Social media influencers and e-WOM on Skintific products purchase intentions: the mediating role of brand image
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Published:
Feb 28, 2024
Keywords:
Beauty Industry, Brand Image, e-WOM, Purchase Intention, Social Media Influencer
Section
Economy
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Abstract
Social media is a digital marketing tool that is more adaptive and provides convenience for its users, including product campaign. Changes in consumer behavior have made companies consider new value propositions for consumers, including utilizing social media influencers and the presence of e-WOM to increase potential consumer’s purchasing intentions. This research aims to identify the influence of social media influencers and e-WOM on Skintific products purchase intention through brand image. The research used a quantitative approach with a correlational research type. The sampling technique used was nonprobability sampling, specifically purposive sampling. Data was obtained from Solo Raya respondents. The sample in this study amounted to 200 respondents. The data analysis technique used in this research was SEM PLS (Structural Equation Modeling - Partial Least Square) using SmartPLS statistical software. Results indicate a positive effect between social media influencers and e-WOM on consumer’s purchase intention with brand image mediating this relationship
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How to Cite
Hafizah, Z. U. and Kussudyarsana, K. (2024) “Social media influencers and e-WOM on Skintific products purchase intentions: the mediating role of brand image”, Jurnal Mantik, 7(4), pp. 3765-3774. doi: 10.35335/mantik.v7i4.4873.
References
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Arwachyntia, S. S., Pelita, U., The, H., Semanggi, P., & Sijabat, R. (2022). Analisa Pengaruh Social Media Influencer Dan Social Media Marketing Terhadap Brand Image Serta Dampaknya Pada Purchase Intention ( Studi Kasus pada Perawatan Wajah Pria ). 10(1), 1–20.
Augustine, K. (2019). 1/5th of American Consumers Have Made a Purchase Based on an Influencer. https://civicscience.com/1-5th-of-american-consumers-have-made-a-purchase-based-on-an-influencer/
Biswas, D., Biswas, A., & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions: The role of consumer knowledge, perceived congruency, and product technology orientation. Journal of Advertising, 35(2), 17–31. https://doi.org/10.1080/00913367.2006.10639231
Boerman, S. C. (2020). The effects of the standardized instagram disclosure for micro- and meso-influencers. Computers in Human Behavior, 103, 199–207. https://doi.org/10.1016/j.chb.2019.09.015
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120(November 2018), 398–406. https://doi.org/10.1016/j.jbusres.2019.11.040
Chakraborty, U., & Biswal, S. K. (2020). Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate? Journal of Promotion Management, 26(7), 943–963. https://doi.org/10.1080/10496491.2020.1746465
Chen, W. K., Silaban, P. H., Hutagalung, W. E., & Silalahi, A. D. K. (2023). How Instagram Influencers Contribute to Consumer Travel Decision: Insights from SEM and fsQCA. Emerging Science Journal, 7(1), 16–37. https://doi.org/10.28991/ESJ-2023-07-01-02
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
El-said, O. A. (2020). Impact of online reviews on hotel booking intention?: The moderating role of brand image , star category , and price. Tourism Management Perspectives, 33(March 2019), 100604. https://doi.org/10.1016/j.tmp.2019.100604
Enke, N., & Borchers, N. S. (2019). Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. International Journal of Strategic Communication, 13(4), 261–277. https://doi.org/10.1080/1553118X.2019.1620234
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (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
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2022). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, xxxx. https://doi.org/10.1016/j.apmrv.2022.07.007
