Page 990 - MARSIUM'21 COMP OF PAPER

powerful brand image and quality of product (Kim and Chao, 2019). Moreover, Kaur and Kaur (2019) found that brand logo on brand
personality dimension and brand familiarity has an additional impact on brand image. Consumers will become high emotional attachment to
a brand if they believe the brand is beneficial (He et al., 2016). Because brand image as a powerful marketing tool can help in distinguishing
a company from its competitors (Park and Park, 2019). In addition, managers should strive to obtain and improve familiarity with a brand.
The efforts can be achieved by increasing brand elements' exposure such as logos, products, advertisements, etc. With this strategy, managers
able to maintain the company's brand image (Kaur and Kaur, 2019). Additionally, company must allocate resources to maintain high-level
of social media interaction with its customers to build a powerful brand image and increase emotional attachment (Barreda et al., 2020).

Several studies showed that social media marketing activities have a positive effect on consumer brand awareness and brand image
(Kim and Ko, 2012; Duffett, 2017; Seo and Park, 2018; Bilgin, 2018). According to Sanny et al. (2020), the use of social media for marketing
is positively related to brand image. Hence, brand image influences the customer purchase intent as well (Erida and Rangkuti, 2017; Sanny
et al., 2020). Social media marketing builds a reliable brand image to drive consumers loyalty and buying intention by creating an interactive
content (Gao and Feng, 2016). The study of Nurfarida and Sudarmiatin (2021) stated that the benefits of using social media marketing for
small and medium-sized business include increased engagement with customers, high brand awareness and brand image, better acquisition
of potential customers, low promotion costs, increased sales, and better complaints handling such as negative feedback. Therefore, this study
will increase the brand image of Chop Kek Lian Seng using better social media interaction.

2.3 SOCIAL MEDIA INTERACTION

Social media marketing is defined as marketing and customer management activities using social media platforms (Buttle and
Maklan, 2019). Social media marketing is a type of digital marketing to facilitate customer interactions with companies and brands in social
networks (Hutter et al., 2013; Chaffey, 2015). Social media aims to encourage consumers’ interest in the brand (Magasic, 2016) and increase
customer experience (Jin et al., 2019). According to Tsimonis and Dimitriadis (2014), social media is a core strategy for many businesses.

Chan and Guillet (2011) found that marketers provide up-to-date information and share interesting videos and photos to increase
attention of customers while offeringcustomized and two-way informationexchange. This type of interaction can effectively attract customer
attention and build consumer brand loyalty, thereby could increase their repurchase intentions. Moreover, the benefits of social media
interaction include facilitating and enhancing engagement, as well as sharing information and content between business and customers
(Wang, 2012). According to Jamali and Khan (2018), customer interaction gives higher brand awareness. Moreover, research by Gartner
(2013) mentioned that five most benefits to invest in social media interaction are strengthening the relationship with customers, increasing
brand awareness or brand preference, exchanginginformation and ideas with shareholders, establishingan active relationship with customers
and increasing the profit of organization through new products or customers.

Yadav and Rahman (2017) categorized social media marketing activities into interaction, trendiness, information, customization,
and word of mouth communication (EWOM). Interaction is vital and it refers to a place that is provided by social media platforms to enable
the two-way exchange of opinions and information (Dessart et al., 2015; Kim and Ko, 2012). Interaction is also an incentive for consumers
to create and generate content (Fischer and Reuber, 2011) and strengthen their perception and purchase intention towards the brand (Hajli,
2015). By using social media as a two-way communication between enterprises and customers, it creates a better understanding of customer
need, requirement, opinion, and suggestion for the product and brand (Vukasovic, 2013). Therefore, social media interaction is beneficial to
Chop Kek Lian Seng.

2.4 CUSTOMER BRAND ENGAGEMENT

Customer brand engagement (CBE) is defined as the psychological state which is resulted from positive interactions between
customers and brands (Yu et al., 2018) CBE is a new concept in marketing that is being explored in pragmatic and academic settings (France
et al., 2016). According to Hollebeek et al. (2014), CBE is defined as how customers cognitively, emotionally, and behaviorally respond to
brand activities through social media platforms. Moreover, Kumar et al. (2019) stated that CBE reveals a customer's resources investment
through cognitive, emotional, and behavioral activities on the brand engagement.

CBE can be constructed into three dimensions: cognitive, emotional, and behavioral (Dwivedi, 2015; Dessart al., 2016). Hollebeek
et al. (2014) stated that cognitive processing represents the way customers interact with brand -related ideas and processes. In addition,
affection is an emotional aspect of CBE and it is made up of positive and convincing feelings that customers have when they u se a brand
(Prentice et al., 2019) such as sense of calm, love, and enjoyment toward a brand (Lima et al., 2019). Howe ver, activation demonstrates
customers' willingness to devote effort and time to interact with a brand (Leckie et al., 2016) and it is a behavioral aspect of CBE.

Thus, CBE is a powerful concept in increasing satisfaction of customer, brand love and loyalty (Islam and Rahman, 2016),
effectiveness of advertising and the achievement of an organization (Kumar and Pansari, 2016). Furthermore, CBE is useful in -service
contexts with a high degree of interactivity, such as between customers, service personnel, and others (Clark et al., 2020; Oertzen et al., 2020)
with significant impact on purchase intention (Kırcova et al., 2018; Weerasinghe, 2019).

In addition, CBE influences the brand experience (Khan et al., 2016) and helps to create a powerful emotional attachment
relationship and brand loyalty (Yuniari et al., 2020). CBE also plays an important role in marketing strategy such as creating and enhancing
consumers brand relationship (Hepola et al., 2017). It is essential to understand how brands influence customers' behavioral intentions toward
brands because it reflects actual consumption behavior (Situmorang and Aruan, 2021). On the other hand, customer brand engage ment can
be examined through social media metrics or insight. For instance, customers are given an interactive expression such as comment, like,

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