Social Media Brand Research Articles

Studi Consumer Brand Engagement pada Media Sosial FnB (Food and Beverages) Brand di Indonesia untuk Meningkatkan Brand Loyalty dengan Teori Social Exchange

Consumer Brand Engagement (CBE) on social media is important in shaping consumers emotional and interactive engagement with brands, spanning cognitive, affective and behavioral dimensions. In Indonesia, brand loyalty in the food and beverage (FnB) industry is often challenging, with many brands struggling to retain consumers in a competitive and dynamic market. The purpose of this study is to examine the dynamics of Consumer Brand Engagement and its impact on brand love and brand loyalty. This research specifically aims to understand how brand interactivity, consumer involvement, and e-WOM can influence Consumer Brand Engagement and impact to increase brand loyalty. This study used a quantitative approach, which was conducted through an online survey involving 317 respondents, and SmartPLS software was used to conduct SEM-PLS data analysis. This study found that consumer involvement and e-WOM have a positive influence on Consumer Brand Engagement. Furthermore, Consumer Brand Engagement shows a positive influence on brand love and brand loyalty, indicating that active and meaningful interactions between consumers and brands through social media can increase brand loyalty. This research contributes and integrates the social exchange theory literature to provide a deeper understanding of consumer brand engagement, consumer involvement, e-WOM, brand love and brand loyalty. This research highlights the importance of applying consumer involvement and e-WOM in the context of FnB Brand's social media marketing activities in Indonesia. It offers valuable insights for marketers who want to increase Consumer Brand Engagement and brand loyalty.

STRATEGY FOR IMPROVING ECOTOURISM BRANDING THROUGH MANGROVE BATIK IN BLIMBING MALANG

This community service activity aims to help ecotourism business actors to increase visits through destination branding strategies. The problem faced by ecotourism business players is that business income has barely developed, especially after the pandemic. One of the Micro, Small and Medium Enterprise sectors affected is hand-written batik. This assistance and training was provided to the Malang Mangrove Batik MSME Group, which consists of 40 members of Batik entrepreneurs throughout Malang City Regency. The lack of visitors and purchasing power which is still only starting to increase after the pandemic also has an impact on the income of MSMEs. Apart from that, several problems with mangrove tourism are caused by not optimal social media branding, lack of cooperation from local communities for branding, lack of information on tourist destinations in mass media, lack of massive campaigns on social media, lack of understanding of the potential and uniqueness of mangrove tourism, etc. have a mangrove tourism promotion strategy plan. This activity seeks to restore income for MSMEs through a destination branding strategy for mangrove batik ecotourism. One of the efforts made is branding mangrove batik. This activity includes 5 stages starting from market analysis, brand identity, brand launch and introduction, brand implementation, and monitoring/evaluation. The results of branding activities show a significant increase in awareness of mangrove batik both in terms of brand, engagement and market segmentation.

Information and Communication Technology, Integrated Marketing Communication, Social Media Branding and Memorable Tourist Experience Impact on Heritage Green Tourism

The research aimed to empirically test the impact of information and communication technology, information marketing communication, social branding, and memorable tourist experiences on green tourism with the mediating effect of tourist behavior on Saudi Arabian heritage tourism. The study also tested the moderating role of tourist environmental attitudes between tourist behavior and green tourism. For this purpose, employing self-administered questionnaire data collected from 370 tourists from two Saudi Arabia areas namely Al-Ula and Diriyah. Use a convenient sampling technique, cross[1]sectional research design, and Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique for data analysis. The findings reveal that social media branding, information and communication technology, information marketing communication, and memorable tourism experiences each have a positive and significant impact on green tourism. The study also identifies the mediating role of tourism behavior and the moderating effect of environmental attitudes. These findings contribute to theoretical understanding by integrating these factors into a mediated-moderated model and offer implications for developing targeted green tourism strategies which emphasize the need for coordinated marketing efforts, and memorable eco-focused experiences. Practically, these results highlight the importance of enhancing tourist engagement with green tourism and achieving sustainability goals which is offering an actionable insights for green tourism

The Influence of Social Media Branding, E-WOM and Service Quality on Customer Loyalty through Customer Experience of Honda Brand Motorcycles Type of Automatic Scooter in Sidoarjo Regency, East Java

The Influence of Social Media Branding, E-WOM and Service Quality on Customer Loyalty through Customer Experience of Honda Brand Motorcycles Type of Automatic Scooter in Sidoarjo Regency, East Java