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49(February), 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Johnstone, L., & Lindh, C. (2022). Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe’s millennials. Journal of Retailing and Consumer Services, 64(June 2021), 102775. https://doi.org/10.1016/j.jretconser.2021.102775
Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 18–36. https://doi.org/10.14707/ajbr.170035
Liu, H., Jayawardhena, C., Osburg, V. S., & Mohiuddin Babu, M. (2020). Do online reviews still matter post-purchase? Internet Research, 30(1), 109–139. https://doi.org/10.1108/INTR-07-2018-0331
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174. https://doi.org/10.1016/j.techfore.2021.121246
Mihardjo, L. W. W., Sasmoko, Alamsjah, F., & Elidjen. (2019). The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance. Uncertain Supply Chain Management, 7(4), 691–702. https://doi.org/10.5267/j.uscm.2019.4.001
Munandar, D. (2021). The Role of Digital Marketing, Influencer Marketing and Electronic Word of Mouth (eWOM), on Online Purchase Decisions for Consumers of Private University Students in Bandung West Java. International Journal of Artificial Intelligence Research, 6(1). https://doi.org/10.29099/ijair.v6i1.298
Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58(March 2020), 102272. https://doi.org/10.1016/j.jretconser.2020.102272
Phung, M. T., Ly, P. T. M., & Nguyen, T. T. (2019). The e ff ect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research, 101(19), 726–736. https://doi.org/10.1016/j.jbusres.2019.01.002
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Schwemmer, C., & Ziewiecki, S. (2018). Social Media Sellout: The Increasing Role of Product Promotion on YouTube. Social Media and Society, 4(3), 1–27. https://doi.org/10.1177/2056305118786720
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(January 2019), 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Taylor, C. R. (2018). The new era of electronic word of mouth (eWOM): ‘Be More Chill’ overrules the critics. International Journal of Advertising, 37(6), 849–851. https://doi.org/10.1080/02650487.2018.1521899
Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142, 1–9. https://doi.org/10.1051/e3sconf/202014205001
Veirman, M. De, & Hudders, L. (2020). Disclosing sponsored Instagram posts?: the role of material connection with the brand and message- sidedness when disclosing covert advertising Disclosing sponsored Instagram posts?: the role of material connection with the brand and message-. International Journal of Advertising, 39(1), 94–130. https://doi.org/10.1080/02650487.2019.1575108
Verma, D., Dewani, P. P., Behl, A., & Dwivedi, Y. K. (2023). Understanding the impact of eWOM communication through the lens of information adoption model: A meta-analytic structural equation modeling perspective. Computers in Human Behavior, 143(August 2022), 107710. https://doi.org/10.1016/j.chb.2023.107710
Woodroof, P. J., Howie, K. M., Syrdal, H. A., & VanMeter, R. (2020). What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions. Journal of Product and Brand Management, 29(5), 675–688. https://doi.org/10.1108/JPBM-05-2019-2362
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
Yolanda, W. S., Setianti, C. A., & Yuniarty. (2023). Analysis of EWOM Credibility Antecedents on Twitter and Their Impact on Brand Image and Online Purchase Intention of Local Skincare Products. 11th International Conference on Emerging Trends in Engineering & Technology - Signal and Information Processing (ICETET - SIP), 1–5.
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192
Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, W. P. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008
Arwachyntia, S. S., Pelita, U., The, H., Semanggi, P., & Sijabat, R. (2022). Analisa Pengaruh Social Media Influencer Dan Social Media Marketing Terhadap Brand Image Serta Dampaknya Pada Purchase Intention ( Studi Kasus pada Perawatan Wajah Pria ). 10(1), 1–20.
