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

Author

Listed:
  • Khoirina Kencana Ningrum

    (Indonesian Islamic University)

  • Ratna Roostika

    (Indonesian Islamic University)

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. Key Words: social media marketing, consumer engagement, brand awareness, brand image

Suggested Citation

  • Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:5:p:34-45
    DOI: 10.20525/ijrbs.v10i5.1314
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    References listed on IDEAS

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