Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021)

Continuous Engagement in Social Media Contest Does Experience Matter?

Authors
Rinka Apsari1, *, Daniel Tumpal Hamonangan Aruan2
1,2School of Management Science, University of Indonesia
*Corresponding author. Email: rinka.apsari@gmail.com
Corresponding Author
Rinka Apsari
Available Online 23 November 2021.
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.

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Volume Title
Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
23 November 2021
ISBN
978-94-6239-457-5
ISSN
2352-5428
DOI
10.2991/aebmr.k.211117.081How to use a DOI?
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  -