How do Social Media Environments and Self-Brand Connection Give an Impact on Brand Advocacy?-Reference-Cited by-同舟云学术

How do Social Media Environments and Self-Brand Connection Give an Impact on Brand Advocacy?

Published:2023-07-27 Issue: Volume:20 Page:1673-1681
ISSN:2224-2899
Container-title:WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
language:en
Short-container-title:

Author:

Bismo Aryo¹,Prabowo Harjanto¹,Heriyati Pantri¹,Abdinagoro Sri Bramantoro¹

Affiliation:

1. Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Jl. Raya Kb. Jeruk No.27, RT.1/RW.9, Kb. Jeruk, Kec. Kb. Jeruk, Jakarta Barat, DKI Jakarta 11530, INDONESIA

Abstract

This study examines the effects of social media marketing activity and social media influencer attributes on brand advocacy among millennials in Indonesia. The study found that efficient use of social media marketing activity improves self-brand connection, which in turn leads to brand advocacy among millennials. However, the study found that social media influencer attributes do not have a direct impact on self-brand connection or brand advocacy. The study used online questionnaires and path analysis to analyze the data and the results provide valuable insights for companies looking to boost brand advocacy in the volatile business landscape of Indonesia.

Publisher

World Scientific and Engineering Academy and Society (WSEAS)

Subject

Economics and Econometrics,Finance,Business and International Management

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