The Influence of Social Media Marketing on Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision

Budi Setiawan, Putri Dwi Cahyani, Lusia Tria Hatmanti Hutami, Bernadetta Diansepti Maharani

Abstract


This study aims to analyze how Social Media Marketing (SMM) influences Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. Using Signal Processing and Information Processing theories, this research identifies gaps in the literature regarding the relationship between SMM, Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. This research employs a quantitative approach with a survey method to collect data from 105 respondents. The sampling technique used is purposive sampling, which means selecting samples based on specific criteria relevant to the research. The criteria used are consumers who have seen or interacted with SilverQueen's social media marketing content. The collected data was analyzed using Smart PLS (Partial Least Squares) to test the structural model and measurement model. This study shows that Social Media Marketing plays a crucial role in enhancing Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision for SilverQueen chocolate. The findings underscore the importance of effective social media marketing strategies for achieving better business outcomes.

Keywords


Social Media Marketing; Brand Awareness; Brand Image; Customer Engagement; Purchase Decision

Full Text:

PDF

References


Aaker, D. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120. https://doi.org/10.2307/41165845

Alexandra, Z., & Cerchia, A. E. (2018). The Influence of Brand Awareness and Other Dimensions of Brand Equity in Consumer`s Behaviour: The “Affordable Luxury” Strategy. “Ovidius” University Annals, Economic Sciences Series, 18(1).

Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81–90. https://doi.org/10.5267/J.IJDNS.2021.10.001

Bala, M., & Verma, D. (2018). A Critical Review of Digital. International Journal of Management,8(10),321–339. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505

Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112. https://doi.org/10.1016/j.jbusres.2020.02.032

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business &management Studies: An International …. http://www.bmij.org/index.php/1/article/view/839

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 3, 252–271.

Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3). https://doi.org/10.1108/APJML-04-2019-0262

Cheung, M. L., Pires, G., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence and Planning, 38(4). https://doi.org/10.1108/MIP-12-2018-0587

Clark, H. (2018). Signal Processing in Marketing. Journal of Marketing Theory and Practice. 2, 187–202.

Delime, P., Koppel, K., Pachot, P., & De Ratuld, A. (2020). How the odor of pet food influences pet owners’ emotions: A cross cultural study. Food Quality and Preference, 79. https://doi.org/10.1016/j.foodqual.2019.103772

Dente, C. J., Ashley, D. W., Dunne, J. R., Henderson, V., Ferdinand, C., Renz, B., Massoud, R., Adamski, J., Hawke, T., Gravlee, M., Cascone, J., Paynter, S., Medeiros, R., Atkins, E., Nicholas, J. M., Vidal, D., Bhatia, A., Hill, K., Johns, T., … Morgan, R. (2016). Heterogeneity in trauma registry data quality: Implications for regional and national performance improvement in trauma. Journal of the American College of Surgeons, 222(3), 288–295. https://doi.org/10.1016/j.jamcollsurg.2015.11.035

Dewi, L., Oei, S. J., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. repository.petra.ac.id. http://repository.petra.ac.id/19256/

Dos Santos, D., Pacheco, R. R., Komegae, G. H., da Silva, J. A., Lima, D., Pini, N., & Sundfeld, D. (2023). Effects of Hydrofluoric Acid Concentrations, Commercial Brands, and Adhesive Application on the Bond Strength of a Resin Luting Agent to Lithium Disilicate Glass Ceramic. Operative Dentistry, 48(6), 700–710. https://doi.org/10.2341/23-034-L

Essoussi, L. H., & Merunka, D. (2007). Consumers’ product evaluations in emerging markets: does country of design, country of manufacture, or brand image matter? International Marketing Review. https://doi.org/10.1108/02651330710760991

Evans, J., & Green, N. (2019). Information Processing and Decision Making. Wiley.

Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice.

Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory …. https://doi.org/10.1080/10696679.2001.11501897

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12). https://doi.org/10.1016/j.jbusres.2016.04.181

Hertina, D., Cahyadi, A., Mohd, A. M., Saudi, H., Hertina, Dede, & Munandar, A. (2022). Analysis of the Influence of Brand Image and Product Quality on Product Purchase Decisions. Central Asia and the Caucasus, 23(1), 2022.

Hsieh, P. H., Hung, W. H., & Yeh, Y. L. (2023). A comparison of consumers’ brand attitude and brand image between virtual worlds and websites - differences in high and low brand familiarity levels. Cogent Social Sciences, 9(2). https://doi.org/10.1080/23311886.2023.2243717

Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop facebook pages: Exploring sequential mediation mechanism. Sustainability (Switzerland), 13(4). https://doi.org/10.3390/su13042277

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/https://doi.org/10.1016/j.bushor.2009.09.003

Kavka, M. (2021). A tale of two masculinities: Joaquin Phoenix, Todd Phillips, and Joker’s double can(n)on. New Review of Film and Television Studies, 19(1), 30–40. https://doi.org/10.1080/17400309.2020.1861884

Kim, D. Y., & Kim, H.-Y. (2023). Social media influencers as human brands: an interactive marketing perspective. Journal of Research in Interactive Marketing, 17(1), 94–109. https://doi.org/10.1108/JRIM-08-2021-0200