Augustine, K. (2019). 1/5th of American Consumers Have Made a Purchase Based on an Influencer. https://civicscience.com/1-5th-of-american-consumers-have-made-a-purchase-based-on-an-influencer/
Biswas, D., Biswas, A., & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions: The role of consumer knowledge, perceived congruency, and product technology orientation. Journal of Advertising, 35(2), 17–31. https://doi.org/10.1080/00913367.2006.10639231
Boerman, S. C. (2020). The effects of the standardized instagram disclosure for micro- and meso-influencers. Computers in Human Behavior, 103, 199–207. https://doi.org/10.1016/j.chb.2019.09.015
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120(November 2018), 398–406. https://doi.org/10.1016/j.jbusres.2019.11.040
Chakraborty, U., & Biswal, S. K. (2020). Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate? Journal of Promotion Management, 26(7), 943–963. https://doi.org/10.1080/10496491.2020.1746465
Chen, W. K., Silaban, P. H., Hutagalung, W. E., & Silalahi, A. D. K. (2023). How Instagram Influencers Contribute to Consumer Travel Decision: Insights from SEM and fsQCA. Emerging Science Journal, 7(1), 16–37. https://doi.org/10.28991/ESJ-2023-07-01-02
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
El-said, O. A. (2020). Impact of online reviews on hotel booking intention?: The moderating role of brand image , star category , and price. Tourism Management Perspectives, 33(March 2019), 100604. https://doi.org/10.1016/j.tmp.2019.100604
Enke, N., & Borchers, N. S. (2019). Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. International Journal of Strategic Communication, 13(4), 261–277. https://doi.org/10.1080/1553118X.2019.1620234
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (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
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2022). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, xxxx. https://doi.org/10.1016/j.apmrv.2022.07.007
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49(February), 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Johnstone, L., & Lindh, C. (2022). Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe’s millennials. Journal of Retailing and Consumer Services, 64(June 2021), 102775. https://doi.org/10.1016/j.jretconser.2021.102775
Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 18–36. https://doi.org/10.14707/ajbr.170035
Liu, H., Jayawardhena, C., Osburg, V. S., & Mohiuddin Babu, M. (2020). Do online reviews still matter post-purchase? Internet Research, 30(1), 109–139. https://doi.org/10.1108/INTR-07-2018-0331
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174. https://doi.org/10.1016/j.techfore.2021.121246
Mihardjo, L. W. W., Sasmoko, Alamsjah, F., & Elidjen. (2019). The influence of digital customer experience and electronic word of mouth on brand image and supply chain sustainable performance. Uncertain Supply Chain Management, 7(4), 691–702. https://doi.org/10.5267/j.uscm.2019.4.001
Munandar, D. (2021). The Role of Digital Marketing, Influencer Marketing and Electronic Word of Mouth (eWOM), on Online Purchase Decisions for Consumers of Private University Students in Bandung West Java. International Journal of Artificial Intelligence Research, 6(1). https://doi.org/10.29099/ijair.v6i1.298
Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58(March 2020), 102272. https://doi.org/10.1016/j.jretconser.2020.102272
Phung, M. T., Ly, P. T. M., & Nguyen, T. T. (2019). The e ff ect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research, 101(19), 726–736. https://doi.org/10.1016/j.jbusres.2019.01.002
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Schwemmer, C., & Ziewiecki, S. (2018). Social Media Sellout: The Increasing Role of Product Promotion on YouTube. Social Media and Society, 4(3), 1–27. https://doi.org/10.1177/2056305118786720
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(January 2019), 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Taylor, C. R. (2018). The new era of electronic word of mouth (eWOM): ‘Be More Chill’ overrules the critics. International Journal of Advertising, 37(6), 849–851. https://doi.org/10.1080/02650487.2018.1521899
Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142, 1–9. https://doi.org/10.1051/e3sconf/202014205001
Veirman, M. De, & Hudders, L. (2020). Disclosing sponsored Instagram posts?: the role of material connection with the brand and message- sidedness when disclosing covert advertising Disclosing sponsored Instagram posts?: the role of material connection with the brand and message-. International Journal of Advertising, 39(1), 94–130. https://doi.org/10.1080/02650487.2019.1575108
Verma, D., Dewani, P. P., Behl, A., & Dwivedi, Y. K. (2023). Understanding the impact of eWOM communication through the lens of information adoption model: A meta-analytic structural equation modeling perspective. Computers in Human Behavior, 143(August 2022), 107710. https://doi.org/10.1016/j.chb.2023.107710
Woodroof, P. J., Howie, K. M., Syrdal, H. A., & VanMeter, R. (2020). What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions. Journal of Product and Brand Management, 29(5), 675–688. https://doi.org/10.1108/JPBM-05-2019-2362
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
Yolanda, W. S., Setianti, C. A., & Yuniarty. (2023). Analysis of EWOM Credibility Antecedents on Twitter and Their Impact on Brand Image and Online Purchase Intention of Local Skincare Products. 11th International Conference on Emerging Trends in Engineering & Technology - Signal and Information Processing (ICETET - SIP), 1–5.
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