The Influence of Instagram Account Storytelling Posts on Brand Engagement: Social Influence Theory Approach

Lia Arum Sari and Aflit Nuryulia Praswati ()
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Lia Arum Sari: Universitas Muhammadiyah Surakarta, Management Department Faculty of Economics and Business
Aflit Nuryulia Praswati: Universitas Muhammadiyah Surakarta, Management Department Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 939-948 from Springer

Abstract: Abstract This paper aims to determine the effect of storytelling posts on the Instagram account @jelajahmenusolo on brand engagement mediated by perceived influence and perceived information value on purchase intention. In this study, samples were taken from followers of the Instagram account @jelajahmenusolo. The sample used in this study was 154 respondents. This study utilized quantitative data, specifically primary data obtained through questionnaires. Nonprobability Sampling was used as the sampling technique. In this study, data was collected by distributing questionnaires online via Google Forms.

Keywords: Storytelling post; Perceived Influence; Perceived Information Value; Brand Engagement and Purchase (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-204-0_77

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DOI: 10.2991/978-94-6463-204-0_77

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