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All Journal Al-Iqtishad : Jurnal Ilmu Ekonomi Syariah (Journal of Islamic Economics) Iqtishoduna: Jurnal Ekonomi Islam Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Inovasi Ekonomi Jurnal Ilmiah Manajemen Kesatuan Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Economics, Business and Management Science Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Journal of Artificial Intelligence and Digital Business Jurnal Relasi Publik INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Journal of Innovative and Creativity
Fitriani Tobing
Universitas Medan Area
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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The Influence of Brand Storytelling on Brand Advocacy in Beauty Products: The Mediating Effect of Emotional Attachment Fitriani Tobing; Muhammad Dharma Tuah Putra Nasution; Syafrida Hafni Sahir; Yossie Rossanty
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3611

Abstract

In the competitive digital market, brands must foster emotional attachment with consumers through storytelling that conveys their identity and values. This paper aims to examine the influence of brand storytelling on brand advocacy with emotional brand attachment as a mediating variable in the context of the digital beauty industry in Indonesia. The design of this research is quantitative with a descriptive-causal approach, using data from 200 active consumers of local cosmetic brands collected through an online survey. The analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The research results show that brand storytelling has a significant positive effect on emotional brand attachment, and this attachment partially mediates the relationship between brand narrative and advocacy behavior. These findings provide a theoretical contribution by confirming the role of affective mechanisms in shaping loyalty and voluntary support among digital consumers, particularly in the context of emerging market countries. From a practical standpoint, these results recommend that marketers prioritize the development of authentic and emotionally resonant storytelling as a strategy to build psychological closeness and encourage consumers to become active advocates for the brand.
Co-Authors Adelina Lubis Afrida, Desri Ahmad Rafiki Alfifto Amanda Dwita Sakuntala Effendi, Ihsan Era Purike Era Purike EraPurike EraPurike EraPurike EraPurike Fajrillah, Raja Finta Aramita Hendy Hendy Hery Syahrial Hidayat, Sutan Emir Hutagalung, Mhd Rezi Ramadhan Indawati Lestari Irwan Mohd Subri kesumah, priatna Kezia Karina Perangin Angin Komeel Karisma Loso Judijanto LUBIS, ADELINA Melany Mentari, Nabilla Muhamad Stiadi Muhammad Dharma Tuah Putra Nasution Muhammad Naufal Fildza Daulay Muhammad Yunus Muthya Rahmi Darmansyah Nur Azizah Nur Azizah Nur Azizah Pananjung, AlFatih Gessan priatna kesumah Priatna Kesumah Rafiki , Ahmad Riska Handayani Riza Fanny Meutia Royani , Ida Sarumaha, Didit Ekosafrial Situmorang, Hezron Apriadi Subri, Irwan Mohd Sutan Emir Hidayat Syafrida Hafni Sahir Tarigan , Eka Dewi Setia Valensia Yeovin Wan Rizca Amelia Wan Rizca Amelia, Wan Rizca Wan Suryani Yesika Emelia Girsang Yossie Rossanty