Social Media Marketing in Shaping Behavioral Intentions (Study on the Influence of Social Media Marketing Content, Brand Trust, Brand Experience of Kahf Skincare on Behavioral Intentions of Instagram Followers @Kahfeveryday Through Relation Bonds)
DOI:
https://doi.org/10.59888/ajosh.v2i1.151Keywords:
social media marketing;, brand trust;, brand experience;, relational bonds;, behavioral intentionsAbstract
The realm of skincare, which was traditionally associated with women's needs, has undergone a significant shift where there is now an equal demand for skincare among men. The surge in demand for men's skincare products was particularly noticeable in the year 2020. This need was addressed by a renowned company, PT. Paragon Technology and Innovation, which innovatively launched a specialized brand for men's skincare called Kahf. Considering the current trend of utilizing social media for marketing purposes, the author was intrigued to examine how Kahf, as a specialized brand for men, carries out its marketing activities. Additionally, the study aims to explore the followers' response regarding their trust in using Kahf as their skincare choice, as well as their brand experience throughout the usage of the brand. These three variables are mediated by the presence of relational bonds to shape behavioral intentions. The research sample consists of 80 Instagram followers of @Kahfeveryday, and the data will be analyzed using the SmartPLS 3.0 measurement tool and bootstrapping technique. The research findings indicate that this men's facial skincare product exhibits a distinct treatment approach, differing in terms of the habits and strategies employed by the brand compared to the skincare marketing targeted towards women. It is crucial to construct an engaging narrative or storytelling that leverages current ongoing phenomena
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Brenda Pranata, Hilarius Bambang Winarko
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
