The impact of interdependent self-construal towards intention to participate in social media photo/video contest campaign

Ghaisani Kusumo Wardina, Puspa Indahati Sandhyaduhita

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

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.

Original languageEnglish
Title of host publication2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages271-276
Number of pages6
ISBN (Electronic)9781509046294
DOIs
Publication statusPublished - 6 Mar 2017
Event8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016 - Malang, Indonesia
Duration: 15 Oct 201616 Oct 2016

Publication series

Name2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016

Conference

Conference8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
CountryIndonesia
CityMalang
Period15/10/1616/10/16

Keywords

  • Interdependent Self-construal
  • Photo/Video Contest Campaign
  • Self-construal
  • Social Media Marketing
  • Unified Theory of Acceptance and Use of Technology

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