Kusuma, I Gede Wahyu Artha, Endayani, Fatmasari, Krisnanto, Aditya Budi and Khouroh, Umu ORCID: https://orcid.org/0000-0001-8543-9044 (2024) Social media marketing impact on Gen Z's brand engagement, awareness and image. Manajemen dan Bisnis (MABIS), 23 (2). pp. 480-490. ISSN ISSN: 1412-3789 ; e-ISSN: 2477-1783

	Text 11a. Social media marketing impact on Gen Z_s brand engagement.pdf Download (218kB)
	Text 11b. Turnitin socia media marketing.pdf Download (449kB)

Abstract

The research aims to advance our understanding of the realm of social media marketing and how these dynamics influence consumers' engagement with brands and subsequently shape brand awareness and brand image. The
research methodology utilized a rigorous quantitative approach, systematically gathering and analyzing numerical data through structured surveys and statistical techniques to uncover patterns, measure variables, and derive objective
conclusions. Respondents consist of people in Bali who used social media to connect with the brand. The total number of respondents for this study is 138. they were particularly used for hypotheses testing. Elements of social media marketing, particularly entertainment and trendiness, play a more significant role in fostering Consumer-Brand Engagement. Additionally, Consumer-Brand Engagement has a notable impact on brand awareness and brand image.

Actions (login required)

View Item