Lamberti, L., & Noci, G. (2010). Marketing strategy and marketing performance measurement system: Exploring the relationship. European Management Journal, 28(2), 139–152. https://doi.org/10.1016/j.emj.2009.04.007

Li, W.-C., Chang, K.-F., & Chen, C.-J. (2023). Customer Loyalty in Online Hotel Booking Platforms. International Journal of Business, 28(3), 1–19. https://doi.org/10.55802/IJB.028(3).007

Malasi, J. M. (2012). Influence of Product Attributes on Mobile Phone preference among university students: A Case of Undergraduate students. International Journal of Academic Research in Economics and Management Sciences, 1(6). www.hrmars.com

Peco-Torres, F., Polo-Peña, A. I., & Frías-Jamilena, D. M. (2021). Brand personality in cultural tourism through social media. Tourism Review, 76(1). https://doi.org/10.1108/TR-02-2019-0050

Ranjbarian, B., Sanayei, A., Kaboli, M. R., & Hadadian, A. (2012). An Analysis of Brand Image, Perceived Quality, Customer Satisfaction and Re-purchase Intention in Iranian Department Stores. International Journal of Business and Management, 7(6). https://doi.org/10.5539/ijbm.v7n6p40

Raut, U. R., Pawar, P. A., Brito, P. Q., & Sisodia, G. S. (2019). Mediating model of brand equity and its application. Spanish Journal of Marketing - ESIC, 23(2). https://doi.org/10.1108/SJME-04-2019-0021

Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M., Schweiger, E., Soysal, G., Dillard, A., Cooper, N., & Olson, R. (2021). Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1). https://doi.org/10.1016/j.jretai.2020.11.006

Saeed, R., Lodhi, R. N., Mukhtar, A. M. J., Hussain, S., Mahmood, Z., & Ahmad, M. (2013). Factors affecting consumer purchase decision in clothing industry of Sahiwal, Pakistan. World Applied Sciences Journal, 24(7), 844–849. https://doi.org/10.5829/idosi.wasj.2013.24.07.1339

Saputra, F., & M Ridho Mahaputra. (2022). Relationship of Purchase Interest, Price and Purchase Decisions to IMEI Policy (Literature Review Study). Journal of Law, Politic and Humanities, 2(2), 66–75. https://doi.org/10.38035/jlph.v2i2.76

Schivinski, B., Muntinga, D. G., Pontes, H. M., & Lukasik, P. (2021). Influencing COBRAs: the effects of brand equity on the consumer’s propensity to engage with brand-related content on social media. Journal of Strategic Marketing, 29(1). https://doi.org/10.1080/0965254X.2019.1572641

Shukla, M., Misra, R., & Gupta, R. (2023). Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty. Journal of Consumer Marketing, 40(6), 734–747. https://doi.org/10.1108/JCM-05-2022-5370

Sikrant, P. (2020). Impact of social media marketing on customer relationships and subsequent purchase: A case study of high fashion retail. In K. C. & V. C. (Eds.), Proceedings of the 7th European Conference on Social Media, ECSM 2020 (pp. 271–279). Academic Conferences International . https://doi.org/10.34190/ESM.20.075

Smith, R. E., & Wright, W. F. (2004). Determinants of Customer Loyalty and Financial Performance. In JOURNAL OF MANAGEMENT ACCOUNTING RESEARCH.

Steven, W., Purba, J. T., Budiono, S., & Adirinekso, G. P. (2021). How product quality, brand image and price perception impact on purchase decision of running shoes? Proceedings of the International Conference on Industrial Engineering and Operations Management, 1289–1297. https://doi.org/10.46254/sa02.20210562

Tijjang, B., Junaidi, J., Nurfadhilah, N., & Putra, P. (2023). The Role of Brand Love, Trust, and Commitment in Fostering Consumer Satisfaction and Loyalty. FWU Journal of Social Sciences, 17(1), 110–126. https://doi.org/10.51709/19951272/Spring2023/8

Vo Minh, S., Nguyen Huong, G., & Dang Nguyen Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2143308

Youn, S., & Dodoo, N. A. (2021). The power of brand nostalgia: Contrasting brand personality dimensions and consumer-brand relationships of nostalgic and non-nostalgic brands. Journal of Consumer Behaviour, 20(6). https://doi.org/10.1002/cb.1941

Yuwono, G., & Anandya, D. (2022). Brand Loyalty: Strengthening Brand Experience and Brand Satisfaction. Jurnal Manajemen Bisnis, 9(1), 77–87. https://doi.org/10.33096/jmb.v9i1.1091

Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117. https://doi.org/10.1016/j.jbusres.2020.05.001




DOI: http://dx.doi.org/10.26623/ebsj.v8i2.10312

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Economics and Business Solutions Journal

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Economics and Business Solutions Journal
Published by :
Faculty of Economics, Semarang University
Soekarno Hatta Street, Tlogosari Kulon, Pedurungan
Semarang City, Central Java - Indonesia
P-ISSN : 2580-6084
E-ISSN : 2580-8079
Email   : jseb@usm.ac.id

  

This work is licensed under a 
Creative Commons Attribution 4.0 International License