The Influence Of Social Media Marketing On Consumer Engagement And Its Influence On Brand Knowledge Strengthening In The Digital Marketplace

Ardian Nur; Alldila Nadhira Ayu Setyaning

doi:10.63922/ijebir.v4i03.1754

Ardian Nur Universitas Islam Indonesia
Alldila Nadhira Ayu Setyaning Universitas Islam Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i03.1754

Keywords: Social Media Marketing, Customization, Interaction, Costumer Engagement, Brand Knowledge

Abstract

This study aims to analyze the influence of social media marketing elements including entertainment, interaction, trends, customization, and electronic word of mouth (EWOM) on consumer engagement, as well as the influence of consumer engagement on strengthening brand knowledge on the Instagram account @spotifyid. The object of this study is active followers of the Spotify Indonesia Instagram account, with a total of 210 respondents obtained through purposive sampling techniques. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis method processed using SmartPLS software. The results of the study show that interaction, trends, and EWOM have a significant effect on consumer engagement, while entertainment and customization do not show a significant effect. Furthermore, consumer engagement is proven to have a positive effect on brand awareness and brand image, which overall strengthens brand knowledge @spotifyid in the digital market.

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