Political Deliberation vs. Social Media Branding in Crisis-Prone Capitalist Democracies

Political Deliberation vs. Social Media Branding in Crisis-Prone Capitalist Democracies

The Role of Brand Loyalty in The Relationship Between Marketing Through Social Media to Purchase Intentions of Cosmetic Products: The Perspective of Female College Students in Makassar City, Indonesia

Female College Students are a interesting market for the cosmetic industry in marketing their products. This study aims to identify the effect of social media marketing activity on the purchase intention of cosmetic through brand loyalty. The respondents of this study were female university students in Makassar City, South Sulawesi Province, Indonesia, who were followers of cosmetic brand social media accounts. The research hypothesis was analysed using Structural Equation Modelling using SPSS_AMOS 23 program. The results based on 288 samples showed that social media marketing directly had a significant effect on cosmetic brand loyalty, brand loyalty directly had a significant impact on purchase intentions of cosmetic products, marketing through Social media does not have a substantial effect on the purchase intention of cosmetic products, marketing through social media has a significant impact on the purchase intention of cosmetic products through brand loyalty. These results indicate that although marketing through social media does not substantially impact female college students' purchase intentions, this effect will be significantly mediated by loyalty to cosmetic brands. Therefore, brand loyalty needs to be appropriately managed to increase the purchase intention of cosmetic products among female college students in Makassar City, Indonesia.

Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation

AbstractAlthough customer engagement has been deemed critical for optimizing social media marketing performance, prior research has mainly examined customer engagement through cross‐sectional designs, thus limiting insight into its evolving dynamics over time. To address this gap, we adopt uses‐and‐gratifications theory to explore the associations among customers' evaluations of a firm's social media marketing activities, customer engagement, and customer stickiness on a brand's social media page at three points in the post‐purchase stage of the consumption journey. Cross‐lagged autoregressive panel model analyses suggest that, first, customers' evaluations of firms' social media marketing activities, customer engagement, and customer stickiness fluctuate. Second, customer engagement has cross‐lagged longitudinal effects on stickiness over time; the same applies to the role of stickiness in customers' evaluations of the firm's social media marketing activities. However, no cross‐lagged effects arise from (a) firm‐based social media marketing activities to customer stickiness or (b) stickiness to engagement. These findings contribute to the customer engagement literature by describing the dynamics of such engagement and its interrelationships with other key constructs across time.

The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust

The attitudes homophily between influencers and customers and the intention to use the brand in social media marketing within the Tourism and Hospitality Industry: the role of trust

Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework

PurposeSocial media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.Design/methodology/approachBy using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.FindingsThe findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.Practical implicationsThis study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.Originality/valueThis original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

User-Generate-Content Behaviours Shape Brand Loyalty: A Self-determination Theory Perspective

The growth of social media has witnessed the birth of user-generated content (UGC) over the past decades. Social media platforms, such as Twitter and Instagram, generate many opportunities for users to share data, photographs, and videos and make their content spontaneously. However, the research on how users generate content from social media platforms benefits the social media brand is limited. This paper aims to examine the behaviours in which users generate content via social media platforms TikTok and how it contributes to the brand from a self-determination perspective. This study potentially explains why users become loyal to the brand by meeting their needs. The results find that users generate the content on TikTok can build their brand loyalty by meeting the demand of competence and relatedness. Moreover, the customers also need to feel the connection with others, including valuable to others, and receive the care and support from others. The discussion and limitation of this research are also given.

The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis

Purpose The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations. Design/methodology/approach In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used. Findings The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers. Originality/value This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.

The Scarlett Brand Social Media Marketing Communications on Purchasing Decisions

Marketing communications is a form of communication that has the aim of strengthening marketing strategies and applying marketing communications to a company. Apart from that, marketing communications can also be used to introduce, establish and create interactions between companies or partners and consumers who are not part of the company, such as suppliers and consumers. The theories used in this research are communication processes, strategies, SOSTAC model marketing communication strategies by combining IMC, forms of marketing or promotional communications. The research method used is a case study research method with a qualitative approach. This research seeks to find empirical evidence from the research object, how to reveal marketing communication strategies in marketing activities for skin care products on the Scarlet brand and build meaning in the implementation of marketing communication activities. The research results show a correspondence between conceptual patterns predicted based on relevant theories and patterns of empirical findings from case studies. Based on the analysis carried out, the conclusion is that the marketing communication strategy for the Scarlett brand uses a promotional mix in the form of advertising, sales promotion, personal selling and event marketing. Many marketing communication activities are supported by brand holding companies or principals.

