SOCIAL LEARNING THEORY IN CUSTOMER ENGAGEMENT TO INCREASE IMPULSIVE BUYING BEHAVIOR
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Annisa Citra Wahyuni(1*)
Department of Magister Management, Faculty of Economics and Business, Universitas Trisakti
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Yolanda Masnita(2)
Department of Magister Management, Faculty of Economics and Business, Universitas Trisakti
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Kurniawati Kurniawati(3)
Department of Magister Management, Faculty of Economics and Business, Universitas Trisakti
(*) Corresponding Author
Keywords:
Social Learning Theory, Live-streaming Commerce, Influencer Marketing, Customer Interaction, Impulsive Purchasing Behavior
Abstract
This research aims to investigate the influence of social learning theory on customer engagement and its role in promoting impulsive buying behavior within the context of live-streaming commerce. Utilizing a quantitative approach, the study employed Structural Equation Modeling (SEM) analysis through AMOS software to evaluate the effects of various influencer characteristics on consumer behavior. The findings reveal that factors such as influencer attractiveness, trustworthiness, and interactivity significantly enhance customer engagement and, consequently, encourage impulsive buying tendencies among viewers. This study provides valuable insights for businesses leveraging influencer marketing strategies, highlighting the importance of creating compelling and trustworthy interactions that can stimulate consumer purchasing decisions.
Keywords: Social Learning Theory; Live-streaming Commerce; Influencer Marketing; Customer Interaction; Impulsive Purchasing Behavior
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References
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Sprecher, S., Treger, S., & Wondra, J. D. (2013). Effects of self-disclosure role on liking, closeness, and other impressions in get-acquainted interactions. Journal of Social and Personal Relationships, 30(4), 497–514.
https://doi.org/10.1177/0265407512459033
Tukachinsky, R. (2018). Theorizing development of parasocial experiences. https://www.researchgate.net/publication/325049356
Yang, P., Sheng, H., Yang, C., & Feng, Y. (2024). How social media promotes impulsive buying: examining the role of customer inspiration. Industrial Management and Data Systems, 124(2), 698–723. https://doi.org/10.1108/IMDS-05-2023-0343
Wiedmann, K.-P. and von Mettenheim, W. (2021), “Attractiveness, trustworthiness and expertise – social influencers’ winning formula?”, Journal of Product & Brand Management, Vol. 30 No. 5, pp. 707-725.
Zhao, L., Lee, S. H., & Copeland, L. R. (2019). Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics, 31(4), 855–874. https://doi.org/10.1108/APJML-08-2017-0183
Annisa, N., Kadir Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin, A., & Selatan, K. (n.d.). Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan di Caffe Titik Koma Banjarmasin.
Belanche, D., Casaló, L. v., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195.
https://doi.org/10.1016/j.jbusres.2021.03.067
Brandenburg, K., van Doorn, J., Pick, D., Lemon, K. N., Pirner, P., Mittal, V., Verhoef, P. C., & Nass, S. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. In This special issue of the Journal of Service Research is co. http://jsr.sagepub.com/
Breves, P., Amrehn, J., Heidenreich, A., Liebers, N., & Schramm, H. (2021). Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers. International Journal of Advertising, 40(7), 1209–1229.
https://doi.org/10.1080/02650487.2021.1881237
Clement, A. , P., Fang, J., Asare, A. O., & Kulbo, N. B. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms: 实时流媒体数字营销平台中的客户参与和购买意向. Service Industries Journal, 41(11–12), 767–786. https://doi.org/10.1080/02642069.2021.1905798
Daya, Siagian, Y. M. & Kurniawati. (2022). Influence Social Media Marketing Activities against Brand Loyalty Directly or through Consumer Satisfaction and Brand Equity on the Largest E-Commerce in Indonesia. Universitas Brawijaya. Journal of Applied Management (JAM), 20(4), 865–877. https://doi.org/10.21776/ub.jam
Fabriana, S. F. S. T., & Susanti, A. (2023). Pengaru h sales promotion, positive emotions, dan hedonic shopping terhadap impulse buying. Journal of Management Small and Medium Enterprises (SME’s), 16(2), 277-287
Fauzi, M. A., Ali, Z., Satari, Z., Megat Ramli, P. A., & Omer, M. (2024). Social media influencer marketing: science mapping of the present and future trends. In International Journal of Quality and Service Sciences. Emerald Publishing. https://doi.org/10.1108/IJQSS-10-2023-0174
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product and Brand Management, 29(6), 803–814. https://doi.org/10.1108/JPBM-02-2019-2280
Labrecque, L. I. (2014). Fostering consumer-brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003
Lee, J. A., & Eastin, M. S. (2021). Perceived authenticity of social media influencers: scale development and validation. Journal of Research in Interactive Marketing, 15(4), 822–841. https://doi.org/10.1108/JRIM-12-2020-0253
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86(6), 93–115.
