Perceived Personalization and Brand Relationship Models in Social Commerce

Kurniawati Kurniawati; Hermanto Yaputra; Renny Risqiani; Nico Lukito; Dessy Apriyani

doi:10.2991/978-94-6463-350-4_38

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Perceived Personalization and Brand Relationship Models in Social Commerce

Authors

Kurniawati Kurniawati¹^{, *}, Hermanto Yaputra¹, Renny Risqiani¹, Nico Lukito¹^{, 1}, Dessy Apriyani¹

¹Magister Management, Faculty of Business and Economics, Universitas Trisakti, Jakarta, Indonesia

^*Corresponding author. Email: kurniawati@trisakti.ac.id

Corresponding Author

Kurniawati Kurniawati

Available Online 10 January 2024.

DOI: 10.2991/978-94-6463-350-4_38 How to use a DOI?
Keywords: Brand loyalty; Brand relationship; Perceived Personalization; Purchase intention
Abstract: With fashion development in Indonesia, many brands have started marketing by relying on digital marketing. As is well known today, marketing trends continue to develop along with increasingly sophisticated technology with the presence of the Internet world. Digital marketing is present as an innovation in the world of marketing. The problem today is how perceived Personalization affects brand loyalty and purchase intention mediated by customer brand engagement, customer brand identification, and brand relationships. Activities on social media provide the perfect way to build brand awareness, encourage brand recognition and recall, and increase brand loyalty, ultimately forming brand relationships. This research leads to a “Green Society,” not just a green economy. This research will be part of the university road map, namely Legal Development and Sustainability Community in Green Society), Information & Communication Technology section.
Copyright: © 2023 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
Series: Advances in Economics, Business and Management Research
Publication Date: 10 January 2024
ISBN: 978-94-6463-350-4
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-350-4_38 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Kurniawati Kurniawati
AU  - Hermanto Yaputra
AU  - Renny Risqiani
AU  - Nico Lukito
AU  - Dessy Apriyani
PY  - 2024
DA  - 2024/01/10
TI  - Perceived Personalization and Brand Relationship Models in Social Commerce
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 388
EP  - 400
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_38
DO  - 10.2991/978-94-6463-350-4_38
ID  - Kurniawati2024
ER  -

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