To be more competitive, the growth of the creative economy requires
customer interaction. This necessitates the use of social media marketing as an efficient
marketing platform for products or services based on the existing brand image. The
purpose of this study was to examine the role of customer engagement in mediating
brand image from relational social media marketing, as well as the role of brand image
in mediating consumer engagement from relational social media marketing. The
sampling approach is probability sampling, and the method is quantitative. With the
sampling approach used, simple random sampling through the distribution of
questionnaires, data was collected from 100 respondents. The results of the data
analysis were then processed using SPSS 25 software. According to the findings of this
investigation, the mediation function is important.
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