Abstract:
The emergence of Web 2.0 has changed consumer behavior and forced business practitioner to
tailoring their marketing activity. The phenomenon of purchasing behavior in social media has
become focus of study for prior researches. However, there has not been any study that reveal the
role of digital content and consumer engagement in social media as the factors that can build
consumer purchasing behavior. This study desires to integrate those factors into a model to explain
the celebrities' brand purchasing behavior on Instagram. The purpose of this article is to examine the
relationship of digital content and celebrity attributes towards purchase intentions that are mediated
by social media engagement. This paper is a conceptual study so that there are several propositions
put forward, including the influence of digital content and celebrity attributes on consumer purchase
intentions and the mediating role of social media engagement. The implications will contribute in the
field of marketing, especially for social marketers, as well as a foundation that can later be
investigated empirically. |
