EXPLORING ANTECEDENTS OF SOCIAL MEDIA INVOLVEMENT IN SHOPPING ONLINE FOR MUSLIM FASHIONS: EVIDENCE FROM INDONESIA

Abstract

This study investigates the antecedents and outcomes of involvement in social media
behavior using a two-stage model. Two theories, the MOA and SI, were integrated into the
first stage of the model to find out whether motivation, opportunity, ability and social identity
(MOASI) act as an antecedent for involvement in social media. The second stage of the
model investigated whether involvement in social media will lead to online buying behavior.
Analyzed data from an online survey of 255 Instagram followers of hijab fashion using
Structural Equation Modeling with Partial Least Squares revealed that only MOASI fits well
as an antecedent of involvement in social media. In addition, motivation was found to be the
highest influence on involvement in social media followed by opportunity and ability. The
study found online buying behavior as the outcome of involvement in social media. These
findings indicate the importance of MOASI as predictors and outcomes of involvement in
social media, respectively. Therefore, these predictors should not be ignored by Indonesian
Muslim fashion e-retailers when they develop specific marketing strategies to sell their
products through social media.