The Influence of Motivation to Use Social Media and Source Credibility on Customer Equity in Nature Republic Brands Mediated by Parasocial Relationships

DOI

10.2991/aebmr.k.220602.047How to use a DOI?

Keywords

Customer Equity; Motivation to Use Social Media; Parasocial Relationship; Source Credibility

Abstract

The widespread use of social media in recent years has provided opportunities for business making by increasing customer equity through the use of media social content with the concept of parasocial relationships. This study aims to describe how motivation to use social media and source credibility affects customer equity through parasocial relationship mediation. The survey included 142 social media users in Indonesia who are also customers of the Nature Republic brand. Data analysis employed SEM analysis using the evaluation of the PLS model through the SmartPLS program. The results showed that source credibility had a significant positive effect on parasocial relationships while motivation to use social media did not affect it. In addition, they show that motivation to use social media had a direct effect on customer equity without parasocial relationship mediation. However, source credibility did not have a direct effect on customer equity. It would affect customer equity if they used parasocial relationship mediation. They also show positive and significant results regarding the direct influence of parasocial relationships on customer equity. Considering that there has been little research on the effect of parasocial relationships on customer equity in social media, the research results will be beneficial for companies to increase customer equity through social media by utilizing parasocial relationships that may arise between media users and media characters.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Rullynta Siska Suryandari
AU  - Soepatini
PY  - 2022
DA  - 2022/06/13
TI  - The Influence of Motivation to Use Social Media and Source Credibility on Customer Equity in Nature Republic Brands Mediated by Parasocial Relationships
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)
PB  - Atlantis Press
SP  - 351
EP  - 357
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220602.047
DO  - 10.2991/aebmr.k.220602.047
ID  - Suryandari2022
ER  -