Peran Konten Interaktif dalam Membangun Keterlibatan Konsumen dan Memperkuat Kesetiaan Merek: Tinjauan pada Platform Media Sosial dan Situs Web Perusahaan
Abstract
Interactive content has become one of the primary strategies in building consumer engagement and strengthening brand loyalty in the current digital environment. This article aims to investigate the role of interactive content in this context with a focus on social media platforms and corporate websites. The literature review method is employed to analyze various studies and perspectives related to this topic. Findings indicate that interactive content has a significant positive impact on consumer engagement and brand loyalty. Through active interaction between brands and consumers, stronger relationships can be built, thereby enhancing consumer loyalty to the brand. The importance of presenting engaging, relevant, and easily accessible content is also highlighted in this literature. Amidst the rapid development of technology and consumer behavior dynamics, a profound understanding of the role of interactive content becomes increasingly important for marketing practitioners. Thus, this article provides valuable insights for practitioners and researchers in designing effective content strategies to strengthen brand-consumer relationships in the digital era.
Keywords: Interactive Content, Consumer Engagement, Brand Loyalty
References
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Susanto, H., Fang Yie, L., Mohiddin, F., Rahman Setiawan, A. A., Haghi, P. K., & Setiana, D. (2021). Revealing Social Media Phenomenon in Time of COVID-19 Pandemic for Boosting Start-Up Businesses through Digital Ecosystem. Applied System Innovation, 4(1), 6. https://doi.org/10.3390/asi4010006
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Urdea, A-M., Constantin, C. P., & Purcaru, I-M. (2021). Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship. Sustainability, 13(4), 1865. https://doi.org/10.3390/su13041865
Vinerean, S., & Opreana, A. (2021). Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633-2654. https://doi.org/10.3390/jtaer16070145
Voicu, M-C., Sîrghi, N., & Toth, D. M.-M. (2023). Consumers’ Experience and Satisfaction Using Augmented Reality Apps in E-Shopping: New Empirical Evidence. Applied Sciences, 13(17), 9596. https://doi.org/10.3390/app13179596
Wang, M., Choi, J. (2022). How Web Content Types Improve Consumer Engagement through Scarcity and Interactivity of Mobile Commerce? Sustainability, 14(9), 4898. https://doi.org/10.3390/su14094898
Wang, M., Marsden, J., Oguz, E., & Thomas, B. (2023). Exploring Sustainable Retail Experiences: Shall We Make It Fashionable? Sustainability, 15(23), 16478. https://doi.org/10.3390/su152316478
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(1), 189. https://doi.org/10.3390/su13010189
Wu, C., Wang, X., & Li, P. (2023). An Impact-Centered, Sustainable, Positive Experience Design Model. Sustainability, 15(22), 15829. https://doi.org/10.3390/su152215829
Yasin, M., Porcu, L., & Liébana-Cabanillas, F. (2019). The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content. Sustainability, 11(17), 4649. https://doi.org/10.3390/su11174649
Yu, J., Zhao, J., Zhou, C., & Ren, Y. (2022). Strategic Business Mode Choices for E-Commerce Platforms under Brand Competition. Journal of Theoretical and Applied Electronic Commerce Research, 17(4), 1769-1790. https://doi.org/10.3390/jtaer17040089
Alghamdi, A. M., Pileggi, S. F., & Sohaib, O. (2023). Social Media Analysis to Enhance Sustainable Knowledge Management: A Concise Literature Review. Sustainability, 15(13), 9957. https://doi.org/10.3390/su15139957
Almusaed, A., Almssad, A., Yitmen, I., & Homod, R. Z. (2023). Enhancing Student Engagement: Harnessing “AIED”’s Power in Hybrid Education—A Review Analysis. Education Sciences, 13(7), 632. https://doi.org/10.3390/educsci13070632
Altamira, M. B., Putri, K. D. A. P., & Samudra, R. M. R. T. (2022). The Role of Creative Content in Digital Marketing Strategies in Educational Institution Social Media (Case Study: Instagram of Vocational Education Program, Universitas Indonesia). Proceedings, 83(1), 62. https://doi.org/10.3390/proceedings2022083062
Aydin, G., Uray, N., & Silahtaroglu, G. (2021). How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 768-790. https://doi.org/10.3390/jtaer16040044
Bin, S. (2023). Social Network Emotional Marketing Influence Model of Consumers’ Purchase Behavior. Sustainability, 15(6), 5001. https://doi.org/10.3390/su15065001
Bryła, P., Chatterjee, S., & Ciabiada-Bryła, B. (2022). The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review. International Journal of Environmental Research and Public Health, 19(24), 16637. https://doi.org/10.3390/ijerph192416637
Choi, T. R., & Ahn, J. (2023). Roles of Brand Benefits and Relationship Commitment in Consumers’ Social Media Behavior around Sustainable Fashion. Behavioral Sciences, 13(5), 386. https://doi.org/10.3390/bs13050386
Gerea, C., & Herskovic, V. (2022). Transitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 394-413. https://doi.org/10.3390/jtaer17020021
Gu, C., Lin, S., Wei, W., Yang, C., Chen, J., Miao, W., Sun, J., & Zeng, Y. (2023). How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising? Systems, 11(9), 471. https://doi.org/10.3390/systems11090471