Effect of Social Media Marketing “Instagram” Towards Purchase Intention : Evidence From Plant-Based Milk Product “Oatside” in Indonesia

In the ever-evolving field of marketing, building and maintaining purchase intent remains a central theme and a significant challenge for marketers. Among various strategies em-ployed to sustain customer brand loyalty, social media marketing has emerged as a recent and effective tool. This study delves into the impact of social media marketing on the pur-chase intent of consumers, an area that is garnering growing interest from both marketing scholars and industry practitioners. The research specifically encompasses customers in Indonesia who follow "Oatside" on Instagram. Oatside is a popular plant-based milk prod-uct, and its Instagram followers form the target demographic for this study. A structured questionnaire was administered to a sample of 130 respondents, serving as the primary data collection method. The collected data were then examined using linear regression analysis conducted via SPSS. The results of the study indicate a positive correlation be-tween purchase intent and several key factors related to the brand's social media pres-ence. These include the brand's provision of entertaining content, facilitation of two-way communication with consumers, presentation of trending topics, and offering of personal-ized content. Each of these elements contributes to enhancing consumer engagement and influencing purchase decisions. As a pioneer in this novel area of marketing, the study not only contributes to the academic understanding of the impact of social media marketing but also suggests practical tactics for industry practitioners. These strategies can be in-strumental in optimizing their social media marketing efforts, thereby enhancing customer engagement and driving purchase intent.

Sports branding as an object of scientific analysis based on the study of publications in the international scientometric database Web of Science Core Collection

Sports branding is a systematic process of communication with a mass audience, aimed at creating a special sports culture: understanding the need to maintain a healthy lifestyle; maintaining interest in sports activities; formation of a positive image of the country through large-scale events, etc. Branding technologies are currently actively used not only by sports clubs, individual athletes, public authorities, but also by non-profit physical culture and sports organizations. The study is aimed at systematizing modern scientific ideas about sports branding. Sports branding literature included in the Web of Science Core Collection database for the period 2005 to 2023 was examined. Bibliometric methods of information processing were used in the context of sports branding. VOSviewer software was used for visual analysis in terms of publication, author, country, journals, citations and keywords with construction of bibliometric maps, visualization of cluster density, weight - citations. After screening, a total of 388 publications from the Web of Science database were included. The constructed bibliometric maps made it possible to determine the most popular areas of research to study the problem under study: sports branding as an effective tool for forming the country's image; branding of sports events; social media as a tool for sports branding; the importance of brands in the professional sports industry; athletes personal branding. The use of the VOSviewer program, version 1.6.18, made it possible to provide a comprehensive analysis of the problem, to identify priority research areas in this area: the principles of using sports branding as a mechanism for constructing a territorial brand, as well as technologies for promoting sports brands in social media.

The influence of technology adoption and social media branding on green tourism in Zimbabwe: exploring the intermediary role of tourists’ behaviour

ABSTRACT In the contemporary landscape of Zimbabwe’s tourism industry, the convergence of social media branding, technology adoption, and the promotion of green tourism practices has emerged as a pivotal force shaping the trajectory of the country’s tourism sector. This article aims to explore the impact of social media branding and technology adoption on green tourism in developing countries, particularly Zimbabwe, in the wake of the COVID-19 pandemic. These factors have emerged as powerful elements in the tourism industry. Employing a quantitative methodology, data were gathered from 335 tourism supply chain representatives using simple random sampling and the Krejcie and Morgan approach. Questionnaires were administered through Google Forms, and data analysis was performed using smart pls 3 software. The results reveal that social media branding and technology adoption have a positive influence on green tourism, with tourist behavior acting as a mediator in this relationship. This study can provide valuable insights to policymakers, green tourism supply chain, and environmentalists in devising strategies to promote green tourism in Zimbabwe and other developing countries.

The Influence of Customer Experience mediation on Customer Loyalty: The Case of Honda Matic Motorcycles in the City of Surabaya, Indonesia

Customer experience is one of the dominant factors that triggers consumer loyalty which is characterized by repurchasing Honda metic products, therefore it is necessary to provide opportunities for potential consumers to try the product. The aim of this research is to find out whether customer experience is an effective mediator in the relationship between social media branding and electronic word-of-mouth on consumer loyalty. The analysis used a structural equation model on 230 respondents taken using a purposive sampling method, from the population of Honda automatic motorbike users in the city of Surabaya, Indonesia. The findings show that customer experience effectively mediates the relationship between social media branding and electronic word-of-mouth on consumer loyalty. The implication is that companies should improve social media branding, because it is an important element in building brand image and interaction with customers in the digital era. A good and positive brand image will become a characteristic of the product, which differentiates it from competitors' products.

