ISSN 2394-5125
 

Research Article 


The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny.

Abstract
Nowadays, the use of social media among businesses has become ordinary things, where one of
them is the use of Instagram. The things that every business wants to use Instagram is to seeking and increasing
awareness, becoming thought leaders in customers, and to creating a community of their brands. Therefore, this
study will find out the relationship of the test factors which include learning benefits, self-realization benefits,
hedonic benefits and social benefits on customer contentment with Instagram brand community and to find out
whether these factors affect customer intentions to follow and recommend the Instagram account. From this study,
it was proposed that the four factors of customer contentment with the benefits of the Instagram brand community
have a positive relationship, thus, it can affect customer intentions to follow and recommend the Instagram brand
account. After led our study with 207 respondents as followers of the Instagram fashion brand community in
Indonesia, with all the test factors in the form of hypotheses analyzed using structural equation models (PLS), the
results denoted that learning benefits and hedonic benefits have a positive relationship on customer contentment
with Instagram brand community and influences the intention to follow and recommend the account. To sum up,
customer contentment is only able to mediate these positive factors, learning benefits and hedonic benefits.

Key words: Brand on Instagram, Fashion Brand on Instagram, Learning Benefits, Hedonic Benefits, Self-realization Benefits, Customer Contentment, Social Benefits, Intention to Follow, Intention to Recommend.


 
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How to Cite this Article
Pubmed Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny. The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia. JCR. 2020; 7(17): 1060-1067. doi:10.31838/jcr.07.17.133


Web Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny. The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia. http://www.jcreview.com/?mno=26112 [Access: August 18, 2021]. doi:10.31838/jcr.07.17.133


AMA (American Medical Association) Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny. The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia. JCR. 2020; 7(17): 1060-1067. doi:10.31838/jcr.07.17.133



Vancouver/ICMJE Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny. The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia. JCR. (2020), [cited August 18, 2021]; 7(17): 1060-1067. doi:10.31838/jcr.07.17.133



Harvard Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny (2020) The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia. JCR, 7 (17), 1060-1067. doi:10.31838/jcr.07.17.133



Turabian Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny. 2020. The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia. Journal of Critical Reviews, 7 (17), 1060-1067. doi:10.31838/jcr.07.17.133



Chicago Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny. "The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia." Journal of Critical Reviews 7 (2020), 1060-1067. doi:10.31838/jcr.07.17.133



MLA (The Modern Language Association) Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny. "The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia." Journal of Critical Reviews 7.17 (2020), 1060-1067. Print. doi:10.31838/jcr.07.17.133



APA (American Psychological Association) Style

Andrew S. Tarigan, Malisa Resta, Zulhilda Humaira, Lim Sanny (2020) The Determinant Factors of Customer Intention to Follow and Recommend Social Media of Fashion Brand in Indonesia. Journal of Critical Reviews, 7 (17), 1060-1067. doi:10.31838/jcr.07.17.133