MODERATION PERCEIVED SOCIAL RELATEDNESS IN THE INFLUENCE OF BRAND TRUST ON SOCIAL MEDIA BRAND ENGAGEMENT
DOI:
https://doi.org/10.61990/ijamesc.v3i2.485Keywords:
Brand Trust, Perceived Social Relatedness, Social Media Brand Engagement, Social Media, Gen YAbstract
This study aims to analyze the effect of brand trust on social media brand engagement (SMBE) with perceived social relatedness as a moderating variable. In today's digital era, social media has become an important platform for brands to build relationships with consumers, especially Generation Y who are very active on social media. This study uses a quantitative approach with a survey method on social media users in the Bandung area. The results of the study indicate that brand trust has a significant effect on SMBE. In addition, perceived social relatedness is proven to moderate the relationship positively and significantly. This means that the level of social relatedness felt by consumers can strengthen the influence of trust in brands in increasing consumer engagement on social media. These findings provide important implications for marketing practitioners to not only build trust in brands but also create a sense of social relatedness among consumer communities in their social media strategies.
Downloads
References
Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology and Marketing, 32 (1), 15–27. https://doi.org/10.1002/mar.20761
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14 (3), 252–271. https://doi.org/10.1177/1094670511411703
Brodie, R.J., Hollebeek, L.D., Juric, B., & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Ournalof Service Research, 14 (3), 252–271.
Chahal, H., & Rani, A. (2017). How trust moderate’s social media engagement and brand equity. Journal of Research in Interactive Marketing, 11 (3), 312–335. https://doi.org/10.1108/JRIM-10-2016-0104
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65 (2), 81–93.
Dimitriu, R., & Guesalaga, R. (2017). Consumers' Social Media Brand Behaviors: Uncovering Underlying Motivators and Deriving Meaningful Consumer Segments. Psychology and Marketing, 34 (5), 580–592. https://doi.org/10.1002/mar.21007
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behavior: a uses and gratifications perspective. Journal of Strategic Marketing, 24 (3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222
Ghozali, I. (2021). Application Multivariate Analysis with IBM SPSS 26 Program: Vol. X (June 2021). Diponegoro University Publishing Agency.
Hardani . (2020). QUALITATIVE & QUANTITATIVE RESEARCH METHODS: Vol. I ( Husnu Abadi, Ed.; I). Library of Science.
Hollebeek , L.D., Glynn, M.S., & Rodie , R.J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal Of Interactive Marketing, 28 (2), 149–165.
Laroche, M., Habibi, M.R., & Richard, M.O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33 (1), 76–82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
Larose, R. (2009). Social cognitive theories of media selection. https://www.researchgate.net/publication/285798275
Osei-Frimpong, K. (2019). Understanding consumer motivations in online social brand engagement participation: Implications for retailers. International Journal of Retail and Distribution Management, 47 (5), 511–529. https://doi.org/10.1108/IJRDM-08-2018-0151
Osei-Frimpong, K., McLean, G., & Famiyeh , S. (2020). Social media brand engagement practices: Examining the role of consumer brand knowledge, social pressure, social relatedness, and brand trust. Information Technology and People, 33 (4), 1235–1254. https://doi.org/10.1108/ITP-05-2018-0220
Pentina, I., Zhang, L., & Basmanova , O. (2013). Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter. Computers in Human Behavior, 29 (4), 1546–1555. https://doi.org/10.1016/j.chb.2013.01.045
Prado- Gascó, V., Calabuig Moreno, F., Añó Sanz, V., Núñez-Pomar, J., & Crespo Hervás , J. (2017). To post or not to post: social media sharing and sporting event performance. Psychology and Marketing, 34 (11), 995–1003. https://doi.org/10.1002/mar.21038
Rahmawati, Affff (2017). Statistics; Theory and Practice (Iv). UMY.
Sugiyono . (2019). Research Methods Quantitative, Qualitative, and R&D (Sutopo, Ed.; 2017 Edition) Second). Alphabet.
Sweeney, J. C., Webb, D., Mazzarol , T., & Soutar, G. N. (2014). Self-Determination Theory and Word of Mouth about Energy-Saving Behaviors: An Online Experiment. Psychology and Marketing, 31 (9), 698–716. https://doi.org/10.1002/mar.20729
U. Sekaran, & RB (2017). Research Methods for Business: Approach Skills Development (6th ed.). Salemba Four.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P.C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13 (3), 253–266. https://doi.org/10.1177/1094670510375599
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Cen Lu, Chandra Kuswoyo, Felicia Abednego, Markus Kendrick
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
