How do Social Media Environments and Self-Brand Connection
Give an Impact on Brand Advocacy?
ARYO BISMO, HARJANTO PRABOWO, PANTRI HERIYATI,
SRI BRAMANTORO ABDINAGORO
Management Department, BINUS Business School Doctor of Research in Management,
Bina Nusantara University,
Jl. Raya Kb. Jeruk No.27, RT.1/RW.9, Kb. Jeruk, Kec. Kb. Jeruk, Jakarta Barat,
DKI Jakarta 11530,
INDONESIA
Abstract: - This study examines the effects of social media marketing activity and social media influencer
attributes on brand advocacy among millennials in Indonesia. The study found that efficient use of social media
marketing activity improves self-brand connection, which in turn leads to brand advocacy among millennials.
However, the study found that social media influencer attributes do not have a direct impact on self-brand
connection or brand advocacy. The study used online questionnaires and path analysis to analyze the data and
the results provide valuable insights for companies looking to boost brand advocacy in the volatile business
landscape of Indonesia.
Key-Words: Social media marketing activities, social media influencers, self-brand connections, brand
advocacy, millennials.
Received: April 3, 2023. Revised: July 11, 2023. Accepted: July 18, 2023. Published: July 27, 2023.
1 Introduction
Indonesia has the largest digital economy in
Southeast Asia, with a total value of IDR 255.5
trillion in 2019, and is predicted to continue to
increase to IDR 707.6 trillion in 2024, [1]. This
shows an increase and competition in digital
business, especially in e-commerce. One of the
reasons for the development of online business and
e-commerce in Indonesia is the COVID-19
pandemic that has ravaged the entire planet,
including Indonesia. The pandemic condition also
gives an impact on the rapid growth of internet
usage and leads to contributing changes in business
processes, where originally business processes were
run offline (face to face) during the pandemic many
businesses were forced to switch to using online
methods.
This circumstance necessitates a business’ ability
to increase consumer trust in its brand. Which is
currently the customers dominated by millennials,
the changes in the situation also make consumer
behaviors change, nowadays customers attend to
buy and choose products quicker than before,
whether in an online or offline situation. Millennials
consumers still become the main target of marketing
activities in Indonesia, millennials will directly or
indirectly be affected by many stimuli from various
marketing activities, especially from internet
exposure, one of the platforms most often used by
millennials is social media.
Social media marketing activity (SMM) has been
defined as a two-way communication seeking
empathy towards young consumers, and even
reinforcing the familiar feelings linked with
established brands to a higher age range, [2]. This
indicates that through such actions, brands have the
opportunity to not only promote their brands but
also create a deeper and more holistic connection to
those clients through social media, [2], [3].
Consequently, it has been proposed that social
media marketing activity predicts the degree to
which a self-brand connection is formed. Moreover,
according to several studies, another way for a
brand to be trusted by millennial consumers is
through social media influencers (SMI), it is well
acknowledged that the utilization of social media
influencers to promote a brand is a marketing
strategy that is highly effective.
It's been shown that getting product
recommendations from social media influencers can
boost trust. It levels up to 40% higher than products
recommended by family or friends, many
consumers choose products used by social media
influencers. This research illustrates that currently, a
recommendation from a social media influencer is
necessary for a brand, according to another research,
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DOI: 10.37394/23207.2023.20.148
Aryo Bismo, Harjanto Prabowo,
Pantri Heriyati, Sri Bramantoro Abdinagoro
E-ISSN: 2224-2899
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prospective consumers will have more confidence in
audiences who say positive statements related to a
brand, compared to promotions from the brand
itself, [4]. Adding up the statement, [5] revealed that
millennial consumers are more receptive to and trust
recommendations from influencers on social media.
