Exploring the Impacts of Viral Captions in Digital Content Promotion on Impulse Buying Decisions

DOI

10.2991/978-94-6463-443-3_89How to use a DOI?

Keywords

Decisions; Impulse Buy; Promotion; Viral Caption

Abstract

This article explores the utilization of marketing promotion techniques, with a particular focus on strategies applicable to digital marketing for Micro, Small, and Medium-sized Enterprises (MSMEs). It aims to examine the role of these techniques in influencing unplanned consumer buying decisions, which can provide transient strategic opportunities complementing long-term strategies. The research sample consisted of 110 respondents, with the research centered on two MSME brands that had undergone digital training. The data collection process involved the distribution of questionnaires, seeking to gauge the extent to which the presence of viral captions in promotional content, particularly in the digital media realm, influences the propensity for unplanned purchases. Experimental testing was conducted, dividing participants into two groups: the control group and the experimental group. Subsequently, quantitative analysis was applied to assess the experimental results following the training period. The findings of this study underscore the significant impact of incorporating introductory words or text alongside viral content on social media in boosting the number of purchases, relative to the pre-implementation period without viral captions in promotional content. This observed increase surpasses previous rates, attracting new buyers from diverse geographical locations. Consequently, the analysis suggests that viral promotion strategies have the potential to exert a notable influence on consumer behavior, expediting purchasing decisions. This insight holds particular relevance for MSMEs, offering a valuable reference point as they navigate the realm of digital marketing and seek to optimize their promotional efforts.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Neng Susi Susilawati Sugiana
AU  - Ratih Hurriyati
AU  - Bambang Widjajanta
AU  - Agus Rahayu
AU  - Lili Adi Wibowo
AU  - Puspo Dewi Dirgantari
PY  - 2024
DA  - 2024/06/26
TI  - Exploring the Impacts of Viral Captions in Digital Content Promotion on Impulse Buying Decisions
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 683
EP  - 690
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_89
DO  - 10.2991/978-94-6463-443-3_89
ID  - Sugiana2024
ER  -