Every piece of content posted by a visual indie artist brand invites strangers to engage and follow them on social media, granting permission to share various launches, deals, and sponsorships. This study explores the applicability of permission marketing principles in social media marketing by visual indie artists. To test empirically, followers on Instagram and YouTube were surveyed, employing the Theory of Planned Behavior (TPB). Findings indicate that entertainment and virtual community positively influence consumer attitude which leads to improved purchase intentions when moderated by permission marketing. This research highlights the potential of permission-based strategies for effective social media marketing.
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