Viral effects of social network and media on consumers’ purchase intention

This study applies structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) method to data from social network media (SNM) users’ surveys to identify possible SNM viral effects on consumers’ purchase intention. SEM assesses the relationship between the criteria; fsQCA assesses the cause-and-effect process. Data from 36 valid variables validate the research model. This research surveys SNM users who use at least three major SNM platforms (i.e. Facebook, Instagram, and Youtube). Combination of Theory Reasoned Action (TRA), Information Adaption Model (IAM), perceived risk, and social interaction as additional external constructs shows source credibility and social influence critically affect attitude and subjective norms, which lead to purchase intention. SEM results show that social integration has no direct effect on subjective norms. However, fsQCA results show that social influence together with perceived risk in SNM sites affects consumers’ purchase intention.