In a Social Capital Perspective: The Effect of Branded E-Stickers (BES) Usage on Brand Attitudes and Brand Purchase Intentions (Study on LINE Social Messenger)

摘要

Branded E-Stickers (BES) is one of the brand new and innovative tools to promote brand using an interactive way that enables social messenger users to chat more attractively with other users. To examine the effectiveness of this new marketing tool, this study investigates the effect of Branded E-Stickers (BES) usage on Brand Attitudes and Brand Purchase Intentions, in the perspective of social capital theory. Total 358 Indonesian LINE messenger users filled the questionnaire. Through multiple regression analysis, the results show that social capital plays important role in influencing users' brand attitudes and brand purchase intentions. Referent ties, brand attitudes, and intensity of BES usage have direct significant and positive effect on brand purchase intentions while majority ties, sociability, self-disclosure, self-presentation, and featured character-brand fit indirectly influence brand purchase intentions through brand attitudes. Since Branded E-Stickers can facilitate LINE users to develop their social capital, marketers should take this opportunity by promoting their brand through Branded E-Stickers.