The Influence of Instagram Account Storytelling Posts on Brand Engagement: Social Influence Theory Approach

DOI

10.2991/978-94-6463-204-0_77How to use a DOI?

Keywords

Storytelling post; Perceived Influence; Perceived Information Value; Brand Engagement and Purchase

Abstract

This paper aims to determine the effect of storytelling posts on the Instagram account @jelajahmenusolo on brand engagement mediated by perceived influence and perceived information value on purchase intention. In this study, samples were taken from followers of the Instagram account @jelajahmenusolo. The sample used in this study was 154 respondents. This study utilized quantitative data, specifically primary data obtained through questionnaires. Nonprobability Sampling was used as the sampling technique. In this study, data was collected by distributing questionnaires online via Google Forms.

Copyright

© 2024 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.

Download article (PDF)

TY  - CONF
AU  - Lia Arum Sari
AU  - Aflit Nuryulia Praswati
PY  - 2023
DA  - 2023/10/04
TI  - The Influence of Instagram Account Storytelling Posts on Brand Engagement: Social Influence Theory Approach
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 939
EP  - 948
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_77
DO  - 10.2991/978-94-6463-204-0_77
ID  - Sari2023
ER  -