FACTORS INFLUENCING INTERACTION INTENTION BEHAVIOR ON INSTAGRAM: A COMPARATIVE STUDY ON LOCAL CLOTHING BRAND

Abstract

Instagram is mainly used by brand owners in various sectors as a marketing channel, with users’ engagement being one of the aims to increase sales. Several investigations have struggled to identify the major predictor that may influence users’ engagement, particularly their interaction intention with brand accounts. Therefore, this research aimed to determine the effect of perceived creativity, positive emotions, and affective commitment on interaction intention of users with brand accounts. By constructing Stimulus-OrganismResponse (SOR) conceptual model, using Structural Equation Modeling (SEM), 459 valid questionnaires from two different local brands were analyzed using purposive sampling with Smart PLS. The results showed that perceived creativity could influence users’ positive emotions and affective commitment to Three Second and Starcross brands. However, creative content failed to significantly contribute to interaction intention unless it was related to users’ value. It was also found that brand owners must provide essential features or stimuli such as ‘give comments and get something’ in order to trigger users to interact with brand. These results provided assistance to brand owners or social media marketers in the fashion business to develop not only creative marketing campaigns but also create strong relationships with their followers.