Driving Brand Evangelism through Social Media Marketing Activities and Experiential Marketing: The Roles of Customer-Based Brand Equity and Customer Engagement

Lesna  Purnawan; Ulfah Ulfah; Caesar  Rismanto; Ayi  Krisnha, W.A.N; Febri Sari Siahaan; Sutomo Sutomo

doi:10.47313/oikonomia.v22i2.4374

Authors

Lesna Purnawan Faculty of Economics and Business, Tangerang Raya University, Indonesia
Ulfah Ulfah Institut Teknologi dan Bisnis Bina Sarana Global, Indonesia
Caesar Rismanto Faculty of Economics and Business, Tangerang Raya University, Indonesia
Ayi Krisnha, W.A.N Faculty of Economics and Business, Tangerang Raya University, Indonesia
Febri Sari Siahaan Faculty of Economics and Business, Tangerang Raya University, Indonesia
Sutomo Sutomo Faculty of Economics and Business, Tangerang Raya University, Indonesia

DOI:

https://doi.org/10.47313/oikonomia.v22i2.4374

Abstract

Purpose This study examines how Social Media Marketing Activities and Experiential Marketing drive Brand Evangelism through the dimensions of Customer-Based Brand Equity and Customer Engagement among Generation Z coffee shop consumers. Methodology Using a quantitative cross-sectional design, data were collected through an online questionnaire from 350 purposively selected respondents in Jabodetabek and analyzed using PLS-SEM with SmartPLS 4. Findings The results show that both marketing approaches significantly strengthen Brand Awareness, Brand Image, Perceived Quality, and Brand Loyalty. Experiential Marketing has the strongest effect on Brand Loyalty. Brand Awareness and Brand Loyalty significantly increase Customer Engagement, whereas Brand Image and Perceived Quality do not. Customer Engagement, in turn, strongly increases Brand Evangelism. Sequential indirect-effect analysis further shows that the pathways through Brand Awareness and Brand Loyalty are significant, while those through Brand Image and Perceived Quality are not. These findings indicate that familiarity and sustained preference are more effective than favorable impressions or quality evaluations alone in transforming marketing activities into active advocacy. Suggestions The study contributes by clarifying the unequal roles of Customer-Based Brand Equity dimensions in the pathway toward Brand Evangelism. Practically, coffee shop managers should combine responsive social media communication with loyalty-building experiences, including community events, coffee-tasting activities, personalized service, consistent product delivery, and visually shareable store environments.

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