The Effect of Social Media Interaction on Repurchase Intention: The Mediation Role of Parasocial Interaction & Celebrity Attachment. Study on BTS and Samsung Smartphone

Farhan Azhari () and Karto Adiwijaya
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Farhan Azhari: Universitas Indonesia, Department of Magister Management, Faculty of Economics and Business
Karto Adiwijaya: Universitas Indonesia, Department of Magister Management, Faculty of Economics and Business

A chapter in Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), 2023, pp 27-39 from Springer

Abstract: Abstract Celebrity influencers currently play an important role in marketing by introducing endorsed products to their audience. Hence, this study seeks to focus on the parasocial relationship of celebrity influencers on Instagram that can affect the smartphones industry. More precisely, this study aimed at identifying how brand credibility, brand trust, and brand attractiveness from celebrity endorsement affect consumer repurchase intention. This study used celebrity influencer BTS (Bangtan Sonyeondan) and Samsung as the case study objects. The data collection was carried out using an online survey of Instagram users aged 18–40 years who had used Instagram for the last 3 months, had used Samsung brand, and were BTS Army (fans). This study was based on Stimulus-Organism- Response (SOR) theory to capture the attitude and behavioral intention of BTS Army. Data collected from 400 respondents, after that it will be processed with PLS-SEM method. The results of this study show that BTS as an influencer can affect repurchase intention on Samsung smartphones. This indicates that social media interaction role through parasocial interaction and attachment in celebrities has an effect on repurchase intention.

Keywords: Parasocial interaction; Celebrity influencers; Repurchase intention; Social media interaction; BTS and Samsung Smartphones (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-216-3_3

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