#I ENVY, THEREFORE, I BUY! #: THE ROLE OF CELEBGRAM TRUSTWORTHINESS AND PARA-SOCIAL INTERACTIONS IN CONSUMER PURCHASE INTENTION

PURWANTO, PURWANTO (2021) #I ENVY, THEREFORE, I BUY! #: THE ROLE OF CELEBGRAM TRUSTWORTHINESS AND PARA-SOCIAL INTERACTIONS IN CONSUMER PURCHASE INTENTION. JURNAL MANAJEMEN DAN KEWIRAUSAHAAN, 23 (2). pp. 186-196. ISSN 2338-8234

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Abstract

Businessmen’s marketing strategies that take advantage of the fame of celebgrams as influencers are incredibly appropriate in the social media era. The present study deals with the dynamics of celebgram trustworthiness and social interaction with their followers in relation to possession envy and consumer purchase intention. To test the proposed model, the researchers collected data from 181 respondents in Indonesia through an online survey and analyzed it using the Smart PLS. The results of the present study showed that celebgram trustworthiness had no positive effect on possession envy but it had a positive effect on consumer purchase intention. Furthermore, para-social interactions had a positive effect on possession envy and consumer purchase intention and possession envy had a positive effect on consumer purchase intention. The present study provides a theoretical contribution to the literature on retail and consumer services and offers managerial implications for instafamous-based marketing.

Item Type:	Article
Uncontrolled Keywords:	Celebgram trustworthiness, para-social interactions, possession envy, purchase intention
Subjects:	Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	19 Feb 2024 12:19
Last Modified:	19 Feb 2024 12:19
URI:	http://repository.stiemahardhika.ac.id/id/eprint/4187

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