The Impact of Social Media Marketing Elements on Consumer Brand Engagement, Brand Awareness, and Brand Image
Main
Annisa Rosdiana*
Indrawati
This study explores the influence of social media marketing (SMM) elements—entertainment, customization, interaction, electronic word-of-mouth (eWOM), and trendiness—on consumer-brand engagement and brand image. Using an online survey, data were gathered from 273 Instagram followers of @officialgamboeng in Indonesia, who had consumed Gamboeng tea products within the past three months. Partial least squares structural equation modeling (PLS-SEM) was applied to analyze the relationships between SMM elements, consumer-brand engagement, brand awareness, and brand image. The findings reveal that trendiness significantly enhances consumer-brand engagement, boosting brand awareness and brand image. However, customization shows no notable impact on consumer-brand engagement. As this study is cross-sectional and focuses on a single local tea brand, its findings may have limited applicability to other contexts. Future research could extend the study to multiple brands and regions to enhance generalizability. Practical recommendations include creating content that educates consumers about Gamboeng's unique qualities, such as ingredient quality and production processes, and leveraging diverse social media platforms like TikTok and Threads. Strengthening the brand's story by emphasizing its values and history could further enhance consumer recognition and retention. Marketers can improve consumer-brand engagement by generating trendy content, fostering interaction, and encouraging positive eWOM. These efforts can strengthen brand associations and consumer loyalty. This study contributes to branding literature by highlighting the critical role of trendiness in brand-building and reaffirming social media as an effective channel for engaging consumers and promoting brand knowledge.
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications Inc.
Handriana, T., Yulianti, P., Kurniawati, M., Arina, N. A., Aisyah, R. A., Ayu Aryani, M. G., & Wandira, R. K. (2021). Purchase behavior of millennial female generation on Halal cosmetic products. Journal of Islamic Marketing, 12(7), 1295–1315. https://doi.org/10.1108/JIMA-11-2019-0235
Indrawati. (2015). Metode penelitian manajemen dan bisnis konvergensi teknologi komunikasi dan informasi. Bandung: PT Refika Aditama.
Iryani, N. & Fauzan, T. R. (2023). Pemasaran Digital Melalui Fitur Live pada Platform Marketplace Terhadap Pengembangan Bisnis. Jurnal Manajemen 13, 2, 121–139.
Jami Pour, M., & Hosseinzadeh, M. (2021). An integrated framework of change management for social CRM implementation. Information Systems and E-Business Management, 19(1), 43–75. https://doi.org/https://doi.org/10.007/s10257-020-00479-z
Kim, J., & Lee, K. H. (2019). Influence of integration on interactivity in social media luxury brand communities. Journal of Business Research, 99, 422–429.
Koay, K. Y., Ong. D. L. T., Khoo. K. L, & Yeoh. H. J. (2021). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/https://doi.org/10.1108/APJMT-07-2019-0453
Kusuma, I., Endayani, F., Krisnanto, A. B., & Khouroh, U. (2024). Social media marketing impact on Gen Z’s brand engagement, awareness and image. Manajemen Dan Bisnis (MABIS), 23(2), 480–490.
Langaro, D., Rita, P., & de Fatima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact 77 of users’ participation on brand awareness and brand attitude. Journal of Marketing Communications, 24(2), 146–168.
Lisani, M., Aulia, & Indrawati. (2020). Pengaruh Digital Marketing Mobile Application Terhadap Loyalitas Pelanggan Gojek (Vol. 5, Issue 2).
Nalluri. V., Yang. K. F., Chen. L. S., & Yang. T. Y. K. (2023). Exploring crucial social media marketing factors for improving customer satisfaction and customer loyalty in bed and breakfast sectors in Taiwan. International Journal of Tourism Cities.
Ningrum, K. K., & Roostika, R. (2021). The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia. International Journal of Research in Business and Social Science (2147- 4478), 10(5), 34–45. https://doi.org/10.20525/ijrbs.v10i5.1314
Nugraha, M. S., & Sugiat, M. A. (2023). The Effect of Brand Experience on Brand Loyalty with Brand Awareness, Brand Personality, Customer Satisfaction as Intervening Variables in Oronamin C Brand. Resmilitaris, 13(2), 2809–2823.
Oktavia, K. N., & Mariam, S. (2024). Social Media Marketing, Brand Image, Brand Awareness, Perceived Quality And Purchase Intention In Skincare Product Users. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1595–1612.
Park, C.-I., & Namkung, Y. (2022). The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry. Sustainability, 14(3), 1657. https://doi.org/10.3390/su14031657
Pasaribu, I. X. W., & Achmadi, H. (2024). The influence of social media marketing on intention to enroll mediated by consumer brand engagement, brand awareness, and brand image in private universities in jakarta and tangerang. TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN, 4(6), 950–965.
Pasaribu, R. M., & Silalahi, A. D. K. (2018). Effect of E-WOM on Samsung Evaluation in Medan City with Brand Engagement and Credibility as Mediation Variables. Jurnal Ilmiah Methonomi, 4(January).
Prasetio, A., Witarsyah, N. A., & Indrawati, I. (2024). The effect of e-WOM on purchase intention in e-commerce in Indonesia through the expansion of the information adoption model. International Journal of Data and Network Science, 8(3), 1959–1968. https://doi.org/10.5267/j.ijdns.2024.1.017
Quenby, C. C., & Azizah, N. (2024). The Influence Of Social Media Marketing And Brand Engagement On Brand Awareness And Brand Image (Case Study On Brownis Ingsun Products On The Account@ sorgumnesia. official). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(3), 2829–2838.
Rossanty, Y., Rini, E. S., Sembiring, B. K. F., & Silalahi, A. S. (2024). Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity. International Review of Management and Marketing, 14(6), 239–254.
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008–1024. https://doi.org/10.3390/jtaer16040057
Sumardi, A., & Ganawati, G. (2021). Peran Elemen Social Media Marketing, Consumer Brand Engagement Sebagai Stimulus Terhadap Brand Loyalty. Media Riset Bisnis & Manajemen, 21(1), 25–42. https://doi.org/10.25105/mrbm.v21i1.9749
Tarsakoo, P., & Charoensukmongkol, P. (2019). Contribution of Marketing Capability to Social Media Business Performance. https://doi.org/https://doi.org/10.1016/j.bjao.2022.100018
