Main Article Content
Abstract
Purpose – This study aims to obtain an overview and analyze the influence of contextual advertising on e-engagement with Content Relevance as a mediating variable on Kienka Official Instagram followers.
Design/methodology/approach – This research is descriptive and verification with a quantitative approach. The sampling technique uses simple random sampling with 348 respondents. Data is processed statistically using the Structural Equation Modeling (SEM) method with the help of the AMOS for Windows program.
Findings – The study results indicate that contextual advertising positively and significantly influences e-engagement with Content Relevance as a mediating variable. The magnitude of the critical ratio value that is greater than the minimum value indicates a significant influence simultaneously. The better the company pays attention to contextual advertising through Content Relevance, the higher the e-engagement produced. The dimension of contextual advertising with the highest contribution in forming e-engagement is effectiveness, while the lowest is visual experience. Meanwhile, the dimension of Content Relevance that contributes the most to increasing e-engagement is dynamism activity, while the lowest is topical relevance.
Research limitations/implications – This study only focuses on Kienka Official Instagram followers so the results may not be generalizable to other platforms or industries. Further studies can explore additional factors that influence e-engagement and test the research model on different types of digital platforms and different business sectors.
Practical implications – The results of this study provide insight for companies in optimizing contextual advertising and Content Relevance strategies to increase e-engagement. Companies are advised to emphasize the effectiveness aspect in contextual advertising and strengthen dynamism activity in Content Relevance to increase audience interaction more effectively.
Originality/value – This study provides a new contribution by revealing the role of Content Relevance as a mediator in the relationship between contextual advertising and e-engagement. The results can be a reference for academics and practitioners in developing more effective digital marketing strategies based on contextual advertising and Content Relevance.
Keywords
Article Details
Copyright (c) 2025 Lili Adi Wibowo, Sherly Aulia Nurizky, Puspo Dewi Dirgantari, Usep Suhud, Inomjon Qudratov
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@kienka.official. (2024). Kienka. Instagram. https://www.instagram.com/kienka.official/
Abduh, M., Alawiyah, T., Apriansyah, G., Sirodj, R. A., & Afgani, M. W. (2023). Survey Design: Cross Sectional dalam Penelitian Kualitatif. Jurnal Pendidikan Sains Dan Komputer, 3(1), 31–39. https://jurnal.itscience.org/index.php/jpsk/article/view/1955
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Amanah, D., & Harahap, D. A. (2020). Visual appael model for consumer online impulsive purchases in Indonesia. International Journal of Scientific & Technology Research, 9(6), 388–396. https://www.researchgate.net/profile/Dedy-Harahap-2/publication/342521747_Visual_Appeal_Model_for_Consumer_Online_Impulsive_Purchases_in_Indonesia/links/5ef99e67a6fdcc4ca43a247b/Visual-Appeal-Model-for-Consumer-Online-Impulsive-Purchases-in-Indonesia.pdf
Baker, W. E., & Lutz, R. J. (2000). An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness. Journal of Advertising, 29(1), 1–14. https://doi.org/10.1080/00913367.2000.10673599
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Casaló, L. V, Flavián, C., & Ibáñez-Sánchez, S. (2017). Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369–375. https://doi.org/10.1089/cyber.2016.0360
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson Education Limited.
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Connolly, B. (2020). Digital Trust: Social Media Strategies to Increase Trust and Engage Customers (1st ed.). Bloomsbury Publishing.
Davidavičius, S., & Limba, T. (2022). Recognition of Digital Content Needs for Inbound Marketing Solutions. In Social Sciences (Vol. 11, Issue 8, p. 351). https://doi.org/10.3390/socsci11080351
Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Eldridge, J., Fraser, K., Simmonds, T., & Smyth, N. (2016). Strategic Engagement: New Models of Relationship Management for Academic Librarians. New Review of Academic Librarianship, 22(2–3). https://doi.org/10.1080/13614533.2016.1193033
Fan, W., Shao, B., & Dong, X. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.965998
Ghozali, I. (2017). Model Persamaan Struktural: Konsep dan Aplikasi dengan Program AMOS 24 Update Bayesian SEM (7th ed.). Badan Penerbit UNDIP.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Haryono, S. (2016). Metode SEM Untuk Penelitian Manajemen dengan AMOS LISREL PLS. PT. Intermedia Personalia Utama.