The relationship that SMI builds with its
followers brings significant effect towards
marketing activities, what is built between SMI and
its followers (millennial consumers) will be stronger
then provide a sense of trust and closeness through
social media influencers, [6]. The relationship
created between SMI and millennials consumers
will increase consumer trust in a brand [7] argues
that the impact of persuasive communication can be
increased by building a relationship; this
relationship could give the consumer a sense of
closeness between themselves and the brand which
is significantly built self-brand connection (SBC).
This situation can occur if a good relationship is
built with the SMI. A good relationship is built
based on the closeness of the character possessed by
SMI with its followers (millennials consumers),
millennials consumers will have more confidence in
SMI and increase their likeliness toward the SMI
that form PSR and SBC, [8], [9], [10], [11].
The phenomenon that occurs related to this is the
emergence of SMM (Social Media Marketing
Activity) and SMI (Social Media Influencer) which
are often used by marketers to make a brand, one of
the interesting things about SMI is that they can
build very close relationships with their followers
and SMM is a strategy that can reach the current
market target.
Self-Brand Connection (SBC) is suspected to be
able to influence the behavior of millennial
consumers toward a brand, millennials consumers
can become an advocate for the brand that is used
by influencers in social media marketing activity.
Discussions related to brand advocacy (BA) which
are thought due to the influence of social media
influencers, social media marketing activity, and
self-brand connections are discussions that still
deserve to be analyzed. Research related to brand
advocacy and its relationship with self-brand
connection has not been widely discussed in
previous studies, previous research.
Furthermore, brand advocacy can also be created
because of the presence of an approach that arises
between a person and a brand (self-brand
connection), when consumers have extensive
knowledge about the brand and are involved in an
active relationship with the brand it is likely to
result in brand advocacy. This study will discuss the
relationship between social media influencers, social
media marketing activity, self-brand connections &
brand advocacy.
The research aims to examine the relationship
between social media influencers, social media
marketing activity, self-brand connections, and
brand advocacy among the millennial market in
Indonesia.
Another aim of this study is to investigate how
social media marketing activity and the influence of
social media influencers can affect the formation of
self-brand connections and ultimately, brand
advocacy among millennials.
However, there are several gaps and challenges that
the research may face. One gap is that previous
studies have not widely discussed the relationship
between brand advocacy and self-brand connection.
This lack of research in this area means that the
study may be one of the first to explore this
relationship and can be considered pioneering
research. Another challenge is that the study only
focuses on the millennial generation in Indonesia,
which means that the findings may not be
generalizable to other demographic groups or other
countries.
2 Literature Review
Marketers use social media to achieve marketing
goals, by serving customers, advertising, and
making trades. Social media marketing can be
defined as the use of technology, channels, and
software to produce, communicate, deliver, and
trade offerings that are valuable to both sides, [12].
There are studies investigating the specific goals of
social media marketing, [13], [14], [15]. These
include increasing sales, expanding brand
awareness, improving a company's image, driving
commerce to online platforms, lowering marketing
expenses, and encouraging platform users to
contribute or share specific content, [16].
According to, [17] social media was designed
specifically for conversational media. Social media
is a mechanism and platform that facilitates
customer-generated content, which is information
and opinions collected online and presented in the
form of photographs or images, written text, videos,
or audio clips. It can be concluded that social media
marketing activities are processes where a marketer
markets their products, both goods, and services by
creating certain content for the targeted audience or
customers. Social media marketing activity is a
strategy that can bridge the relationship created
between a company or a brand to a consumer or
prospective customer, social media is a forum that is
currently widely used by a company to build good
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2023.20.148
Aryo Bismo, Harjanto Prabowo,
Pantri Heriyati, Sri Bramantoro Abdinagoro
E-ISSN: 2224-2899
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Volume 20, 2023
relationships between companies and consumers. as
well as when you want to attract new customers.
According to prior research, social media
marketing can be used to develop a brand's story,
hence increasing the perceived degree of self-brand
ties, [18], [19]. This will raise the customers' levels
of involvement, [20], [21], [22], and provide them
with the materials they need to construct their
identities and communicate with others, [23].
