The Importance of Involvement: Examining The Impact of Somethinc’s Instagram Page on Future Purchase Intention
Abstract
This study aims to examine the effect Brand Familiarity, Involvement on Brand’s
Social Media, Attitude Towards Brand’s Social Media, and Future Purchase
Intention towards Somethinc’s Instagram Page. This research uses purposive
random sampling method. The data collection was done by distributing online
questionnaires via google form with a total sample of 250 respondents. The data
analysis technique used is AMOS 22.0 software. The result show that 1)
Involvement on brand’s social media positively influences attitude towards the
brand’s social media, 2) Involvement on a brand’s social media positively
influences future purchase intention, 3) Attitude towards a brand’s social media
positively influences future purchase intention, 4) Brand familiarity positively
influences consumer involvement on brand’s social media.
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