Magno, “The influence of cultural blogs on their readers’ cultural product choices,” Int J Inf Manage, vol. 37, no. 3, pp. 142–149, 2017.
[40] J. Cao, J. Li, Y. Wang, and M. Ai, “The Impact of Self-Efficacy and Perceived Value on Customer Engagement under Live Streaming Commerce Environment,” Secur Commun Networks, vol. 2022, pp. 1–13, Jan. 2022, doi: 10.1155/2022/2904447.
[41] M. Srivastava and S. Sivaramakrishnan, “Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis,” Mark Intell Plan, vol. 39, no. 5, pp. 702–727, 2021.
[42] I. R. Marques, B. Casais, and M. A. Camilleri, “The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram,” in Strategic Corporate Communication in the Digital Age, 1st ed., Emerald Publishing Limited, 2021, pp. 131–143.
[43] X. Han, S. Chen, and B. Chen, “From employee engagement to customer engagement: A multilevel dual-path model of engagement spillover effects in service ecosystems,” J Retail Consum Serv, vol. 64, p. 102815, 2022.
[44] C. France, B. Merrilees, and D. Miller, “An integrated model of customer-brand engagement: Drivers and consequences,” J Brand Manag, vol. 23, no. 2, pp. 119–136, 2016.
[45] K. Shamim and T. Islam, “Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying,” J Glob Sch Mark Sci, pp. 1–26, May 2022, doi: 10.1080/21639159.2022.2052342.
[46] A. Jansom and S. Pongsakornrungsilp, “How Instagram influencers affect the value perception of Thai millennial followers and purchasing intention of luxury fashion for sustainable marketing,” Sustainability, vol. 13, p. 8572, 2021.
[47] C. R. Guerra-Tamez and M.-L. Franco-García, “Influence of Flow Experience, Perceived Value and CSR in Craft Beer Consumer Loyalty: A Comparison between Mexico and The Netherlands,” Sustainability, vol. 14, p. 8202, 2022.
[48] T. B. H. Tran, Q. A. Nguyen, T. T. Le, Q. H. Nguyen, K. S. Nguyen, and H. H. Dinh, “Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors,” Int J E-bus Res, vol. 18, no. 1, pp. 1–26, 2022.
[49] S. Khan, A. Rashid, R. Rasheed, and N. A. Amirah, “Designing a knowledge-based system (KBS) to study consumer purchase intention: the impact of digital influencers in Pakistan,” Kybernetes, vol. 2022, p. 0497, Jan. 2022.
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