How do Social Media Environments and Self-Brand Connection Give an Impact on Brand Advocacy?

Abstract

This study examines the effects of social media marketing activity and social media influencer attributes on brand advocacy among millennials in Indonesia. The study found that efficient use of social media marketing activity improves self-brand connection, which in turn leads to brand advocacy among millennials. However, the study found that social media influencer attributes do not have a direct impact on self-brand connection or brand advocacy. The study used online questionnaires and path analysis to analyze the data and the results provide valuable insights for companies looking to boost brand advocacy in the volatile business landscape of Indonesia.