期刊名称：International Journal of Research in Business and Social Science
印刷版ISSN：2147-4478
出版年度：2021
卷号：10
期号：5
页码：34-45
DOI：10.20525/ijrbs.v10i5.1314
语种：English
出版社：Society for the Study of Business & Finance
摘要：This study aims to analyze the influence of elements of social media marketing activity on consumer engagement and brand knowledge including brand awareness and image. This study used a quantitative method and purposive sampling technique on 250 respondents. The research was conducted on all Indonesian citizens who use social media WhatsApp, Facebook, Instagram, youtube, and TikTok regarding the culinary business of celebrities and YouTubers in Indonesia. The method used is the Structural Equation Model with AMOS 24.0 Software. The results of this study indicate that the interaction variables, trends, and EWOM have a positive and significant effect on consumer engagement, and consumer engagement has a positive and significant effect on brand awareness and brand image. While the entertainment and customization variables have no significant effect on consumer engagement.
