Third International Conference on Communication & Media Studies

Abstract

In the current era, sponsored posts by digital influencers on social media platforms such as YouTube, Snapchat, Instagram, Facebook, etcetera, have increased the amount of user engagement to their content (pictorial or video) and channels. The targeted users (or followers) are paying more attention to such content or posts which have “Paid Partnerships” and then following the brands associated with them. The purpose of this research is to understand the role of sponsored posts on social media platforms in consumer buying intention. Specifically, the study examines how social media activeness of users influences the consumer’s perceptions towards the attributes of sponsored posts by digital influencers and the information search activity done by users towards the brands or their products. The study further observes their influence towards the perceived values of sponsored posts (entertainment value versus utilitarian value), and how it additionally affects the consumer’s buying intentions. It also incorporates how user’s information search activity can influence their attributes of sponsored posts on social media platforms. The sample population of this research is 250 millennials aged between 18 years to 35 years. A structured questionnaire was developed and distributed using an online survey method. Using quantitative data, this study measures the levels of social media activeness, attributes of sponsored posts, information search activities, entertainment value, utilitarian value, and buying intentions. Statistical analysis are performed on the responses using factor analysis and regression analysis.