Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)

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The Role of Emotional Attachment in Mediating the effect of Social Media Marketing on Purchase Intention

Authors
Aekram Faisal1, Ellyana Amran1, *, Iwan Ekawanto1
1Faculty of Economics and Business, Universitas Trisakti, Jakarta, Indonesia
*Corresponding author. Email: ellyana_amran@trisakti.ac.id
Corresponding Author
Ellyana Amran
Available Online 10 October 2023.
DOI
10.2991/978-2-38476-118-0_134How to use a DOI?
Keywords
Emotional Attachment; Social Media Marketing; Purchase Intention
Abstract

After the pandemic began to subside in 2022, online shopping habits continued, even becoming a new habit. Even today, many shop owners are disappointed because their shops are no longer full of visitors, and this must be anticipated by entrepreneurs to shift their business online. The aim of this research is to examine the effect of social media marketing on purchase intention, either directly or through the mediating role of emotional attachment. This study used a sample of 220 respondents, and data were analyzed using the Structural Equation Model (SEM) to determine the direct effect and using the Bootstrapping method to examine the role of mediation. The results of this study indicate that social media marketing does not have a direct positive effect on purchase intention, but social media marketing has a positive effect on emotional attachment, and emotional attachments have a positive effect on purchase intention. This study also shows that emotional attachment has a role as a mediating variable from the positive influence of social media marketing on purchase intention.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 October 2023
ISBN
10.2991/978-2-38476-118-0_134
ISSN
2352-5398
DOI
10.2991/978-2-38476-118-0_134How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aekram Faisal
AU  - Ellyana Amran
AU  - Iwan Ekawanto
PY  - 2023
DA  - 2023/10/10
TI  - The Role of Emotional Attachment in Mediating the effect of Social Media Marketing on Purchase Intention
BT  - Proceedings of the 4th Borobudur International Symposium on Humanities and Social Science 2022 (BIS-HSS 2022)
PB  - Atlantis Press
SP  - 1177
EP  - 1185
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-118-0_134
DO  - 10.2991/978-2-38476-118-0_134
ID  - Faisal2023
ER  -