THE EFFECT OF SOCIAL MEDIA ACTIVITIES ON REPURCHASE INTENTION : SEQUENTIAL MEDIATION EFFECT OF SOCIAL PRESENCE AND TRUST

Abstract

During Covid-19 pandemic, businesses, mostly small and medium business, try to move their existence to online platform because of social distancing measures. Normally, it is challenging to gain trust and pursue the intention of the customer in online business setting. To understand more about how to achieve repurchase intention of the customer, this study examines the relationship of social media marketing activities on repurchase intention. Different from previous studies, this study investigated SMMA not as a single factor but as each of the components separately. This study also could be able to identify two important mediators in the relationship, social presence and trust. A cross-sectional survey research was done by the samples mostly composed of migrant workers from Myanmar in South Korea. Data collected from 249 samples was analyzed by SPSS and AMOS. Mediation effects were examined by Hayes PROCESS MACRO model number 6 and it was found out that social presence and trust partially sequentially mediated all the relationship between elements of SMMA and repurchase intention except for entertainment in which fully sequential mediation was found out.

Keyword: Social Media Marketing Activities, Social Presence, Trust, Repurchase Intention, Sequential Mediation.