Choose Celebity or Common People? The Influence of Endorser Type on Instagram User's Purchase Intention

DOI

10.2991/uipsur-17.2018.27How to use a DOI?

Keywords

coping, impression management, job insecurity, problem-focused coping, transactional stress theory

Abstract

The aims of this study were to examine whether purchase intention based on online consumer review was higher than based on micro-celebrity endorsement on Instagram and whether purchase intention based on micro-celebrity review was higher than based on micro-celebrity endorsement and online consumer review on Instagram. The celebrity studied in this study was micro-celebrity on Instagram that was a new phenomenon especially in Indonesia. This study used online experimental method between-subjects design where the endorser type was varied between three groups (micro-celebrity endorsement, online consumer review, micro-celebrity review). The participants of this study were 540 women Instagram user aged 18-25 years old. The result showed that the average score of purchase intention on online consumer review group was significantly higher than micro-celebrity endorsement, t(358) = -2,20 and average score of purchase intention on micro-celebrity review was not significantly higher than micro-celebrity endorsement and online consumer review on Instagram t(537) = 0,86, p >.05 (1-tailed). Thus, we found that purchase intention based on online consumer review was higher than micro-celebrity endorsement. However, purchase intention based on micro-celebrity review was not higher than micro-celebrity endorsement and online consumer review on Instagram. This result can be used as a basis for determining appropriate marketing strategy, especially on Instagram.

Copyright

© 2018, 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  - Virginia Vionasafira
AU  - Bertina Sjabadhyni
PY  - 2018/07
DA  - 2018/07
TI  - Choose Celebity or Common People? The Influence of Endorser Type on Instagram User's Purchase Intention
BT  - Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017)
PB  - Atlantis Press
SP  - 182
EP  - 189
SN  - 2352-5398
UR  - https://doi.org/10.2991/uipsur-17.2018.27
DO  - 10.2991/uipsur-17.2018.27
ID  - Vionasafira2018/07
ER  -