JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK
Vol 5, No 2 (2021): page 75 - 217

THE MEDIATING EFFECT OF EMOTIONAL ATTACHMENT BETWEEN SOCIAL MEDIA INTERACTIVITY AND WORD OF MOUTH

Vidyarini Dwita (Faculty Economics, Department of Management , Universitas Negeri Padang , Indonesia)
Megawati Megawati (Faculty Economics, Department of Management , Universitas Negeri Padang , Indonesia)



Article Info

Publish Date
04 Dec 2021

Abstract

The purpose of this research was to investigate the role that emotional attachment plays as intervening in the relationship between social media interactivity and word-of-mouth in the context of coffee shop social media. The total number of respondents was 200, and the analysis of the data was performed with PLS Smart 13, which included both the reliability test and structural equation modelling. The results of this study suggested that there is a mediating impact of emotional attachment between social media interactivity and the word of mouth generated by coffee shop social media on Instagram. This is accomplished by developing a model that reflects on consumers' emotional attachment to brands and effect to electronic word of mouth, with particular focus on coffee shops' use of social media in Indonesia. The antecedents are something that can be taken into consideration for future social media word of mouth efforts in order to improve the word of mouth that customers give in the future.

Copyrights © 2021






Journal Info

Abbrev

JMIL

Publisher

Subject

Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Transportation

Description

Jurnal Manajemen Industri dan Logistik (Industrial and Logistic Management Journal) JMIL, invites academician/researchers/contributors to submit research papers, technical papers, conceptual papers, and case study reports in the scope of Logistics Management, Industrial Marketing, and International ...