The Effect of Social Media Marketing on Consumer Engagement and Electronic Word-Of-Mouth

Abstract

This study aims to analyze the role of consumer engagement in mediating the influence of social media marketing on electronic word of mouth. Data was collected by distributing questionnaires with a total of 14 statement items. The number of samples studied was 230 respondents, the sample was taken using a purposive sampling technique, namely determining the sample selected based on predetermined criteria. Respondent criteria in this study were individuals who actively use social media and follow a brand on social media. The data analysis tool used is the Structural Equation Model (SEM). The results of the study found that social media marketing had a positive effect on consumer engagement and electronic word of mouth, consumer engagement had a positive effect on electronic word of mouth and consumer engagement played a role in mediating the influence of social media marketing on electronic word of mouth.