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Social Media Marketing and Brand Experience Effects on Streaming Subscription Intentions: The Moderating Role of Electronic Word-of-Mouth Among University Students

In: Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)

Author

Listed:
  • Alfina Tiurmida Sitanggang

    (Universitas Prima Indonesia, Faculty of Economics)

  • Darwin Lie

    (Universitas Prima Indonesia, Faculty of Economics)

  • Robert Tua Siregar

    (Universitas Prima Indonesia, Faculty of Economics)

Abstract

This study examined the influence of Social Media Marketing (SMM) and Brand Experience (BE) on Subscription Intention (SI) for streaming services, with Electronic Word-of-Mouth (eWOM) as a moderating variable. Grounded in the Theory of Planned Behavior (TPB) and Stimulus–Organism–Response (SOR) frameworks, the research employed a quantitative, cross-sectional design with a census sampling of 150 undergraduate students at Universitas Prima Indonesia (UNPRI) PSDKU Pekanbaru. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) via SmartPLS 4, following established reliability, validity, and model-fit assessments. The results indicated that SMM had a significant positive effect on SI ( $$\beta = 0.293$$ β = 0.293 , $$p

Suggested Citation

  • Alfina Tiurmida Sitanggang & Darwin Lie & Robert Tua Siregar, 2025. "Social Media Marketing and Brand Experience Effects on Streaming Subscription Intentions: The Moderating Role of Electronic Word-of-Mouth Among University Students," Advances in Economics, Business and Management Research, in: Enda Noviyanti Simorangkir & Fajar Rezeki Ananda Lubis (ed.), Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025), pages 82-97, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-960-5_6
    DOI: 10.2991/978-94-6463-960-5_6
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