The Influence of Ad Relevance and the Frequency of Affiliate Video Ads on Consumer Engagement and Purchase Intentions for Somethinc Products on the Shopee Platform.
DOI:
https://doi.org/10.21009/ISC-BEAM.013.166Keywords:
Ad Relevance; Affiliate Video Ads; Consumer Engagement; Purchase Intentions; Shopee; Somethinc.Abstract
Marketing through social media, particularly through video affiliate advertising, has become a prominent strategy in digital marketing, supported by platforms like Shopee. This study explores the impact of Ad Relevance and the Frequency of Affiliate Video Ads on Consumer Engagement and Purchase Intentions, with purchase intention also examined as a mediating variable. The research focuses on Somethinc products advertised through Shopee's video affiliate program. A quantitative research approach was adopted, involving purposive sampling of 105 respondents in North Bekasi who actively use Shopee and have experience purchasing Somethinc products. Data were collected via an online questionnaire using Google Forms and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS software.
The findings reveal that Video Affiliate Ad Frequency is the most influential factor, significantly affecting both Consumer Engagement (Path Coefficient: 0.741; t-statistics: 5.931) and Purchase Intention (Path Coefficient: 0.875; t-statistics: 13.243). Conversely, Ad Relevance exhibits a weaker influence and does not significantly impact either variable. Furthermore, Purchase Intention acts as a mediator, strengthening the indirect relationship between Ad Relevance and Consumer Engagement. The model demonstrates high explanatory power, with R-square values of 95.3% for Consumer Engagement and 92.1% for Purchase Intention.
This research highlights the critical role of ad frequency in shaping consumer behaviors and provides actionable insights for digital marketers to optimize video-based advertising strategies on e-commerce platforms like Shopee.
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