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The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram

Received: 16 July 2021     Accepted: 2 August 2021     Published: 5 November 2021
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Abstract

Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. Most studies on social influencer marketing techniques have focused on identifying the features of social media influencers whereas little is known about the electronic Word-of-mouth promotion of products. The present experimental study investigated the factors affecting the usefulness of information on Instagram on the clothing purchase intention with the mediating role of up-to-date information on Instagram as a famous and practical social media in today's world. The study was conducted on 10 clothing stores that sell their products through Instagram. In simple random sampling method with the help of the NinjaGram robot has been used. The questionnaire was prepared electronically which are 384 people. SPSS and LISREL software was used to analyze the data. The results show that the attitude of using Instagram has a direct positive effect on the usefulness of information, the level of risk-taking, and the level of self-confidence on the intention to buy on Instagram. In addition, the usefulness of information affects the Up-to-date information on Instagram and up-to-date information has a direct positive effect on creating the intention to buy on Instagram.

Published in American Journal of Data Mining and Knowledge Discovery (Volume 6, Issue 2)
DOI 10.11648/j.ajdmkd.20210602.11
Page(s) 16-23
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

Purchase Intention, Useful Information, Up-to-Date Information, Instagram, Social Media

References
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[2] Swani, K., et al., What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 2017. 62: p. 77-87.
[3] Huang, Z. and M. Benyoucef, From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 2013. 12 (4): p. 246-259.
[4] Google Takes Home Half of Worldwide Mobile Internet Ad Revenues (Facebook to earn more than one in 10 mobile ad dollars this year). 2013 [cited 2013, June 13; Available from: http://www.emarketer.com/Article/GoogleTakesHome-Half-of-Worldwide-Mobile-Internet-Ad-Revenues/1009966.
[5] Wang, T., Social identity dimensions and consumer behavior in social media. Asia Pacific Management Review, 2017. 22 (1): p. 45-51.
[6] Truong, Y., et al., Consumer Response to Product Form in Technology-Based Industries. Journal of Product Innovation Management, 2013. 31.
[7] Chun, J. W. and M. J. Lee, Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters! Computers in Human Behavior, 2016. 60: p. 223-232.
[8] Chi, H.-H., Interactive Digital Advertising vs. Virtual Brand Community. Journal of Interactive Advertising, 2011. 12 (1): p. 44-61.
[9] Alhidari, A., P. Iyer, and A. Paswan, Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 2015. 14 (2): p. 107-125.
[10] Teo, L. X., H. K. Leng, and Y. X. P. Phua, Marketing on Instagram. International Journal of Sports Marketing and Sponsorship, 2019. 20 (2): p. 321-332.
[11] Erkan, I. and C. Evans, Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 2018. 24 (6): p. 617-632.
[12] Azar, A. and M. Momeni, Statistics and its application in management. Samt publication, second volume, the tenth publication, 2006.
[13] Hooman, H. A., Structural Equation Modeling With LISREL Application. 2018, Tehran: Organization for the Study and Compilation of University Humanities Books (SAMT). 352.
[14] Zanozi, S. J. and F. Milani, 2018, A Study of Factors Affecting Purchasing Intention on Social Networking Sites (Case Study: Instagram), 2nd International Conference on Management and Business, Tabriz, https://civilica.com/doc/828363.
[15] Ferguson, R., Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing. Journal of Consumer Marketing, 2008. 25 (3): p. 179-182.
[16] Jeong, E. and S. Jang, Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 2011. 30 (2): p. 356-366.
Cite This Article
  • APA Style

    Faranak Seyedi, Kiyana Hatamnezhad, Pourya Heydari. (2021). The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. American Journal of Data Mining and Knowledge Discovery, 6(2), 16-23. https://doi.org/10.11648/j.ajdmkd.20210602.11

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    ACS Style

    Faranak Seyedi; Kiyana Hatamnezhad; Pourya Heydari. The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. Am. J. Data Min. Knowl. Discov. 2021, 6(2), 16-23. doi: 10.11648/j.ajdmkd.20210602.11

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    AMA Style

    Faranak Seyedi, Kiyana Hatamnezhad, Pourya Heydari. The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram. Am J Data Min Knowl Discov. 2021;6(2):16-23. doi: 10.11648/j.ajdmkd.20210602.11

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  • @article{10.11648/j.ajdmkd.20210602.11,
      author = {Faranak Seyedi and Kiyana Hatamnezhad and Pourya Heydari},
      title = {The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram},
      journal = {American Journal of Data Mining and Knowledge Discovery},
      volume = {6},
      number = {2},
      pages = {16-23},
      doi = {10.11648/j.ajdmkd.20210602.11},
      url = {https://doi.org/10.11648/j.ajdmkd.20210602.11},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajdmkd.20210602.11},
      abstract = {Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. Most studies on social influencer marketing techniques have focused on identifying the features of social media influencers whereas little is known about the electronic Word-of-mouth promotion of products. The present experimental study investigated the factors affecting the usefulness of information on Instagram on the clothing purchase intention with the mediating role of up-to-date information on Instagram as a famous and practical social media in today's world. The study was conducted on 10 clothing stores that sell their products through Instagram. In simple random sampling method with the help of the NinjaGram robot has been used. The questionnaire was prepared electronically which are 384 people. SPSS and LISREL software was used to analyze the data. The results show that the attitude of using Instagram has a direct positive effect on the usefulness of information, the level of risk-taking, and the level of self-confidence on the intention to buy on Instagram. In addition, the usefulness of information affects the Up-to-date information on Instagram and up-to-date information has a direct positive effect on creating the intention to buy on Instagram.},
     year = {2021}
    }
    

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  • TY  - JOUR
    T1  - The Factors Affecting the Usefulness of Information on the Purchase Intention with the Mediating Role of Up-to-Date Information on Instagram
    AU  - Faranak Seyedi
    AU  - Kiyana Hatamnezhad
    AU  - Pourya Heydari
    Y1  - 2021/11/05
    PY  - 2021
    N1  - https://doi.org/10.11648/j.ajdmkd.20210602.11
    DO  - 10.11648/j.ajdmkd.20210602.11
    T2  - American Journal of Data Mining and Knowledge Discovery
    JF  - American Journal of Data Mining and Knowledge Discovery
    JO  - American Journal of Data Mining and Knowledge Discovery
    SP  - 16
    EP  - 23
    PB  - Science Publishing Group
    SN  - 2578-7837
    UR  - https://doi.org/10.11648/j.ajdmkd.20210602.11
    AB  - Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. Most studies on social influencer marketing techniques have focused on identifying the features of social media influencers whereas little is known about the electronic Word-of-mouth promotion of products. The present experimental study investigated the factors affecting the usefulness of information on Instagram on the clothing purchase intention with the mediating role of up-to-date information on Instagram as a famous and practical social media in today's world. The study was conducted on 10 clothing stores that sell their products through Instagram. In simple random sampling method with the help of the NinjaGram robot has been used. The questionnaire was prepared electronically which are 384 people. SPSS and LISREL software was used to analyze the data. The results show that the attitude of using Instagram has a direct positive effect on the usefulness of information, the level of risk-taking, and the level of self-confidence on the intention to buy on Instagram. In addition, the usefulness of information affects the Up-to-date information on Instagram and up-to-date information has a direct positive effect on creating the intention to buy on Instagram.
    VL  - 6
    IS  - 2
    ER  - 

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Author Information
  • Sociology Department, Islamic Azad University, Arak, Iran

  • Business Department, Islamic Azad University, Arak, Iran

  • Business Department, Islamic Azad University, Arak, Iran

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