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All Journal Journal Informatic, Education and Management (JIEM)
Alan Iksan Ilyasa
Universitas Negeri Surabaya
Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Other

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TURNING EXPOSURE INTO STREAMS: THE ROLE OF COLDPLAY’S BRAND AWARENESS MEDIATING THE IMPACT OF SOCIAL MEDIA ON LISTENING INTENTIONS Alan Iksan Ilyasa; Muhammad Fajar Wahyudi Rahman
Journal Informatic, Education and Management (JIEM) Vol 8 No 2 (2026): AUGUST
Publisher : STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61992/jiem.v8i2.400

Abstract

This study examines the role of brand awareness in mediating the effect of social media music exposure on listening intention by positioning the band Coldplay as a human brand based on the Stimulus-Organism-Response (SOR) model. Employing a quantitative approach, data from 215 active social media users who are university students in Surabaya were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The research results confirmed all hypotheses: (1) social media music exposure has a positive and significant effect on listening intention; (2) social media music exposure has a positive and significant effect on brand awareness; (3) brand awareness has a positive and significant effect on listening intention; and (4) brand awareness successfully mediates the effect of social media music exposure on listening intention. These findings assert that background audio exposure in social media content serves as a crucial cognitive bridge, indicating that music marketing strategies need to optimize these platforms to transform passive users into active listeners.
Co-Authors Muhammad Fajar Wahyudi Rahman