The surge in digitalization has transformed marketing practices in various
industries. Recently, social media has been widely implemented by local businesses in
Indonesia. They are relying on building a connection with their markets through social
media. Secondate Beauty has become an example because its presence has attracted
massive consumers amid growing competitors in the same industry. This study would
like to identify which types of marketing activities on social media affect consumer
engagement with the brands and influence the brand knowledge of Secondate Beauty.
Using a purposive sampling technique through Google Forms, sampling was carried
out using a 5-point Likert Scale.

By 153 respondents obtained, the data analysis continued using the Structural
Equation Model (SEM) method with SmartPLS version 3.3.9. The result shows that entertainment and EWOM as social media marketing activities positively influence consumer brand engagement, followed by the same result on the consumer-brand engagement on brand knowledge. It contrasted the variable customization, interaction, and trendiness as a form of social media marketing activities that do not influence consumer-brand engagement.