Social Media Marketing and Brand Experience Effects on Streaming Subscription Intentions: The Moderating Role of Electronic Word-of-Mouth Among University Students

Alfina Tiurmida Sitanggang (), Darwin Lie () and Robert Tua Siregar ()
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Alfina Tiurmida Sitanggang: Universitas Prima Indonesia, Faculty of Economics
Darwin Lie: Universitas Prima Indonesia, Faculty of Economics
Robert Tua Siregar: Universitas Prima Indonesia, Faculty of Economics

A chapter in Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025), 2025, pp 82-97 from Springer

Abstract: Abstract This study examined the influence of Social Media Marketing (SMM) and Brand Experience (BE) on Subscription Intention (SI) for streaming services, with Electronic Word-of-Mouth (eWOM) as a moderating variable. Grounded in the Theory of Planned Behavior (TPB) and Stimulus–Organism–Response (SOR) frameworks, the research employed a quantitative, cross-sectional design with a census sampling of 150 undergraduate students at Universitas Prima Indonesia (UNPRI) PSDKU Pekanbaru. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) via SmartPLS 4, following established reliability, validity, and model-fit assessments. The results indicated that SMM had a significant positive effect on SI ( $$\beta = 0.293$$ β = 0.293 , $$p

Keywords: Social Media Marketing; Brand Experience; Electronic Word-of-Mouth; Subscription Intention; Digital Marketing Strategy (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-960-5_6

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