INVESTIGATING THE RELATIONSHIP BETWEEN CUSTOMERS MOTIVATION TO CONSUME CRETIVOXS SOCIAL MEDIA CONTENTS AND CUSTOMER BRAND ENGAGEMENT AND ITS EFFECT ON CUSTOMER-BASED BRAND EQUITY TOWARD CRETIVOX Made Dwi Pradnyani Dewi- Nurrani Kusumawati, M.S.M
Institut Teknologi bandung
Abstract
Social media usage includes connecting with relatives, filling their spare time, reading news, and finding entertaining content. Many accounts provide content to fulfill that. Cretivox is one of the 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. Therefore, this research aims to investigate the media consumption motives that influence the customer brand engagement toward Cretivox and find the effects of customer brand engagement on customer-based brand equity toward Cretivox. Theories used are uses and gratification theory, customer brand engagement theory, and customer-based brand equity by David Aaker. A quantitative online survey was conducted with 206 respondents aged between 18 to 24, who follow one of Cretivox 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 customer brand engagement. Whereas entertainment, as Cretivox main purpose in the content making, only has a partial mediating effect for utility and pass time motive to customer brand engagement with complementary mediation. Hereafter, customer brand engagement has a positive significant effect on all customer-based brand equity 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.
Keywords: Cretivox, Uses and Gratification Theory, Media Consumption Motives, Customer Brand Engagement, Customer-Based Brand Equity, Social Media.
