Continuous Engagement in Social Media Contest Does Experience Matter?
- DOI
- 10.2991/aebmr.k.211117.081How to use a DOI?
- Keywords
- social media; social media contest; customer engagement; theory of planned behavior; past experience
- Abstract
This study assessed the effect of past experience to increase the intention to re-participate in social media contest and emphasize the important role in designing sales promotion strategy in social media. A cross-sectional survey was conducted online in Indonesia, reaching a sample of 309 individuals who have participated in at least one social media contest held by brand in the last six months. PLS SEM was employed to analyze the data collected. The findings revealed that customer’s past experience plays most importantly in customer’s re-participation. This study also gives theoretical evidence of the role of past experience to the intention to re-participate in social media contest and improve social media engagement. Online customers value the good and fun experience by participating in social media contest, even when they have not won any contest before. This study contributes to increasing our knowledge on online non-monetary sales promotion method, namely social media contest.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Rinka Apsari AU - Daniel Tumpal Hamonangan Aruan PY - 2021 DA - 2021/11/23 TI - Continuous Engagement in Social Media Contest Does Experience Matter? BT - Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021) PB - Atlantis Press SP - 355 EP - 362 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.211117.081 DO - 10.2991/aebmr.k.211117.081 ID - Apsari2021 ER -