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Online Consumer Behavior: Confirming the AISAS Model on Twitter

Users*
By Hendriyani, Jessica Jane, Lenny Ceng, Nabilah Utami, Reinata Priskila, Stefania Anggita

Hendriyani (hendriyani.sos@ui.ac.id) is a lecturer at the Communications Department of

University of Indonesia (Indonesia). Jessica Jane (jessichy@gmail.com), Reinata Siahaan
(reinata.priskila@yahoo.com), Lenny Ceng (lennyceng@gmail.com), Nabila Utami
(nabilah.utami@yahoo.com), and Stefania Anggita (stefania.anggita@gmail.com) are
students of Communications Regular Program of FISIP University of Indonesia.

Abstract
Today plenty of business entities use social media marketing strategy, especially Twitter, for
their promotion media. The AISAS non-linear model, stands for Attention Interest Search
Action Share, is developed by the Dentsu Way to explain online consumer behavior,
replacing the conservative model of AIDMA (Attention Interest Desire Memory Action).
This research aims to confirm the Model of Consumer Behavior in the case of product (BB)

*
Presented in the International Conference on Social and Political Sciences (ICSPS) 2013, Karawaci, West Java,
25-26 February.

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that uses only Twitter as its promotion medium. Using survey with purposive sampling
method, we conduct pilot test on 70 Twitter followers of the product. Early findings indicate
significant correlation between all variables AISAS, except for correlation between Action
and Share. AISAS model can be applied partially to explain the consumer behavior of Twitter
users in this case. Further research with bigger sample and variety of products is needed to
confirm the AISAS model in Indonesia context, where the social media marketing is still
growing fast.
Key words: social media marketing, AISAS model, Twitter, online consumer behavior.

Research Background
Technology advances in a very fast speed now. Smartphone and other gadgets have become
part of our life. Smartphone users can easily access social media, anytime anywhere; this
feature contributes to the growth of Smartphone numbers in Indonesia (Antara, 2012).
Smartphone numbers in Indonesia will grow 6.5 times than 2011, and will continue until
2016. Data traffic using Smartphone will increase 238 times between 2011 and 2016 (Aco,
2012)
One of social media which is booming in Indonesia now is Twitter. Twitter is micro
blogging site that give its users opportunity to write something in 140 characters or less. In
Indonesia, around 30 million people were Twitter users and about 2 millions were active
tweeting every day (Ditya, 2012).
These developments on technology and social media also influence marketing world.
According to the America Marketing Association, marketing is defined as an activity or
institution, and process of creating, communicating, delivering, and exchange value offering
for customers, clients, partners and society (Lamb, Hair, & McDaniel, 2012, p.1). Based on
this definition, marketing focuses on exchange. Exchange could be happened if there were
two parties or more, interest and capabilities to give something to other parties, also if there
was communication between parties. Advertising and promotion take role in that
communication process.
Companies seek for long term exchange relationship, not only one time relationship;
therefore they try to build long term relationship with their consumers. In the past, advertising
and promotions were done through mass media such as radio, television and printed media.
But now, as the media develops, it is more difficult for marketers to engage with their
consumers, especially because communication through mass media is less effective (Belch, &
Belch, 2009). Today consumers are more listening to their friends or relatives advice about
a brand than advertising. According to Nielsen Global Survey, word of mouth

