Will Instafamous impact buying intention? The influence of appearance self-esteem and social media engagement

• Main Authors: Hsing-Ya Wu, 吳興雅
• Other Authors: 杜秉叡
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/amx6w8

碩士 === 國立中央大學 === 企業管理學系 === 106 === Instagram has been known as a highly-visual social media. Prior research indicated that the use of social media is related to body image concerns and poorer mental health in youth. The growth of Instagram continues, with the majority of its users being youth. Instagram made many Instafamous, having influence power to their followers. This study investigates the impact of Instagram upon appearance self-esteem, social media engagement and consumer buying intention. Using Internet survey, 232 valid questionnaires were analyzed. The result shows that appearance self-esteem and consumer buying intention is positively correlated. Information and personal identity in social media engagement mediated the relationship between appearance self-esteem and consumer buying intention. The implications of the findings, limitations, future research directions and managerial implications were discussed.