The Female Echo Boomers Generation Behavior as an Outcome of Social Media Marketing Activities: The Mediation Roles of Relationship Quality and Perceived Value

DOI

10.2991/978-2-38476-088-6_32How to use a DOI?

Keywords

Social Media Marketing Activities; Relationship Quality; Perceived Value; Consumer Purchase Intention; Echo Boomers Generation; Smart PLS; Second-Order Construct

Abstract

The social media has an increasing role as an effective apparatus for companies in implementing marketing activities. This research aims to explore the inducing factors of purchase intention consumer, either directly by social media marketing activities or mediated by the relationship quality and perceived value. The quantitative research using the Structural Equation Model (SEM) method by focusing on female consumers echo boomers generation in the Indonesian local fashion brand. Data collection was carried out online by distributing google form which resulted in 326 respondents who then processed data analysis using SmartPLS 3 program. The findings in this study identifies that social media marketing activities (SMMA) have correlation in increasing purchase intention of consumer. SMMA can also build relationship quality between consumer and brand which will then create purchase intentions. In addition, SMMA will configure the perceived value for a brand which then becomes the strongest contributor in encouraging purchase intention. This study provides managerial implications for the marketing sector of a company to manage and implement marketing activities on social media in accordance with consumer preference targets so they can build relationship quality and configure the perceived value which then creates purchase 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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TY  - CONF
AU  - Puspita Margareta
AU  - Unggul Kustiawan
PY  - 2023
DA  - 2023/08/01
TI  - The Female Echo Boomers Generation Behavior as an Outcome of Social Media Marketing Activities: The Mediation Roles of Relationship Quality and Perceived Value
BT  - Proceedings of the International Conference on Education, Humanities, Social Science (ICEHoS 2022)
PB  - Atlantis Press
SP  - 283
EP  - 296
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-088-6_32
DO  - 10.2991/978-2-38476-088-6_32
ID  - Margareta2023
ER  -