Proceedings of the International Conference on Business and Management Research (ICBMR 2017)

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In a Social Capital Perspective: The Effect of Branded E-Stickers (BES) Usage on Brand Attitudes and Brand Purchase Intentions (Study on LINE Social Messenger)

Authors
Salsa Andiani, Yeshika Alversia
Corresponding Author
Salsa Andiani
Available Online November 2017.
DOI
10.2991/icbmr-17.2017.49How to use a DOI?
Keywords
Social capital; brand attitudes; purchase intention; social ties; referent ties; majority ties
Abstract

Branded E-Stickers (BES) is one of the brand new and innovative tools to promote brand using an interactive way that enables social messenger users to chat more attractively with other users. To examine the effectiveness of this new marketing tool, this study investigates the effect of Branded E-Stickers (BES) usage on Brand Attitudes and Brand Purchase Intentions, in the perspective of social capital theory. Total 358 Indonesian LINE messenger users filled the questionnaire. Through multiple regression analysis, the results show that social capital plays important role in influencing users' brand attitudes and brand purchase intentions. Referent ties, brand attitudes, and intensity of BES usage have direct significant and positive effect on brand purchase intentions while majority ties, sociability, self-disclosure, self-presentation, and featured character-brand fit indirectly influence brand purchase intentions through brand attitudes. Since Branded E-Stickers can facilitate LINE users to develop their social capital, marketers should take this opportunity by promoting their brand through Branded E-Stickers.

Copyright
© 2017, 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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Volume Title
Proceedings of the International Conference on Business and Management Research (ICBMR 2017)
Series
Advances in Economics, Business and Management Research
Publication Date
November 2017
ISBN
10.2991/icbmr-17.2017.49
ISSN
2352-5428
DOI
10.2991/icbmr-17.2017.49How to use a DOI?
Copyright
© 2017, 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/).

Cite this article

risenwbib
TY  - CONF
AU  - Salsa Andiani
AU  - Yeshika Alversia
PY  - 2017/11
DA  - 2017/11
TI  - In a Social Capital Perspective: The Effect of Branded E-Stickers (BES) Usage on Brand Attitudes and Brand Purchase Intentions (Study on LINE Social Messenger)
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2017)
PB  - Atlantis Press
SP  - 537
EP  - 547
SN  - 2352-5428
UR  - https://doi.org/10.2991/icbmr-17.2017.49
DO  - 10.2991/icbmr-17.2017.49
ID  - Andiani2017/11
ER  -