Pengaruh Konten Kreatif, Engagement Rate dan Trust In Influencer Terhadap Brand Engagement Produk Glad2glow di Kalangan Gen Z Kota Denpasar

With the surge in social media (SM) users around the world, the scope of social commerce (SC) in brand engagement is a prominent area of discussion. The present study empirically investigates the effect of social commerce construct (SCC), multi‐dimensional constructs of social presence theory (SPT) and consumer generated content (CGC) on brand trust and brand engagement in SC platforms. An online survey was conducted among 625 Indian consumers who had made more than one purchase using SC platforms in the previous 6 months. Structural equation modelling technique was employed for testing the hypotheses and conceptual model. The results suggest that each element of SCC, SPT and CGC positively contributes to brand trust and engagement. Further, the study provides insight into brand trust and brand engagement in SM, which prompts brand usage intention of the consumers. The insights can be used by managers to create long‐term customer relationship management action plans that emphasize brand trust and engagement.

The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification

Sneaking the dark side of brand engagement into Instagram: The dual theory of passion

This study analyzes the influence of Social Media Marketing Instagram and brand engagement on brand loyalty at Oentukmu Artisan Cake Malang City. A quantitative approach was used with data collected from 96 respondents through an offline questionnaire using purposive sampling. Data were analyzed using multiple linear regression and hypothesis testing. Descriptive results show that respondents generally agree or strongly agree with the statements proposed. The classical assumption test shows that the data meets the requirements of normality, multicollinearity, and heteroscedasticity. The coefficient of determination (R²) of 0.821 indicates that 82,1% of the variation in brand loyalty can be explained by the independent variables, while 17,9% is influenced by other factors. The t-test shows that social media marketing on (t = 4.557 sig. 0.000) and brand engagement (t = 4.679, sig. 0.000) have a significant effect partially. The F test shows a significant effect simultaneously (F = 96.344, sig. 0.000). This study concludes that there is an influence between social media marketing and brand engagement on brand loyalty at Oentukmu Artisan Cake Malang City. Therefore, it is recommended that Oentukmu Artisan Cake needs to improve interaction and good communication and create more interactive content.

Many companies integrate sustainable business practices into their marketing strategies, enhancing supply chain management, product development, and decision-making. The growing use of social media has facilitated green advertising, enabling knowledge exchange and awareness. This study examines the impact of social media on sustainable marketing, focusing on consumer behavior, brand engagement, and green consumption. It aims to determine how digital technologies, social media actors, and interactions support sustainable marketing within companies. A literature review of Scopus and Web of Science databases identifies key trends and empirical findings in the researched field. Results highlight that social media promotes eco-friendly products, raises environmental awareness, and fosters engagement through influencer marketing. Findings suggest that sustainable brand positioning via social media enhances consumer trust and loyalty, while digital marketing interactions significantly influence green purchasing decisions. Additionally, the accessibility and interactivity of social media content shape consumer attitudes toward sustainable brands. Study limitations include the exclusive use of two databases and a restricted publication timeframe. Practical implications suggest that companies should strategically leverage social media to educate and engage consumers in sustainability. This research contributes to sustainable marketing by illustrating how digital technologies drive environmental, social, and economic responsibility while fostering consumer participation.

Influencer marketing has become an effective way for brands to establish a connection with consumers, notably in the hospitality industry, in the digital era. This study examines the consumer's perspective on the impact of influencer marketing, specifically influencer communication, credibility, and brand fit, on brand engagement within the hospitality industry. Data were collected from 200 participants using a structured questionnaire with Likert-scale items, and a quantitative research design was implemented. The hypotheses were tested and the relationships between the variables were examined using regression analysis, while demographic characteristics were summarized using descriptive statistics. The results indicate that brand engagement is substantially influenced by all three independent variables. Influencer communication had the most significant impact, accounting for 41.4% of the variance in brand engagement. Influencer credibility and influencer-brand compatibility followed, accounting for 33.2% and 12.5% of the variance, respectively. These findings suggest that consumer engagement with the hotel brand is positively influenced by the influencer's perceived trustworthiness, straightforward and engaging communication, and alignment with the hotel brand. The research establishes that influencer marketing is essential for the hotel industry, as it contributes to the development of consumer perceptions and the improvement of brand engagement. It provides practical implications for hospitality marketers in the selection and collaboration with influencers to cultivate authentic and enduring relationships with consumers.