Through such strategies, they are able to increase
not just the depth of their connection with
consumers, but also the frequency with which
consumers receive brand-related information or
news., [13], [24]. The researcher formulates the
following hypotheses based on the given statement:
H1: Social media marketing activity significantly
affects self-brand connection
H2: Social media marketing activity significantly
affects brand advocacy
Social Media Influencers are those who actively
utilize their social media accounts, are frequently
involved in particular topics, and give fresh
information. Influencers are often considered
partners by their followers and it is not uncommon
for followers to trust the support and
recommendations provided by influencers, [25].
According to the research, an influencer may review
a product that people would admire, so persuading
them to buy it.
The internal characteristics of an influencer play
an important role in attracting the attention of a
brand and marketers to carefully recruit an
influencer. The advantage of this is that brands can
choose influencers who are more affordable than
well-known celebrity endorsers who have much
higher costs, [4].
Therefore, one of the attributes of an influencer
is credibility, the credibility of a message source can
substantially be used to evaluate the effectiveness of
an endorser, in addition to credibility, other
elements related to influencers are generally
discussed including expertise and trustworthiness.
Credibility affects the audience through the
internalization process, this arises when a message
source has the same values and attitudes as his
followers.
Social media influencers are a promotional tool
that can be used by a brand in order to attract the
attention of its consumers, this study will discuss
millennials consumers. To get the attention of
consumers, the closeness between social media
influencers and consumers is important. This
requires a brand to be able to build relationships
with its consumers, parasocial relationships are one
of the relationships that can be created between
social media influencers and their consumers, so the
relationship between these two variables is needed.
According to, [17] consumers who value and
prioritize SMI are more likely to develop a self-
brand connection. Self-brand connection takes place
when the image of a public personality can have
resemblances with the consumer's self-image (or
desired ambitious self-image), the endorsement of
the public personality can provide symbolic
significance for a brand that consumers want, and
the consumer's social identity can be adapted to
meet the needs of its affiliates. So, the similarity of
the image of the media persona with the image of
the audience or consumers can make them more
connected with the brand, [26].
Referring to, [27] the involvement of a consumer
can increase the positive relationship of self-brand
connection and brand use intention, through
consumer involvement in the context of social
media. The interactive features of social media can
promote relationships with various SMI and reduce
doubts about a brand, thus SMI is predicted to
influence responses related to brands that connect
with audiences or consumers.
It is true that consumers associated with SMI will
expand and establish a range of self-concepts that
they present to others or to themselves, [28]. When
consumers have a greater connection to a brand,
they are better able to express their intended or
actual selves. Based on this statement, the
researcher proposes the following hypothesis:
H3: Social media influencer significantly affects
self-brand connection
H4: Social media influencer activity significantly
affects brand advocacy
Self-brand connection refers to the degree to
which consumers integrate a brand into their sense
of self, [26]. From a customer's perspective, the
potential for self-brand connection shows a greater
depth of identification with a brand, [3]. Self-brand
connection refers to the connection that people
make between a brand and their individual identity,
in this case, the brand is considered more important
to consumers, self-brand connection is a term used
for a customer who has a close relationship with a
brand and incorporates the brand into brand identity
or self-concept, [29].
In addition to this, emotional factors such as self-
brand connection have an important role to increase
the creation of brand advocacy, [29]. When a self-
brand connection is presently based on efforts to
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DOI: 10.37394/23207.2023.20.148
Aryo Bismo, Harjanto Prabowo,
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brand a product, awareness of a brand can be
realized where consumers will become supporters of
the brand, [30].
Consumers' effective brand communication can
speed the acceptance and adoption of new products,
[31]. This may be the most significant source of
information when purchasing certain products, as it
is deemed to be from sources with less prejudice.
