Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies
Amalia E. Maulana
Bina Nusantara University, Indonesia
Aerospace Engineering Computer Science & IT Environmental Science Health Professions Neuroscience Social Sciences

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The Influence of Instagram Influencers’ Communication Style on Consumer Trust and Emotional Engagement in Live Streaming Shopping Mohammad Rifky Maulana; Amalia E. Maulana
Eduvest - Journal of Universal Studies Vol. 6 No. 2 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i2.52264

Abstract

The rapid development of social media has given rise to new marketing strategies, one of which is live streaming shopping through platforms such as TikTok Shop. Digital influencers, especially Instagram influencers, play a key role in shaping consumer perceptions and purchasing decisions, particularly for high-involvement products such as perfume. This study aims to analyze the influence of Instagram influencer communication styles (informative, entertaining, interactive) on consumer trust and emotional engagement, and to assess the mediating role of trust and emotional engagement on sharing intention. This study uses a quantitative approach with a survey method involving 342 TikTok users who have watched perfume live streaming sessions. The data analysis technique used is Structural Equation Modeling – Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The results show that entertaining and informative communication styles have a significant influence on trust and emotional engagement, while the interactive style has a significant influence on emotional engagement. Trust and emotional engagement are proven to mediate the relationship between communication styles and consumer behavioral intentions. This research strengthens the relevance of the SOR (Stimulus–Organism–Response) Model in the context of social commerce and provides practical contributions for brands and influencers in choosing the right communication approach based on audience segments and product characteristics.
The Impact of Green Skepticism on the Effectiveness of Green Promotion in Driving Green Purchase Behavior in Indonesia Nediva Trisha Kanya Wijaya; Amalia E. Maulana
Journal Research of Social Science, Economics, and Management Vol. 5 No. 4 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i4.1174

Abstract

Growing consumer concern about environmental impact has prompted companies to adopt green marketing strategies. However, the rise of green skepticism, often triggered by greenwashing, raises questions about the actual effectiveness of such strategies. This study examines the impact of eco-labels and green advertising on green purchase behavior, with perceived green knowledge as a mediator and green skepticism as a moderator. Drawing from the Persuasion Knowledge Model (PKM) and the Stimulus–Organism–Response (S–O–R) framework, a quantitative survey was conducted with 301 environmentally conscious consumers in Greater Jakarta. Structural equation modeling (PLS-SEM) was used to test the hypotheses. Results show that both eco-labels and green advertising significantly enhance perceived green knowledge, which positively influences green purchase behavior. Interestingly, green skepticism negatively moderates the effect of green advertising on perceived knowledge, but does not weaken the influence of eco-labels—possibly due to their third-party verification. The findings emphasize the importance of credible and transparent green communication. Theoretically, this study extends S–O–R by validating direct stimulus-response pathways. Practically, it guides marketers and policymakers to prioritize substantiated claims over persuasive imagery in green promotions.
Co-Authors Mohammad Rifky Maulana Nediva Trisha Kanya Wijaya