IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-216-3_3.html

The Effect of Social Media Interaction on Repurchase Intention: The Mediation Role of Parasocial Interaction & Celebrity Attachment. Study on BTS and Samsung Smartphone

In: Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022)

Author

Listed:
  • Farhan Azhari

    (Universitas Indonesia, Department of Magister Management, Faculty of Economics and Business)

  • Karto Adiwijaya

    (Universitas Indonesia, Department of Magister Management, Faculty of Economics and Business)

Abstract

Celebrity influencers currently play an important role in marketing by introducing endorsed products to their audience. Hence, this study seeks to focus on the parasocial relationship of celebrity influencers on Instagram that can affect the smartphones industry. More precisely, this study aimed at identifying how brand credibility, brand trust, and brand attractiveness from celebrity endorsement affect consumer repurchase intention. This study used celebrity influencer BTS (Bangtan Sonyeondan) and Samsung as the case study objects. The data collection was carried out using an online survey of Instagram users aged 18–40 years who had used Instagram for the last 3 months, had used Samsung brand, and were BTS Army (fans). This study was based on Stimulus-Organism- Response (SOR) theory to capture the attitude and behavioral intention of BTS Army. Data collected from 400 respondents, after that it will be processed with PLS-SEM method. The results of this study show that BTS as an influencer can affect repurchase intention on Samsung smartphones. This indicates that social media interaction role through parasocial interaction and attachment in celebrities has an effect on repurchase intention.

Suggested Citation

  • Farhan Azhari & Karto Adiwijaya, 2023. "The Effect of Social Media Interaction on Repurchase Intention: The Mediation Role of Parasocial Interaction & Celebrity Attachment. Study on BTS and Samsung Smartphone," Advances in Economics, Business and Management Research, in: Gita Widi Bhawika & Gogor Arif Handiwibowo & Ninditya Nareswari & Mushonnifun Faiz Sugihartanto (ed.), Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), pages 27-39, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-216-3_3
    DOI: 10.2991/978-94-6463-216-3_3
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-216-3_3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.