Abstract
The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiveness and brand community identification of the three dimensions of consumer brand engagement (CBE) (cognitive, emotional, behavior) in the luxury brand on social media. The data was collected through an online questionnaire which was filled in by 125 respondents who have experience in buying luxury brands using purposive sampling. The empirical study was conducted using structural equation modeling SmartPls. The results of the study stated that Consumer Involvement has a negative impact, brand self expressiveness and consumer brand identification have a positive impact on dimensions of CBE. Tests were also conducted to see the consequences of CBE, namely an increase in brand image and brand loyalty. Managers of luxury brand companies must increase CBE by utilizing and managing consumers following social media and creating communities to make it easier for consumers to get to know the advantages of luxury brand products. This study is a pioneer, as it extends the consumer engagement model to the social media context luxury brand by adding brand community identification as an antecedent CBE. Keywords: consumer brand engagement, brand image, brand loyalty, luxury brand, social media
Highlights
The increasing needs of society in interpersonal activities in cyberspace can be shown by the factors that increase the mass used by all people who share information and social relations (Brandão, Pinho, and Rodrigues 2019; Chen and Lin 2019; Appel et al 2020)
The sampling technique used is non-probability sampling using purposive sampling so that the researcher only looks at respondents in Indonesia who have experience in shopping for luxury brands who are followed through social media such as Instagram, Facebook, Youtube
We found that when luxury brand companies can increase consumer engagement on social media, it will increase brand image and brand loyalty that will benefit the company
Summary
The increasing needs of society in interpersonal activities in cyberspace can be shown by the factors that increase the mass used by all people who share information and social relations (Brandão, Pinho, and Rodrigues 2019; Chen and Lin 2019; Appel et al 2020). Social media changes the way communicate, collaborate, create and create marketing methods that are used by companies in online marketing activities (Aral, Dellarocas, and Godes 2013; Lina and Permatasari 2020) and maintain customer relationships (Firmiyanti, Satria and Saptono, 2019). One of the companies that create millennials as a special target is luxury brand companies because of their habit of enjoying sharing their shopping experiences or relationships with luxury brands (Batat 2019). Luxury brands expand their presence online through social media (Chu, Kamal, and Kim 2019; Martín-Consuegra et al 2019). Consumers perceive luxury brands as goods that are superior, rare, authentic, and of higher quality than other brands (Chandon, Laurent, and Valette-Florence 2016)
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