Analysis Of The Influence Of Social Media Marketing And Co-Creation Behavior On Brand Equity Through Mediation Brand Experience Of Automotive Products In Indonesia
Year: 2024
Type: article
Abstract: \nThis study investigates the impact of social media marketing and co-creation activity on brand equity in the automotive industry in Indonesia. In this relationship, brand experience is the mediating variable. The study employed a quantitative methodology, gathering data from 116 participants through online questionnaires. The acquired data was then analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings suggest that engaging in social media marketing has a beneficial impact on brand equity, but it does not directly affect brand experience. The brand experience directly impacts brand equity. social media marketing has a beneficial impact on brand equity, but it does not directly affect brand experience. The brand experience directly impacts brand equity. This study demonstrates that brand experience does not act as a mediator in the context of social media marketing. However, it does act as a mediator in the case of co-creation behaviour.\n
Authors: Yonathan William Yap, Suwarno
Institution: Binus University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6922339019
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