THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINA
The popularity of social media for business and marketing is on a definite rise. Although researchers are increasingly studying various aspects of SNS (social networking sites) marketing and e-commerce, there are still few studies into the impact of Instagram due to the relatively new nature of the...
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| Format: | Article |
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Faculty of Economics, University of Tuzla
2022-05-01
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| Series: | Economic Review |
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| Online Access: | https://www.er.ef.untz.ba/index.php/er/article/view/31 |
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| author | Erna Grcić-Rešidović Ensar Mekić |
| author_facet | Erna Grcić-Rešidović Ensar Mekić |
| author_sort | Erna Grcić-Rešidović |
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The popularity of social media for business and marketing is on a definite rise. Although researchers are increasingly studying various aspects of SNS (social networking sites) marketing and e-commerce, there are still few studies into the impact of Instagram due to the relatively new nature of the application. Therefore, the main objective of this study is to provide an analysis of the statistical significance of Instagram likes on consumer attitude and purchase intention on a linked e-commerce site. The secondary objective is to compare demographic data based on age, gender, and educational categories of the respondents. The final aim is to bridge the gap in literature and provide practical implications which would be useful to professionals in brand and marketing management. Based on a systematic literature review, first order structural equation model was proposed and tested. The empirical data was derived from a survey of 166 subjects in Bosnia and Herzegovina. Upon the collection of data, factor analysis was conducted in SPSS to ensure the validity and reliability through items’ loadings and Cronbach’s Alpha values. Furthermore, the empirical hypothesis testing was conducted in SmartPLS 3 in order to investigate direct effects of variables in the model. The results indicated that there is a significant statistical impact of Instagram likes on consumer attitude and purchase intention. Currently, due to the relatively recent use of the app for business and marketing purposes, there is a very limited amount of research on consumers’ involvement and attitude on Instagram and its impact on the likelihood of purchase. Therefore, one can consider the theoretical and practical implications of this study to be evident.
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| format | Article |
| id | doaj-art-9393fd0376e648ccb49af991ed050d11 |
| institution | Kabale University |
| issn | 1512-8962 2303-680X |
| language | English |
| publishDate | 2022-05-01 |
| publisher | Faculty of Economics, University of Tuzla |
| record_format | Article |
| series | Economic Review |
| spelling | doaj-art-9393fd0376e648ccb49af991ed050d112025-02-11T00:32:52ZengFaculty of Economics, University of TuzlaEconomic Review1512-89622303-680X2022-05-01201THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINAErna Grcić-Rešidović0Ensar Mekić1International Burch University, Bosnia and HerzegovinaInternational Burch University, Bosnia and Herzegovina The popularity of social media for business and marketing is on a definite rise. Although researchers are increasingly studying various aspects of SNS (social networking sites) marketing and e-commerce, there are still few studies into the impact of Instagram due to the relatively new nature of the application. Therefore, the main objective of this study is to provide an analysis of the statistical significance of Instagram likes on consumer attitude and purchase intention on a linked e-commerce site. The secondary objective is to compare demographic data based on age, gender, and educational categories of the respondents. The final aim is to bridge the gap in literature and provide practical implications which would be useful to professionals in brand and marketing management. Based on a systematic literature review, first order structural equation model was proposed and tested. The empirical data was derived from a survey of 166 subjects in Bosnia and Herzegovina. Upon the collection of data, factor analysis was conducted in SPSS to ensure the validity and reliability through items’ loadings and Cronbach’s Alpha values. Furthermore, the empirical hypothesis testing was conducted in SmartPLS 3 in order to investigate direct effects of variables in the model. The results indicated that there is a significant statistical impact of Instagram likes on consumer attitude and purchase intention. Currently, due to the relatively recent use of the app for business and marketing purposes, there is a very limited amount of research on consumers’ involvement and attitude on Instagram and its impact on the likelihood of purchase. Therefore, one can consider the theoretical and practical implications of this study to be evident. https://www.er.ef.untz.ba/index.php/er/article/view/31consumer attitudeinvolvement on seller’s Instagrampurchase intentione-commerces-commerce |
| spellingShingle | Erna Grcić-Rešidović Ensar Mekić THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINA Economic Review consumer attitude involvement on seller’s Instagram purchase intention e-commerce s-commerce |
| title | THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINA |
| title_full | THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINA |
| title_fullStr | THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINA |
| title_full_unstemmed | THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINA |
| title_short | THE INFLUENCE OF INSTAGRAM LIKES ON CONSUMER ATTITUDE AND PURCHASE INTENTION OF E-COMMERCE USERS IN BOSNIA AND HERZEGOVINA |
| title_sort | influence of instagram likes on consumer attitude and purchase intention of e commerce users in bosnia and herzegovina |
| topic | consumer attitude involvement on seller’s Instagram purchase intention e-commerce s-commerce |
| url | https://www.er.ef.untz.ba/index.php/er/article/view/31 |
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