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Abstract
ABS-96
The Role of Emotional Attachment in Mediating the effect of Social Media Marketing on Purchase Intention
Aekram Faisal, Ellyana Amran*, Iwan Ekawanto
Corresponding Author: Ellyana Amran


Question & Answer to the Presentation

Question from Ms. Yollawati Arifi
2022.12.23 16:12:48

very interesting research, because it is also related to my
research. but I want to ask, if will the age of the respondents
who are more mature give similar results?
Replies:

Reply from Dr. Aekram Faisal
2022.12.28 09:43:40

Thank you for the question, for this study the majority of respondents were aged 12-
27 years (gen z) which is 83%, so the results of this study cannot be generalized, but
this could be an opportunity for further research, and this research also provides
suggestions for research then can make the age range / generation group as a
moderator variable.


Question from Ms. Yessy Bella Anggraeni
2022.12.21 14:32:11

Exciting research. Why did you choose 12 years old as a correspondent? Because, in
my humble opinion, they are too young to be this research correspondent.
Replies:

Reply from Dr. Aekram Faisal
2022.12.28 10:50:37

Thank you for the question, for this study we tried to group respondents based on
age group or generation, and we determined that the youngest age group in this
study was gen z (12-27 years) --- although there are differences of opinion regarding
the age range of each generation according to experts --- which is also called
iGeneration or Internet Generation, because the generation in that age range is
active in using the internet and social media, but this research also has filter
questions that ensure they are the right people to be respondents in this study.


Question from Mr. Adhi Indra Hermanu
2022.12.21 13:12:56

How do you decide to use SEM to do mediation analysis, not with Sobel or Makro Hayes for example. I^ve compared between some of these analyzes and the results are quite different
Replies:

Reply from Dr. Ellyana Amran
2022.12.21 13:26:24

thank you for the questions and input, to test the direct effect of this study using
SEM by looking at the regression results, while to test the mediating role of this
study using the bootstrap method by hayes

Reply from Mr. Adhi Indra Hermanu
2022.12.21 13:50:16

Do you have any reason to decide to use that methode bu Dr Ellyana...
Maybe considering number of sample or else??
Best regards


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