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Examining Factors Influencing Consumers’ Participation in Social Media Contests

Author

Listed:
  • Rinka Apsari

    (Graduate Program in Management, Faculty of Economics and Business, University of Indonesia, Depok 16424, West Java, Indonesia)

  • Daniel Tumpal Hamonangan Aruan

    (Master of Management, Faculty of Economics and Business, University of Indonesia, Depok 16424, West Java, Indonesia)

Abstract

The study examines factors influencing a consumer’s intention to participate in social media contests, such as brand identification, customer experience, social norms, attitude, and perceived behavioral control. An online self-administered survey through social media was conducted, asking those who have participated in social media contests for the last six months. PLS-SEM analysis showed that the intention to participate in online social contests was primarily influenced by consumers' positive experiences, followed by brand identification and attitude. In addition, customer experience also significantly affects consumers’ perceived behavioral control. From this study, marketers could gain insights into designing online contests that would generate positive experiences with the contest and the company's products and services.

Suggested Citation

  • Rinka Apsari & Daniel Tumpal Hamonangan Aruan, 2024. "Examining Factors Influencing Consumers’ Participation in Social Media Contests," International Review of Management and Marketing, Econjournals, vol. 14(4), pages 152-160, July.
    • Handle: RePEc:eco:journ3:2024-04-16
    as

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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand Identification; Customer Engagement; Experience; Social Media Contest; Theory of Planned Behaviour;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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