Article Sidebar

Submitted
March 10, 2024
Accepted
July 9, 2024
Published
August 5, 2024
Download
Full text PDF
Statistic
Read Counter : 133 Download : 68

Downloads

Download data is not yet available.

Main Article Content

Abstract

Purpose – This study uses the stimulus organism response (SOR) as the theory framework to analyze the sequential mediating roles of brand experience (BE), brand trust (BT), and brand love (BLV) to show the connection between Social Media Marketing (SMM) activities and brand loyalty (BL).


Design/methodology/approach – The study approach was empirically evaluated using 310 SM users as data who follow bottled water brands on any platform and have made a purchase. Furthermore, a sequential multiple mediation model was tested using PLS-SEM.


Findings – The results indicate that SMM significantly impacts BE, and BE significantly affects BT and BLV. Subsequently, this influence of BT and BLV contributes to an increase in BL. Additionally, it was revealed that BE, BT, and BLV sequentially and significantly mediate the relationship between SMM and BL.


Research limitations/implications – Its cross-sectional design, sample bias towards younger, educated respondents, a narrow focus on BL from SMM activities, and a lack of consideration for sustainability and broader product types suggest a need for more diverse and longitudinal future research.


Practical implications – The result emphasizes the need for brands to leverage SM as a critical channel for consumer engagement, suggesting the adoption of personalized, entertaining, and interactive digital campaigns to increase through memorable BE.


Originality/value – This study pioneers using SOR theory to explore the SMM impact on BL within the bottled water industry, providing novel insights through empirically validating a model that links SMM activities with loyalty via BE, BT, and BLV.

Keywords

brand experience brand loyalty brand love brand trust social media marketing stimulus organism response theory

Article Details

License

Copyright (c) 2024 Andika Andika, Yusrita, Joko Purwanto Nugroho, Della Nanda Luthfiana, Rizki Zaenul Hak

