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p-Index From 2021 - 2026
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All Journal Socius: Social Sciences Research Journal
Dimasqhi Azzura Alvianto
Program Studi Manajemen, Universitas Pembangunan Jaya, Indonesia
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Red Bull's Global Branding Strategy in Building an International Brand Image Muhammad Syahwal Ibrahim; Muhammad Kevin Restu Anugrah; Dimasqhi Azzura Alvianto
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 12 (2026): July 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20587862

Abstract

This study examines Red Bull's global branding strategy and how it has built one of the most powerful and distinctive international brand images in the history of fast-moving consumer goods. Using a qualitative systematic literature review methodology, this research synthesizes findings from eight empirical sources to analyze the mechanisms through which Red Bull transformed from a niche Austrian energy drink itself adapted from a Thai working-class tonic called Krating Daeng into a global lifestyle brand present in 166 countries. The study is grounded in Global Branding Theory, Brand Identity Theory (Aaker), Experiential Marketing Theory (Schmitt), and Social Identity Theory. Key findings reveal that Red Bull's brand image construction rests on four unconventional strategic pillars that collectively challenge every assumption of conventional consumer goods marketing: a deliberate refusal to use traditional advertising channels (television, radio, billboards) in favor of experiential and viral marketing; the creation and sponsorship of extreme sports events that embed the brand into a globally recognized lifestyle identity; a low-budget guerrilla marketing philosophy that generates disproportionate brand awareness through non-verbal consumer psychology; and the Red Bull Stratos stratospheric jump of 2012 arguably the most watched live marketing event in history with over 8 million simultaneous YouTube viewers which demonstrated that brands can generate earned media worth an estimated USD 100 million through a single experiential activation. The study further confirms that Red Bull's association with Formula 1 racing represents its strongest brand association among consumers globally, with 35.42% of surveyed consumers identifying F1 as their primary Red Bull brand association. This study concludes that Red Bull's global brand image success is not the result of spending more on marketing than competitors, but of spending differently investing in experiences, content, and cultural moments that make consumers feel they belong to something larger than a beverage category.
Exploring Service Quality in E-Commerce Platforms: A Qualitative Analysis of Customer Experience in Shopee Muhammad Dzaki Nur Hisyam; Dimasqhi Azzura Alvianto; Pashya Ammar Pondaaga
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 11 (2026): June 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20565371

Abstract

This study explores service quality dimensions and customer experience on the Shopee e-commerce platform through a qualitative literature review approach. Drawing on seven empirical studies published between 2022 and 2025, this research synthesizes findings on how service quality measured through the SERVQUAL and e-SERVQUAL frameworks shapes customer satisfaction and loyalty in the Shopee ecosystem. Key findings indicate that service quality has a positive and significant effect on customer satisfaction across multiple research contexts, with explained variance ranging from 65.4% to 76.9% (Erna AR, 2022; Aulia Dwi Sartika Murniyati, 2025). The Customer Satisfaction Index analysis by Nur Rahmah Hidayah et al. (2024) recorded an overall satisfaction score of 81.57% for Shopee, with responsiveness identified as the most critical dimension requiring improvement. Customer experience and e-service quality are further confirmed as significant drivers of repurchase intention and loyalty (Surya Chandra et al., 2022; Melandri, 2024). Despite overall positive satisfaction levels, persistent gaps exist in delivery speed, complaint handling responsiveness, and data privacy assurance. This study concludes that Shopee must continuously enhance its service quality across all five SERVQUAL dimensions, with particular focus on responsiveness and empathy, to sustain customer satisfaction and long-term loyalty in Indonesia's increasingly competitive e-commerce market.
Co-Authors Muhammad Dzaki Nur Hisyam Muhammad Kevin Restu Anugrah Muhammad Syahwal Ibrahim Pashya Ammar Pondaaga