The Effect of Social Media Marketing and Brand Image on Customer Engagement:                               The Mediating Effect of Brand Love (Evidence from Coffee Shop Customers)

Sitorus, Ummi; Yasri, Yasri

The Effect of Social Media Marketing and Brand Image on Customer Engagement: The Mediating Effect of Brand Love (Evidence from Coffee Shop Customers)

Sitorus, Ummi and Yasri, Yasri (2023) The Effect of Social Media Marketing and Brand Image on Customer Engagement: The Mediating Effect of Brand Love (Evidence from Coffee Shop Customers). In: Proceedings of the 5th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2022, 9-10 August 2022, Semarang, Indonesia.

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Abstract

Establishing long-term relationships with customers by creating customer engagement is one of the important strategies for coffee shops to securing a competitive edge in business. This study analyze the effect of social media marketing and brand image on customer engagement with brand love as a medi

Item Type:	Conference or Workshop Item (UNSPECIFIED)
Date Deposited:	04 Mar 2026 16:45
Last Modified:	17 Apr 2026 01:53
URI:	http://eprints.eai.eu/id/eprint/45236

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