Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal MABIS: Manajemen dan Bisnis
Aditya Budi K
Universitas Merdeka Malang
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Social media marketing impact on Gen Z's brand engagement, awareness and image I Gede Wahyu Artha Kusuma; Fatmasari Endayani; Aditya Budi K; Umu Khouroh
Manajemen dan Bisnis Vol 23, No 2 (2024): September 2024
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v23i2.803

Abstract

The research aims to advance our understanding of the realm of social media marketing and how these dynamics influence consumers' engagement with brands and subsequently shape brand awareness and brand image. The research methodology utilized a rigorous quantitative approach, systematically gathering and analyzing numerical data through structured surveys and statistical techniques to uncover patterns, measure variables, and derive objective conclusions. Respondents consist of people in Bali who used social media to connect with the brand. The total number of respondents for this study is 138. they were particularly used for hypotheses testing. Elements of social media marketing, particularly entertainment and trendiness, play a more significant role in fostering Consumer-Brand Engagement. Additionally, Consumer-Brand Engagement has a notable impact on brand awareness and brand image.
Co-Authors Fatmasari Endayani I Gede Wahyu Artha Kusuma Umu Khouroh