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Exploring the Effects of Digital Marketing Strategies on Brand Perception and Buying Behavior

Rusbiansyah Perdana Kusuma et al.

Indonesian Management and Accounting Research2025https://doi.org/10.25105/vbywgb39article
ABDC C
Weight
0.50

What the paper says

In today’s visually driven beauty market, social media and celebrity endorsements play a key role in shaping consumer behavior. This study investigates how these strategies influence Scarlett Whitening’s purchasing decisions in Tangerang, with brand image as a mediating factor. Using SEM-PLS on data from 167 users, results show social media marketing enhances brand image but does not directly affect purchases, while celebrity endorsements significantly influence both brand image and purchasing decisions. Brand image strongly affects purchasing decisions and mediates both strategies. These findings highlight the importance of building a strong brand image to effectively link promotional efforts with consumer behavior.

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https://doi.org/https://doi.org/10.25105/vbywgb39

Or copy a formatted citation

@article{rusbiansyah2025,
  title        = {{Exploring the Effects of Digital Marketing Strategies on Brand Perception and Buying Behavior}},
  author       = {Rusbiansyah Perdana Kusuma et al.},
  journal      = {Indonesian Management and Accounting Research},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.25105/vbywgb39},
}

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Exploring the Effects of Digital Marketing Strategies on Brand Perception and Buying Behavior

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.