Generation Z is emerging as a powerful force in shaping global consumer behavior, particularly in the market of digital and technological products. This study examines how specific branding dimensions, such as online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and brand knowledge, influence Gen Z’s purchase intention, emphasizing sustainable consumption. Sustainable consumption, in this context, refers to the preference for tech products that minimize the environmental impact through eco-friendly design, energy efficiency, and responsible sourcing. Using a quantitative approach, this cross-sectional research explores the effects of online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and knowledge on purchasing newly launched technological products that align with sustainability. Data were collected from a Gen Z sample using a combination of convenience and systematic sampling, and multiple regression analysis identified the most significant predictors of purchase intention. The results indicate that online brand experience, brand image, brand trust, and brand loyalty play the most crucial roles, having a greater effects on Gen Z’s purchase intention, while brand awareness and knowledge also contribute. However, brand engagement and behavioral intention have weaker effects. These findings suggest that brands targeting Gen Z should prioritize building a strong, trustworthy, and engaging online presence while highlighting their sustainability efforts, and when Gen Z consumers have favorable digital interactions with a brand, perceive its image positively, trust it, and feel loyal to it, they are more likely to consider purchasing its sustainable offerings. This study enhances the understanding of Gen Z’s consumer behavior and offers insights for businesses seeking to foster sustainable consumption by highlighting the importance of developing marketing strategies that strengthen online brand experience, cultivate trust and loyalty, and clearly communicate sustainability values, such as through engaging digital content, transparent messaging, and eco-conscious branding, to effectively foster sustainable consumption among this environmentally conscious and digitally driven generation.

While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service‐dominant‐logic, this study develops and tests a model that explores the effect of customers' brand credibility, ‐value congruence, and ‐experience on their brand identification, and its subsequent effect on their brand advocacy, ‐attachment, and ‐loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist‐based survey data. To analyze the data, we used confirmatory factor analysis, followed by structural equation modeling. The findings reveal that brand value congruence, credibility, and experience exercise significant positive effects on customers' brand identification, which, in turn, impact their brand advocacy, attachment, and loyalty. Further, brand engagement is shown to moderate the association of these factors. We conclude by outlining key theoretical/practical implications that arise from this research.

This study examines the effect of the perceived influence of digital influencers on the purchase intention of brand recommendations by influencers who influence their followers. This research has two mediating variables: brand attachment in self-concept and expected brand value. This type of research is quantitative research, and the method used is convenience sampling with the criteria that respondents have followed the Instagram accounts of Muslim fashion brand digital influencers aged 18-27 years old and living in Indonesia. The method used is an online survey and sharing on their social media. The total sample used for this study was 150 respondents. The final results of this study indicate that perceived influence positively impacts brand engagement, brand expected value, and intention to buy recommended brands. Besides that, brand engagement also influences brand expected value. Lastly, both brand engagement and brand expected value positively impact the intention to buy the recommended brand.

This study aims to analyze the influence of visual content on social media on Generation Z's purchase decisions, with brand engagement as an intervening variable. The population in this study consists of Generation Z in Palembang City, totaling 135 individuals. The sampling technique used in this research is purposive sampling, with criteria for Gen-Z individuals aged 12-27 years, social media users, and those who have made purchases through social media. This study employs a quantitative method with SmartPLS 3.0 as the analysis tool to test the relationships between the proposed variables. The results show that visual content has a significant effect on purchase decisions, both directly and indirectly through brand engagement as an intervening variable. Brand engagement is proven to mediate the relationship between visual content and purchase decisions. These findings highlight the importance of managing creative and relevant visual content for brands to build emotional connections with Generation Z, thus driving purchase decisions. This study offers practical implications for marketers to enhance social media-based marketing strategies to more effectively reach Generation Z

Today, all for-profit and non-profit organizations use social media platforms as a marketing tool. Social networking sites such as Facebook, Twitter and Instagram have created a new area for organizations to communicate with their target audience, to increase brand awareness and to provide brand engagement. Measuring social media success for the organization along with the use of social media as a marketing tool has become a significant issue. This study aims to measure the social media marketing effectiveness of non-profit organizations, and thus examining Facebook, Twitter and Instagram accounts of 35 organizations operating in the field of environmental protection. Based upon the data obtained from Facebook, Twit-ter and Instagram social network sites, the organizations’ use of social media in the same event was interpreted according to the social media marketing effectiveness measurement metrics identified by Hoffman and Fodor; moreover, to what extent they were successful were analyzed in terms of brand awareness, brand engagement and word of mouth communication. TEMA Foundation and WWF Foundation were noted to use three social network sites more effectively and they were more successful regarding brand awareness, brand engagement and word of mouth communication compared to the other organizations.