Creative Commons License

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

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
Andika, A., Yusrita, Y., Nugroho, J. P. ., Luthfiana, D. N. ., & Hak, R. Z. . (2024). Social Media Marketing Dynamics and Brand Loyalty: A Sequential Mediation Model in the Indonesian Packaged Drinking Water Industry. Jurnal Siasat Bisnis, 28(2), 172–192. https://doi.org/10.20885/jsb.vol28.iss2.art3
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333
  2. Al-Dmour, R., Alkhatib, O. H., Al-Dmour, H., & Basheer Amin, E. (2023). The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices. SAGE Open, 13(2), 1–13. https://doi.org/10.1177/21582440231181433
  3. Albert, N., Wesford, F., Merunka, D., & Valette-Florence, P. (2009). The Feeling of Love Toward a Brand: Concept and Measurement. Advances in Consumer Research, 36, 300–307. https://www.researchgate.net/profile/Pierre-Valette-Florence/publication/49136328_The_Feeling_of_Love_Toward_a_Brand_Concept_and_Measurement/links/0046352a5c7d62b3be000000/The-Feeling-of-Love-Toward-a-Brand-Concept-and-Measurement.pdf
  4. Aljuhmani, H. Y., Elrehail, H., Bayram, P., & Samarah, T. (2023). Linking social media marketing efforts with customer brand engagement in driving brand loyalty. Asia Pacific Journal of Marketing and Logistics, 35(7), 1719–1738. https://doi.org/10.1108/APJML-08-2021-0627
  5. Althuwaini, S. (2022). The Effect of Social Media Activities on Brand Loyalty for Banks: The Role of Brand Trust. Administrative Sciences, 12(4), 148. https://doi.org/10.3390/admsci12040148
  6. Angelia, D. (2022). 7 Merek Air Mineral Favorit Masyarakat Indonesia 2022. GoodStats Data. https://goodstats.id/article/7-merek-air-mineral-favorit-masyarakat-indonesia-2022-kqaPc
  7. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
  8. Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
  9. Badan Pengawas Obat dan Makanan Indonesia. (2020). Lindungi Kesehatan Masyarakat dengan Sinergi Pengawasan Produk Air Minum Dalam Kemasan (AMDK). Pusat Data Dan Informasi Obat Dan Makanan. https://www.pom.go.id/siaran-pers/lindungi-kesehatan-masyarakat-dengan-sinergi-pengawasan-produk-air-minum-dalam-kemasan-amdk
  10. Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430. https://doi.org/10.1108/APJML-03-2022-0203
  11. Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1–14. https://doi.org/10.1007/s11002-016-9406-1
  12. Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339
  13. Beig, F. A., & Khan, M. F. (2018). Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook. Vision, 22(3), 264–275. https://doi.org/10.1177/0972262918785962
  14. Bleier, A., De Keyser, A., & Verleye, K. (2018). Customer Engagement Through Personalization and Customization. In R. W. Palmatier, V. Kumar, & C. M. Harmeling (Eds.), Customer Engagement Marketing (pp. 75–94). Springer International Publishing. https://doi.org/10.1007/978-3-319-61985-9_4
  15. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052
  16. Bui, T. T., Tran, Q. T., Alang, T., & Le, T. D. (2023). Examining the relationship between digital content marketing perceived value and brand loyalty: Insights from Vietnam. Cogent Social Sciences, 9(1). https://doi.org/10.1080/23311886.2023.2225835
  17. Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/joitmc8030109
  18. Chae, M.-J. (2021). Driving consumer engagement through diverse calls to action in corporate social responsibility messages on social media. Sustainability, 13(7), 3812. https://doi.org/10.3390/su13073812
  19. Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
  20. Chauhan, R., & Fauzy, H. M. (2020). the Influence of Brand Trust in Mediating Consumer Online Behavior Against Buying Interest in Online Stores (Case Study of Hypermart Online Shop in Indonesia). Dinasti International Journal of Digital Business Management, 1(3), 471–484. https://doi.org/10.31933/dijdbm.v1i3.294
  21. Chieng, F., Sharma, P., Kingshott, R. P. J., & Roy, R. (2022). Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment. Journal of Product and Brand Management, 31(6), 870–885. https://doi.org/10.1108/JPBM-12-2020-3250
  22. Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Psychology Press. https://www.taylorfrancis.com/books/edit/10.4324/9781410604385/modern-methods-business-research-george-marcoulides
  23. Dandis, A. O., Al Haj Eid, M. B., Robin, R., & Wierdak, N. (2022). An empirical investigation of the factors affecting customer lifetime value. International Journal of Quality and Reliability Management, 39(4), 910–935. https://doi.org/10.1108/IJQRM-12-2020-0412
  24. Direktorat Statistik Kesejahteraan Rakyat Badan Pusat Statistik. (2023). Statistik Kesejahteraan Rakyat 2023. https://www.bps.go.id/publication/2023/10/27/bc5b86dd8f16cd0640aa278b/statistik-kesejahteraan-rakyat-2023.html
  25. Dixon, S. J. (2023a). Average daily time spent on social media worldwide 2012-2023. Statista.Com. https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/
  26. Dixon, S. J. (2023b). Global social network penetration 2019-2028. Statista.Com. https://www.statista.com/statistics/260811/social-network-penetration-worldwide/
  27. Dixon, S. J. (2023c). Number of global social network users 2017-2027. Statista.Com. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
  28. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
  29. Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
  30. Eslami, S. P., Ghasemaghaei, M., & Hassanein, K. (2021). Understanding consumer engagement in social media: The role of product lifecycle. Decision Support Systems, 162, 113707. https://doi.org/10.1016/j.dss.2021.113707
  31. Faul, F., Erdfelder, E., Lang, A.-G., & Buchner, A. (2007). G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175–191. https://doi.org/10.3758/BF03193146
