Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal The Eastasouth Management and Business West Science Journal Economic and Entrepreneurship
Olayinka Funmi Babatunde
Bamidele Olumilua University of Education Science and Technology Ikere Ekiti, Ekiti State, Nigeria
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Brand Love and Customer Engagement in Social Commerce Platforms among Indonesian Consumers Frans Sudirjo; Olayinka Funmi Babatunde; Precious Ayoade Arowolo; Ademola Mutiu Adekunle
The Eastasouth Management and Business Vol. 4 No. 03 (2026): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v4i03.1055

Abstract

This study investigates the relationships between brand affinity, customer engagement, and customer loyalty within social commerce platforms among Indonesian consumers. Grounded in relationship marketing and the Stimulus–Organism–Response (S-O-R) framework, the research adopts a quantitative approach to examine both direct and indirect effects among the constructs. Data were collected from 150 respondents using a structured questionnaire measured on a five-point Likert scale. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3. The results reveal that brand affinity has a significant positive effect on customer engagement and customer loyalty. Customer engagement also significantly influences customer loyalty, indicating its dominant role in shaping consumer commitment. Furthermore, mediation analysis confirms that customer engagement partially mediates the relationship between brand affinity and customer loyalty. These findings suggest that emotional attachment to a brand must be translated into active interaction to effectively generate loyalty in social commerce environments. This study contributes to the literature by integrating emotional and behavioral constructs within a unified framework and provides empirical evidence from an emerging market context. Practically, the findings offer strategic insights for businesses to enhance customer relationships through engagement-driven marketing approaches, thereby strengthening long-term loyalty in increasingly competitive digital marketplaces.
The Influence of Green Marketing, Brand Image, and Environmental Awareness on the Decision to Purchase Environmentally Friendly Products in Indonesia Olayinka Funmi BABATUNDE; Sikiru Ayodeji ANIMASAUN
West Science Journal Economic and Entrepreneurship Vol. 4 No. 01 (2026): West Science Journal Economic and Entrepreneurship
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsjee.v4i01.2638

Abstract

The increasing environmental problems faced by Indonesia have encouraged both consumers and businesses to pay greater attention to environmentally friendly products. This study aims to analyze the influence of green marketing, brand image, and environmental awareness on consumers’ decisions to purchase environmentally friendly products in Indonesia. A quantitative research approach was employed using a survey method involving 135 respondents who had experience or familiarity with green products. Data were collected through a structured questionnaire measured using a five-point Likert scale and analyzed using SPSS version 25. The analysis included validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that green marketing, brand image, and environmental awareness each have a positive and significant effect on purchase decisions, both individually and simultaneously. Among these variables, environmental awareness has the strongest influence on consumers’ purchasing decisions. These findings indicate that effective green marketing strategies, supported by a strong brand image and high consumer environmental awareness, play a crucial role in encouraging the purchase of environmentally friendly products. This study provides empirical evidence on green consumer behavior in Indonesia and offers practical implications for companies and policymakers in promoting sustainable consumption.
Co-Authors Ademola Mutiu Adekunle Frans Sudirjo Precious Ayoade Arowolo Sikiru Ayodeji ANIMASAUN