INVESTIGATING THE RELATIONSHIP BETWEEN CUSTOMERS’ MOTIVATION TO CONSUME SOCIAL MEDIA CONTENTS, CUSTOMER BRAND ENGAGEMENT, AND CUSTOMER-BASED BRAND EQUITY TOWARD CRETIVOX

• Main Author: Dwi Pradnyani Dewi, Made
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65424
• Institution: Institut Teknologi Bandung

People use social media for various purposes. The most popular reasons include connecting with relatives, filling their spare time, reading news, and finding entertaining content. Many accounts provide content to fulfill that. Cretivox is one of Indonesian accounts that provide its audience with entertainment and lifestyle content as digital media. Even though they provide one of the most popular social media usage reasons, their performance, shown by their customer brand engagement, is decreasing on all social media platforms. This problem is crucial because the management also aim to build their brand equity. Therefore, this research aims to investigate the media consumption motives that influence the customer brand engagement (CBE) toward Cretivox, find the effects of CBE on customer-based brand equity (CBBE) toward Cretivox, and to give recommendations to increase their CBE and CBBE. Theories used are uses and gratification theory, customer brand engagement theory, and CBBE by David Aaker. A quantitative online survey was conducted with 206 respondents aged between 18 to 24, who follow one of Cretivox’s social media and live in Jabodetabek or Bandung. Furthermore, the data were analyzed using the PLS-SEM method with the Smart PLS application. The results show that utility, entertainment, and pass time motives have a positive significant influence on CBE. Hereafter, CBE has a positive significant effect on all CBBE dimensions (brand loyalty, brand awareness, perceived quality, and brand association). With these results, this study can help Cretivox to enhance their content ideas and future marketing strategies.