The Influence of Social Media Brand-Related Communication on Brand Equity and Consumer Response Towards OnlineBootcamp Brands in Indonesia

The Influence of Social Media Brand-Related Communication on Brand Equity and Consumer Response Towards OnlineBootcamp Brands in Indonesia

Social Media Brand-Related Communication, Brand Equity, Consumer Response, Online Bootcamp

Education technology industry in Indonesia is experiencing rapid growth, marked by increased adoption and projected revenues, leading to the emergence of companies offering bootcamp services and using social media as a primary promotional tool. This study aims to examine the impact of social media brand-related communication, specifically Firm-Created Content (FCC) and User-Generated Content (UGC), on Brand Equity and consumer response in the online bootcamp market in Indonesia. Using a quantitative approach and online survey method, data were collected from 203 respondents and analyzed using Structural Equation Modeling (SEM). The study reveals that both FCC and UGC are effective tools for building brand equity and enhancing consumer response. Therefore, online bootcamps should focus on developing and implementing effective FCC and UGC strategies to achieve success in this competitive market

Gregorius Adhisakti1*, Triana Rahajeng Hadiprawoto2

https://dinastipub.org/DIJEFA/article/view/3470/2371

Universitas indonesia

November 2024

greadhi0209@gmail.com

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