The role of engagement intention in mediating the relationship between brand equity and engagement behavior moderated by social media context

Abstract

The COVID-19 pandemic has brought about significant transformations in various aspects of life. Shifts in consumer behavior, for instance, can exert influence on global economic operations. This situation indirectly boosts the e-commerce sector while expediting the decline of conventional retail. Matahari Department Store is an example of a retail business adapting to this trend. Matahari, a retail company, recently shifted its focus towards online marketing. On one of its social media platforms, Matahari consistently presents engaging content. Nevertheless, this does not necessarily imply that Matahari enjoys a high level of social media engagement. This study aims to evaluate how brand equity influences engagement behavior, with engagement goals acting as a mediator, while considering social media context as a moderating factor. The research employed a quantitative approach with a causal orientation. The target population for this study comprises the followers of the Matahi Department Store Instagram account. The sampling method employed was purposive, indicating that the sample was selected based on specific criteria. Data collection was conducted through the online distribution of questionnaires using Google Forms. The collected data was analyzed through the utilization of SMART PLS 3.0 software employing the Structural Equation Modeling (SEM) method. As per the research results, brand equity is influenced through engagement intention and exhibits a positive and statistically significant impact on both consumption and donation behavior. Additionally, the connection between intention to be involved and behavior in consumption is affected by media richness.