TY - GEN
T1 - The impact of interdependent self-construal towards intention to participate in social media photo/video contest campaign
AU - Wardina, Ghaisani Kusumo
AU - Sandhyaduhita, Puspa Indahati
N1 - Publisher Copyright:
© 2016 IEEE.
PY - 2017/3/6
Y1 - 2017/3/6
N2 - In response to customer's demand enforcement, marketers need to carefully select the best marketing campaign. Marketers are creating a contest campaign that requires the participant to upload photos or videos via social media. Interdependent self-construal is one's perspective in which people are somehow connected in a social context. The technology acceptance factors, consisting performance expectancy, effort expectancy, and social influence, are also considered important to determine one's intention to use some particular technology. Hence, this study investigates how interdependent self-construal could influence one's intention to participate in social media photo/video contest campaign. Six hundred eighty-two (682) data were collected using online questionnaires and analyzed using the PLS-SEM technique. Result indicated that interdependent self-construal influences one's intention to participate in social media photo/video contest campaign through the acceptance factors of technology investigated.
AB - In response to customer's demand enforcement, marketers need to carefully select the best marketing campaign. Marketers are creating a contest campaign that requires the participant to upload photos or videos via social media. Interdependent self-construal is one's perspective in which people are somehow connected in a social context. The technology acceptance factors, consisting performance expectancy, effort expectancy, and social influence, are also considered important to determine one's intention to use some particular technology. Hence, this study investigates how interdependent self-construal could influence one's intention to participate in social media photo/video contest campaign. Six hundred eighty-two (682) data were collected using online questionnaires and analyzed using the PLS-SEM technique. Result indicated that interdependent self-construal influences one's intention to participate in social media photo/video contest campaign through the acceptance factors of technology investigated.
KW - Interdependent Self-construal
KW - Photo/Video Contest Campaign
KW - Self-construal
KW - Social Media Marketing
KW - Unified Theory of Acceptance and Use of Technology
UR - http://www.scopus.com/inward/record.url?scp=85016935786&partnerID=8YFLogxK
U2 - 10.1109/ICACSIS.2016.7872788
DO - 10.1109/ICACSIS.2016.7872788
M3 - Conference contribution
AN - SCOPUS:85016935786
T3 - 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
SP - 271
EP - 276
BT - 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
Y2 - 15 October 2016 through 16 October 2016
ER -