The Influence of Motivation to Use Social Media and Source Credibility on Customer Equity in Nature Republic Brands Mediated by Parasocial Relationships
- https://doi.org/10.2991/aebmr.k.220602.047How to use a DOI?
- Customer Equity; Motivation to Use Social Media; Parasocial Relationship; Source Credibility
The widespread use of social media in recent years has provided opportunities for business making by increasing customer equity through the use of media social content with the concept of parasocial relationships. This study aims to describe how motivation to use social media and source credibility affects customer equity through parasocial relationship mediation. The survey included 142 social media users in Indonesia who are also customers of the Nature Republic brand. Data analysis employed SEM analysis using the evaluation of the PLS model through the SmartPLS program. The results showed that source credibility had a significant positive effect on parasocial relationships while motivation to use social media did not affect it. In addition, they show that motivation to use social media had a direct effect on customer equity without parasocial relationship mediation. However, source credibility did not have a direct effect on customer equity. It would affect customer equity if they used parasocial relationship mediation. They also show positive and significant results regarding the direct influence of parasocial relationships on customer equity. Considering that there has been little research on the effect of parasocial relationships on customer equity in social media, the research results will be beneficial for companies to increase customer equity through social media by utilizing parasocial relationships that may arise between media users and media characters.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
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Cite this article
TY - CONF AU - Rullynta Siska Suryandari AU - Soepatini PY - 2022 DA - 2022/06/13 TI - The Influence of Motivation to Use Social Media and Source Credibility on Customer Equity in Nature Republic Brands Mediated by Parasocial Relationships BT - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) PB - Atlantis Press SP - 351 EP - 357 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220602.047 DO - https://doi.org/10.2991/aebmr.k.220602.047 ID - Suryandari2022 ER -