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The Influence of Instagram Account Storytelling Posts on Brand Engagement: Social Influence Theory Approach

In: Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

Author

Listed:
  • Lia Arum Sari

    (Universitas Muhammadiyah Surakarta, Management Department Faculty of Economics and Business)

  • Aflit Nuryulia Praswati

    (Universitas Muhammadiyah Surakarta, Management Department Faculty of Economics and Business)

Abstract

This paper aims to determine the effect of storytelling posts on the Instagram account @jelajahmenusolo on brand engagement mediated by perceived influence and perceived information value on purchase intention. In this study, samples were taken from followers of the Instagram account @jelajahmenusolo. The sample used in this study was 154 respondents. This study utilized quantitative data, specifically primary data obtained through questionnaires. Nonprobability Sampling was used as the sampling technique. In this study, data was collected by distributing questionnaires online via Google Forms.

Suggested Citation

  • Lia Arum Sari & Aflit Nuryulia Praswati, 2024. "The Influence of Instagram Account Storytelling Posts on Brand Engagement: Social Influence Theory Approach," Advances in Economics, Business and Management Research, in: Huda Maulana & Muhammad Sholahuddin & Muhammad Anas & Zulfikar Zulfikar (ed.), Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), pages 939-948, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-204-0_77
    DOI: 10.2991/978-94-6463-204-0_77
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