The Effect of the Recomendation

Buzzer to Purchase Intention

Silvia Simorangkir
 BUZZ

Technique that is focused on maximizing the word-

of-mouth potential of a particular campaign or
product on social media platforms
Buzzer Ex..
 BACKGROUND

 Many brands endorsed buzzer to campaign their

product
 Social media more attractive than other media
communication
 Mostly buzzer and celebrity are different.
 LITERATURE THEORY

Transfer Meaning Theory (McCracken, 1989)

 a transfer of a celebrity’s personality- and lifestyle-related
meanings into the endorsed product.

Match Up Theory
 that the extent of the transfer is contingent upon the degree of
consumer perceived congruence between a celebrity and an
endorse brand (Misra and Beatty, 1990).
 the product must “fit” the image of the celebrity (Kamin, 1990)
 LITERATURE THEORY

Information Acceptance Model

 Argument quality and source credibility have positive effect on
the information perceived usefulness and that the information
usefulness leads to the information adoption
 Customers will search the related information of products or
services before they make the purchase decisions

Prior research conducted by Kim et al, 2003

 Customer confidence strongly influence the purchase intention
through internet
 CONCEPTUAL MODEL
Adopted from Celebrity endorsement, self-brand connection
and consumer-based brand equity (Dwivedi et al, 2015)

Self brand
connection

H2 + H3 +
H8 + H5 + H6 +
H1 + Perceived H4 + EWOM
Buzzer Trust Purchase
eWOM Adoption Intention
Credibilities Usefulness

H7 + Adopted from Information

Acceptance Mode
Endorser - Product (Di & Luwen, 2012)
Congruence

Note: The dashed lines denote moderating effects of endorser-product congruence

 CONCEPTUAL HYPOTHESIS

Buzzer The information buzzer is perceived to be capable

Capabilities of providing correct message

Self Brand Strong and meaningful ties between brand

Connection and consumer self-identity

Perceived EWOM
Useful information for consumer
usefulness

EWOM
consumer use the information
Adoption

EWOM Buzzer
– Product Appropriate match between a buzzer and a
congruence product
 CONCEPTUAL HYPOTHESIS
H1
The higher degree of perceived buzzer credibility, the more
useful the information will be.

 Refers to an individual’s perceived credibility of the information

source.
 Customer’s perception of information usefulness will decrease,
if the source is less credible
 When customer search information in the virtual community,
they would find it more useful to make purchase decision if they
think the information to be credible
 CONCEPTUAL HYPOTHESIS
H2
Buzzer credibility has a direct positive effect on the self-brand
connection

 Self-brand connection potentially signifies a deeper level of

consumer identification with a brand
 When a brand is linked with a buzzer, associative links among
nodes are formed in consumer memory. Once the nodes are
connected, perceived celebrity attributes (meanings) transfer to
the endorsed brand
 Buzzer that is perceived as possessing associations of credibility
carries multiple favorable associations that consumers would like
to identify themselves with.
 CONCEPTUAL HYPOTHESIS
H3
The self-brand connection has a direct positive effect on
perceived WOM usefulness

 Self-brand connection likely develops as the idealized

image of a celebrity/ buzzer is linked to the brand through
the endorsement process.
 Self-image-relevant benefits is likely to strengthen
consumers’ knowledge base pertaining to an endorsed
brand, reflected in strengthening of relevant brand
associations and attitudes in consumer memory (Keller,
1993), thereby impacting to perceived WOM usefulness
 CONCEPTUAL HYPOTHESIS
H4
The higher degree of perceived information usefulness, the
higher degree of information adoption will be.

 Information usefulness means information receivers believe

that using the information will improve their performance
(Davis, 1989)
 The degree to which a consumer believes that adopting a
buzzer recommendation for purchasing decision
 CONCEPTUAL HYPOTHESIS
H5
e-WOM adoption has a positive direct effect on trust

H6
Trust of the consumer to the seller has a positive impact
directly to purchase intention

 Through reading and visit the social media of the buzzer,

consumer become familiar and know the credibility of the
buzzer and the content they provide, and in turn trust is
formed.
 Based on the recommendation by the buzzer, a persuasive
message will influence the reader’s confidence to buy specific
product/service.
 CONCEPTUAL HYPOTHESIS
H7
Buzzer–product congruence positively moderates the effect of
buzzer credibility on perceived WOM usefulness.

 From a meaning-transfer perspective, McCracken (1989), noting

that a consumer “sees the similarity between the celebrity and
product” and then decides whether to accept the meaning or
not.
 Endorser– brand congruence in facilitating brand outcomes
such as attitudes and purchase intentions
 Consumer-perceived “fit” between an buzzer and an product
enhances the effectiveness of EWOM.
 CONCEPTUAL HYPOTHESIS
H8
Buzzer – product congruence positively moderates the effect
of endorser credibility and self-brand connection.

 Congruity judgments will likely facilitate the transfer of self-

relevant meaning from a celebrity to an endorsed brand,
thereby being more salient to the formation of self-brand
connection
 RESEARCH METHODOLOGY

 Research object is instagram

 Questionnaire
 Respondent who ever made purchase based on a
recommendation buzzer on instagram.
 Non probability sampling  purposive sampling