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communication is the new way of advertising because it is more credible (Kotler, Kartajaya,
& Setiawan, 2010, p. 30).
Consumers also actively seek for information about products, so that products or services
could not give any false claim. Consumers also become powerful because of social media.
Through social media, consumers could publish their own review about which product is
good or bad; which could affect credibility of particular product or service (Meyerson, 2010).
Realizing the social media power, marketers use it to approach their consumers now.
Social media marketing is one of marketing tools that uses social media concept, promoting
something (such as product, brand, or issue) and collaborating with society in social media
campaign. With social media tools, you can post a comment or video in seconds, directly
from your laptop or most likely your mobile device (Erik Qualman, 2009, p.39). Social
media is supported by web format 2.0 that makes anyone possible to be producer or
distributor; enabling one to many communication, or even many to many
communication.
Social media marketing makes word of mouth as a new promotion tool. By placing
promotion information close to consumers, marketers could increase possibility those
information would be communicated to other consumers. ( Peter & Olson, 2000, p.200).
Many businesses already engage social media marketing strategy by using Twitter as
their promotion tool. In Indonesia, Steak Hotel Holycow! and Hot Chips Maicih are examples
of successful story of using Twitter as their online promotion tool (Bisnis UKM, 2012). In
this research, we use BB social marketing strategy as our case.
BB is the only business in Jakarta that specify its selling on Americas bread, bagel
(Samira, 2011). The business was started on June 2011, but now it is already famous in
Greater Jakarta. By using only Facebook and Twitter as its promotion tools, BB could attract
many people (Pertiwi, 2011). Fathia Syarif, one of the owners said that Facebook and Twitter
really help their promoting activities (Samira, 2011). For example, BB used Twitter to
routinely deliver menu update, discounts and promos, as well as the location of Bagel booth
car, Mobagel.
BB also engaged Twitter to interact with its consumers by using mention system. Its
account, @BB, already has 7000 followers by November 2012. BB gives 10 percent discount
for its followers. Before transaction, the cashier will ask whether a customer is a Twitter
follower or not.

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 We find it interesting to find out more about BB online consumer behavior, especially
regarding Twitter. We seek answers for these research questions:
1. Does BBs social media marketing strategy influence its consumer behavior?
2. How is the online consumer behavior of BBs consumers?

Theoretical Framework
In 2004 Dentsu started to advocate a new consumer behavior model called AISAS (Attention,
Interest, Search, Action, Share). AISAS is a non linear model, replacing the traditional model
of AIDMA (Attention, Interest, Desire, Memory, Action). AISAS model has become a
trademark in Japan since 2005. It is influenced by the emergence of new technology based
social media. Internet technologies have evolved to the point where it is possible to instantly
seek virtually any information, anytime, from anywhere, using a personal computer (PC) or
mobile phone, or a similar device (Sugiyama & Andree, 2010).
Consumers are less dependent on corporate Web sites they rather rely on the site
word of mouth like blogs, Twitter, and Facebook (Kotler, 2010, p. 30). According
Sugiyama & Andree, word of mouth communication is generated by two elements in the
AISAS process: Search and Share, which will progress to action.

Figure 1. AISAS Model

Attention Interest Search Action Share

(Source: Sugiyama & Andree, 2010)

The model suggests that a consumer, who notices a product, service, or advertisement
(attention) and takes an interest in it, will gather information (search) about the item from
internet blogs, Twitter, Facebook, official website, etcetera- or by talking to family or friend
who has used the product. The consumer then will evaluate the information. Positive
evaluation will be followed by a firm decision to make a purchase (action). After the
purchase, the consumer becomes a transmitter of Word-of-Mouth information, by talking to
others or by posting comments and impressions on the Internet (share).

Figure 2. Changing from AIDMA to AISAS model

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 (Source: Sugiyama & Andree, 2010)

Because its flow is not linear, an element in the AISAS model can be skipped or
repeated. For instance, a consumer might see a television commercial and immediately go to
the store to buy it (Attention Interest Action), or he/she might be so interested to the
product in the television commercial then he or she write about the commercial in his or her
blog (Attention Interest Share).
Figure 3. Nonlinear correlation between each element of AISAS Model

(Source: Sugiyama & Andree, 2010)

AISAS is a comprehensive model that anticipates the diverse behaviors of modern

consumers. It suggests that a company should not only rely on advertising but also
relationship between the company and its consumers. Marketers must strategically design a
mechanism that will guide consumers to visit official website, then motivate them to search.
It is important for marketers to provide brand experiences so that the consumer will
empathize with the brand and want to make the purchase. Afterward, consumers will be
gladly share their experiences on the blogs or social media, and increase the intensity of
word-of-Mouth communications.

