The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia

Abstract

 This study aims to analyze the influence of elements of social media marketing activity on consumer engagement and brand knowledge including brand awareness and image. This study used a quantitative method and purposive sampling technique on 250 respondents. The research was conducted on all Indonesian citizens who use social media WhatsApp, Facebook, Instagram, youtube, and TikTok regarding the culinary business of celebrities and YouTubers in Indonesia. The method used is the Structural Equation Model with AMOS 24.0 Software. The results of this study indicate that the interaction variables, trends, and EWOM have a positive and significant effect on consumer engagement, and consumer engagement has a positive and significant effect on brand awareness and brand image. While the entertainment and customization variables have no significant effect on consumer engagement.

Keywords: {'name': 'social media marketing'}, {'name': 'consumer engagement'}, {'name': 'brand awareness'}, {'name': 'brand image'}

Authors & affiliations

Khoirina Kencana Ningrum
Affiliation not supplied

Ratna Roostika
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.1145/1341531.1341557

DOI: 10.1002/mar.20936

DOI: 10.1002/mar.20761

DOI: 10.1016/j.jhtm.2019.07.002

DOI: 10.15295/bmij.v6i1.229

DOI: 10.1016/j.jbusres.2011.07.029

DOI: 10.1177/1094670511411703

DOI: 10.1108/01409171211255948

DOI: 10.1016/j.jbusres.2016.04.181

Cahyo, P.W. and Roostika, R. (2019) Building Positive Word-of-Mouth in the Shopping Tourism. Review of Integrative Business and Economics Research, 8(s4), 372-386.

Central Bureau of Statistics (BPS), Central Jakarta, 2021. Statistics of Indonesia Internet Users in 2021. Jakarta.

Center : Central Bureau of Statistics

DOI: 10.1057/jma.2014.9

DOI: 10.1080/21639159.2015.1012809

DOI: 10.1108/JRIM-10-2016-0104

DOI: 10.1108/APJML-04-2019-0262

DOI: 10.1016/j.intmar.2012.01.003

DOI: 10.1057/bm.2014.18

DOI: 10.1016/j.chb.2015.03.051

DOI: 10.1108/JPBM-06-2014-0635

DOI: 10.1016/j.jbusvent.2010.09.002

DOI: 10.1057/bm.2016.4

Gallaugher, J. and Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9, 4, 197-212.

DOI: 10.1016/j.jbusres.2016.04.181

DOI: 10.1207/s15328031us0304_4

Hair et al., (1998), Multivariate Data Analysis, Fifth Edition. Prentice Hall. UpperSaddle River : New Jersey.

Hair et al., (2010). Multivariate Data Analysis (7th ed). United States : Pearson

DOI: 10.1016/j.bushor.2011.01.007

DOI: 10.1016/j.tourman.2016.09.015

DOI: 10.1016/j.jbusres.2017.11.046

DOI: 10.1108/APJML-10-2015-0154

DOI: 10.1016/j.bushor.2009.09.003

Joreskog, K.G. & Dag Sorborn. (1993). LISREL 8 : Structural Equotion Modelingwith the Simples Command Language. Chicago : Scientic Software International Inc.

DOI: 10.1016/j.jbusres.2011.10.014

Kotler, Philip, and Armstrong. (2009). Pearson's Principles of Marketing. In Pearson.

Kotler, P., & Keller, KL (2016). Marketing Management. In Pearson Edition Limited.

DOI: 10.1080/0267257X.2015.1131735

DOI: 10.14707/ajbr.170035

DOI: 10.1080/1062726X.2012.689901

DOI: 10.1007/978-3-319-11815-4_169

DOI: 10.1080/15252019.2010.10722170

DOI: 10.5220/0008492303080313

Nguyen Van Thang, L., Conduit, J., Nguyen Hong Hai, D. and Nguyen, H. (2016). The impact of social media engagement on customer brand perception: the mediating effect of electronic word-of-mouth. ANZMAC 2016: Marketing in Post-Disciplinary Era, University of Canterbury, New Zealand, 351-358.

DOI: 10.1108/MIP-02-2018-0070

DOI: 10.1108/APJBA-06-2016-0063

DOI: 10.1007/s11747-013-0326-9

DOI: 10.1016/j.jairtraman.2017.09.014

DOI: 10.2753/MTP1069-6679200201