The Role of Viral Marketing Value “Instagram” in Building Customer Relationships Performance: Perspectizing SDL Theory
Keywords:
Social Media Influencers, Social Media Characteristics, Viral Marketing Value, Customer Relationships Performance, Service Dominant Logic (S-DL) Theory, Instagram
Abstract
In the context of social media platforms, it is important for MSMEs to differentiate themselves in order to attract the attention of potential customers. This study uses the Viral Marketing Value Effect Model to examine the role of social media platforms in customer relationship performance. Data from 219 culinary MSMEs in Central Java shows that social media influencers and characteristics have an effect on customer relationship performance, while social media influencers do not. The study also explores how viral marketing value moderates the relationship between social media influencers and social media characteristics on customer relationships. The findings provide insights that extend the Service Dominant Logic (SDL) theory to social media marketing literacy in MSMEs.
References
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Fergus, L., Long, A. R., & Holston, D. (2023). Modeling Behavioral Economics Strategies in Social Marketing Messages to Promote Vegetable Consumption to Low-Resource Louisiana Residents: A Conjoint Analysis. J Acad Nutr Diet. https://doi.org/10.1016/j.jand.2023.01.011
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Liu, C., & Chong, H. T. (2023). Social media engagement and impacts on post-COVID-19 travel intention for adventure tourism in New Zealand. Journal of Outdoor Recreation and Tourism. https://doi.org/10.1016/j.jort.2023.100612
Mero, J., Leinonen, M., Makkonen, H., & Karjaluoto, H. (2022). Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up. Journal of Business Research, 145, 583-594. https://doi.org/10.1016/j.jbusres.2022.03.026
Ooi, K.-B., Lee, V.-H., Hew, J.-J., Leong, L.-Y., Tan, G. W.-H., & Lim, A.-F. (2023). Social media influencers: An effective marketing approach? Journal of Business Research, 160. https://doi.org/10.1016/j.jbusres.2023.113773
Pozharliev, R., Rossi, D., & De Angelis, M. (2022). Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality. European Journal of Marketing, 56(3), 922-948. https://doi.org/10.1108/ejm-09-2020-0719
Saffanah, L., Handayani, P. W., & Sunarso, F. P. (2023). Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review, 28(2), 204-214. https://doi.org/10.1016/j.apmrv.2022.09.002
Saoula, O., Shamim, A., Mohd Suki, N., Ahmad, M. J., Abid, M. F., Patwary, A. K., & Abbasi, A. Z. (2023). Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use. Spanish Journal of Marketing - ESIC, 27(2), 178-201. https://doi.org/10.1108/sjme-07-2022-0159
Saunila, M., Ukko, J., & Rantala, T. (2019). Value co-creation through digital service capabilities: the role of human factors. Information Technology & People, 32(3), 627-645. https://doi.org/10.1108/itp-10-2016-0224
Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103442
Song, S., Yao, X., Zhao, Y. C., & Ba, Z. (2024). Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103750
Soren, A. A., & Chakraborty, S. (2024). Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103574
Sung, K. S., & Lee, S. (2023). Customer brand co-creation behavior and brand sincerity through CSR interactivity: The role of psychological implications in service-dominant logic. International Journal of Hospitality Management, 108. https://doi.org/10.1016/j.ijhm.2022.103388
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Vannucci, V., Dasmi, C., Nechaeva, O., Pizzi, G., & Aiello, G. (2023). WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103305
Vargo, S. L., Wieland, H., & O'Brien, M. (2023). Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline. Journal of Business Research, 164. https://doi.org/10.1016/j.jbusres.2023.113965
Wang, K.-Y., Ashraf, A. R., Tek Thongpapanl, N., & Nguyen, O. (2023). Influence of social augmented reality app usage on customer relationships and continuance intention: The role of shared social experience. Journal of Business Research, 166. https://doi.org/10.1016/j.jbusres.2023.114092
Wang, Y., Zhang, L., Yang, J., Yan, M., & Li, H. (2024). Multi-factor information matrix: A directed weighted method to identify influential nodes in social networks. Chaos, Solitons & Fractals, 180. https://doi.org/10.1016/j.chaos.2024.114485
Wen, X., Kim, S., & Bowen, M. (2023). Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success. Journal of Business Research, 156. https://doi.org/10.1016/j.jbusres.2022.113510
Wu, Y., Yang, S., & Liu, D. (2023). The effect of social media influencer marketing on sustainable food purchase: Perspectives from multi-group SEM and ANN analysis. Journal of Cleaner Production, 416. https://doi.org/10.1016/j.jclepro.2023.137890
