2024
DOI: 10.1051/e3sconf/202457106004
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Analysis Of The Influence Of Social Media Marketing And Co-Creation Behavior On Brand Equity Through Mediation Brand Experience Of Automotive Products In Indonesia

Yonathan William Yap,
Suwarno

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 o… Show more

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