The Role Of Usfulness  In Mediation The Effect Of Arqument Quality And Popular Post In Social Media Marketing On Tendency To Give Like  Symbol And Share The Content

Ita Prihatining Wilujeng; Handri Dian Wahyudi; Adela Shabrina Prameka

doi:10.46729/ijstm.v2i6.405

Ita Prihatining Wilujeng Management Departement, Universitas Negeri Malang, Malang, Indonesia
Handri Dian Wahyudi Management Departement, Universitas Negeri Malang, Malang, Indonesia
Adela Shabrina Prameka Management Departement, Universitas Negeri Malang, Malang, Indonesia

DOI: https://doi.org/10.46729/ijstm.v2i6.405

Keywords: Social media, argument quality, post popularity, usefulness, like intention, share intention.

Abstract

Easy access to the internet provides opportunities and makes it easier to carry out business functions. The use of social media is one of the important marketing tools, messages in social media can change user attitudes and trigger consumer interaction. This study looks at the effect of argument quality and posts popularity on consumer tendencies to like and share information on social media related to a product or service mediated by usefulness. The responses of 300 respondents were analysed using PLS, the results showed that argument quality and post popularity had an influence on giving like symbols and share intentions on their social media.

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