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An explanatory investigation of the relationship between social media content characteristics and consumers' purchase intention

Written by A. Ahlman, E. Jansson & N. Bosiacki

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Bachelor Thesis: Social media content is made up of features found in previous studies that affect consumers' purchase intentions. Social media content can be created by any social media user. They are called content creators. The degree of influence of social media content on consumers' purchase intentions is difficult to predict. Specifically, there are three social media content characteristics that have been shown to be more relevant to consumers' purchase intentions than other characteristics, namely, usefulness, information, and interactivity. Previous studies have shown that further investigations on consumer purchase intentions and the online environment are related to research, because social media content is an influencing factor that affects consumers' purchase intentions and can better explain consumers' purchase intentions. Purpose: The purpose is to explain the relationship between the characteristics of social media content and consumers' purchase intentions. Method: This explanatory research uses deductive methods in quantitative research and follows a cross-sectional research design in order to discover patterns from empirical research. Based on the theoretical basis of the previous research, the research proposed three hypotheses, which were supported by empirical investigations, including 239 responses to self-filled questionnaires, which were either rejected or accepted. Survey results: The acceptance of one-third of the hypothesis is based on the survey results revealed by the author, that is, there is a significant positive correlation between the interactivity of social media content characteristics and consumers' purchase intentions. The survey results also show that this relationship has been accepted based on a combination of certain aspects. These are consumers who are eager to participate in online conversations, they want to be able to hear their voices by expressing their opinions, and if they find the content of the platform interesting, they will be immersed in the social media platform. These findings enable the author to propose a new and revised research model to prove the relationship between the interactivity of social media content features and consumers’ purchase intentions. Conclusion: Based on the results of this research, the conclusion of this research is that there is a significant positive correlation between the interactivity of social media content characteristics and consumers' purchase intentions. Mention that usefulness is one of the main and important characteristics of social media content. According to Arli (2017), this is also one of the most basic aspects in terms of overall technical equipment usage (Sin et al., 2012; Arli, 2017). This means that usefulness is an aspect that needs to be considered when accepting social media (Arli, 2017). In addition, conceptual usefulness is when the content created for social media dissemination is considered relevant to the recipient (Alalwan, 2018). By interacting with posts and updates, you can notice the relevance of communication on social media. For example, if it is observed that the posted content has a higher number of likes, it is considered relevant, and if the content receives a smaller number of likes, it is determined to be irrelevant to the audience (Arli, 2017). Social media users use social media platforms in many different ways. One of them is communication, so it is important to make the communication relevant and useful, and to design social media content in a way that matches the current audience (Alalwan, 2018; Yang and Brown, 2015). This is considered very important because if the content does not match the recipient, it may have a negative impact on the participation of social media users in social media platforms. Therefore, it is very important for content creators to add tools, modules or applications that help to persist on social media (Rauniar et al., 2014). In addition, Alalwan (2018) explained that in order to be able to match relevant and useful content, cookies can be created for viewers to explain the different behaviors of social media users. By identifying the different behaviors of the audience, content creators can more easily predict what preferences and interests the audience may maintain. Later, when content is designed and customized to be considered useful and relevant, this will become very useful (Alalwan, 2018). In addition, Rauniar et al., (2014) pointed out that when creating useful content, it is important to consider value creation, which is described as utilitarian or hedonistic. The utilitarian value of social media means that any social media activity is helpful in completing any functional or practical tasks in daily life, and hedonic value means that the desire for fun or pleasure inspires social media users. When creating valuable content, it will help social media users of social media continue to use social media, which means that different platforms are being revisited (Rauniar et al., 2014). Another aspect that makes social media content considered useful and valuable is the social connections that can be generated and maintained through social media dissemination Read Less