The Role of User Engagement and Instagram Influencer in a Corporate SNS Account

Nardo, Rio (2023) The Role of User Engagement and Instagram Influencer in a Corporate SNS Account. Springer Link.

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Abstract

With the growing importance of social networking sites (SNS) in cor porate marketing strategy and the growing number of celebrities as influencers on SNS platforms, it is worthwhile to investigate how these influencers impact customers’ engagement and purchase behavior. Using the presence formation paradigm, this study investigates the impact of social presence and telepresence, as well as Instagram intensity, on increasing user engagement, which in turn influ ences their actual purchasing behavior. A survey of 750 corporate Instagram users was performed across 10 major cities in Indonesia. The findings show that telep resence improves flow experience and may successfully engage users (i.e. like, following,andsharing),elicitingpurchaseactivityinsideacorporateSNSaccount. In addition, the findingsilluminate the roleofInstagraminfluencerascrucialmod erator to purchasing behavior which provide business owners effectively utilize it to maintain and foster customer relationships.

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