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Abstract

This study focuses on finding the impact of social media marketing activities (SMMA) of the local cosmetic brand on brand knowledge through the mediator of variable consumer-brand engagement in the context that the cosmetics market is growing consistently in Vietnam. However, the local brand is losing its position in front of the imported brand. Conducting an online survey, the study collected data in Ho Chi Minh City from 230 social-media users, who have consumed content of a specific local brand cosmetic lastly. We use partial least squares structural equation modeling (SEM) on the SMART-PLS 3.0 application to test the associations between 5 factors of SMMA: entertainment, interaction, trendiness, customization, e-WOM, consumer-brand engagement, and brand knowledge. The results find three important elements of SMMA are e-WOM, customization, entertainment, and trendiness effects on consumer-brand engagement. These are four elements that also indirectly affect brand awareness and brand image through consumer-brand engagement (CBE). The findings demonstrated a critical role in the relationship between customers and brands, as well as the impact on these customers' brand knowledge‎.

Keywords: Social media marketing activities (SMMA), Consumer-brand engagement (CBE), Brand knowledge, Cosmetic market, Electronic Word of Mouth (e-WOM)

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