Communication Exposure Behavior of Influencers in Social Networks

Abstract

This research aimed to study online social media marketing consisting of entertainment, interaction, trendiness, customization, and electronic word of mouth influenced the satisfaction of purchasing through social media platform. The sample group consisted of 400 consumers who has shopped through social media platform, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of the research revealed that the respondents emphasized on entertainment, interaction, trendiness, customization, and word of mouth be able to jointly predict the satisfaction of purchasing products through the social media platforms, which all variables were able to explain the variance of purchase satisfaction through the social media platforms 51.12 percent. The multiple regression coefficients as standard scores, it was found that the highest multiple regression coefficients were interaction (=0.257), followed by trendiness (=0.226), electronic word of mouth (=0.159), and entertainment (=0.124), respectively.

Keywords—Communication exposure behavior, Influencers, Social media