Yang, X. (2022). Consumers' purchase intentions in social commerce: the role of social psychological distance, perceived value, and perceived cognitive effort. Information Technology & People, 35(8), 330-348. https://doi.org/10.1108/itp-02-2022-0091
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74. https://doi.org/10.1016/j.techsoc.2023.102289
Zhang, X., Li, Z., Qian, K., Ren, J., & Luo, J. (2020). Influential node identification in a constrained greedy way. Physica A: Statistical Mechanics and its Applications, 557. https://doi.org/10.1016/j.physa.2020.124887
Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigate influencers’ perceived influencing power on social media platforms? The mere number effect and boundary conditions. Journal of Business Research, 158. https://doi.org/10.1016/j.jbusres.2022.113589
Ahn, J., Back, K.-J., Barišić, P., & Lee, C.-K. (2020). Co-creation and integrated resort experience in Croatia: The application of service-dominant logic. Journal of Destination Marketing & Management, 17. https://doi.org/10.1016/j.jdmm.2020.100443
Akter, S., Hossain, M. A., Tarba, S. Y., & Leonidou, E. (2023). How does quality-dominant logic ensure marketing analytics success and tackle business failure in industrial markets? Industrial Marketing Management, 109, 44-57. https://doi.org/10.1016/j.indmarman.2022.12.005
Al Abri, D., & Valaee, S. (2020). Diversified viral marketing: The power of sharing over multiple online social networks. Knowledge-Based Systems, 193. https://doi.org/10.1016/j.knosys.2019.105430
Ampadu, S., Jiang, Y., Gyamfi, S. A., Debrah, E., & Amankwa, E. (2023). Perceived value of recommended product and consumer e-loyalty: an expectation confirmation perspective. Young Consumers, 24(6), 742-766. https://doi.org/10.1108/yc-08-2022-1597
Balaji, M. S., Behl, A., Jain, K., Baabdullah, A. M., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113, 243-257. https://doi.org/10.1016/j.indmarman.2023.06.011
Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M., Elsaed, A. A., & Elsaied, M. A. (2023). Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM? Sustainability, 15(6). https://doi.org/10.3390/su15065331
Eisenbeiss, M., Hartmann, S. A., & Hornuf, L. (2023). Social media marketing for equity crowdfunding: Which posts trigger investment decisions? Finance Research Letters, 52. https://doi.org/10.1016/j.frl.2022.103370
Fergus, L., Long, A. R., & Holston, D. (2023). Modeling Behavioral Economics Strategies in Social Marketing Messages to Promote Vegetable Consumption to Low-Resource Louisiana Residents: A Conjoint Analysis. J Acad Nutr Diet. https://doi.org/10.1016/j.jand.2023.01.011
Gao, C., Du, H., Wu, W., & Wang, H. (2020). Viral marketing of online game by DS decomposition in social networks. Theoretical Computer Science, 803, 10-21. https://doi.org/10.1016/j.tcs.2019.03.006
Gao, Y., Gudergan, S. P., & Lin, N. (2024). Dynamic capability deployment: The roles of dominant logic and international entrepreneurial orientation. International Business Review. https://doi.org/10.1016/j.ibusrev.2024.102256
Gu, W., Chan, K. W., Kwon, J., Dhaoui, C., & Septianto, F. (2023). Informational vs. emotional B2B firm-generated-content on social media engagement: Computerized visual and textual content analysis. Industrial Marketing Management, 112, 98-112. https://doi.org/10.1016/j.indmarman.2023.04.012
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/ebr-11-2018-0203
Hamzah, M. I., Wahab, S. N., Abd Rashid, M. H., & Voon, B. H. (2023). Switching intention, WOM and quality of public transport services: A case of the Kuala Lumpur conurbation. Multimodal Transportation, 2(3). https://doi.org/10.1016/j.multra.2023.100082
Itani, O. S., Goad, E. A., & Jaramillo, F. (2019). Building customer relationships while achieving sales performance results: Is listening the holy grail of sales? Journal of Business Research, 102, 120-130. https://doi.org/10.1016/j.jbusres.2019.04.048
Kaiser, U., Sofka, W., & Grimpe, C. (2023). Creating marketing innovation abroad: The value of marketing professionals in foreign MNC subsidiaries. Industrial Marketing Management, 112, 145-159. https://doi.org/10.1016/j.indmarman.2023.05.005
Kelm, R. C., & Ibrahim, O. (2023). Modernizing Marketing Strategies for Social Media and Millennials in Dermatology. Clin Dermatol. https://doi.org/10.1016/j.clindermatol.2023.06.007
Li, L., Zhang, J., & An, X. (2023). Using social media for efficient brand marketing: An evaluation of Chinese Universities using Bilibili. Socio-Economic Planning Sciences, 88. https://doi.org/10.1016/j.seps.2023.101645
Liu, C., & Chong, H. T. (2023). Social media engagement and impacts on post-COVID-19 travel intention for adventure tourism in New Zealand. Journal of Outdoor Recreation and Tourism. https://doi.org/10.1016/j.jort.2023.100612
