Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity
The current research explores how consumer brand engagement (CBE) serves as a mediator between social media marketing (SMM) and consumer- based brand equity (CBBE) within the context of luxury perfume brands. Using a quantitative approach, data was collected from 322 participants who possess sub...
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| Format: | Article |
| Language: | English |
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EconJournals
2024-10-01
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| Series: | International Review of Management and Marketing |
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| Online Access: | https://mail.econjournals.com/index.php/irmm/article/view/17229 |
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| author | Yossie Rossanty Endang Sulistya Rini Beby Karina Fawzeea Sembiring Amlys Syahputra Silalahi |
| author_facet | Yossie Rossanty Endang Sulistya Rini Beby Karina Fawzeea Sembiring Amlys Syahputra Silalahi |
| author_sort | Yossie Rossanty |
| collection | DOAJ |
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The current research explores how consumer brand engagement (CBE) serves as a mediator between social media marketing (SMM) and consumer- based brand equity (CBBE) within the context of luxury perfume brands. Using a quantitative approach, data was collected from 322 participants who possess substantial knowledge of luxury perfume brands and are actively involved on social media platforms. The study employed partial least squares structural equation modeling (PLS-SEM) to analyze the relationships among SMM, CBE, and CBBE constructs. Through thorough analysis, the study establishes significant positive correlations between CBE and CBBE, identifying cognition, emotion, and behavior as pivotal dimensions of CBE that contribute to the formation of CBBE. Furthermore, the research confirms the impact of various SMM dimensions—including entertainment, interaction, personalization, trendiness, and word of mouth—on CBBE components such as brand loyalty, perceived quality, and brand awareness/ associations. Additionally, it validates a direct link from SMM to CBE, where compelling content enhances consumer engagement. The study also verifies a sequential relationship from SMM to CBE and subsequently to CBBE. Theoretical and practical implications are discussed, emphasizing the importance of comprehending and leveraging consumer engagement and SMM dynamics to bolster brand equity in the luxury perfume sector. The study identifies limitations and suggests future research directions to guide further investigation into these relationships.
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| format | Article |
| id | doaj-art-ec14edf00a324029a235e663bc2c659c |
| institution | Kabale University |
| issn | 2146-4405 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj-art-ec14edf00a324029a235e663bc2c659c2025-02-06T01:06:06ZengEconJournalsInternational Review of Management and Marketing2146-44052024-10-0114610.32479/irmm.17229Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand EquityYossie Rossanty0Endang Sulistya Rini1Beby Karina Fawzeea Sembiring2Amlys Syahputra Silalahi3Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, Medan, North Sumatera, IndonesiaDoctoral Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, Medan, North Sumatera, IndonesiaDoctoral Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, Medan, North Sumatera, IndonesiaDoctoral Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, Medan, North Sumatera, Indonesia The current research explores how consumer brand engagement (CBE) serves as a mediator between social media marketing (SMM) and consumer- based brand equity (CBBE) within the context of luxury perfume brands. Using a quantitative approach, data was collected from 322 participants who possess substantial knowledge of luxury perfume brands and are actively involved on social media platforms. The study employed partial least squares structural equation modeling (PLS-SEM) to analyze the relationships among SMM, CBE, and CBBE constructs. Through thorough analysis, the study establishes significant positive correlations between CBE and CBBE, identifying cognition, emotion, and behavior as pivotal dimensions of CBE that contribute to the formation of CBBE. Furthermore, the research confirms the impact of various SMM dimensions—including entertainment, interaction, personalization, trendiness, and word of mouth—on CBBE components such as brand loyalty, perceived quality, and brand awareness/ associations. Additionally, it validates a direct link from SMM to CBE, where compelling content enhances consumer engagement. The study also verifies a sequential relationship from SMM to CBE and subsequently to CBBE. Theoretical and practical implications are discussed, emphasizing the importance of comprehending and leveraging consumer engagement and SMM dynamics to bolster brand equity in the luxury perfume sector. The study identifies limitations and suggests future research directions to guide further investigation into these relationships. https://mail.econjournals.com/index.php/irmm/article/view/17229Social Media Marketing, Consumer Brand Engagement, Consumer-Based Brand Equity, Perfume Brand |
| spellingShingle | Yossie Rossanty Endang Sulistya Rini Beby Karina Fawzeea Sembiring Amlys Syahputra Silalahi Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity International Review of Management and Marketing Social Media Marketing, Consumer Brand Engagement, Consumer-Based Brand Equity, Perfume Brand |
| title | Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity |
| title_full | Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity |
| title_fullStr | Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity |
| title_full_unstemmed | Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity |
| title_short | Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity |
| title_sort | social media marketing and consumer brand engagement elevating luxury perfume brand equity |
| topic | Social Media Marketing, Consumer Brand Engagement, Consumer-Based Brand Equity, Perfume Brand |
| url | https://mail.econjournals.com/index.php/irmm/article/view/17229 |
| work_keys_str_mv | AT yossierossanty socialmediamarketingandconsumerbrandengagementelevatingluxuryperfumebrandequity AT endangsulistyarini socialmediamarketingandconsumerbrandengagementelevatingluxuryperfumebrandequity AT bebykarinafawzeeasembiring socialmediamarketingandconsumerbrandengagementelevatingluxuryperfumebrandequity AT amlyssyahputrasilalahi socialmediamarketingandconsumerbrandengagementelevatingluxuryperfumebrandequity |