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The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

Massoud Moslehpour (Department of Business Administration, Asia University, Taichung, Taiwan) (Department of Management California State University, San Bernardino, California, USA)
Alaleh Dadvari (Department of Business Administration, National Central University, Taoyuan, Taiwan)
Wahyudi Nugroho (Department of Business Administration, Asia University, Taichung, Taiwan)
Ben-Roy Do (Department of Business Administration, National Central University, Taoyuan, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 30 May 2020

Issue publication date: 22 January 2021

6183

Abstract

Purpose

The present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).

Design/methodology/approach

The study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.

Findings

Research findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.

Originality/value

This study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

Keywords

Acknowledgements

The authors are most grateful for unrelenting helpful comments and suggestions of the editor and the three referees. The first author would like to acknowledge the continued support from Asia University, Prof. Wing-Keung Wong, California State University San Bernardino and Dean Lawrence C. Rose. The second author would like to express gratitude to the National Central University, School of Management, and Business Administration Department. Finally, thanks to Mr. Faraj Rafiei for English editing of the manuscript.

Citation

Moslehpour, M., Dadvari, A., Nugroho, W. and Do, B.-R. (2021), "The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 2, pp. 561-583. https://doi.org/10.1108/APJML-07-2019-0442

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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