Consumers frequently utilize word-of-mouth
recommendations to lessen the amount of data to be
digested and worry, [32]. When a consumer
develops an emotional connection with a brand, this
can result in brand advocacy, in which people share
favorable word of mouth about the company.
Several studies have shown a correlation between
self-brand connection and brand advocacy, but in
the context of millennials this relationship is still
worthy of analysis, so this study proposes:
H5: Self-brand connection significantly affects
brand advocacy
Brand advocacy can be defined as the extent to
which a person actively endorses and promotes a
brand to the exclusion of all other brands in the
same product category, [33]. Brand advocacy is
described as how a consumer creates and enhances
customer relationships so that consumers can voice
positive comments about a brand, [34]. According
to, [35], argues that brand advocacy is a brand
recommendation to others, defending the brand
when attacked or recruiting potential customers.
Social media influencers and social media
marketing activity hopefully will have a positive
impact on a brand, this brings its own advantages
for a brand, one form of the positive impact that is
formed from the presence of social media
influencers is the creation of brand advocacy from
millennial consumers. The assumption in this study
(H6 and H7) is that there is a relationship between
social media influencers, social media marketing
activity, and millennials consumer with the self-
brand connection who will have an influence on the
forming of brand advocacy, and to summarize it, all
of the hypotheses are stated on Figure 1.
H6: Social media marketing activity significantly
affects brand advocacy through self-brand
connection as mediating variable
H7: Social media influencer significantly affects
brand advocacy through self-brand connection
as mediating variable
Fig. 1: Research Model
3 Methodology
This study employed a quantitative methodology
and a cross-sectional design to determine the
relationship between independent and dependent
variables. The data collection techniques used were
a Literature review and a survey with 7-point Likert
scale questionnaires through online distribution that
was shared on social media (Instagram).
The questionnaire was issued to Instagram users
in Indonesia who follow Instagram influencer
accounts in Indonesia. As of July 2021, there would
be 91.77 million Instagram users, and probability
sampling with simple random samples was used for
this study. According to, [36], a sample size should
be 100 or more is adequate enough to run the
analysis, while in this study, 215 respondents were
collected.
Smart-PLS 3 was used in this study to process
the data, and the technique for analyzing the data
was path analysis. In this study, outer and inner
model tests were employed as statistical procedures.
The outer model test assessed validity and
reliability, whereas the inner model test investigated
models and assumptions.
The measuring model (Outer Model) consists of
two tests: validity and reliability, [37]. In this study,
convergent and discriminant validity—the amount
of loading factor for each construct—will be used to
measure validity. If the loading value between each
indicator is greater than 0.50, then the instrument
(questionnaire) that has been designed has good
convergent validity based on the loading factor
approach. Discriminant validity will be measured by
comparing the convergent and discriminant validity
scores.
It is possible to draw the conclusion that the
instrument or questionnaire that was designed for
this research has good convergent validity because
the results of the data processes are shown in Table
1. These results show the results of calculating the
loading factor for the instrument (questionnaire)
between each indicator. The results show that all of
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the indicators gain more than 0.50 (loading value
more than 0.7).
This research also made use of discriminant
validity as another measurement for validity. The
purpose of this validity test was to assess the
association between latent variables by comparing
the square roots value of the average variance
extracted (AVE's), which are often viewed
diagonally.
It is necessary for constructs to have an AVE
value that is more than 0.50 in order for them to be
considered to have good validity. As a result of the
fact that the average variance extracted (AVE) for
each latent variable is higher than the correlation
value between latent variables and other latent
variables, the instrument (questionnaire) that was
constructed has good discriminant validity, as is also
described in Table 1.
Following the completion of the convergent and
discriminant validity analyses, the reliability
analysis of each indicator will be carried out. The
results of the reliability testing could be seen from
Cronbach's Alpha value, which had to be greater
than 0.60. After that, it was possible to see in Table
1 that the value of the composite reliability
coefficients was greater than 0.70, which indicated
that all of the indicators used in this research were
reliable.
