Proceedings of the 6th International Conference on Future of Social Sciences and Humanities, 2024
Year: 2024
DOI:
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The Effect of Social Media Posts on Product Curiosity and Purchase Intention
Chompunuch Pongjit, Ph.D.
ABSTRACT:
The objective of this study was to investigate the influence of social media influencers’ posts on customers’ purchasing intentions and product interest. The study specifically aimed to analyze the differential effects of benign and malignant envy. A survey carried out online gathered data from 443 Thai consumers representing Generations X, Y, and Z. The hypotheses were investigated using regression analysis in SPSS for statistical analysis. The research findings suggest that both benign and malicious envy significantly influence consumers’ perceptions of products, impacting their level of interest and desire to purchase. Research has demonstrated that experiencing benign envy can positively influence a person’s interest in a product and their propensity to purchase it. Marketers are advised to strategically utilize the emotions elicited by influencer content in order to develop campaigns that effectively harness the motivational force of benign envy. Entrepreneurs, marketers, and brand owners can enhance the level of participation in their social media campaigns by using their understanding of both benign and malicious envy. This has the potential to result in increased product interest, purchase intention, and income.
keywords: Envy, product curiosity, purchase intention, consumer behavior