The Role of Social Media Influencers in Shaping Customer Brand Engagement and Brand Perception

Authors

  • Lelasari Sijabat Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Klabat, Manado, Indonesia
  • Danny I. Rantung Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Klabat, Manado, Indonesia
  • Deske W. Mandagi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Klabat, Manado, Indonesia

DOI:

https://doi.org/10.33096/jmb.v9i2.459

Keywords:

Social Media Influencers, Customer Brand Engagement, Customer Brand Perception.

Abstract

In today's digital age, social media has emerged as a powerful tool that may reach a larger group. In order to reach current and potential customers, it is essential to employ the appropriate medium when marketing a product. The company's message will be effectively communicated to current and potential clients using social media influencers (SMI). The three primary questions underlying the issues raised are the focus of this investigation. (1) What is the effect of SMI on customer brand engagement (CBE) and customer brand perception (CBP)? (2) What is the effect of CBE on CBP? (3) Does CBE mediate the relationship between SMI and CBP? Setting the context of exploration of the Big Cola brand, a survey was conducted on the customer of Big Cola in West Java, Indonesia. The quantitative data were collected from 154 respondents from three regions: Bekasi, Bogor, and Depok, using purposive sampling technique, Structural equation modeling (SEM) utilizing SPSS and SmartPLS statistical software were then performed to analyze the data. The result revealed that SMI positively and significantly impacted CBE and CBP. Furthermore, CBE significantly and positively influences brand perception. Finally, CBE is found to be a significant mediator between SMI and brand CBP. Utilizing social media influencers in this promotion brand will enhance brand perception and consumer engagement, and as customer engagement rises, so will brand perception. These findings can help businesses make informed decisions on choosing the best promotional media.

Downloads

Download data is not yet available.

References

Andreani, F., Gunawan, L., & Haryono, S. (2021). Social media influencer, brand awareness, and purchase decision among generation z in Surabaya. Jurnal Manajemen Dan Kewirausahaan, 23(1), 18-26.

Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112(1), 1-15. doi:https://doi.org/10.1177/0022243782019004

Balaban, D. C., & Racz, G. R. (2020). Scial mdia ifluencer avertising vrsus avertising on social media account of a brand, evicence from an perimental dsign. Journal of Media Research, 13(3(38)), 45-54. doi:DOI: 10.24193/jmr.38.3

Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perception. Corporate Cumunications: An Internationl Journal, 16(3), 184-191.

Chen, K.-J., Lin, J.-S., & Shan, Y. (2021). Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent. J Consumer Behav, 20(6), 1-13.

Delbaere, M., Michael, B., & Philips, B. J. (2020). Social Media Influencers: A route to Brand Engagement for Their Followers. Psychology & Marketing, 1-12.

Etikan, I. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.

Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the socialmedia influencers? A study of public perceptions of personality.Public Relations Review,37(1), 90–92

Fornell, C., & Bookstein, F. L. (1982). Two structural equation models: LISREL and PLS applied to customer exit-voice theory. Journal of Marketing Research, 19(4), 440-452. doi:https://doi.org/10.1177/0022243782019004

Gautan, O. (2021). Impact of social media influencers on customer Impact of social media influencers on customer. Int. J. Internet Marketing and Advertising, 15, 220-242.

Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8, 77 - 87.

Guruge, M. (2018). Comparison Between Attributes Related to Celebrity Endorsement and Social Media Influencer Marketing: A Conceptual Review. Sri Lanka Journal of Marketing, 4(1), 17-37.

Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modelling (PLS-SEM): An emerging tool business research. European Business Review, 26(2), 106-121. doi:https://doi.org/10.1108/EBR-10-2013-0128

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insight, 2(1), 1-10. doi:https://doi.org/10.1016/j.jjimei.2022.100102

Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76-89.

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(1), 149-165. doi:http://dx.doi.org/10.1016/j.intmar.2013.12.002

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2014). The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 1-48. doi:10.1016/j.ijresmar.2015.06.004

Hutter, K., Hautz, J., Denhardt, S., & Fuller, 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, 342-353.

Jaitly, R. C., & Gautam, O. (2021). Impact of social media influencers on customer engagement and brand perception. Internationl Journal of Internet Marketing and Advertising, 15(2), 220-242.

