Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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The Influence of Instagram Account Storytelling Posts on Brand Engagement: Social Influence Theory Approach

Authors
Lia Arum Sari1, Aflit Nuryulia Praswati1, *
1Management Department Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia
*Corresponding author. Email: anp122@ums.ac.id
Corresponding Author
Aflit Nuryulia Praswati
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_77How to use a DOI?
Keywords
Storytelling post; Perceived Influence; Perceived Information Value; Brand Engagement and Purchase
Abstract

This paper aims to determine the effect of storytelling posts on the Instagram account @jelajahmenusolo on brand engagement mediated by perceived influence and perceived information value on purchase intention. In this study, samples were taken from followers of the Instagram account @jelajahmenusolo. The sample used in this study was 154 respondents. This study utilized quantitative data, specifically primary data obtained through questionnaires. Nonprobability Sampling was used as the sampling technique. In this study, data was collected by distributing questionnaires online via Google Forms.

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.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
978-94-6463-204-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_77How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Lia Arum Sari
AU  - Aflit Nuryulia Praswati
PY  - 2023
DA  - 2023/10/04
TI  - The Influence of Instagram Account Storytelling Posts on Brand Engagement: Social Influence Theory Approach
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 939
EP  - 948
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_77
DO  - 10.2991/978-94-6463-204-0_77
ID  - Sari2023
ER  -