THE IMPACT OF SOCIAL MEDIA MARKETING (SMM) ON CONSUMER EXPERIENCE AND CONSUMER BRAND ENGAGEMENT
DOI:
https://doi.org/10.32815/jpro.v6i2.2399Keywords:
Entertainment, Interaction, Trendiness, Costumisation, EWOM, Consumer Experience, Consumer Brand EngagementAbstract
This study investigates the impact of Social Media Marketing (SMM) on consumer experience and consumer brand engagement using Fore Coffee as a case study. Social media, especially Instagram, plays a vital role in modern business strategies to foster interaction with consumers. This research explores the influence of five key elements of SMM: entertainment, interaction, trendiness, customization, and electronic word-of-mouth (EWOM), on consumer experience and their subsequent engagement with brands. The findings indicate that all five factors positively affect consumer experience, which in turn enhances consumer brand engagement. Data was collected through a survey of 275 Fore Coffee customers, analyzed using Structural Equation Modeling (SEM). Results show that EWOM has the strongest impact on consumer experience, leading to significant consumer brand engagement.
References
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
Chen, Y., & Lin, Z. (2022). Riding the trend: How trendiness shapes customer experience and brand attachment in the digital era. Journal of Retailing and Consumer Services, 68, 103048. https://doi.org/10.1016/j.jretconser.2022.103048
Chiu, W., Oh, G. E. (Grace), & Cho, H. (2023). An integrated model of consumers’ decision-making process in social commerce: A cross-cultural study of the United States and China. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-01-2022-0029
De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management. https://doi.org/10.1057/bm.2014.18
Fauzi, R., & Ananda, S. (2022). The role of electronic word of mouth on consumer engagement in coffee shop businesses. Jurnal Ekonomi dan Bisnis, 25(2), 215–228. https://doi.org/10.24914/jeb.v25i2.3275
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Han, H., & Kim, W. (2020). Role of electronic word-of-mouth in the coffeehouse sector: Moderating effects of perceived value and trust. International Journal of Contemporary Hospitality Management, 32(7), 2369–2388. https://doi.org/10.1108/IJCHM-08-2019-0700
Hartono, B., & Pradipta, M. A. (2020). Digital marketing experience and customer engagement in the Indonesian coffee industry. Jurnal Manajemen dan Kewirausahaan, 22(2), 89–101. https://doi.org/10.9744/jmk.22.2.89-101
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68–76. https://doi.org/10.1016/j.tourman.2014.09.001
Instagram Users, Stats, Data & Trends. (2024, October 4). DataReportal. https://datareportal.com/essential-instagram-stats
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Kim, A. J., & Ko, E. (2019). Customer experience in social media brand communities: An empirical study. Journal of Business Research, 100, 322–329. https://doi.org/10.1016/j.jbusres.2019.03.038
Kumar, V., Dixit, A., Javalgi, R. G., Dass, M., & Kannan, P. K. (2020). Understanding the role of customization in creating customer experience and engagement. Journal of the Academy of Marketing Science, 48, 658–682. https://doi.org/10.1007/s11747-019-00678-3
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Li, H., & Zhang, M. (2021). The impact of customer experience on brand engagement in the coffee shop industry: Evidence from emerging markets. Asia Pacific Journal of Marketing and Logistics, 33(5), 1081–1102. https://doi.org/10.1108/APJML-05-2020-0354
Merle, A., Chandon, J. L., Roux, E., & Alizon, F. (2010). Perceived value of the mass-customized product and mass customization experience for individual consumers. Production and Operations Management. https://doi.org/10.1111/j.1937-5956.2010.01131.x
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/ija-30-1-013-046
Obilo, O. O., Chefor, E., & Saleh, A. (2021). Revisiting the consumer brand engagement concept. Journal of Business Research, 126, 634–643. https://doi.org/10.1016/j.jbusres.2019.12.023
Putra, A. P., & Andini, R. (2021). Personalization in coffee shop services: Effect on customer experience and loyalty. Jurnal Administrasi Bisnis, 17(1), 11–25. https://doi.org/10.14710/jab.v17i1.30321
Rahman, M., & Putri, S. (2020). The influence of experiential marketing on customer experience in the coffee shop industry. Jurnal Manajemen Pemasaran, 14(2), 45–57. https://doi.org/10.9744/pemasaran.14.2.45-57
Sari, D. P., & Nugroho, A. (2021). The role of digital interaction on consumer experience and brand attachment. Jurnal Bisnis dan Manajemen, 22(1), 59–72. https://doi.org/10.24198/jbm.v22i1.31754
Sekaran, U., & Bougie, R. (2009). Research methods for business: A skill-building approach. John Wiley & Sons Ltd.
Suliyanto. (2018). Metode penelitian. An Integrated Approach to Communication Theory and Research (3rd ed.)
Tabachnick, B. G., & Fidell, L. S. (2010). Using multivariate statistics (6th ed.). Angewandte Chemie (International ed. in English)
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
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland). https://doi.org/10.3390/su13010189
Wibowo, S., & Susanto, E. (2020). Market trend adaptation and customer perception in the specialty coffee industry. Jurnal Riset Ekonomi dan Bisnis, 13(2), 123–137. https://doi.org/10.26533/jreb.v13i2.3521
Zhang, Y., & Lee, J. (2021). Entertainment value in mobile food and beverage applications: Impacts on customer experience and satisfaction. International Journal of Hospitality Management, 94, 102847. https://doi.org/10.1016/j.ijhm.2020.102847
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Tiara Mega Ranti
This work is licensed under a Creative Commons Attribution 4.0 International License.
The copyright of the article belongs to the author without any restrictions.
