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2.5 INTERACTION
Interaction of social network sites refers to platforms that offer opportunities for two-way opinion exchange and information
sharing (Go and You, 2016). According to Chen et al. (2018), online social media platforms allow businesses to interact with
their audience on specific product information. Dessart and Duclou (2019) found that consumers can interact by obtaining and
exchanging information on preferable topics with one another on social media easily. Interaction of social network sites occurs
in the form of comments and sharing between consumers (Pütter, 2017). Additionally, social media platforms encourage
consumers to express their thoughts with other online users regarding the products’ qualities, brand stories and benefits
(Algharabat et al., 2020). Interaction also enables sharing of consumers’ needs with the business.
Real-time interaction and exchange of feedback between customers could enable the boost of confidence in the brand
(Pongpaew et al., 2017). This is also important to build and solidify long-term relationships (Kao et al., 2016). Interaction and
communication on social media are then able to increase the quality of the relationship between a business and its consumers
(Achen, 2019). In short, interaction is one of the effective ways to strengthen consumer-brand relationships (Merrilees, 2016;
Yadav and Rahman, 2018).
According to Algharabat et al. (2020), interaction on social media allows consumers to have a strong and positive
brand knowledge. With a deeper knowledge about a particular brand, consumers will have a stronger purchase intention. Liu
et al. (2019) highlighted that interaction is an important component in driving consumers’ purchase intention on social media
platforms. Businesses can deliver the correct information straight to the point for the right users about their product or services
on the site (Chen et al., 2018). As found by Naeem (2019), live chat facilities from social media platforms are favorable to
create purchase intentions. Moslehpour et al. (2021) mentioned that interaction enables the generation of useful information
for a business to better promote their products or service. Hence, better social media interaction will lead to a stronger purchase
intention among the consumers (Moslehpour et al., 2021). In this case, Tadika Santalia should interact with their audiences on
social media frequently. Tadika Santalia can create more review platforms such as emoji voting to increase social media
interaction. They could also encourage the existing parents to provide more feedback and comments on social media.

2.6 HYPOTHESES DEVELOPMENT
2.6.1 Entertainment and Trust
According to Wang et al. (2019), entertainment has a positive impact on consumer attitudes. Entertainment can encourage
consumers with positive feelings and emotions towards the brand (Gupta and Syed, 2021). Enjoyment of content created by
the business on social media can please their consumer’s mind and create a positive attitude towards the brand (Bianchi and
Andrews, 2018). Schivinski and Dabrowski (2016) mentioned that businesses should take the advantage provided by social
media to create entertaining posts to attract more audience and hence increase audiences trust towards the brand. Entertainment
is significantly associated with advertisement value. With a great advertisement value, consumers’ trust level towards the
product or service will be increased (Hamouda, 2018). Therefore, the following hypothesis is proposed:
Hypothesis 1: Entertainment has a significant and positive effect on trust.

2.6.2 Entertainment and Perceived Value
Entertainment is an independent variable that has a positive and significant influence on the perceived value of advertising
(Dehghani et al., 2016; Sari et al., 2020). Similarly, Chen et al. (2018) found that entertainment can influence the perceived
value, in which a greater consumers’ level of enjoyment on social media, the perceived value towards a product or service will
be greater. Gupta and Syed (2021) stated that entertainment content allows consumers to involve themselves in the brand and
make them aware of the advertised product or service. The study of Sari et al. (2020) further proved that entertainment brings
the strongest effect in increasing consumers’ perceived value as compared to other social media marketing elements.
Businesses that offer their customers entertainment content can build a foundation for strengthening the relationship and
enhance their perceived value (Oakley and Bush, 2016). Thus, this study posits that:
Hypothesis 2: Entertainment has a significant and positive effect on perceived value.

2.6.3 Interaction and Trust

Interaction and exchange of feedback between customers can enable the boost of confidence in the brand (Pongpaew et al.,
2017). The consumers’ trust level will be increased when there is a quality interaction occurring on the social media platform.
According to Jakic et al. (2017), brand-customer interaction on social media can increase consumers’ trust. The study had
further proved that quality interaction between the business and consumers leads to the consumers’ satisfaction, and this directly
magnifies consumer’s trust towards the brand. In addition, online interaction is one of the major factors which influence the
consumers’ trust towards a particular brand (Chen et al., 2015). Similarly, Koranteng et al. (2020) found that social network
sites which provide the functions of comments and sending feedback are factors that bring trust to the consumers. Frequent
communications and idea exchanges among users will bring an increased level of trust (Graebner et al., 2017). Therefore, this
study proposes the following hypothesis:
Hypothesis 3: Interaction has a significant and positive effect on trust

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