Incentives and Food Blogger Influence on Customer Engagement through Instagram

DOI

10.2991/aebmr.k.201222.004How to use a DOI?

Keywords

Incentive, Food Blogger, Customer Engagement, Instagram, Food and Beverage

Abstract

Indonesia’s food and beverage industry continues to grow and is expected to reach USD 3,221 million market volume by 2024. This growth was supported by emergence of various digital platforms for businesses to market their product at the online market. Utilization of social media as one of the platforms to build engagement with customers is important for business to survive and create competitive advantage. This study explores the influence of incentives as customer motivation to engage with food and beverage brands and food blogger endorsement in building customer engagement through social media Instagram. Incentives defined with monetary and non-monetary dimensions and food blogger defined with attractiveness, trustworthiness and expertise dimensions that represent food blogger’s credibility. This study was divided into three stages, pilot test, pre-test and main test. A structural equation model using AMOS was used to analyse 374 out of 440 data from Indonesian respondents that were collected through online surveys. The result of this study showed in three findings. First, incentives positively influence attitudes toward engagement with brands through social media. Second, food bloggers positively affect brand influence which strongly affects attitude towards engagement with brand through social media. Third, positive attitude towards engagement resulted in positive intention to engage, which continues to intention to purchase through social media. This study findings provides empirical literature for food and beverage business (brand) on customer engagement using incentives and food bloggers through social media Instagram. in the abstract either.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Stephanie Bun
AU  - Yeshika Alversia
PY  - 2020
DA  - 2020/12/23
TI  - Incentives and Food Blogger Influence on Customer Engagement through Instagram
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
PB  - Atlantis Press
SP  - 21
EP  - 28
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201222.004
DO  - 10.2991/aebmr.k.201222.004
ID  - Bun2020
ER  -