Understanding the social influence of user‐generated content (UGC) to create social brand engagement (SBE) through social media has become a topic of major interest for both academics and marketers since the birth of online social networking. This study explores the social interaction of social media users (SMUs) involving brand‐related UGC, and the outcomes of this study show how SMUs' social interaction through UGC generates SBE in a fashion retail context. There is inadequate understanding regarding what the social motivational contexts of social actors are; these social motivational contexts can play a role in the social generation, exchange, and consumption of fashion brand‐related UGC. The present study intends to develop a UGC SBE model using the diverse insights of the customers of fashion brands. The present study opted for a social constructionist epistemological position using a qualitative research method. Semi‐structured interviews were conducted in the UK with 32 customers of fashion brands. Findings highlighted that social responsibility, sharing experience, staying connected and updated, and reward sharing are the major motivational factors that lead to the generation, exchange, and consumption of UGC that would create SBE. Also, the findings revealed the SMUs, as social actors, who played a significant role in generating SBE through their social interaction with UGC in everyday life: frequent SMUs, celebrities, opinion leaders, and product users. Most importantly, it was found that expert opinion influence as identification and crowd opinion were recognised as internalisation social influencing factors that generate SBE. This study proposes a holistic conceptualisation in a “UGC SBE model” by considering: (a) the identification and (b) the internalisation types of social influence of UGC with respect to fashion brand engagement. NOMENCLATURE/ACRONYMS SMUs social media users UGC user‐generated content UK United Kingdom NVivo navigating viewpoints, images, and value observed SBE social brand engagement

The influence of brand experience on brand engagement and brand equity among Apple customers in Yogyakarta was examined in this study. In addition, the purpose of this study is to gain an understanding of how brand experience can influence brand engagement and value in a competitive market. This research uses a quantitative approach with Partial Least Square (PLS) version 4.0 analysis technique. The research sample consists of 150 people who are in Yogyakarta and use Apple products. To collect data, a questionnaire was used to measure the variables under study. The results of the analysis show that brand experience has a positive and significant effect on brand love, brand involvement, and brand wealth. In addition, there is evidence that brand love significantly regulates brand experience with two other factors, namely brand engagement and brand equity. A good brand experience can increase emotional attachment and customer value, according to the findings of this study. The study concludes that a good brand experience is critical to building customer engagement and value with the brand. To increase customer loyalty and strengthen the brand's position in the market, marketers should concentrate on creating pleasant experiences. These results are highly beneficial for a company's marketing strategy, especially for premium brands like Apple.

Despite the rise of influencer marketing in creating brand engagement with customers on social media platforms, there exists limited understanding about the factors that contribute to brand engagement in self-concept (BESC) among social media followers. BESC is instrumental in increasing a brand’s perceived value and word of mouth. This study aims to investigate the influencer-based factor (perceived influence, alongside consumer centric factors (value co-creation and social media marketing [SMM] activities) as antecedents for BESC in the influencer marketing context. Furthermore, the study tests the moderating role of product involvement on these relationships. Responses were collected through a self-administered online questionnaire which yielded a sample of 202 social media users in Malaysia. Analysis through IBM SPSS demonstrated that value co-creation and SMM activities of influencer-endorsed brands are significant predictors of BESC, while perceived influence does not contribute to BESC. Furthermore, product involvement exerted a moderating effect on all three direct relationships of perceived influence, value co-creation, and SMM activities on BESC. The research framework contributes to a greater understanding of BESC antecedents and the role of product involvement in influencer marketing context. The higher the level of product involvement, the larger the propensity for followers to form BESC through recommendations of influencers. This study can be beneficial to marketing managers that are building their own influencer marketing campaigns through incorporating value co-creation and SMM activities in their brand engagement strategy.

Promotional activities are vital in marketing beauty services and should be factual, honest, informative, and educational. While advertising through conventional and digital media is common, social media offers a broader reach. Beautiful House Nitri in Bangkinang City, however, has limited use of social media for promotion despite targeting a digitally savvy community. Its official Facebook and Instagram accounts lack professional management, contributing little to marketing performance. This study aims to analyze brand engagement through social media by examining brand posts, comments, replies, likes, and shares on Beautiful House Nitri’s Facebook and Instagram accounts. Using content analysis, the research finds that Instagram outperforms Facebook in generating brand engagement, evidenced by higher consumer responses such as product reviews and user-generated content due to more active interactions. Beautiful House Nitri prioritizes Instagram and Facebook for information sharing and consumer interaction, posting mostly neutral brand posts and leveraging these platforms as responsive online customer care channels. The brand engagement achieved remains at the awareness stage, with informational brand posts designed to introduce beauty services and encourage users to follow its social media platforms.