Work

Social Media Analysis on Interest in Buying Imported Used Shoes at SOM Sneakers

Year: 2025

Type: article

Abstract: This study investigates the impact of social media on consumer interest in purchasing imported secondhand footwear, focusing on SOM Sneakers as a case study. Employing a mixed-methods approach combining surveys and interviews, the research demonstrates a significant influence of social media on consumer buying decisions. This influence is mediated through increased brand awareness, influencer marketing, consumer reviews, and direct brand-consumer interaction, particularly on platforms like Instagram and TikTok, fostering engagement, building trust, and ultimately driving purchase intent. The findings offer valuable insights for both academic discourse and the development of effective marketing strategies within the secondhand footwear industry.

Source: JLEB Journal of Law Education and Business

DOI: 10.57235/jleb.v3i1.5776

Authors: Essi Laura Amanda, Ainun Saskia, M Yudi Fajri, Jessica Br Simanungkalit, Mica Siar Meiriza

Institution: State University of Medan

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409970561

FWCI:

Cites:

Cited by:

Related to: 10