Mediating Role of Customer Engagement: Brand Image Enhancement from Social-Media Marketing

Roymon Panjaitan(1*),

(1) SCOPUS ID 57218950196; Universitas Sains dan Teknologi Komputer, Semarang, Central Java
(*) Corresponding Author

Abstract


To be more competitive, the growth of the creative economy requires customer interaction. This necessitates the use of social media marketing as an efficient marketing platform for products or services based on the existing brand image. The purpose of this study was to examine the role of customer engagement in mediating brand image from relational social media marketing, as well as the role of brand image in mediating consumer engagement from relational social media marketing. The sampling approach is probability sampling, and the method is quantitative. With the sampling approach used, simple random sampling through the distribution of questionnaires, data was collected from 100 respondents. The results of the data analysis were then processed using SPSS 25 software. According to the findings of this investigation, the mediation function is important.

Keywords


Social media marketing; Brand image; Customer engagement

Full Text:

PDF

References


Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. New York: Prentice-Hall, Inc.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Ajzen, I. (2011). The Theory of Planned Behaviour: Reactions and Reflections. Psychology and Health, 26(9), 1113–1127. https://doi.org/10.1080/08870446.2011.613995.

Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The Impact of Social Media Activities on Brand Image and Emotional Attachment: A Case in the Travel Context. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016.

Bhargava, P., & Ojha, S. C. (2019). Impact and Experience of Social Media Marketing on Customer Engagement. International Journal of Research in Engineering, Science, and Management, 2(2), 295–303.

Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a Conceptual Model for Examining Social Media Marketing Effects on Brand Awareness and Brand Image. International Journal of Economics and Business Research, 17(3), 243–261. https://doi.org/10.1504/IJEBR.2019.098874.

Santini, F. d. O., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211–1228. https://doi.org/10.1007/s11747-020-00731-5.

Dib, H., & Alhaddad, A. A. (2015). Determinants of Brand Image in Social Media. International Journal of e-Education, e-Business, e-Management, and e-Learning, 5(4), 180–190. https://doi.org/10.17706/ijeeee.2015.5.4.180-190.

Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., & Seymour, T. (2011). The History of Social Media and Its Impact on Business. The Journal of Applied Management and Entrepreneurship, 16(3), 79–91.

Farook, F. S., & Abeysekara, N. (2016). Influence of Social Media Marketing on Customer Engagement. International Journal of Business and Management Invention, 5(12), 115–125.

Febriyan, F., & Supriono, S. (2018). Pengaruh Pemasaran Media Sosial Terhadap Brand Awareness Pada Produk Internasional (Survei Pada Komunitas Xiaomi Indonesia). Jurnal Administrasi Bisnis, 61(1), 74–79.

Gunelius, S. (2011). 30-Minutes Social Media Marketing: Step-by-Step Techniques to Spread the Words about Your Business Fast and Free. New York: McGraw-Hill Books Co.

Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a Theory of Customer Engagement Marketing. Journal of the Academy of Marketing Science, 45, 312–335. https://doi.org/10.1007/s11747-016-0509-2.

Hollebeek, L. (2011). Exploring Customer Brand Engagement: Definition and Themes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002.

Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45–59. https://doi.org/10.1080/20932685.2015.1110041.

Kemp, S. (2021). A Decade in Digital. Datareportal, November 29. Available at: https://datareportal.com/reports/a-decade-in-digital.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Edisi 13 Jilid 1 dan 2. Jakarta: Penerbit Erlangga.

Merz, M. A., He, Y., & Vargo, S. L. (2009). The Evolving Brand Logic: A Service-Dominant Logic Perspective. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-009-0143-3.

Ahmed, A. M., Abed, H. N., Hassoon, N. H., & Ahmed, A. L. (2016). The Impact of Digital Communication on Social Networks: A Review. International Journal of Computer Science and Mobile Computing, 5(1), 183–190.

Muchardie, B. G., Yudiana, N. H., & Gunawan, A. (2016). Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar. Binus Business Review, 7(1), 83–87. https://doi.org/10.21512/bbr.v7i1.1458.

Panjaitan, R. (2021). The Role of Digital Loyalty Program towards Customer Loyalty through a Measure of Satisfaction. The Winners, 22(2), 163–171. https://doi.org/10.21512/tw.v22i2.7082.

Panjaitan, R., & Indriani, F. (2022). Brand Gravity-Resonance Capability on Brand Love: a Resource-Advantage Theory Perspective. Media Ekonomi dan Manajemen, 37(1), 17–34. http://dx.doi.org/10.24856/mem.v27i01.2546.

Panjaitan, R., Moonti, A., & Adam, E. (2021). Technology Readiness and Digital Competing Capabilities: Digital Value Resonance. Shirkah: Journal of Economics and Business, 6(2), 205–226. https://doi.org/10.22515/shirkah.v6i2.385

Panjaitan, R., Fassa, M. I., Sulaimawan, D., & Indriyani, D. (2021). Investigating Business Drives : Intellectual Capital To Marketing Mix. International Journal of Science, Technology & Management, 2(1), 313–332. https://doi.org/10.46729/ijstm.v2i1.107

Pantano, E. (2021). When a Luxury Brand Bursts: Modelling the Social Media Viral Effects of Negative Stereotypes Adoption Leading to Brand Hate. Journal of Business Research, 123, 117–125. https://doi.org/10.1016/j.jbusres.2020.09.049.

Park, M., Im, H., & Kim, H-. Y. (2020). “You are too friendly!” The Negative Effects of Social Media Marketing on Value Perceptions of Luxury Fashion Brands. Journal of Business Research, 117, 529–542. https://doi.org/10.1016/j.jbusres.2018.07.026.

Patterson, P., Yu, T., & De Ruyter, K. (2006). Understanding Customer Engagement in Services. Advancing Theory, Maintaining Relevance, Proceedings of ANZMAC 2006 Conference, Brisbane.

Perera, G. R., & Perera, I. (2016). Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka. International Journal of Asian Business and Information Management, 7(1), 30–41. https://doi.org/10.4018/ijabim.2016010103.

Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase Intention Link in Facebook Brand Fan Pages: Trust Beliefs, Value Co-creation and Brand Image as Mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002.

Sashi, C. M. (2012). Customer Engagement, Buyer-Seller Relationships, and Social Media. Management Decision, 50(2), 253¬–272. https://doi.org/10.1108/00251741211203551.

Schivinski, B., & Dabrowski, D. (2016). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323.

Seo, E-J., & Park, J-W. (2018). A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014.

van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1300/J047v07n04_02.

Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13(3), 247–252. https://doi.org/10.1177/1094670510375461.




DOI: https://doi.org/10.30588/jmp.v12i1.971

Article Metrics

Abstract view : 1316 times
PDF - 8 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Roymon Panjaitan

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

Creative Commons License
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at http://ejournal.up45.ac.id/index.php/maksipreneur.

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship has been indexed/archived by:

DOAJGoogle Scholar Crossref Sinta EBSCO Essentials Garuda IOS Microsoft Academic ROAD Dimensions WorldCat ResearchBib Scilit logo OpenAIRE CORE Semantic Scholar EuroPub Publons

Journal of Maksipreneur: Management, Cooperative, and Entrepreneurship (JMP)

Organized by Management Department, Universitas Proklamasi 45, Yogyakarta, Indonesia

Published by Universitas Proklamasi 45, Yogyakarta, Indonesia

Email: maksipreneurjurnal@gmail.com | jurnal.maksipreneur@up45.ac.id

ISSN (electronic): 2527-6638  ISSN (printed): 2089-550X