This study examines the impact of social media marketing (SMM) on consumer-brand
engagement (CBE) and how it influences brand image and awareness of Samsung smartphones in
Indonesia. Indonesia is a rapidly growing smartphone market, and social media is a powerful tool
for brands to reach consumers. The study investigates how SMM dimensions, such as entertainment,
customization, interaction, E-WOM, and trendiness, influence CBE.
The research also investigates the effects of CBE on brand image and brand awareness specifically
for Samsung smartphones. Brand image refers to consumers' perception and overall impression of
the brand, while brand awareness indicates the extent to which consumers recognize and recall the
brand. By examining these relationships, the study aims to uncover how engaging consumers
through social media can enhance their perceptions of Samsung and increase their awareness of the
brand.
The methodology involves a comprehensive analysis of social media interactions and
consumer feedback using quantitative research techniques. This research provides valuable insights
for marketing professionals and Samsung itself, enabling strategies to be tailored to the specific
social media behaviours and preferences of Samsung's engaged audience in Indonesia. The findings
have broader implications beyond the Indonesian market, offering a framework for other emerging
markets with similar social media dynamics.
This research provides valuable insights for marketing professionals and Samsung itself. By
understanding how SMM dimensions influence CBE, and how CBE in turn affects brand image and awareness, strategies can be tailored to the specific social media behaviours of Samsung's engaged audience in Indonesia. In conclusion, this study emphasizes the critical role of social media marketing in driving consumer engagement and shaping brand perceptions in the modern digital landscape. It emphasizes the need for brands to adopt a multifaceted and consumer-centric approach to SMM to build strong, positive, and memorable brand experiences.