The Influence of Photo Quality on Purchase Decision Mediated by Social Media Engagement: A Case Study of Bali Café Visit Review Content on Tiktok

Ida Ayu Gede Anindya Oka and Panji Nandiasa Ananda Mukadis ()
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Ida Ayu Gede Anindya Oka: Swiss German University
Panji Nandiasa Ananda Mukadis: Swiss German University

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 552-561 from Springer

Abstract: Abstract In the digital age, high quality images are able to convey the uniqueness as a part of the visual appeal of your café. This study examines how photo quality influences purchase decisions, with social media engagement serving as a mediator with a focus on cafe visit review content by using TikTok’s photo carousel feature in Bali. A quantitative approach was conducted, analyzing photo quality—based on colorfulness, clarity, and perspective (point of view)—towards purchase decision mediated by social media engagement, which focuses on like, comment, save, and share on TikTok’s photo carousel feature. The findings reveal that high quality photos are not only to attract TikTok’s engagement but also to influence customers in deciding to visit cafés in Bali. By leveraging TikTok as a social media platform to provide café recommendations, the research highlights that driving online engagement on social media is helping people to make decisions.

Keywords: Photo Quality; Social Media Engagement; Purchase Decisions; Visual Marketing; TikTok (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-585-0_37

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