Table 1. Validity & Reliability test results
Cronba
ch's
Alpha
Composi
te
Reliabilit
y
Brand
Advocacy
0,872
0,922
Self-Brand
Connection
0,969
0,974
Social Media
Influencer
0,967
0,972
Social Media
Marketing
Activity
0,939
0,949
Afterward, the analysis of coefficient
determination (R2) was examined, and the results of
the analysis of the coefficient of determination (R2)
are employed to determine the degree to which the
independent variable is capable of describing the
dependent variable. The R2 values of 0.75, 0.50,
and 0.25 respectively imply that the model has
good, moderate, and weak capabilities, respectively.
In Table 2, the R2 value for each dependent variable
that was investigated in this study was described.
Table 2. Coefficient determination (R2) results
R Square
Status
Brand Advocacy
0,725
Moderate
Self-brand Connection
0,584
Moderate
To describe the results more clearly and in detail,
this research provides the results of validity,
reliability, and coefficient determination (R2) in the
form of SmartPLS results, the results shown in
Figure 2.
Fig. 1: Complete Research Model for Validity,
Reliability, and R2 (outer model)
4 Results
The results of analyzing the model studied, it comes
up that for several tests of variables, there were a
significant effect and relation between Social Media
Marketing Activity (SMM) toward SBC with a T-
Value = 8.992 > 1.65 & P-values = 0.000 < 0.05,
which means that hypothesis 1 was accepted.
This research also examined the direct effect
between social media marketing activity and brand
advocacy the result was the T-Value = 9.063 > 1.65
& P-values= 0.000 < 0.05, which means that
hypothesis 2 was accepted.
Both hypotheses 3 & 4 are rejected because
the T-Value was < 1.65 and the P-value > 0.05, the
results shown in Table 3, this is shown that the
relation between social media influencers cannot
affect self-brand connection and brand advocacy.
Next, Self-Brand Connection (SBC) toward Brand
Advocacy (BAV) with a T-value = 2.642 > 1.65
also with a P-value = 0.009 < 0.05) which means
that hypothesis 5 was accepted.
It can conclude that there was a significant effect
between social media marketing activity toward
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
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E-ISSN: 2224-2899
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self-brand connection and brand advocacy,
moreover, a self-brand connection also has a
significant effect on brand advocacy. Another result
from the test showed that social media influencers
(SMI) didn’t have a significant effect on SBC, the
construct between SMI, SBC, and BAV didn’t
happen.
Table 3. Hypotheses testing results (Direct Effect)
Hypot
heses
Relati
on
Origin
al
Sampl
e (O)
Sampl
e
Mean
(M)
Stand
ard
Deviat
ion
(STDE
V)
T
Statist
ics
(|O/ST
DEV|)
P
Values
H5
SBC -
> BAV
0.161
0.158
0.063
2.543
0.011
H4
SMI -
> BAV
-0.125
-0.127
0.109
1.145
0.253
H3
SMI -
> SBC
-0.049
-0.041
0.170
0.290
0.772
H2
SMM
->
BAV
0.958
0.959
0.106
9.063
0.000
H1
SMM
->
SBC
0.809
0.801
0.149
5.432
0.000
From the results (Table 3) it can be seen that
SBC did stimulate the formation of brand advocacy
but it just doesn’t influence by the presence of SMI,
but self-brand connection (SBC) and brand
advocacy (BAV) were influenced by other factors
such as social media marketing activity (SMM).
