Choose Celebity or Common People? The Influence of Endorser Type on Instagram User's Purchase Intention
- 10.2991/uipsur-17.2018.27How to use a DOI?
- coping, impression management, job insecurity, problem-focused coping, transactional stress theory
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.
- © 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/).
Cite this article
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 -