Social Media and Experiential Marketing in Driving Brand Evangelism through Brand Equity and Engagement
Keywords:
Social Media Marketing, Experiential Marketing, Customer-Based Brand Equity, Customer Engagement, Brand Love.Abstract
Objectives: This study aims to examine the influence of social media marketing activities and experiential marketing on brand evangelism, with customer-based brand equity (CBBE) and customer engagement as mediating variables, and brand love as a moderating variable. The research focuses on how digital and experiential strategies can foster customer advocacy behavior among Generation Z coffee shop consumers in Tangerang.
Methodology: A quantitative explanatory approach was applied with data collected from 350 respondents through purposive sampling. Respondents were Generation Z consumers who actively visited and engaged with coffee shop social media. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0 to evaluate both measurement and structural models.
Finding: The results show that social media marketing and experiential marketing significantly enhance brand awareness and brand loyalty, which subsequently increase customer engagement and brand evangelism. Additionally, brand love strengthens the effect of engagement on evangelism, demonstrating that emotional attachment amplifies advocacy behavior.
Conclusion: The study concludes that integrated social media and experiential marketing strategies, supported by emotional brand attachment, are crucial in cultivating brand evangelists among Generation Z coffee shop consumers.Downloads
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