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Research Hypotheses
Based on above theoretical framework, we formulate the research hypotheses of this study
that there are correlation relationship between Attention (V1), Interest(V2), Search(V3),
Action (V4), and Share (V5).
H1: Attention (V1) has significant positive correlation with Interest (V2)
H2: Attention (V1) has significant positive correlation with Search (V3)
H3: Attention (V1) has significant positive correlation with Action (V4)
H4: Attention (V1) has significant positive correlation with Share (V5)
H5: Interest (V2) has significant positive correlation with Search (V3)
H6: Interest (V2) has significant positive correlation with Action (V4)
H7: Interest (V2) has significant positive correlation with Share (V5)
H8: Search (V3) has significant positive correlation with Action (V4)
H9: Search (V3) has significant positive correlation with Share (V5)
H10: Action has significant positive correlation with Share (V5)

Methodology
Sampling method
The population of this study is BBs consumers who make purchases at the location of Bagel
booth car (Mobagel). We took 70 consumers who are also followers of BB Twitter. This
sampling technique is categorized to non-probability sampling.
54 participants (77%) of 70 samples are women and 16 participants (23%) are men.
There are 37% of them with age between 18 and 24 years old, 44% aged 25-30 years old,
and 19% aged above 30 years old. There are 26 participants (23%) who identify themselves
as college students, 61% are employees, 7% are entrepreneurs, and 6 participants (9%) have
other occupation.
Out of 70 samples who are also BB Twitter followers, 41% know BB from Twitter,
another 41% know the product from friends and families, 17% know BB on the spot
because they found the outlet, and 1 person know BB from other sources. The samples have
different frequencies of visit to BB store: 53% visit BB store once a month, 43% visit BB
twice or thrice every month, 3% visit 4-5 times a month, and only one person visits BB store
more than 5 times every month.

Measures
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There are five variables in this study: Attention, Interest, Search, Action, and Share. Each
variable is measured using 3 or 4 Likert scale type items. Each item ranges from 1 to 5, the
higher score the more agreeable the sentence for the sample.
Attention is defined as being aware and having the acknowledgement about BB from
Twitter. The Cronbachs Alpha for this variable is 0.806. Attention is measured by four
indicators, among other: I read the tweets from @BB on my timelines and I know BBss
foods and drinks menu from Twitter.
Interest is defined as being interested in any kind of product and promo that BB offers
on Twitter. This variable is measured by four indicators, such as I am interested in BB
because of the photos of foods and drinks that @BB uploads on Twitter. The Cronbachs
Alpha for this variable is 0.792.
Searching refers to the effort to search any information about BB on Twitter. Searching
is measured by four indicators, for example: I look for any spesific information about BB
from Twitter, such as breakfast menu, Mobagels location, etc or I search any information
about BB by mentioning @BB on Twitter. The Cronbachs Alpha for this variable is 0.731.
Action is defined as making the purchase decision of any product because of the
informations on Twitter. The Cronbachs Alpha for this variable is 0.544. Action is measured
by four indicators, including I visit the location of Mobagel after reading the information
about the location from @BB and I use the 10% discount promo that BB offers for the
followers of @BB.
Sharing refers to the effort to share any information and also recommend BB on
Twitter after purchasing any product of BB. The Cronbachs Alpha for this variable is 0.802.
Sharing is measured by three indicators, for example: I update my tweets about the
experience of purchasing any product of BB.

Analysis Method
Path analysis, first developed in the 1920s, is a method for examining casual patterns among
a set of variables (Stage, Carter, & Nora, 2004, p.5). Path analysis is most used by researchers
to analyze data relative to casual model, by conducting a series of regressions to analyze
influences on dependent variables within the model (Stage, Carter, & Nora, 2004). In some
models, there is one ultimate dependent variable that becomes researchers focus attention.
But this does not happen on every model. A regression is conducted for each dependent

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variable and effects are calculated from all the regressions to find the cumulative effects
(Stage, Carter, & Nora, 2004, p.5).

Findings
There are five elements of the AISAS model that we use to analyze BBs online consumer
behavior. First, we analyzed the variable and item separately. We found high score of
Attention, Interest, Searching, Action, and Sharing. The detail of mean for each variables and
items is showed on Table 1 below.

