Pengaruh Social Interactive Engagement Terhadap Brand Love Melalui Social Identity Dan Destination Familiarity Pada Social Media
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Institusion
STIE Indonesia Banking School
Author
Ghayatrie, Vanessa
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-16 06:10:05
Abstract :
In todays? world, social media has been an important part of the customer-brand interaction. Brands are active in social media to engage with the customers thus create love for the brand. Researches showed that interaction within community in social media can enhance customer relationship. A relationship that goes beyond satisfaction might result in brand love. Brand love is an emotional and passionate relationship present between a satisfied customer and a brand. One of important aspect of brand love is when a consumer having frequent interactions with the brand or thought about having interaction with the brand. As recent concept, the studies on brand love in the context of destination are still rarely found and yet the practice of brands engaging with itscustomers in social media is now widespread. This study is aimed to gain understanding how social interactive engagement in social media platform can affect brand love in the context of tourism destination. In addition, this study also investigates socialidentity and familiarity as possible mediators of the two constructs. Key arguments.The study argues that social interactive engagement can affect brand love mediates by social identityand familiarity. A person can fall in love with a destination brand when they are socially engaged and becoming familiar with the brand or the interaction enhance their social identity.Main approach. A quantitative study is planned by the means of questionnaire survey. It targets 150 respondents from Jakarta, Indonesia, which collected by convenience sampling. The object of the study istraveller who uses social media as a tool to gain information about a destination. Instagram, a social media application, is specifically chosen since it has large base of travel related accounts. Therefore, this study investigated respondents who are active Instagram users that follow travel related accounts in the last three months. The data will be analyzed using structural equation modeling with partial least square approach. The finding is expected to give practical contribution to destination marketers on what to aim when engaging with their customers in the social media world.
In todays? world, social media has been an important part of the customer-brand interaction. Brands are active in social media to engage with the customers thus create love for the brand. Researches showed that interaction within community in social media can enhance customer relationship. A relationship that goes beyond satisfaction might result in brand love. Brand love is an emotional and passionate relationship present between a satisfied customer and a brand. One of important aspect of brand love is when a consumer having frequent interactions with the brand or thought about having interaction with the brand. As recent concept, the studies on brand love in the context of destination are still rarely found and yet the practice of brands engaging with itscustomers in social media is now widespread. This study is aimed to gain understanding how social interactive engagement in social media platform can affect brand love in the context of tourism destination. In addition, this study also investigates socialidentity and familiarity as possible mediators of the two constructs. Key arguments.The study argues that social interactive engagement can affect brand love mediates by social identityand familiarity. A person can fall in love with a destination brand when they are socially engaged and becoming familiar with the brand or the interaction enhance their social identity.Main approach. A quantitative study is planned by the means of questionnaire survey. It targets 150 respondents from Jakarta, Indonesia, which collected by convenience sampling. The object of the study istraveller who uses social media as a tool to gain information about a destination. Instagram, a social media application, is specifically chosen since it has large base of travel related accounts. Therefore, this study investigated respondents who are active Instagram users that follow travel related accounts in the last three months. The data will be analyzed using structural equation modeling with partial least square approach. The finding is expected to give practical contribution to destination marketers on what to aim when engaging with their customers in the social media world.
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