The impact of interdependent self-construal towards intention to participate in social media photo/video contest campaign

In response to customer's demand enforcement, marketers need to carefully select the best marketing campaign. Marketers are creating a contest campaign that requires the participant to upload photos or videos via social media. Interdependent self-construal is one's perspective in which people are somehow connected in a social context. The technology acceptance factors, consisting performance expectancy, effort expectancy, and social influence, are also considered important to determine one's intention to use some particular technology. Hence, this study investigates how interdependent self-construal could influence one's intention to participate in social media photo/video contest campaign. Six hundred eighty-two (682) data were collected using online questionnaires and analyzed using the PLS-SEM technique. Result indicated that interdependent self-construal influences one's intention to participate in social media photo/video contest campaign through the acceptance factors of technology investigated.