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

Khoirina Kencana Ningrum and Ratna Roostika
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Khoirina Kencana Ningrum: Indonesian Islamic University
Ratna Roostika: Indonesian Islamic University

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 5, 34-45

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

Date: 2021
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