IDEAS home Printed from https://ideas.repec.org/a/tuz/journl/v20y2022i1p3-16.html
   My bibliography  Save this article

The Influence Of Instagram Likes On Consumer Attitude And Purchase Intention Of E-Commerce Users In Bosnia And Herzegovina

Author

Listed:
  • Erna Grcic-Residovic

    (International Burch University, Bosnia and Herzegovina)

  • Ensar Mekic

    (International Burch University, Bosnia and Herzegovina)

Abstract

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.

Suggested Citation

  • Erna Grcic-Residovic & Ensar Mekic, 2022. "The Influence Of Instagram Likes On Consumer Attitude And Purchase Intention Of E-Commerce Users In Bosnia And Herzegovina," Economic Review: Journal of Economics and Business, University of Tuzla, Faculty of Economics, vol. 20(1), pages 3-16, May.
    • Handle: RePEc:tuz:journl:v:20:y:2022:i:1:p:3-16
    as

    Download full text from publisher

    File URL: http://ef.untz.ba/wp-content/uploads/2022/11/ER_1_DOI_pp._3_16.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wang, Xiao-Wu & Cao, Yu-Mei & Park, Cheol, 2019. "The relationships among community experience, community commitment, brand attitude, and purchase intention in social media," International Journal of Information Management, Elsevier, vol. 49(C), pages 475-488.
    2. Chae, Heeju & Kim, Seunggwan & Lee, Jungguk & Park, Kyounghye, 2020. "Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency," Journal of Business Research, Elsevier, vol. 120(C), pages 398-406.
    3. Wang, Sijun & Beatty, Sharon E. & Mothersbaugh, David L., 2009. "Congruity's role in website attitude formation," Journal of Business Research, Elsevier, vol. 62(6), pages 609-615, June.
    4. Medina-Molina, Cayetano & Rey-Moreno, Manuel & Periáñez-Cristóbal, Rafael, 2021. "Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention," Journal of Business Research, Elsevier, vol. 122(C), pages 304-310.
    5. Michael R Mullen, 1995. "Diagnosing Measurement Equivalence in Cross-National Research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 26(3), pages 573-596, September.
    6. Zaremohzzabieh, Zeinab & Ismail, Normala & Ahrari, Seyedali & Abu Samah, Asnarulkhadi, 2021. "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 732-743.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tan, Justin, 2001. "Innovation and risk-taking in a transitional economy: A comparative study of chinese managers and entrepreneurs," Journal of Business Venturing, Elsevier, vol. 16(4), pages 359-376, July.
    2. Zhenjiao Chen & Yaqing Liu, 2020. "The Effects of Leadership and Reward Policy on Employees’ Electricity Saving Behaviors: An Empirical Study in China," IJERPH, MDPI, vol. 17(6), pages 1-15, March.
    3. Kumar, Prashant & Utkarsh,, 2023. "Effects of in-store information quality and store credibility on consumer engagement in green retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. Ziyuan Tian & Xixiang Sun & Jianguo Wang & Weihuan Su & Gen Li, 2022. "Factors Affecting Green Purchase Intention: A Perspective of Ethical Decision Making," IJERPH, MDPI, vol. 19(18), pages 1-16, September.
    5. Hofmans, J. & Pepermans, R. & Loix, E., 2009. "Measurement invariance matters: A case made for the ORTOFIN," Journal of Economic Psychology, Elsevier, vol. 30(4), pages 667-674, August.
    6. Li, Haiyan, 2020. "Role of overseas ethnic and non-ethnic ties and firm activity in the home country in the internationalization of returnee entrepreneurial firms," Journal of International Management, Elsevier, vol. 26(1).
    7. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    8. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. Hult, G. Tomas M. & Keillor, Bruce D. & Hightower, Roscoe, 2000. "Valued product attributes in an emerging market: a comparison between French and Malaysian consumers," Journal of World Business, Elsevier, vol. 35(2), pages 206-220, July.
    10. Chucai Peng & Yang Xiang & Luxia Chen & Yangyang Zhang & Zhixiang Zhou, 2023. "The Impact of the Type and Abundance of Urban Blue Space on House Prices: A Case Study of Eight Megacities in China," Land, MDPI, vol. 12(4), pages 1-27, April.
    11. Konuk, Faruk Anıl, 2021. "The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Costigan, Robert D. & Insinga, Richard C. & Berman, J. Jason & Kranas, Grazyna & Kureshov, Vladimir A., 2011. "Revisiting the relationship of supervisor trust and CEO trust to turnover intentions: A three-country comparative study," Journal of World Business, Elsevier, vol. 46(1), pages 74-83, January.
    13. Harzing, Anne-Wil, 1997. "Response rates in international mail surveys: Results of a 22-country study," International Business Review, Elsevier, vol. 6(6), pages 641-665, December.
    14. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    15. Jung-Yu Lai & Khire Rushikesh Ulhas & Jian-Da Lin, 2014. "Assessing and managing e-commerce service convenience," Information Systems Frontiers, Springer, vol. 16(2), pages 273-289, April.
    16. Yang Ran & Hao Zhou, 2019. "How Does Customer–Company Identification Enhance Customer Voice Behavior? A Moderated Mediation Model," Sustainability, MDPI, vol. 11(16), pages 1-13, August.
    17. Becerra, Enrique P. & Badrinarayanan, Vishag & Kim, Chung-Hyun, 2013. "Influence of thinking tendencies on online transaction of hybrid retailers," Journal of Business Research, Elsevier, vol. 66(3), pages 336-344.
    18. Hongbo Guo & Mengtong Lu & Lili Ding, 2022. "The Effect of Consumer Sentiment on Manufacturers’ Green Technology Innovation: A RDEU Evolutionary Game Model," Sustainability, MDPI, vol. 15(1), pages 1-18, December.
    19. Carlson, Jamie & O’Cass, Aron & Ahrholdt, Dennis, 2015. "Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 90-102.
    20. Wang, Jianming & Li, Yongqiang & He, Zhengxia & Gao, Jian & Wang, Jianguo, 2022. "Scale framing, benefit framing and their interaction effects on energy-saving behaviors: Evidence from urban residents of China," Energy Policy, Elsevier, vol. 166(C).

    More about this item

    Keywords

    consumer attitude; involvement on seller’s Instagram; attitude towards the seller’s Instagram account; purchase intention; e-commerce; s-commerce; social networking sites;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tuz:journl:v:20:y:2022:i:1:p:3-16. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Senad Celikovic (email available below). General contact details of provider: https://edirc.repec.org/data/efutzba.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.