How brand loyalty and its marketing activities affect Japanese fashion companies' financial performance

PurposeTo investigate (1) the relationship between young adults' behavioural brand loyalty (BBL) and Japanese fashion companies' financial performance (FP) and (2) FP improvement from the perspectives of social media brand engagement (BE) and loyalty programmes (LPs) by applying the complexity theory.Design/methodology/approachA mixed methodology was employed by combining qualitative and quantitative approaches to examine the prediction of outcomes by various variables in a realistic context. The integrated model associated BE and LPs with BBL and FP, which are essential for fashion companies. We selected 14 fashion brands belonging to 14 publicly traded Japanese fashion companies and surveyed 183 Japanese consumers (aged 18–25 years) who chose these brands as their favourites, engaged with the brands and participated in LPs.FindingsThe findings reveal the positive and negative effects of the variables (BE and LP) on the outcomes (short- and long-term FP). They offer marketing implications regarding brand strategy and financial improvement by considering various combinations of causal factors and complex situations, such as the fashion brands' and consumers' characteristics.Originality/valueExisting empirical studies consider consumers' symmetric reactions to the benefits and losses from variables (BE, LP and BBL) but do not realistically reveal the negative and positive effects on outcomes (FP). This study addresses this gap by applying the complexity theory and offers multiple solutions to target different consumer types to predict high FP.

Meaning Analysis on Protect of Earth Poster: Denotative and Connotative Analysis

Posters are generally used as a medium to convey messages that are visually and creatively designed according to needs. Poster media are categorized as outdoor media, the function of which is to attract the attention of the public to see or read the messages they contain. Many types of poster themes found in society are invitations, appeals, prohibitions and commercial properties. The elements of invitation, appeal and prohibition are usually found in posters that emphasize environmental protection, health and others. Posters about protecting the environment or the earth are often seen on social media. Through attractive and creative displays, these posters have unique visuals and use soft colors. However, from a soft visual appearance, what messages can make people aware of the importance of protecting the environment or our earth? The purpose of this study is to analyze the meaning of the Protect the Earth posters that often appear on social media brands. Through a qualitative approach and based on the semiotic theory of Rolan Barthes, this research produces a visual denotation meaning of the shape of a tree still growing, a tree cut down and a symbol of two hands carrying seeds and soft colors. In connotation, the meaning conveyed by the poster invites all the audiences to take care of the importance of protecting our earth from the evil hands that destroy trees wildly. The implication of this research is to gently educate about our concern for the surrounding nature.

How to Increase The Purchase of Local Fashion Brand on E-Commerce Platforms?

Progress of the fashion industry is growing very rapidly in the national industry. Erigo is one of the local fashion brands that are in demand by the public. Increasing of the fashion industry is matched by the progress of the digital world. Shopee is one of the e-commerce platforms that provides a special space for local fashion brands. This research uses quantitative methods with descriptive and verifiative approaches. The population in this study was the followers of the Shopee Erigo account using the Taro Yamane formula to determine the number of samples and found the results of 400 respondents. The sampling method used in this study was purposive sampling. This study used scale range analysis techniques and Partial Least Square Regression with tools by Smart PLS 4.0 software data. The results of this study showed a partial influence of Social Media Branding by 21.4%, Shopping Lifestyle by 56.5%, Fashion Involvement by 16.4% on Purchasing Decisions. The simultaneous influence of Social Media Branding, Shopping Lifestyle, Fashion Involvement on Purchasing Decisions has a value of 75.2% which is classified into the category of strong influence and 24.8% influenced by other factors that were not examined in this study.

КОНЦЕПТУАЛЬНАЯ ПЛАТФОРМА ЛИЧНОГО БРЕНДА МОЛОДОГО УЧЕНОГО В СОЦИАЛЬНЫХ МЕДИА

The article uncovers the concept of a young scientist’s personal brand. The peculiarities of the explication of the term “social media” are considered. The evidentiary base is presented in detail, emphasizing the importance of having specific and well-developed conceptual foundations for a personal brand. The main stages of creating a young scientist’s brand in social media are analyzed, illustrating the connection between cognitive characteristics and conceptual frameworks of a personal brand. Variants of conceptual platforms for a young scientist’s brand and components of content creation strategy and its potential formats are presented in detail.