Jiang, X., Mastromartino, B., Yang, Q., Zhang, J., & Zhang, J. J. (2023). Influence of Consumer Interaction and Community Relationships on Value Co-Creation Willingness: A Mediation Model of Chinese Sports Brands. Sustainability, 15(1), 115. https://doi.org/10.3390/su15010115
Kumar, A., Bapat, G., Kumar, A., Hota, S. L., Abishek, G. D., & Vaz, S. (2023). Unlocking Brand Excellence: Harnessing AI Tools for Enhanced Customer Engagement and Innovation. Engineering Proceedings, 59(1), 204. https://doi.org/10.3390/engproc2023059204
Lee, J. S., Deng, X. Y., & Chang, C. H. (2023). Examining the Interactive Effect of Advertising Investment and Corporate Social Responsibility on Financial Performance. Journal of Risk and Financial Management, 16(8), 362. https://doi.org/10.3390/jrfm16080362
Lee, Y-I., & Trim, P. R. J. (2022). Enhancing Marketing Provision through Increased Online Safety That Imbues Consumer Confidence: Coupling AI and ML with the AIDA Model. Big Data and Cognitive Computing, 6(3), 78. https://doi.org/10.3390/bdcc6030078
Martínez-López, F. J., Aguilar-Illescas, R., Molinillo, S., Anaya-Sánchez, R., Coca-Stefaniak, J. A., & Esteban-Millat, I. (2021). The Role of Online Brand Community Engagement on the Consumer–Brand Relationship. Sustainability, 13(7), 3679. https://doi.org/10.3390/su13073679
Na, M., Rong, L., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China. Behavioral Sciences, 13(6), 502. https://doi.org/10.3390/bs13060502
Osemeahon, O. S., & Agoyi, M. (2020). Linking FOMO and Smartphone Use to Social Media Brand Communities. Sustainability, 12(6), 2166. https://doi.org/10.3390/su12062166
Pandita, A., & Kiran, R. (2023). The Technology Interface and Student Engagement Are Significant Stimuli in Sustainable Student Satisfaction. Sustainability, 15(10), 7923. https://doi.org/10.3390/su15107923
Riaz, H., Baig, U., Meidute-Kavaliauskiene, I., & Ahmed, H. (2022). Factors Effecting Omnichannel Customer Experience: Evidence from Fashion Retail. Information, 13(1), 12. https://doi.org/10.3390/info13010012
Rodrigues, D., Sousa, B., Gomes, S., Oliveira, J., & Lopes, E. (2023). Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective. Administrative Sciences, 13(2), 36. https://doi.org/10.3390/admsci13020036
Sajjad, M., & Zaman, U. (2020). Innovative Perspective of Marketing Engagement: Enhancing Users’ Loyalty in Social Media through Blogging. Journal of Open Innovation: Technology, Market, and Complexity, 6(3), 93. https://doi.org/10.3390/joitmc6030093
Šostar, M., & Ristanović, V. (2023). Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability, 15(13), 10341. https://doi.org/10.3390/su151310341
Sohaib, M., Mlynarski, J., & Wu, R. (2023). Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China. Sustainability, 15(1), 746. https://doi.org/10.3390/su15010746
Susanto, H., Fang Yie, L., Mohiddin, F., Rahman Setiawan, A. A., Haghi, P. K., & Setiana, D. (2021). Revealing Social Media Phenomenon in Time of COVID-19 Pandemic for Boosting Start-Up Businesses through Digital Ecosystem. Applied System Innovation, 4(1), 6. https://doi.org/10.3390/asi4010006
Tran, H. T. D., & Kim, M. (2023). Factors Influencing the Continued Intent to Use Virtual Interactive Platforms in Korean Small- and Medium-Sized Enterprises for Remote and Hybrid Work. Sustainability, 15(13), 9972. https://doi.org/10.3390/su15139972
Urdea, A-M., Constantin, C. P., & Purcaru, I-M. (2021). Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship. Sustainability, 13(4), 1865. https://doi.org/10.3390/su13041865
Vinerean, S., & Opreana, A. (2021). Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633-2654. https://doi.org/10.3390/jtaer16070145
Voicu, M-C., Sîrghi, N., & Toth, D. M.-M. (2023). Consumers’ Experience and Satisfaction Using Augmented Reality Apps in E-Shopping: New Empirical Evidence. Applied Sciences, 13(17), 9596. https://doi.org/10.3390/app13179596
Wang, M., Choi, J. (2022). How Web Content Types Improve Consumer Engagement through Scarcity and Interactivity of Mobile Commerce? Sustainability, 14(9), 4898. https://doi.org/10.3390/su14094898
Wang, M., Marsden, J., Oguz, E., & Thomas, B. (2023). Exploring Sustainable Retail Experiences: Shall We Make It Fashionable? Sustainability, 15(23), 16478. https://doi.org/10.3390/su152316478
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(1), 189. https://doi.org/10.3390/su13010189
Wu, C., Wang, X., & Li, P. (2023). An Impact-Centered, Sustainable, Positive Experience Design Model. Sustainability, 15(22), 15829. https://doi.org/10.3390/su152215829
Yasin, M., Porcu, L., & Liébana-Cabanillas, F. (2019). The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content. Sustainability, 11(17), 4649. https://doi.org/10.3390/su11174649
Yu, J., Zhao, J., Zhou, C., & Ren, Y. (2022). Strategic Business Mode Choices for E-Commerce Platforms under Brand Competition. Journal of Theoretical and Applied Electronic Commerce Research, 17(4), 1769-1790. https://doi.org/10.3390/jtaer17040089
Published
2024-03-11
Section
Articles
Copyright (c) 2024 Klemens Mere, Dewi Puspitasari, Muhammad Asir, Betty Rahayu, M. Imron Mas'ud
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