  32. Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands. Information Systems Frontiers, 25(2), 795–817. https://doi.org/10.1007/s10796-022-10264-7
  33. Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515
  34. Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International Business Review, 30(4), 101776. https://doi.org/10.1016/j.ibusrev.2020.101776
  35. Gam, A., Bahri-Ammari, N., & Soliman, M. (2023). Intelligent Customer Experience and Behavioral Brand Loyalty: Empirical Evidence from the Commerce Environment. International Journal of Human-Computer Interaction, 39(10), 2090–2101. https://doi.org/10.1080/10447318.2022.2074120
  36. Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38. https://doi.org/10.1108/ramj-05-2020-0024
  37. Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353–1376. https://doi.org/10.1108/IJBM-02-2021-0067
  38. Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
  39. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
  40. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
  41. Hajiyeva, K. (2023). What the data says about Gen Z TikTok usage? Planly. https://planly.com/gen-z-tiktok-use/
  42. Hanafizadeh, P., Shafia, S., & Bohlin, E. (2021). Exploring the consequence of social media usage on firm performance. Digital Business, 1(2), 100013. https://doi.org/10.1016/j.digbus.2021.100013
  43. Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
  44. Handayani, D. F. R., PA, R. W., & Nuryakin, N. (2021). The influence of e-service quality , trust , brand image on Shopee customer satisfaction and loyalty. Jurnal Siasat Bisnis, 25(2), 119–130. https://doi.org/10.20885/jsb.vol25.iss2.art3
  45. Harrigan, P., Miles, M. P., Fang, Y., & Roy, S. K. (2020). The role of social media in the engagement and information processes of social CRM. International Journal of Information Management, 54, 102151. https://doi.org/10.1016/j.ijinfomgt.2020.102151
  46. Hassan, M., Rafi, A., & Kazmi, S. S. (2016). Impact of Differentiated Customer Service, Brand Trust, Brand Commitment, and Brand Salience on Brand Advocacy. International Review of Management and Marketing, 6(4), 232–238.
  47. Hatamleh, I. H. M., Safori, A. O., Habes, M., Tahat, O., Ahmad, A. K., Abdallah, R. A. Q., & Aissani, R. (2023). Trust in Social Media: Enhancing Social Relationships. Social Sciences, 12(7), 416. https://doi.org/10.3390/socsci12070416
  48. Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
  49. Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management and Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
  50. Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product and Brand Management, 26(3), 282–293. https://doi.org/10.1108/JPBM-10-2016-1348
  51. Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465
  52. Huber, F., Meyer, F., & Schmid, D. (2015). Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration. Journal of Product & Brand Management, 24(6), 567–579. https://doi.org/10.1108/JPBM-08-2014-0682
  53. Islam, J., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96–109. https://doi.org/10.1016/j.tele.2017.01.004
  54. Istanbulluoglu, D. (2017). Complaint handling on social media: The impact of multiple response times on consumer satisfaction. Computers in Human Behavior, 74, 72–82. https://doi.org/10.1016/j.chb.2017.04.016
  55. Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Frontiers in Psychology, 12, 808525. https://doi.org/10.3389/fpsyg.2021.808525
  56. Junaid, M., Hou, F., Hussain, K., & Kirmani, A. A. (2019). Brand love: the emotional bridge between experience and engagement, generation-M perspective. Journal of Product and Brand Management, 28(2), 200–215. https://doi.org/10.1108/JPBM-04-2018-1852
  57. Kazmi, S. H. A., & Khalique, M. (2019). Brand Experience and Mediating Roles of Brand Love, Brand Prestige and Brand Trust. Market Forces, 14(2), 78–98. http://www.pafkiet.edu.pk/marketforces/index.php/marketforces/article/view/399/345
  58. Kemp, S. (2023a). Digital 2023: Indonesia. Data Reportal. https://datareportal.com/reports/digital-2023-indonesia
  59. Kemp, S. (2023b). The Global State Of Digital In April 2023. We Are Social. https://wearesocial.com/id/blog/2023/04/the-global-state-of-digital-in-april-2023/
  60. Kimiagari, S., & Asadi Malafe, N. S. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services, 61, 102567. https://doi.org/10.1016/j.jretconser.2021.102567
  61. Koay, K. Y., Cheah, C. W., & Goon, S. W.-U. (2023). How Do Perceived Social Media Marketing Activities Foster Purchase Intentions? A Multiple Sequential Mediation Model. Journal of Global Marketing, 36(3), 210–224. https://doi.org/10.1080/08911762.2023.2207072
  62. Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
  63. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
  64. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
  65. Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516–1522. https://doi.org/10.1016/j.jbusres.2011.10.019
  66. Li, M.-W., Teng, H.-Y., & Chen, C.-Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015
  67. Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
  68. Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35, 133–141. https://doi.org/10.1016/j.jretconser.2016.12.011
  69. Loureiro, S. M. C., Bilro, R. G., & Japutra, A. (2020). The effect of consumer-generated media stimuli on emotions and consumer brand engagement. Journal of Product and Brand Management, 29(3), 387–408. https://doi.org/10.1108/JPBM-11-2018-2120
  70. Madeline, S., & Sihombing, S. O. (2019). THE IMPACTS OF BRAND EXPERIENCES ON BRAND LOVE, BRAND TRUST, AND BRAND LOYALTY: AN EMPIRICAL STUDY. Jurnal Bisnis Dan Manajemen, 20(2), 91–107. https://pdfs.semanticscholar.org/f105/4d40ab85430f1820ff8bd4bda60fc67f54c0.pdf
  71. Maduretno, R. B. E. H. P., & Junaedi, M. F. S. (2022). Exploring the effects of coffee shop brand experience on loyalty: The roles of brand love and brand trust. Gadjah Mada International Journal of Business, 24(3), 289–309. https://doi.org/10.22146/gamaijb.63218