Table 4. Hypotheses testing results (Indirect Effect)
Hypo
theses
Relat
ion
Origi
nal
Samp
le (O)
Samp
le
Mean
(M)
Stand
ard
Devia
tion
(STD
EV)
T
Statis
tics
(|O/S
TDE
V|)
P
Value
s
H7
SMI -
>
SBC -
>
BAV
-0.008
-0.005
0.028
0.283
0.777
H6
SMM
->
SBC -
>
BAV
0.130
0.126
0.055
2.385
0.017
It was shown from Table 4, that hypothesis 6
was accepted with the T-value = 2.385 > 1.65 & P-
value = 0.017 < 0.05, while hypothesis 7 was
rejected. It can be concluded that indirectly Social
Media Marketing Activity has a significant effect on
brand advocacy through self-brand connection as
mediating variable. The results of all hypotheses
testing can be shown in Figure 3.
Fig. 2: Complete Research Model for hypotheses
testing (inner model)
The study found that social media marketing
activity has a significant impact on self-brand
connection and brand advocacy among millennials
in Indonesia. The results of the analysis, using T-
value and P-value, show that hypotheses 1 and 2,
which state that there is a significant effect of social
media marketing activity on self-brand connection
and brand advocacy respectively, are accepted.
However, the study found that social media
influencer attributes do not have a direct impact on
self-brand connection or brand advocacy, as
hypotheses 3 and 4 were rejected. The results, as
shown in Table 3, indicate that there is no
significant relationship between social media
influencers and self-brand connections or brand
advocacy. Additionally, the study also found that
self-brand connection has a significant impact on
brand advocacy, as hypothesis 5 is accepted. The T-
value and P-value for this relationship are 2.642 and
0.009 respectively, which means that self-brand
connection is positively related to brand advocacy.
In conclusion, this study shows that social media
marketing activity plays an important role in
promoting self-brand connection and brand
advocacy among millennials in Indonesia, while
social media influencer attributes do not have a
direct effect on these constructs. Moreover, the self-
brand connection is also found to be a significant
factor in promoting brand advocacy.
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5 Conclusion
This research provides evidence that social media
marketing plays an important role in promoting self-
brand connections and brand advocacy among
millennials in Indonesia. The study found that social
media marketing activity has a significant impact on
self-brand connection, which in turn leads to brand
advocacy. Additionally, the study found that self-
brand connection has a significant impact on brand
advocacy.
On the other hand, the study found that social
media influencer attributes do not have a direct
impact on self-brand connection or brand advocacy.
This result may be different from previous research,
as the study focuses on millennials in Indonesia, a
demographic that may be more likely to form brand
advocacy in the digital era due to their fast-moving
lifestyle and potential ignorance.
Overall, this research provides valuable insights
for companies looking to boost brand advocacy
among millennials in Indonesia by utilizing social
media marketing and focusing on promoting self-
brand connections. The research also highlights the
limited role of social media influencers in
promoting self-brand connection and brand
advocacy among this demographic.
There are several limitations within this study
that should be improved for advancing the topics
and study. The study focuses on millennials in
Indonesia, which means that the findings may not be
generalizable to other demographic groups or other
countries, and relies on self-reported data obtained
through online questionnaires, which may be subject
to biases and inaccuracies.
The study only focuses on social media
marketing activity and social media influencer
attributes as factors impacting brand advocacy, but
there may be other important factors that were not
considered. The study uses path analysis to analyze
the data, but this method has its own limitations and
assumptions that need to be considered.
To overcome these limitations, future research
may consider using other methods, such as
experiments or case studies, to provide more robust
and generalizable findings. The research may also
consider including other factors that may impact
brand advocacy, such as customer satisfaction, trust,
or loyalty. The research may consider studying other
demographic groups and other countries to provide
a more comprehensive understanding of the
relationship between social media marketing, social
media influencer, self-brand connection, and brand
advocacy.
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Contribution of Individual Authors to the
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Policy)
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research, at all stages from the formulation of the
problem to the final findings and solution.
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Scientific Article or Scientific Article Itself
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Conflict of Interest
The authors have no conflict of interest to declare.
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WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2023.20.148
Aryo Bismo, Harjanto Prabowo,
Pantri Heriyati, Sri Bramantoro Abdinagoro
E-ISSN: 2224-2899
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