https://doi.org/10.1177/00222429221102889
Levordashka, A., & Utz, S. (2016). Ambient awareness: From random noise to digital closeness in online social networks. Computers in Human Behavior, 60, 147–154. https://doi.org/10.1016/j.chb.2016.02.037
Liao, J., He, S., Feng, W., & Filieri, R. (2024). “I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness. Journal of Travel Research, 63(4), 779–795. https://doi.org/10.1177/00472875231175083
Lin, R., & Utz, S. (2017). Self-disclosure on SNS: Do disclosure intimacy and narrativity influence interpersonal closeness and social attraction? Computers in Human Behavior, 70, 426–436. https://doi.org/10.1016/j.chb.2017.01.012
Lorenzo, G. L., Biesanz, J. C., & Human, L. J. (2010). What is beautiful is good and more accurately understood: Physical attractiveness and accuracy in first impressions of personality. Psychological Science, 21(12), 1777–1782.
https://doi.org/10.1177/0956797610388048
Luo, X., Cheah, J. H., Lim, X. J., Ramayah, T., & Dwivedi, Y. K. (2024). Inducing shoppers’ impulsive buying tendency in live-streaming: integrating signaling theory with social exchange theory. Internet Research. https://doi.org/10.1108/INTR-04-2023-0260
Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning. Journal of the Academy of Marketing Science, 38(1), 19–31. https://doi.org/10.1007/s11747-008-0131-z
Ma, X., Aw, E. C. X., & Filieri, R. (2023). From screen to cart: how influencers drive impulsive buying in livestreaming commerce? Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-05-2023-0142
Nabavi, R. T., & Bijandi, M. S. (2011). Bandura’s Social Learning Theory & Social Cognitive Learning Theory Title: Bandura’s Social Learning Theory & Social Cognitive Learning Theory. https://www.researchgate.net/publication/267750204
Saldanha, N., Mulye, R., & Japutra, A. (2024). How do consumers interact with social media influencers in extraordinary times? Journal of Research in Interactive Marketing, 18(3), 333–348. https://doi.org/10.1108/JRIM-02-2023-0062
Saputra, I., Kuswardani, D. C., & Rusdianti, E. (2021). Peran konsumsi hedonis dan emosi positif belanja dalam meningkatkan pembelian impulsif. Jurnal Riset Ekonomi dan Bisnis, 14(2), 108-116. http://journals.usm.ac.id/index.php/jreb
Sprecher, S., Treger, S., & Wondra, J. D. (2013). Effects of self-disclosure role on liking, closeness, and other impressions in get-acquainted interactions. Journal of Social and Personal Relationships, 30(4), 497–514.
https://doi.org/10.1177/0265407512459033
Tukachinsky, R. (2018). Theorizing development of parasocial experiences. https://www.researchgate.net/publication/325049356
Yang, P., Sheng, H., Yang, C., & Feng, Y. (2024). How social media promotes impulsive buying: examining the role of customer inspiration. Industrial Management and Data Systems, 124(2), 698–723. https://doi.org/10.1108/IMDS-05-2023-0343
Wiedmann, K.-P. and von Mettenheim, W. (2021), “Attractiveness, trustworthiness and expertise – social influencers’ winning formula?”, Journal of Product & Brand Management, Vol. 30 No. 5, pp. 707-725.
Zhao, L., Lee, S. H., & Copeland, L. R. (2019). Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics, 31(4), 855–874. https://doi.org/10.1108/APJML-08-2017-0183
Published
2025-03-05
How to Cite
Wahyuni, A., Masnita, Y., & Kurniawati, K. (2025). SOCIAL LEARNING THEORY IN CUSTOMER ENGAGEMENT TO INCREASE IMPULSIVE BUYING BEHAVIOR. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 613-627. https://doi.org/10.35508/jom.v18i1.17971
Section
Articles
