Exploring the Impacts of Viral Captions in Digital Content Promotion on Impulse Buying Decisions

Neng Susi Susilawati Sugiana (), Ratih Hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo and Puspo Dewi Dirgantari
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Neng Susi Susilawati Sugiana: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Bambang Widjajanta: Universitas Pendidikan Indonesia
Agus Rahayu: Universitas Pendidikan Indonesia
Lili Adi Wibowo: Universitas Pendidikan Indonesia
Puspo Dewi Dirgantari: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 683-690 from Springer

Abstract: Abstract This article explores the utilization of marketing promotion techniques, with a particular focus on strategies applicable to digital marketing for Micro, Small, and Medium-sized Enterprises (MSMEs). It aims to examine the role of these techniques in influencing unplanned consumer buying decisions, which can provide transient strategic opportunities complementing long-term strategies. The research sample consisted of 110 respondents, with the research centered on two MSME brands that had undergone digital training. The data collection process involved the distribution of questionnaires, seeking to gauge the extent to which the presence of viral captions in promotional content, particularly in the digital media realm, influences the propensity for unplanned purchases. Experimental testing was conducted, dividing participants into two groups: the control group and the experimental group. Subsequently, quantitative analysis was applied to assess the experimental results following the training period. The findings of this study underscore the significant impact of incorporating introductory words or text alongside viral content on social media in boosting the number of purchases, relative to the pre-implementation period without viral captions in promotional content. This observed increase surpasses previous rates, attracting new buyers from diverse geographical locations. Consequently, the analysis suggests that viral promotion strategies have the potential to exert a notable influence on consumer behavior, expediting purchasing decisions. This insight holds particular relevance for MSMEs, offering a valuable reference point as they navigate the realm of digital marketing and seek to optimize their promotional efforts.

Keywords: Decisions; Impulse Buy; Promotion; Viral Caption (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_89

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