The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention
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Accepted
31 August 2019
Published
31 August 2019
Keywords:
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brand image, social media, social media influencer, self-concept, purchase intention
Abstract
The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires shared in social media accounts. The samples would be gathered using the convenience sampling technique, with respondents up to 219 people. The research implemented the purchase intention as the endogenous variable and social media influencers as the exogenous variable, as well as brand image and self-concept as the intervening variable. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS software. The research resulted in the significant negative influence of both social media influencer and self concept towards the purchase intention, in contrast with the brand image which had a significant positive effect.
References
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Hermanda, Sumarwan, & Tinaprilla / Journal of Consumer Sciences, 2019, Vol. 04, No. 02
88
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Hermanda, Sumarwan, & Tinaprilla / Journal of Consumer Sciences, 2019, Vol. 04, No. 02
89
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Sumarwan U. (2015). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor, Indonesia: IPB Press.
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Tiago M., Veríssimo J. (2014). Digital Marketing and Social Media: Why Bother?. Business Horizons, 57(6), 703-708. doi: 10.1016/j.bushor.2014.07.002
Uzunoğlu E., Klip M. (2014). Brand Communication Through Digital Influencers. International Journal of Information Management, 34 (5), 592–602.
doi: 10.1016/j.ijinfomgt.2014.04.007.
Vien C.V., Yun C.T., Fai P.L. (2017). The Effect of Celebrity Endorsement on Brand Attitude and Purchase Intention. Journal of Global Business and Social Entrepreneurship (GBSE), 1(4), 141–150.
Wang X., Yu C., Wei Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198-208. doi: 10.1016/j.intmar.2011.11.004.
Wong K.K. (2013). Partial Least Square Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Yunita D., Rosa A. (2016). Pengaruh Mencari Variasi, Ketidakpuasan dan Ketidak Tersediaan Produk terhadap Perpindahan Merk. Jurnal Manajemen dna Bisnis Sriwijaya, 14(4), 539-558.
Zhou X., Lynch Jr. JG., Chen Q. (2010). Reconsidering Baron and Kenny : Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37, 197-206. doi: 10.1086/651257.
Ateke, B.W. (2013). Marketing message effectiveness: The relevance of celebrity endorsement. The University Advanced Research Journal, 11, 14-22.
Barreda, A.A., Bilgihan A., Nusair K., Okumus F. (2015). Generating Brand Awareness n Online Social Networks. Computers in Human Behaviour, 50, 600-609.
doi: 10.1016/j.chb.2015.03.023
Choi S.M., Rifon N.,J. (2012). It Is A Match: The Impact Of Congruence Between Celebrity Image And Consumer Ideal Self On Endorsement Effectiveness. Psychology and Marketing, 29(9), 639-650. doi: 10.1002/mar.20550.
Dân H.T., Nam L.,G. (2018). Impact of social media influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(05), 4710-4714. doi: 10.18535/ijsshi/v5i5.10
Hermanda, Sumarwan, & Tinaprilla / Journal of Consumer Sciences, 2019, Vol. 04, No. 02
88
De Veirman M., Cauberghe V., Hudders L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. doi: 10.1080/02650487.2017.1348035
Godey B.N., Manthiou A., Pederzoli D., Rokka J., Aiello G., Donvito R., Singh R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behaviour. Journal of Business Research, 69(12), 5833-5841. doi: 10.1016/j.jbusres.2016.04.181
Gumulya J., Widiastuti M. (2013). Pengaruh Konsep Diri Terhadap Perilaku Konsumtif Mahasiswa Universitas Esa Unggul. Jurnal Psikologi, 11(1),50-65.
Hassan S., Jamil R.A. (2014). Influencer of Celebrity Endorsement on Consumer Purchase Intention for Existing Product: A Comparative Study. Journal of Management Info, 4(1), 1-23.
Hariyanti N.T., Wirapraja A. (2018). Pengaruh Influencer Marketing sebagai Strategi Pemasaran Digital Era Modern (Sebuah Studi Literatur). Jurnal EKSEKUTIF, (15), 133-146.
Howard T., Mangold W.G., Johnston T. (2014). Managing your social campaign strategy using Facebook, Twitter, Instagram, YouTube & Pinterest: An interview with Dana Howard, social media marketing manager. Business Horizons, 57, 657-665.