Mero, J., Leinonen, M., Makkonen, H., & Karjaluoto, H. (2022). Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up. Journal of Business Research, 145, 583-594. https://doi.org/10.1016/j.jbusres.2022.03.026
Ooi, K.-B., Lee, V.-H., Hew, J.-J., Leong, L.-Y., Tan, G. W.-H., & Lim, A.-F. (2023). Social media influencers: An effective marketing approach? Journal of Business Research, 160. https://doi.org/10.1016/j.jbusres.2023.113773
Pozharliev, R., Rossi, D., & De Angelis, M. (2022). Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality. European Journal of Marketing, 56(3), 922-948. https://doi.org/10.1108/ejm-09-2020-0719
Saffanah, L., Handayani, P. W., & Sunarso, F. P. (2023). Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review, 28(2), 204-214. https://doi.org/10.1016/j.apmrv.2022.09.002
Saoula, O., Shamim, A., Mohd Suki, N., Ahmad, M. J., Abid, M. F., Patwary, A. K., & Abbasi, A. Z. (2023). Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use. Spanish Journal of Marketing - ESIC, 27(2), 178-201. https://doi.org/10.1108/sjme-07-2022-0159
Saunila, M., Ukko, J., & Rantala, T. (2019). Value co-creation through digital service capabilities: the role of human factors. Information Technology & People, 32(3), 627-645. https://doi.org/10.1108/itp-10-2016-0224
Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103442
Song, S., Yao, X., Zhao, Y. C., & Ba, Z. (2024). Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103750
Soren, A. A., & Chakraborty, S. (2024). Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103574
Sung, K. S., & Lee, S. (2023). Customer brand co-creation behavior and brand sincerity through CSR interactivity: The role of psychological implications in service-dominant logic. International Journal of Hospitality Management, 108. https://doi.org/10.1016/j.ijhm.2022.103388
Urhan, B., Yenicikti, N. T., Simsek, G., Albayrak, E. S., Gudekli, I. A., Hostut, S., & Arslan Celik, B. B. (2024). Social media use and social capital: Social media usage habits and perceptions of school administrators. Heliyon, 10(1), e23293. https://doi.org/10.1016/j.heliyon.2023.e23293
Vannucci, V., Dasmi, C., Nechaeva, O., Pizzi, G., & Aiello, G. (2023). WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103305
Vargo, S. L., Wieland, H., & O'Brien, M. (2023). Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline. Journal of Business Research, 164. https://doi.org/10.1016/j.jbusres.2023.113965
Wang, K.-Y., Ashraf, A. R., Tek Thongpapanl, N., & Nguyen, O. (2023). Influence of social augmented reality app usage on customer relationships and continuance intention: The role of shared social experience. Journal of Business Research, 166. https://doi.org/10.1016/j.jbusres.2023.114092
Wang, Y., Zhang, L., Yang, J., Yan, M., & Li, H. (2024). Multi-factor information matrix: A directed weighted method to identify influential nodes in social networks. Chaos, Solitons & Fractals, 180. https://doi.org/10.1016/j.chaos.2024.114485
Wen, X., Kim, S., & Bowen, M. (2023). Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success. Journal of Business Research, 156. https://doi.org/10.1016/j.jbusres.2022.113510
Wu, Y., Yang, S., & Liu, D. (2023). The effect of social media influencer marketing on sustainable food purchase: Perspectives from multi-group SEM and ANN analysis. Journal of Cleaner Production, 416. https://doi.org/10.1016/j.jclepro.2023.137890
Yang, X. (2022). Consumers' purchase intentions in social commerce: the role of social psychological distance, perceived value, and perceived cognitive effort. Information Technology & People, 35(8), 330-348. https://doi.org/10.1108/itp-02-2022-0091
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74. https://doi.org/10.1016/j.techsoc.2023.102289
Zhang, X., Li, Z., Qian, K., Ren, J., & Luo, J. (2020). Influential node identification in a constrained greedy way. Physica A: Statistical Mechanics and its Applications, 557. https://doi.org/10.1016/j.physa.2020.124887
Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigate influencers’ perceived influencing power on social media platforms? The mere number effect and boundary conditions. Journal of Business Research, 158. https://doi.org/10.1016/j.jbusres.2022.113589
Published
2025-05-17
How to Cite
Andi Setiawan, Astohar Astohar, Bagus Yunianto Wibowo, Rif’ah Dwi Astuti, & Wahyuni, S. (2025). The Role of Viral Marketing Value “Instagram” in Building Customer Relationships Performance: Perspectizing SDL Theory. International Journal of Education, Vocational and Social Science , 4(02), 218-231. https://doi.org/10.63922/ijevss.v4i02.1790
Contact Person +6282139474255
Email : ijevss@citakonsultindo.or.id / editor.ijevss@gmail.com
