The Power of Social Media Marketing, Innovativeness, and Customer Engagement Strategies in Building Brand Advocacy through Brand Reputation in Full-Service Airlines

Abstract

This study investigates the impact of Social Media Marketing, Innovativeness, and Customer Engagement Strategies on Brand Advocacy through Brand Reputation in Full-Service Airlines, particularly in the growing Indonesian market. A quantitative research design using a cross-sectional survey method targeted 250 respondents, with Structural Equation Modeling (SEM) for data analysis. Findings revealed brand reputation, customer engagement strategies, innovativeness, and social media marketing significantly affect brand advocacy. However, only brand reputation and innovativeness significantly influence brand reputation. The study fills a literature gap by examining these variables' combined effects on brand advocacy and brand reputation as a mediating variable. The research's novelty lies in exploring the interplay between Social Media Marketing, Innovativeness, and Customer Engagement Strategies on Brand Advocacy in Full-Service Airlines in Indonesia's expanding market. Previous research primarily focused on individual impacts, while this study provides a comprehensive understanding of their combined effects and brand reputation's mediating role. To improve brand advocacy and reputation, airlines should enhance brand reputation and innovativeness, develop effective customer engagement strategies and social media marketing campaigns. This research offers valuable insights into the airline industry within emerging economies and practical implications for full-service airlines in Indonesia and similar markets, assisting in improving branding strategies and boosting customer advocacy and loyalty.