Hayu, R. S. (2019). Smart Digital Content Marketing, Strategi Membidik Konsumen Millennial Indonesia. Jurnal Manajemen Dan Kewirausahaan, 4(1), 61–69. https://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan/article/view/362
Hoika, J., & Schneider, U. (2023). The Key Role of Disruptive Digital Marketing Approaches in the Automotive Electronics Market. In U. Schneider & J. Hoika (Eds.), Digital Marketing in the Automotive Electronics Industry: Redefining Customer Experience through Digital Customer Engagement (pp. 25–41). Springer International Publishing. https://doi.org/10.1007/978-3-031-30720-1_3
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Katz, E., Blumer, J. G., & Gurevitch, M. (1973). USES AND GRATIFICATIONS RESEARCH. Public Opinion Quarterly, 37(4), 509–523. https://doi.org/10.1086/268109
Khairunnisa, A., Fourqoniah, F., & Hairunnisa. (2021). Penerapan Digital Inbound Marketing Sebagai Strategi Komunikasi Pemasaran Terpadu PT. Comtelindo Balikpapan Dalam Mempertahankan Loyalitas Pelanggan. Jurnal Llmu Komunikasi, 9(2).
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Bergerak dari Tradisional ke Digital. PT Gramedia Pustaka Utama.
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Liu, J., Lee, D. N., & Stevens, E. M. (2023). Characteristics Associated with Young Adults’ Intentions to Engage with Anti-Vaping Instagram Posts. International Journal of Environmental Research and Public Health, 20(11). https://doi.org/10.3390/ijerph20116054
Madio, L., & Quinn, M. (2024). Content moderation and advertising in social media platforms. Journal of Economics & Management Strategy, n/a(n/a). https://doi.org/https://doi.org/10.1111/jems.12602
Majmundar, A., Chou, C. P., Cruz, T. B., & Unger, J. B. (2019). Relationship between social media engagement and e-cigarette policy support. Addictive Behaviors Reports, 9. https://doi.org/10.1016/j.abrep.2018.100155
Maryani, L., & Chaniago, H. (2019). Peran Strategi Bisnis dalam Meningkatkan Keunggulan Bersaing di Industri Fashion. Jurnal Riset Bisnis Dan Investasi, 5(1), 48–69. https://jurnal.polban.ac.id/index.php/an/article/view/1615
Maseeh, H. I., Jebarajakirthy, C., Pentecost, R., Arli, D., Weaven, S., & Ashaduzzaman, M. (2021). Privacy concerns in e-commerce: A multilevel meta-analysis. Psychology & Marketing, 38(10), 1779–1798. https://doi.org/10.1002/mar.21493
Moon, M. (2009). Mastering the engagement cycle. Journal of Digital Asset Management, 5(2). https://doi.org/10.1057/dam.2009.2
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Promtep, S., Arcand, M., & Cherkaoui, S. (2019). The impact of online service quality on e-engagement in the context of e-tutoring services. Proceedings of The 10th International Conference on Society and Information Technologies (ICSIT 2019), 73–78. https://www.iiis.org/CDs2019/CD2019Spring/papers/EB337XD.pdf
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Ridanasti, E. (2021). Keterlibatan Pelanggan dan Antesedennya pada Transaksi E-Commerce pada Generasi Z. Optimal: Jurnal Ekonomi Dan Kewirausahaan, 15(2), 48–59. https://jurnal.unismabekasi.ac.id/index.php/optimal/article/view/3011
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