Abstract
This study assessed the effect of past experience to increase the intention to re-participate in social media contest and emphasize the important role in designing sales promotion strategy in social media. A cross-sectional survey was conducted online in Indonesia, reaching a sample of 309 individuals who have participated in at least one social media contest held by brand in the last six months. PLS SEM was employed to analyze the data collected. The findings revealed that customer’s past experience plays most importantly in customer’s re-participation. This study also gives theoretical evidence of the role of past experience to the intention to re-participate in social media contest and improve social media engagement. Online customers value the good and fun experience by participating in social media contest, even when they have not won any contest before. This study contributes to increasing our knowledge on online non-monetary sales promotion method, namely social media contest.
| Original language | English |
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| Title of host publication | Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021) |
| DOIs | |
| Publication status | Published - 2021 |
Keywords
- social media
- social media contest
- customer engagement
- theory of planned behavior
- past experience