The Female Echo Boomers Generation Behavior as an Outcome of Social Media Marketing Activities: The Mediation Roles of Relationship Quality and Perceived Value
- DOI
- 10.2991/978-2-38476-088-6_32How to use a DOI?
- Keywords
- Social Media Marketing Activities; Relationship Quality; Perceived Value; Consumer Purchase Intention; Echo Boomers Generation; Smart PLS; Second-Order Construct
- Abstract
The social media has an increasing role as an effective apparatus for companies in implementing marketing activities. This research aims to explore the inducing factors of purchase intention consumer, either directly by social media marketing activities or mediated by the relationship quality and perceived value. The quantitative research using the Structural Equation Model (SEM) method by focusing on female consumers echo boomers generation in the Indonesian local fashion brand. Data collection was carried out online by distributing google form which resulted in 326 respondents who then processed data analysis using SmartPLS 3 program. The findings in this study identifies that social media marketing activities (SMMA) have correlation in increasing purchase intention of consumer. SMMA can also build relationship quality between consumer and brand which will then create purchase intentions. In addition, SMMA will configure the perceived value for a brand which then becomes the strongest contributor in encouraging purchase intention. This study provides managerial implications for the marketing sector of a company to manage and implement marketing activities on social media in accordance with consumer preference targets so they can build relationship quality and configure the perceived value which then creates purchase intention.
- Copyright
- © 2023 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.
Cite this article
TY - CONF AU - Puspita Margareta AU - Unggul Kustiawan PY - 2023 DA - 2023/08/01 TI - The Female Echo Boomers Generation Behavior as an Outcome of Social Media Marketing Activities: The Mediation Roles of Relationship Quality and Perceived Value BT - Proceedings of the International Conference on Education, Humanities, Social Science (ICEHoS 2022) PB - Atlantis Press SP - 283 EP - 296 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-088-6_32 DO - 10.2991/978-2-38476-088-6_32 ID - Margareta2023 ER -