Open AccessThe influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia
Author(s) -
Khoirina Kencaingrum,
Ratna Roostika
Publication year - 2021
Publication title -
international journal of research in business and social science
Language(s) - English
Resource type - Journals
ISSN - 2147-4478
DOI - 10.20525/ijrbs.v10i5.1314
Subject(s) - social media , customer engagement , nonprobability sampling , brand engagement , advertising , structural equation modeling , brand image , personalization , business , brand awareness , entertainment , indonesian , marketing , sociology , political science , population , linguistics , statistics , philosophy , demography , mathematics , law
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.