The Impact of social media on Culture Formation (Case Study of Instagram Stories in The Establishment of Travelling Hobby)
DOI:
https://doi.org/10.26418/tijdessa.v3i2.35Keywords:
Content post, Instagram, Social Media, Travelling, Hobbies, CultureAbstract
The purpose of this study is to investigate the effect of social media, specifically Instagram stories on culture formation of travelling as hobbies. The data was collected using a standardized questionnaire that was distributed to a sample of 150 people and tested using stepwise multiple regression analysis. The study sample includes Instagram users who view Instagram stories on a daily basis. According to the research, Instagram stories have a significant impact on impulse buying of travel products because of the features that activate and appeal to buyers toward tourist places and travel products. Instagram stories improve customer hedonic motivation, website quality, situational variable, and diversity seeking. The data, on the other hand, imply that trust is a factor that Instagram stories cannot provide in order to attract customers to make impulse purchases of tourism locations and travel products. The findings imply that social media may generate a new trend that leads to hobbies but does not form culture. Marketers that use social media to sell their travel product should develop a product or a campaign on social media that is not necessarily a trend but rather a cultural phenomenon.
References
Arulanandam, B. V., Malini, H., & Oktaningtias, F. (n.d.). DOES TRUST AND HEDONIC OTIVATION ENHANCE PURCHASE INTENTION? Tanjungpura International Journal on Dynamics Economics, Social Sciences and Agribusiness (TIJDESSA), 1(2), 39–48.
Bergström, T., & Bäckman, L. (2013). Marketing and PR in Social Media: How the utilization of Instagram builds and maintains customer relationships.
Budiaji, W. (2013). Skala pengukuran dan jumlah respon skala likert. Jurnal Ilmu Pertanian Dan Perikanan, 2(2), 127–133.
Cem, M. (2013). Decision Making through online reviews: Critical Factors for travelers of selecting a destination before traveling. Vienna: Modul University.
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217.
Djafarova, E., & Kramer, K. (2020). Is YouTube Advertising Effective: Context of Travel Industry? Athens Journal of Tourism, 7, 1–17.
Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers.
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149.
Fotis, J. N. (2015). The Use of social media and its impacts on consumer behaviour: the context of holiday travel. Bournemouth University.
Ghozali, I., & Aprilia, K. (2016). Teknik Penyusunan Skala Likert dalam Penelitian Akuntansi dan Bisnis.
Ho, H.-C., Chiu, C. L., Mansumitrchai, S., & Quarles, B. J. (2020). Hedonic and utilitarian value as a mediator of men’s intention to purchase cosmetics. Journal of Global Fashion Marketing, 11(1), 71–89.
Jermsittiparsert, K., Sutduean, J., & Sriyakul, T. (2019). Determinants of Social Media Usage (Face-book) to Create Brand Awareness among Indonesian Consumers. International Journal of Innovation, Creativity and Change, 5(2), 1272–1289.
Joffe, M. (1992). Validity of exposure data derived from a structured questionnaire. American Journal of Epidemiology, 135(5), 564–570.
Kim, J. J., Nam, M., & Kim, I. (2019). The effect of trust on value on travel websites: enhancing well-being and word-of-mouth among the elderly. Journal of Travel & Tourism Marketing, 36(1), 76–89.
Kim, S., & Eastin, M. S. (2011). Hedonic tendencies and the online consumer: An investigation of the online shopping process. Journal of Internet Commerce, 10(1), 68–90.
Lalangan, K. (2020). Social Media in Tourism: The Impacts of Travel Content on YouTube and Instagram.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1–2), 3–22.
Longhurst, R. (2003). Semi-structured interviews and focus groups. Key Methods in Geography, 3(2), 143–156.
Malini, H. (2021). Do the Implementation of Green Practices Initiatives in Starbucks Increase the Number of Tourists to a City?(Study Case of Starbucks in Pontianak). EDUTOURISM Journal Of Tourism Research, 3(01), 46–59.
Malini, H., & Jais, M. (2014). The Volatility of Indonesia Shari’ah Capital Market Stock Price Toward Macro Economics Variable. Indonesian Capital Market Review.
Malini, H., Natalia, D., & Giriati, G. (2021). Corporate Governance and Company Value: A Manufacturing Industry Case Study. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 450–461.
Malini, H., & Nilam, F. B. (2022). Understanding Human Behavior in Wealth and Assets through Ethnographic Analysis (Study Case on Mapping Human Preferences in Reporting Tax). Jurnal Dinamika Akuntansi, 14(1), 89–97.
Malini, H., & Putri, A. N. (2020). Competitiveness and Market Concentration of Islamic Banking Industry: A Comparison Study between Indonesia and Malaysia. SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS, 4(3), 175–190.
Malini, H., Yang, H., & Shin, H. (2022). Halal and Cosmetics: Paving the Way for the Cosmetics Industries of Indonesia and Korea. Insan Cendekia Mandiri.
Martínez-López, F. J., Li, Y., Liu, H., & Feng, C. (2020). Do safe buy buttons and integrated path-to-purchase on social platforms improve users’ shopping-related responses? Electronic Commerce Research and Applications, 39, 100913.
Men, L. R., & Tsai, W.-H. S. (2012). How companies cultivate relationships with publics on social network sites: Evidence from China and the United States. Public Relations Review, 38(5), 723–730.
Middleton, V. T. C., Fyall, A., Morgan, M., & Ranchhod, A. (2009). Marketing in travel and tourism. Routledge.
Miles, J. (2013). Instagram power. McGraw-Hill Publishing.
Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion‐oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal.
Putri, L., & Wandebori, H. (2016). Factors Influencing Cosmetics Purchase Intention in Indonesia Based on Online Review. International Conference on Ethics of Business, Economics and Social Science, 255–263.
Rezaei, S., Ali, F., Amin, M., & Jayashree, S. (2016). Online impulse buying of tourism products. Journal of Hospitality and Tourism Technology.
Russell, M. A. (2011). Mining the social web: Analyzing data from Facebook, Twitter, LinkedIn, and other social media sites. “ O’Reilly Media, Inc.”
Schensul, S. L., Schensul, J. J., & LeCompte, M. D. (1999). Essential ethnographic methods: Observations, interviews, and questionnaires (Vol. 2). Rowman Altamira.
Shen, B., & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629–651.
Sugiyono. (2014). Metode Penelitian Kuantitati Kualitatif Dan R&D. CV. Alfabeta.
Swarbrooke, J., & Horner, S. (2001). Business travel and tourism. Routledge.
Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2019). Marketing on Instagram. International Journal of Sports Marketing and Sponsorship.
Tuten, T. L. (2008). Advertising 2.0: social media marketing in a web 2.0 world: social media marketing in a web 2.0 world. ABC-CLIO.
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.
Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Shin Hajin
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