Ilicic J., Webster C. (2015). Consumer Values Of Corporate And Celebrity Brand Associations. Qualitative Market Research: An International Journal, 18(2), 164-187. doi: 10.1108/QMR-06-2013-0037
Johansen I.K., Guldvik C.S. (2017). Influencer Marketing and Purchase Intentions (thesis). Retrieved from https://brage.bibsys.no/xmlui/handle/11250/2453218
Khan M. (2006). Consumer Behaviour and Advertising Management. New Delhi, India: New Age International.
Labrecque L.I., Esche J., Mathwick C., Novak T.P., Hofacker C.F. (2013). Consumer Power: Evolution in the Digital Age. Journal of Interactive Marketing, 27, 257-269. http://dx.doi.org/10.1016/j.intmar.2013.09.002.
Liu S., Jiang C., Lin Z., Ding Y., Duan R., Xu Z. (2015). Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach. Information Sciences, 306, 34-52. doi:10.1016/j.ins.2015.01.034
Loeper A., Steiner J., Stewart C. (2014). Influential Opinion Leaders. Economic Journal, 124 (581), 1147–1167. doi: 10.1111/ecoj.12100.
McCracken G. (1989). Who Is The Celebrity Endorser? Cultural Foundations Of The Endorsement Process. Journal of Consumer Research, 16, 310–321. doi: 10.1086/209217.
Munukka J., Uusitalo O., Toivonen H. (2016). Credibility of a Peer Endorser and Advertising Effectiveness. Journal of Consumer Marketing, 33(3), 182-192. doi: 10.1108/JCM-11-2014-1221.
Opreana A., Vinerean S. (2015). A new development in online marketing: Introducing digital inbound marketing. Expert Journal of Marketing, 3(1), 29-34.
Park H., Cho H. (2012). Social Network Online Communities; Information Sources for Apparel Shopping. Journal of Consumer Marketing, 29(6), 400-411. doi: 10.1108/07363761211259214
Sarwono J., Narimawati S. (2015). Membuat Skripsi, Tesis dan Disertasi dengan Partial Least Square SEM (PLS-SEM). Yogyakarta, Indonesia: Andi.
Hermanda, Sumarwan, & Tinaprilla / Journal of Consumer Sciences, 2019, Vol. 04, No. 02
89
Sekhon T., Bickart B., Trudel R., Fournier S. (2016). Being a likable braggart: How consumers use brand mentions for self-presentation on social media. Consumer Psychology in a Social Media World, 23-39.
Solomon M.R. (2017). Consumer Behavior: Buying, Having, and Being 12th Edition. United States: Pearson Education.
Sumarwan U. (2015). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor, Indonesia: IPB Press.
Octaviani C., Kartasasmita S. (2017). Pengaruh Konsep Diri Terhadap Perilaku Konsumtif Pembelian Produk Kosmetik Pada Wanita Dewasa Awal. Jurnal Muara Ilmu Sosial, Humaniora, dan Seni, 1(2),126-133.
Tiago M., Veríssimo J. (2014). Digital Marketing and Social Media: Why Bother?. Business Horizons, 57(6), 703-708. doi: 10.1016/j.bushor.2014.07.002
Uzunoğlu E., Klip M. (2014). Brand Communication Through Digital Influencers. International Journal of Information Management, 34 (5), 592–602.
doi: 10.1016/j.ijinfomgt.2014.04.007.
Vien C.V., Yun C.T., Fai P.L. (2017). The Effect of Celebrity Endorsement on Brand Attitude and Purchase Intention. Journal of Global Business and Social Entrepreneurship (GBSE), 1(4), 141–150.
Wang X., Yu C., Wei Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198-208. doi: 10.1016/j.intmar.2011.11.004.
Wong K.K. (2013). Partial Least Square Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Yunita D., Rosa A. (2016). Pengaruh Mencari Variasi, Ketidakpuasan dan Ketidak Tersediaan Produk terhadap Perpindahan Merk. Jurnal Manajemen dna Bisnis Sriwijaya, 14(4), 539-558.
Zhou X., Lynch Jr. JG., Chen Q. (2010). Reconsidering Baron and Kenny : Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37, 197-206. doi: 10.1086/651257.
Authors
HermandaA., SumarwanU., & TinaprilliaN. (2019). The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences, 4(2), 76-89. https://doi.org/10.29244/jcs.4.2.76-89
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