Table 1. Mean for each item and variable

Variable Items Mean Mean
per Item
per
Variable
Attention I read the tweets from BB on my timelines 4.1857 4
I know BBs foods and drinks menu from Twitter 3.6429
Im aware of Mobil BB (BB selling car) and its location 4.0571
on each day from Twitter
Tweets from BB help me to remember all kind of 4.1143
information about BB; such as the menu, opening hours,
latest promo, and Mobil BB location.
Interest I am interested in BB from the photos of foods and drinks 4.0429 4.24285
that BBs Twitter account uploads on Twitter
I am interested to find and know more about BB because 3.9571
Ive read the tweets from BBs Twitter account
I am interested in any other kind of promo that BBs 4.4857
Twitter account informs on Twitter, such as free food for
those who are having their birthdays and Happy Hour:
25% discount on Monday-Thursday, 06.00 p.m. 08.00
p.m.
I am interested in 10% discount promo that BB offers for 4.4857
the followers of BBs Twitter account
Searching I look for any information about BB by reading BBs 4.0857 3.55
Twitter account timeline on Twitter.
I look for any spesific information about BB from 3.9857
Twitter, such as breakfast menu, Mobil BBs location,
etc.
I look for any information about BB by mentioning BBS 3.4143
Twitter account on Twitter
I look for any information about BB by mentioning their 2.7143
friends on Twitter
Action I purchased any food or drink at BB after read the 3.6857 4.01785
informations from BBs Twitter account

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 I visit the location of Mobil BB after read the information 4.0143
about its location from BBs Twitter account
I use the 10% discount promo that BB offers for the 4.3857
followers of BBs Twitter account
I use any other kind of promo that BBs Twitter account 3.9857
informs on Twitter (free food for those who are having
their birthdays or Happy Hour: 25% discount on
Monday-Thursday, 06.00 p.m. 08.00 p.m.)
Sharing I update my tweets about the experience of purchasing 3.7714 3.633
any product of BB
I update my tweets when I visit BB 3.6857
I recommend BB to my followers on Twitter 3.4429

Because each item was measured using Likert type scale (range 1-5), the higher mean
score of each item could be analyzed as the higher agreement of samples toward the
item/statement. Table 1 shows that respondents tend to strongly agree with the all statements
of Attention. The lowest mean score is 3.6429 for the statement, I know BBs foods and
drinks menu from Twitter.
The respondents also tend to strongly agree with all statements of Interest, except for
I am interested to find and know more about BB because Ive read the tweets from BBs
Twitter account which has 3.9571 mean score. Similar results can be found in all items of
Action which has high mean score, the lowest one is 3.6857 for the statement, I purchased
any food or drink at BB after read the informations from BBs Twitter account
Somewhat lower scores are achieved by variable Searching (mean 3.55) and Sharing
(mean 3.633). Compare to the other items, items of Searching have the lowest mean score,
especially I look for any information about BB by mentioning their friends on Twitter with
2.7143 mean score that shows that participants are neutral with the statement, For element of
Sharing, the mean score shows that participants tend to agree with the all statements.

The Analysis Model

The analysis model that is constructed after the Path Analysis test shows that all research
hypotheses are accepted, except for the last hypothesis. The details are as follow:

Figure 3. Analysis model based on Path Analysis

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H1 is accepted; Attention (V1) has significant positive correlation with Interest (V2);
with = 0.000 and = 0.637.

H2 is accepted; Attention (V1) has significant positive correlation with Search (V3);
with = 0.000 and = 0.408.

H3 is accepted; Attention (V1) has significant positive correlation with Action (V4);
with = 0.002 and = 0.305.

H4 is accepted; Attention (V1) has significant positive correlation with Share (V5);
with = 0.009 and = 0.312.

H5 is accepted; Interest (V2) has significant positive correlation with Search (V3);
with = 0.000 and = 0.509.

H6 is accepted; Interest (V2) has significant positive correlation with Action (V4);
with = 0.000 and = 0.483.

H7 is accepted; Interest (V2) has significant positive correlation with Share (V5);
with = 0.003 and = 0.353.

H8 is accepted; Search (V3) has significant positive correlation with Action (V4);
with = 0.003 and = 0.354.

