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Social brand engagement is important in the context of the current digital era because interactions between brands and consumers not only occur conventionally, but also involve social media which is the center of public attention. Social media is an interactive platform for customers to interact and engage with other people and brands during various stages of the process. This research aims to examine the influence of Social Brand Engagement and Product Quality on Brand Awareness, Brand Association and Purchase Intention. The research used quantitative methods, primary data was obtained from 116 respondents who are members of the Basketball Lovers Community on Twitter (aged 18–40 years) using Partial Least Square (PLS) as a data analysis technique. The results of this research indicate that Brand Association and Brand Awareness do not have a significant influence on Purchase Intention. On the other hand, it was found that Product Quality has a significant influence on Purchase Intention. Apart from that, the research results also show that Product Quality has a significant positive influence on Social Brand Engagement. Apart from that, Social Brand Engagement also plays an important role by significantly influencing Brand Association and Brand Awareness. This research provides an in-depth understanding of the factors that influence Purchase Intention, emphasizing the important role of Product Quality in shaping consumer preferences, as well as the positive contribution of social interactions in building associations and Brand Awareness.
Rachmanu et al. (Mon,) studied this question.