Social media marketing is effective as consumption behaviours can be affected through social influence on social media. Social influence can be in the form of informative influence where consumers are influenced by credible sources of information or normative influence where influence is achieved through the desire to conform to expectations of others. The aim of this study is to examine the effectiveness of the two main types of social influence in social media marketing in Singapore. 154 respondents were recruited for this study. They were assigned to one of three groups. Respondents in all the groups viewed an Instagram post of a fictitious brand of sports shoes and were tasked to indicate the perceived quality and purchase intention of the sports shoes. In the second (n=52) and third group (n=52), respondents were provided with additional information in the form of informative and normative comments to the post respectively. A one-way analysis of variance showed that there was a significant difference between the groups in the perception of quality of the shoes (F(2,151)=17.09, p<.01) with respondents in the informative group reporting significantly higher scores. In addition, a one-way analysis of variance showed that there was a significant difference between the groups in the purchase intention of the shoes (F(2,151)=11.90, p<.01). Respondents in the informative group again had a significantly higher score compared to other groups. This suggests that only informational social influence is effective in influencing consumer behaviour in social media marketing.
Jun Jie Calvin Quek, Nanyang Technological University, Singapore
Ho Keat Leng, Aston Institute, Hong Kong
About the Presenter(s)
Dr Leng Ho Keat joined Aston Institute, Hong Kong in 2023 after spending more than a decade at Nanyang Technological University, Singapore. His research interest is in marketing.
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