Analysis Of The Influence Of Social Media Marketing And Co-Creation Behavior On Brand Equity Through Mediation Brand Experience Of Automotive Products In Indonesia

¹ Undergraduate, School of Business, Bina Nusantara University, Jakarta, Indonesia
² Faculty member, School of Business, Bina Nusantara University, Jakarta, Indonesia

^* Corresponding author: Yonathan.yap@binus.ac.id

Abstract

This study investigates the impact of social media marketing and co-creation activity on brand equity in the automotive industry in Indonesia. In this relationship, brand experience is the mediating variable. The study employed a quantitative methodology, gathering data from 116 participants through online questionnaires. The acquired data was then analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings suggest that engaging in social media marketing has a beneficial impact on brand equity, but it does not directly affect brand experience. The brand experience directly impacts brand equity. social media marketing has a beneficial impact on brand equity, but it does not directly affect brand experience. The brand experience directly impacts brand equity. This study demonstrates that brand experience does not act as a mediator in the context of social media marketing. However, it does act as a mediator in the case of co-creation behaviour.