<![CDATA[Purpose – This study aims to identify the effects of storytelling marketing and user-generated content on the brand image of HMNS, a local perfume brand in Indonesia, among followers of the Instagram account @hmns.id. Design/methodology/approach – This quantitative research involved 120 respondents selected from a population of 140 individuals who met the sample criteria. Data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The results show that both storytelling marketing and user-generated content have a positive and significant effect on brand image, with storytelling marketing being the more dominant factor. Storytelling marketing helps build emotional connections and strengthens functional, symbolic, and experiential brand image dimensions, while user-generated content enhances credibility and supports online brand community development. Originality/value – This study highlights the combined influence of storytelling marketing and user-generated content on brand image in the Indonesian local perfume industry, particularly within social media-based branding strategies, an area that remains underexplored.]]>
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