  72. Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797
  73. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. In An approach to environmental psychology. The MIT Press.
  74. Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The Role of Marketer-Generated Content in Customer Engagement Marketing. Journal of Marketing, 83(6), 21–42. https://doi.org/10.1177/0022242919873903
  75. Merlo, O., Eisingerich, A. B., & Hoyer, W. D. (2023). Immunizing customers against negative brand-related information. Journal of the Academy of Marketing Science, 52(1), 140–163. https://doi.org/10.1007/s11747-023-00929-3
  76. Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
  77. Mustafa, K., Ahmad, F., Qaisar, M. N., Zada, S., Jamil, S., Anwer, N., Khawaja, K. F., Vega-Muñoz, A., Contreras-Barraza, N., Hamid, S. A. R., & Mariam, S. (2022). Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality. Frontiers in Psychology, 13, 897933. https://doi.org/10.3389/fpsyg.2022.897933
  78. Mutum, D., Mohd Ghazali, E., Nguyen, B., & Arnott, D. (2014). Online loyalty and its interaction with switching barriers. Journal of Retailing and Consumer Services, 21(6), 942–949. https://doi.org/10.1016/j.jretconser.2014.08.012
  79. Na, M., Rong, L., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China. Behavioral Sciences, 13(6), 502. https://doi.org/10.3390/bs13060502
  80. Panigyrakis, G., Panopoulos, A., & Koronaki, E. (2020). All we have is words: applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self. International Journal of Advertising, 39(5), 699–718. https://doi.org/10.1080/02650487.2019.1663029
  81. Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
  82. Park, H., & Kim, Y. K. (2016). Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty. Journal of Retailing and Consumer Services, 29, 114–122. https://doi.org/10.1016/j.jretconser.2015.11.013
  83. Pascucci, F., Savelli, E., & Gistri, G. (2023). How digital technologies reshape marketing: evidence from a qualitative investigation. Italian Journal of Marketing, 2023, 27–58. https://doi.org/10.1007/s43039-023-00063-6
  84. Perera, C. H., Nayak, R., & Thang Nguyen, L. Van. (2022). Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions: Case of Vietnam and Sri Lanka. In Springer Link (1st ed.). Springer Nature Singapore Pte Ltd. https://doi.org/10.1007/978-981-19-5017-9
  85. Petrosyan, A. (2024). Number of internet and social media users worldwide as of April 2024 (in billions). Statista.Com. https://www.statista.com/statistics/617136/digital-population-worldwide/
  86. Pusparisa, Y. (2021). Instagram, Media Sosial Favorit Generasi Z. Databoks. https://databoks.katadata.co.id/datapublish/2021/05/16/instagram-media-sosial-favorit-generasi-z
  87. Sarkar, A., Ponnam, A., & Murthy, B. K. (2012). Understanding and measuring romantic brand love. Journal of Customer Behaviour, 11(4), 325–348. https://doi.org/10.1362/147539212x13546197909985
  88. Sarkar, A., Ponnam, A., & Murthy, B. K. (2013). Understanding and measuring romantic brand love. Journal of Customer Behaviour, 11(4), 324–347. https://doi.org/10.1362/147539212x13546197909985
  89. Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17. https://doi.org/10.1016/j.jcps.2011.09.005
  90. Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 53(1), 47–65. https://doi.org/10.1016/j.intmar.2020.05.001
  91. Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology and Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
  92. Singh, D., Bajpai, N., & Kulshreshtha, K. (2021). Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits. Journal of Relationship Marketing, 20(1), 20–41. https://doi.org/10.1080/15332667.2020.1715179
  93. So, K. K. F., Wei, W., & Martin, D. (2021). Understanding customer engagement and social media activities in tourism: A latent profile analysis and cross-validation. Journal of Business Research, 129, 474–483. https://doi.org/10.1016/j.jbusres.2020.05.054
  94. Statista Market Insights. (2024). Social Media Advertising - Worldwide. Statista.Com. https://www.statista.com/outlook/dmo/digital-advertising/social-media-advertising/worldwide
  95. Watanuki, S. (2022). Neural mechanisms of brand love relationship dynamics: Is the development of brand love relationships the same as that of interpersonal romantic love relationships? Frontiers in Neuroscience, 16, 984647. https://doi.org/10.3389/fnins.2022.984647
  96. Wei, L. H., Huat, O. C., & Thurasamy, R. (2023). The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic. International Marketing Review, 40(5), 1213–1244. https://doi.org/10.1108/IMR-12-2021-0353
  97. Ye, Y., Yu, Q., Zheng, Y., & Zheng, Y. (2022). Investigating the effect of social media application on firm capabilities and performance: The perspective of dynamic capability view. Journal of Business Research, 139, 510–519. https://doi.org/10.1016/j.jbusres.2021.10.008
  98. Zhang, S., Peng, M. Y. P., Peng, Y., Zhang, Y., Ren, G., & Chen, C. C. (2020). Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand. Frontiers in Psychology, 11, 231. https://doi.org/10.3389/fpsyg.2020.00231
  99. Zhang, Yue, Ye, & Peng. (2021). Understanding the Impact of the Psychological Cognitive Process on Student Learning Satisfaction: Combination of the Social Cognitive Career Theory and SOR Model. Frontiers in Psychology, 12, 712323. https://doi.org/10.3389/fpsyg.2021.712323
  100. Zhou, Q., Yuen, K. F., & Ye, Y. (2022). The effect of brand loyalty and loss aversion on competitive trade-in strategies. Total Quality Management & Business Excellence, 33(9–10), 1084–1112. https://doi.org/10.1080/14783363.2021.1933423
  101. 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, 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001