From Likes to Loyalty: Investigating the Influence of Social Media Content Marketing on Brand Awareness, Customer Satisfaction, and Purchase Intention in the Fashion Industry Heny Hendrayati (a), Marchela Indah Atrisia (b), Sherly Astuti (c), Rahmy Karimah Syahidah (d)
a) Universitas Pendidikan Indonesia, Indonesia
b) Universitas Islam Syekh-Yusuf, Indonesia,
Universitas Indonesia, Indonesia
c) Sun Yat-Sen University, China
d) Xian Jiaotong University, China
Abstract
In the fashion industry, social media has grown to be a potent tool for marketing, providing distinctive chances for brands to interact with their target audience. Through a comprehensive review of existing literature, this study investigates the relationship between social media content marketing (SMCM) and its impact on brand awareness, customer satisfaction, and purchase intention. The study uses a quantitative research methodology and uses an online survey instrument to gather data from 118 Indonesian participants. The proposed theoretical model was tested using SEM-PLS. The study shows that SMCM and brand awareness influences Indonesian fashion buyers satisfaction and intention to buy in a favourable way. Consumers decision-making is influenced by compelling social media material that highlights product benefits, user reviews, and endorsements. This raises consumers propensity to convert from potential customers to active purchases. Based on these results, Indonesia fashion industry operating in Indonesia can develop and implement effective SMCM strategies to enhance their brand awareness, improve customer satisfaction, and drive purchase intention. By creating captivating and relevant content, fostering interactions with consumers, collaborating with influencers, and leveraging the power of social media platforms, fashion brands can establish a strong presence, build trust, and ultimately drive business growth in the dynamic Indonesian fashion industry.
Keywords: Social media content marketing (SMCM)- Brand awareness- Customer satisfaction- Purchase intention- Fashion industry
Topic: Marketing Management, Relationship Marketing, Service Marketing
