ISSN 2394-5125
 

Research Article 


“I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir.

Abstract
The proliferation of social media had opened up opportunities especially to small-time entrepreneurs to introduce their brand and sell their products to the consumers. Unlike before the social media big bang, entrepreneurs are now able to reach a wider market faster and at a cheaper cost. Social media posting must be able to incite the intention to purchase the product. Subliminal messages in social media posting can subtly incite consumer sensation and consciousness without them realizing it. These subliminal messages can be conveyed through Social Media Richness (SMR). This paperwill measure the influence of Media Richness (MR) in Social Media in stimulating the consumer Intention to Purchase (ITP) by manipulating the Instagram postings with different levels of MRshown to the respondents before answering the survey questions. In this paper, we will also look at the intervening effect of Brand Equity(BE) and Brand Loyalty (BL) on the relationship between MR and ITP is to be examined by utilising a non-parametric analysis technique of variance-based structural equation modeling of Partial Least Squares Structural Equation Modelling (PLS-SEM). A total of 261 respondents from two samples from Kota Bharu on the east coast of peninsular Malaysia and Kota Kinabalu in East Malaysia. Additionally, this paper had extended to uncover the heterogeneity within a dataset of two sub-samples relative to the relationships of variables under investigation. By using multigroup analysis techniques (PLS-MGA) it enables a test on single structural relationship model at a time that capable to uncover differences that is not evident when examining the dataset as a whole. Consequently, this technique able to identify significant and meaningful differences between respondents in Kota Kinabalu and Kota Bharu. This paper contributes to marketers focused on social media marketing to Malaysian non-urban areas.

Key words: Media Richness Theory, intention to purchase, consumer behaviour, social media, PLS-SEM, PLS-MGA.


 
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How to Cite this Article
Pubmed Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir. “I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION. JCR. 2020; 7(4): 1104-1112. doi:10.31838/jcr.07.04.202


Web Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir. “I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION. http://www.jcreview.com/?mno=99165 [Access: May 31, 2021]. doi:10.31838/jcr.07.04.202


AMA (American Medical Association) Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir. “I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION. JCR. 2020; 7(4): 1104-1112. doi:10.31838/jcr.07.04.202



Vancouver/ICMJE Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir. “I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION. JCR. (2020), [cited May 31, 2021]; 7(4): 1104-1112. doi:10.31838/jcr.07.04.202



Harvard Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir (2020) “I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION. JCR, 7 (4), 1104-1112. doi:10.31838/jcr.07.04.202



Turabian Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir. 2020. “I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION. Journal of Critical Reviews, 7 (4), 1104-1112. doi:10.31838/jcr.07.04.202



Chicago Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir. "“I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION." Journal of Critical Reviews 7 (2020), 1104-1112. doi:10.31838/jcr.07.04.202



MLA (The Modern Language Association) Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir. "“I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION." Journal of Critical Reviews 7.4 (2020), 1104-1112. Print. doi:10.31838/jcr.07.04.202



APA (American Psychological Association) Style

Muhamad Shahrin, Rosni Ab Wahid, Ami SuhanaAbd Menon, MohdFikriIshak, Jacqueline Koh, Suhaila Abdul Kadir (2020) “I CLICK, I SAW, AND I ACQUIRE”: THE SEDUCTIVE FORCE OF SUBLIMINAL MESSAGES IN SOCIAL MEDIA POSTING WHICH INFLUENCE CONSUMER PURCHASE INTENTION. Journal of Critical Reviews, 7 (4), 1104-1112. doi:10.31838/jcr.07.04.202