Customer engagement di social media marketing: Anteseden dan konsekuensinya pada brand loyalty
Article Sidebar
Main Article Content
Abstract
There have been many studies on social media marketing, but researchers still ignore the role of social media on customer engagement initiatives as well as on brand loyalty. The study aims to investigate the influence of social media marketing on brand loyalty through customer engagement. The study was conducted on customers of culinary centers in Malang City, the sample was selected purposively involving 120 respondent. Data were collected using questionnaires distributed online and analyzed using PLS-SEM. The research findings revealed that social media marketing is able to increase brand loyalty; in addition, this influence is also mediated by customer engagement. Social media marketing is able to increase customer engagement, which will also have an impact on brand loyalty. Further researchers could examine differences in customer engagement across social media marketing channels.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Adegbuyi, O. A., Akinyele, F. A., & Akinyele, S. T. (2015). Effect of social media marketing on small scale business performance in Ota-Metropolis, Nigeria. International Journal of Social Sciences and Management, 2(3), 275–283.
Bento, M., Martinez, L. M., & Martinez, L. F. (2018). Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43, 234–241.
Bhatti, M. A., Farhan, M., Ahmad, M. J., & Sharif, M. N. (2019). The impact of social CRM capabilities and customer engagement on the firm performance: mediating role of social media usage. Pakistan Journal of Humanities and Social Sciences, 7(3), 313–324.
Boateng, H., Kosiba, J. P., Adam, D. R., Ofori, K. S., & Okoe, A. F. (2020). Examining brand loyalty from an attachment theory perspective. Marketing Intelligence & Planning, 38(4), 479–494.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
Buttle, F., & Maklan, S. (2019). Customer relationship: management concepts and technologies (Fourth Ed). New York: Routledge.
Chaffey, D. (2015). Digital Business and E-Commerce Management: Strategy, Implementation and Practice. New York: Pearson Education Limited.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Cohen, J. (2013). Statistical power analysis for the behavioral sciences (Revised Edition). New York: Academic press.
Dapena-Baron, M., Gruen, T. W., & Guo, L. (2020). Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty. Journal of Brand Management, 27(3), 355–375. https://doi.org/10.1057/s41262-019-00185-3
de Oliveira Santini, F., 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.
Dissanayake, D. M. R., Siriwardana, A., & Ismail, N. (2019). Social media marketing and customer engagement: A review on concepts and empirical contributions. Kelaniya Journal of Management, 8(1), 71–85.
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Elwalda, A., & Lu, K. (2016). The impact of online customer reviews (OCRs) on customers’ purchase decisions: An exploration of the main dimensions of OCRs. Journal of Customer Behaviour, 15(2), 123–152. https://doi.org/10.1362/147539216x14594362873695
Erdoğmuş, İ. E., & Çiçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/https://doi.org/10.1016/j.sbspro.2012.09.1119
Eskafi, M., hossein hosseini, S., & Mohammadzadeh Yazd, A. (2013). The value of telecom subscribers and customer relationship management. Business Process Management Journal, 19(4), 737–748.
Evans, D. (2010). Social media marketing: An hour a day. John Wiley & Sons.
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.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., Wijoyo, H., Yonata, H., Koho, I., & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972.
Ho, M. H.-W., & Chung, H. F. L. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121, 13–21. https://doi.org/10.1016/j.jbusres.2020.07.046
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.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5), 342–351.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579.
Kamboj, S., & Rahman, Z. (2016). The influence of user participation in social media-based brand communities on brand loyalty: age and gender as moderators. Journal of Brand Management, 23(6), 679–700. https://doi.org/10.1057/s41262-016-0002-8
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.10.014
Kim, C., & Yang, S.-U. (2017). Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Review, 43(2), 441–449.
Kulikovskaja, V., Hubert, M., Grunert, K. G., & Zhao, H. (2023). Driving marketing outcomes through social media-based customer engagement. Journal of Retailing and Consumer Services, 74, 103445. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103445
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Magasic, M. (2016). The ‘selfie gaze’and ‘social media pilgrimage’: Two frames for conceptualising the experience of social media using tourists. In Information and communication technologies in tourism 2016 (pp. 173–182). Springer.
McCann, M., & Barlow, A. (2015). Use and measurement of social media for SMEs. Journal of Small Business and Enterprise Development, 22(2), 273–287.
Musa, H., Ab Rahim, N., Azmi, F. R., Shibghatullah, A. S., & Othman, N. A. (2016). Social media marketing and online small and medium enterprises performance: Perspective of Malaysian small and medium enterprises. International Review of Management and Marketing, 6(7), 1–5.
Nurfarida, I. N., & Sudarmiatin, S. (2021). Use of social media marketing in SMEs: driving factors and impacts. Management and Entrepreneurship: Trends of Development, 2(16), 70–81.
Ratri, N. (2019). Sektor Kuliner Menjamur di Malang, Penelitian BI: Sustainability Masih Kurang. Malang Times Indonesia.
Rundle‐Thiele, S., & Maio Mackay, M. (2001). Assessing the performance of brand loyalty measures. Journal of Services Marketing, 15(7), 529–546. https://doi.org/10.1108/EUM0000000006210
Schultz, D. E., & Peltier, J. J. (2013). Social media’s slippery slope: challenges, opportunities and future research directions. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-12-2012-0054
Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4), 441–461.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 51–56.
Trainor, K. J., Andzulis, J. (Mick), Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208. https://doi.org/https://doi.org/10.1016/j.jbusres.2013.05.002
Tsai, W.-H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76–87. https://doi.org/10.1080/15252019.2013.826549
Valos, M. J., Maplestone, V. L., Polonsky, M. J., & Ewing, M. (2017). Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17–18), 1522–1558.
Vera, J., & Trujillo, A. (2017). Searching most influential variables to brand loyalty measurements: An exploratory study. Contaduría y Administración, 62(2), 600–624. https://doi.org/https://doi.org/10.1016/j.cya.2016.04.007
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.
Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j.intmar.2017.02.004
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty. Benchmarking: An International Journal, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092