Proceedings of the International Conference on Intellectuals’ Global Responsibility (ICIGR 2022)

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Social Media: A Key Platform for Building Brand Loyalty and Customer Satisfaction in Indonesia

Authors
Ying-Yueh Sua1, Lydia Inawatib2, *, Hsueh-Li Huan1, Yen-Ku Kuo3
1Program of Global Business, Chinese Culture University, Taipei, Taiwan
2Master Program, Global Business, Culture University, Taipei, Taiwan
3Bachelor Program of Leisure Management, Commercial College Chinese Culture University, Taipei, Taiwan
*Corresponding author. Email: lydiainawati@gmail.com
Corresponding Author
Lydia Inawatib
Available Online 22 May 2023.
DOI
10.2991/978-2-38476-052-7_75How to use a DOI?
Keywords
Social media; brand loyalty; customer satisfaction; Indonesia; marketing
Abstract

The aim of this research was to investigate the impact of social media on consumers’ product experiences and its implications for organizations in Indonesia. A total of 200 participants aged between 21 to 45 years, both male and female, completed the survey. The study found that social media provides a competitive platform for organizations to build brand loyalty, generate positive word-of-mouth, and influence consumers’ purchase intentions. Furthermore, the study suggests that collaboration between brands and services is key to increasing brand awareness and customer satisfaction. The results also indicate that dissatisfied customers can provide constructive feedback, advice, and suggestions to improve their product/service experience. The implication of this study for brand owners is to focus on building relationships and collaborations, while consumers are encouraged to provide feedback to help improve products and services.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Intellectuals’ Global Responsibility (ICIGR 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
22 May 2023
ISBN
10.2991/978-2-38476-052-7_75
ISSN
2352-5398
DOI
10.2991/978-2-38476-052-7_75How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ying-Yueh Sua
AU  - Lydia Inawatib
AU  - Hsueh-Li Huan
AU  - Yen-Ku Kuo
PY  - 2023
DA  - 2023/05/22
TI  - Social Media: A Key Platform for Building Brand Loyalty and Customer Satisfaction in Indonesia
BT  - Proceedings of the International Conference on Intellectuals’ Global Responsibility (ICIGR 2022)
PB  - Atlantis Press
SP  - 702
EP  - 712
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-052-7_75
DO  - 10.2991/978-2-38476-052-7_75
ID  - Sua2023
ER  -