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.

Jimenez-Castillo, D., & Sanchez-Fernandez, R. (2019). The Role of Digital Influencers in Brand Recommendation: Examining Their Impact on Engagement, Expected Value and Purchase Intention. International Journal of Information Management, 366-376.

Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management.

Kaur, P., Stoltzfus, J., & Yellapu, V. (2018). Descriptive statistics. Int J Acad Med, 4(1), 60-63.

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(1), 1480-1486. doi:10.1016/j.jbusres.2011.10.014

Larkin, Y. (2013). Brand perception, cash flow stability, and financial policy. Journal of Financial Economic, 1-22. doi:http://dx.doi.org/10.2139/ssrn.1710367

Leavy, P. (2017). Quantitative, qualitative, mixed method, art-based, and community-based participatory research approach. London: The Guilford Press.

Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.

Liu, S. (2021). The impact of influencer marketing on brand engagement: a conceptual framework. Advance in social science, education and humanities research, 615(4), 2219-2224.

Mandagi, D. W. (2023). Pemasaran Media Sosial, Gestalt Merek Dan Loyalitas Pelangan: Studi Empiris Pada Tomohon International Flower Festival. Manajemen Dewantara, 7(1), 32-45.

Mandagi, D. W., Centeno, D. D., & Indrajit (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.

Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.

Nurhandayani, A., Syarief, R., & Najib, M. (2019). The impact of social media influencer and brand images to purchase intention. Jurnal Aplikasi Manajemen, 17(4), 650-661.

Remco, S., & Helms, R. (2014). Analyzing Social Media Influence Through Social Media, A Structured Literature Review . Proceedings of the 7th IADIS International Conference on Information Systems.

Saima, & Khan, A. M. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Promotion Management, 1-26. doi:https://doi.org/10.1080/10496491.2020.1851847

Saravanakumar, M., & Suganthalaksmi, T. (2012). Social Media Marketing. Life Since Journal, 4444-4451.

Siddik, A. S., Mandagi, D. W., & Lelengboto, A. L. (2022). Pemasaran Sosial Media Dan Gestalt Merek Pada Perusahaan Indoor Theme Park. SEIKO: Journal of Management & Business, 4(3), 462-479.

Shan, Y., Chen, K.-J., & Lin, J. S. (2019). When Social Media Influencers Endorse Brand: The Effect of Self-Influencer Congruence, Parasocial Identification, and Perceived Endorser Motive. International Journal of Advertising, 1-21.

Sheth, J. N. (2018). How Social Media Will Impact Marketing Media. Social Media Marketing, 3-18.

Sivaram, M. H., & Ali, H. (2019). Building purchase and purchase decision: Analysis of brand awareness and brand loyalty (case study of private label products at Alfamidi stores in Tangerang City). Dinasti Publisher, 1(2), 2686-6358.

Srihadi, F. T., Hartoyo, Sukandar, D., & Soehadi, A. W. (2016). Segmentation of the tourism market for Jakarta: Classification of foreign visitor's lifestyle typologies. Tourism Management Pespectives, 32-39.

Subandriyo, B. (2020). Analisis korelasi dan regresi. Badan Pusat Statistik.

Uzunoglu, E., & Kip, S. M. (2014). Brand Communication Through Digital Influencers: Leveraging Blogger Engagement. International Journal of Information Marketing, 592-602.

Wänke, M., Herrmann, A., & Schaffner, D. (2007). Brand name influence on brand perception. Psychology & Marketing, 24(1), 1-24.

Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 253-271.

Zafar, Q. U., & Rafique, M. (2012). Impact of celebrity advertisement on customers’ brand perception and purchase intention. Asian Journal of Business and Management Sciences, 1(11), 53-67.

Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management, 37(1), 229-240. doi:http://dx.doi.org/10.1016/j.ijinfomgt.2016.04.010

Downloads

Published

2023-01-18

How to Cite

Sijabat , L. ., Rantung, D. I. ., & Mandagi, D. W. . (2023). The Role of Social Media Influencers in Shaping Customer Brand Engagement and Brand Perception. Jurnal Manajemen Bisnis, 9(2), 280–288. https://doi.org/10.33096/jmb.v9i2.459

Issue

Section

Articles