H9 is accepted; Search (V3) has significant positive correlation with Share (V5); with
= 0.006 and = 0.327.
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 H10 is rejected; Action does not has significant positive correlation with Share (V5)
because = 0.069.

Based on the research data, we can conclude that social media marketing using Twitter was
able to influence the consumer of BB by creating a high attention in the consumer's
environment, but the influence was limited to action, and did not reach the stage of share.
This answers the first research question, Does BBs social media marketing strategy
influence its consumer behavior?
For the second question How is the online consumer behavior of BBs consumers?
we find conclude that BB's consumers used Twitter as their source medium to obtain first
hand information from BB, such as the Mobagel location, menu, and others. BB's consumers
were also interested to use the discount that was offered on Twitter. The majority of
consumer searched information of BB through its Twitter timeline, and then they acted based
on the information, such as going to the Mobagel outlet in certain areas and used the discount
promotion that was offered on Twitter. However, the share level that has been done by the
consumer is still low through Twitter. To conclude, the findings indicate significant
correlation between all variables AISAS, except for correlation between Action and Share.
AISAS model can be applied partially to explain the consumer behavior of Twitter users in
this case.

Discussion
AISAS model shows that a consumer - who has attention and interest of a product,
service, or advertisement - tends to search deeper information about every single item he or
she wants to get. Furthermore, the consumer will assess the product based on the information
obtained. If it meets the consumers expectation, he/she will make a purchase decision. Then
the consumer will share his/her experience to others. Attention leads to interest and then
search, action, and the last share. These stages can be skipped or repeated (Sugiyama &
Andree, 2010).
Based on the online consumer behavior research in the case of BB consumer, the
result shows that there is high level of correlation and significance of 0.000 between
Attention and Interest . Then, the relationship between attention to search, search to interest,
and interest to action has a low correlation with the significance of 0.000. The relationship

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between attention to action, attention to share, interest to share, search to action, and search to
share have low level of correlation. But the result shows that there is no significant
relationship between the share and action.
The results show that action does not always lead to share. The average consumers do
not share the BB experiences via Twitter, nor recommend BB to others via Twitter. Although
the relationship between Action and Share is insignificant, the result still shows relationships
between Interest and share, as well as Search to Share are significant. In other words,
consumers will do sharing about BB through Twitter if they have interest on BB and they
want to find information about BB by tweeting to BB or their friends. Based on this research,
Twitter successfully gains interest toward BB. When consumers got interested in, they would
buy the product of BB as immediate as possible and some of them choose to dig more
information about the product of BB or the location of Mobagel through Twitter. But, not all
who search will do the purchase directly.
To conclude, early findings indicate significant correlation between all elements of
AISAS model, except for correlation between Action and Share. AISAS model can be
applied partially to explain the consumer behavior of Twitter users in this case. This research
eventually shows that social media marketing via Twitter created by BB is effective because
nine out of ten relationships between elements of AISAS model are proved significant.
Conclusion and Recommendation
Our research on BB social media marketing using AISAS model showed that social media
marketing by BB could increase attention level and interest level significantly among BBs
followers. Communication strategy by BB using social media marketing was a right choice
because it is not only build awareness its consumers (Attention), but also high level of
Interest, Search, and Action; although not always followed by Share
Based on our findings in this research, we have several recommendations for future
research:
1. Increasing number of sample. One of weaknesses from this research is the limited
quantity of samples. As a pilot test, this research only gathered data from 70 samples.
By increasing the number of sample, the data could be generalized to all BB followers
on Twitter.
2. Conducting this research with different social media platform such as Facebook.
Other than Twitter, Facebook is also a very popular social media for promotion.
Facebook allows consumers to interact with company, upload photos, search
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 information about products, and update status about products information or
experience after using that products, also recommend products to their friends. The
different is number of characters per message: Twitter has maximum 140 characters
per tweet and Facebook has unlimited characters in wall writing.
3. Path analysis shows that if someone has attention and interest, also has already search
about particular things; he/she will also share it. But it also shows that if someone
does action (by buying things), he/she will not always share it. So, BB should give
more incentive for its consumers so that they will share their activity after doing
action. For example in this case, BB could give more discount if the consumer tweets,
I am now enjoying #BB.

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