Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)

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The Effect of Social Media Interaction on Repurchase Intention: The Mediation Role of Parasocial Interaction & Celebrity Attachment. Study on BTS and Samsung Smartphone

Authors
Farhan Azhari1, *, Karto Adiwijaya1
1Department of Magister Management, Faculty of Economics and Business, Universitas Indonesia, Depok, Indonesia
*Corresponding author. Email: farhan.azhari@ui.ac.id
Corresponding Author
Farhan Azhari
Available Online 31 July 2023.
DOI
10.2991/978-94-6463-216-3_3How to use a DOI?
Keywords
Parasocial interaction; Celebrity influencers; Repurchase intention; Social media interaction; BTS and Samsung Smartphones
Abstract

Celebrity influencers currently play an important role in marketing by introducing endorsed products to their audience. Hence, this study seeks to focus on the parasocial relationship of celebrity influencers on Instagram that can affect the smartphones industry. More precisely, this study aimed at identifying how brand credibility, brand trust, and brand attractiveness from celebrity endorsement affect consumer repurchase intention. This study used celebrity influencer BTS (Bangtan Sonyeondan) and Samsung as the case study objects. The data collection was carried out using an online survey of Instagram users aged 18–40 years who had used Instagram for the last 3 months, had used Samsung brand, and were BTS Army (fans). This study was based on Stimulus-Organism- Response (SOR) theory to capture the attitude and behavioral intention of BTS Army. Data collected from 400 respondents, after that it will be processed with PLS-SEM method. The results of this study show that BTS as an influencer can affect repurchase intention on Samsung smartphones. This indicates that social media interaction role through parasocial interaction and attachment in celebrities has an effect on repurchase 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.

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Volume Title
Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 July 2023
ISBN
978-94-6463-216-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-216-3_3How to use a DOI?
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

risenwbib
TY  - CONF
AU  - Farhan Azhari
AU  - Karto Adiwijaya
PY  - 2023
DA  - 2023/07/31
TI  - The Effect of Social Media Interaction on Repurchase Intention: The Mediation Role of Parasocial Interaction & Celebrity Attachment. Study on BTS and Samsung Smartphone
BT  - Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
PB  - Atlantis Press
SP  - 27
EP  - 39
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-216-3_3
DO  - 10.2991/978-94-6463-216-3_3
ID  - Azhari2023
ER  -