The effect of social media types on the relations between information and purchase intention of Indonesian clothing SMEs using information acceptance model

The rise of social media users has encouraged producers (including SME clothing industry) to market their products through social media. The advertisements posted by SMEs are expected to increase the intention of consumers to buy their products. Each social media type has certain characteristics that are different from others. Therefore, it is necessary to study the effect of advertising information on consumer intentions to buy products from the SME clothing industry in each type of social media. We use the information acceptance model as our problem-solving framework, with social media types as moderating variables. We include three social media types: networking-based social media, content sharing-based social media, and blogs and microblogs social media. We use SEM multi-groups to study the moderation effect of social media types. From the multi-group SEM analysis, the result showed that there is a significant moderating effect of the social media types on the research model.