{"title":"作为人类品牌的 Tasya Farasya 的角色属性和内容对 Instagram 关注者对化妆品兴趣的影响","authors":"Luthfi Praharesty Oktaviani, Agus Abdurrahman","doi":"10.9734/ajeba/2024/v24i51321","DOIUrl":null,"url":null,"abstract":"This quantitative research investigates the influence of enjoyability, similarity, and expertise on attachment transfer, mediated by the fulfillment of connection and competency needs. Utilizing a 6-point Likert scale questionnaire, data was collected from 100 Instagram users aged 18 and above in Indonesia. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS version 3 software was employed for data analysis. The results revealed that all hypotheses were supported, confirming the mediating role of fulfillment of connection and competency needs. This study contributes to the theoretical understanding of Social Media Influencers (SMI). It underscores the importance of effective management of social media influencers, particularly in the beauty industry, to enhance digital marketing strategies and broaden market reach. Additionally, it emphasizes the significance of improving consumer purchasing decisions through targeted social media influencer campaigns.","PeriodicalId":505152,"journal":{"name":"Asian Journal of Economics, Business and Accounting","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2024-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Influence of Persona Attributes and Content of Tasya Farasya as a Human Brand on Instagram Followers' Interest in Cosmetic Products\",\"authors\":\"Luthfi Praharesty Oktaviani, Agus Abdurrahman\",\"doi\":\"10.9734/ajeba/2024/v24i51321\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This quantitative research investigates the influence of enjoyability, similarity, and expertise on attachment transfer, mediated by the fulfillment of connection and competency needs. Utilizing a 6-point Likert scale questionnaire, data was collected from 100 Instagram users aged 18 and above in Indonesia. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS version 3 software was employed for data analysis. The results revealed that all hypotheses were supported, confirming the mediating role of fulfillment of connection and competency needs. This study contributes to the theoretical understanding of Social Media Influencers (SMI). It underscores the importance of effective management of social media influencers, particularly in the beauty industry, to enhance digital marketing strategies and broaden market reach. Additionally, it emphasizes the significance of improving consumer purchasing decisions through targeted social media influencer campaigns.\",\"PeriodicalId\":505152,\"journal\":{\"name\":\"Asian Journal of Economics, Business and Accounting\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-04-08\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asian Journal of Economics, Business and Accounting\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.9734/ajeba/2024/v24i51321\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Economics, Business and Accounting","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.9734/ajeba/2024/v24i51321","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Influence of Persona Attributes and Content of Tasya Farasya as a Human Brand on Instagram Followers' Interest in Cosmetic Products
This quantitative research investigates the influence of enjoyability, similarity, and expertise on attachment transfer, mediated by the fulfillment of connection and competency needs. Utilizing a 6-point Likert scale questionnaire, data was collected from 100 Instagram users aged 18 and above in Indonesia. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS version 3 software was employed for data analysis. The results revealed that all hypotheses were supported, confirming the mediating role of fulfillment of connection and competency needs. This study contributes to the theoretical understanding of Social Media Influencers (SMI). It underscores the importance of effective management of social media influencers, particularly in the beauty industry, to enhance digital marketing strategies and broaden market reach. Additionally, it emphasizes the significance of improving consumer purchasing decisions through targeted social media influencer campaigns.
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