Uncovering brand advocacy strategy: An empirical study on the digital engagement attitudes of consumers in the beauty industry

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Abstract

Technology has made it easy for an organization to communicate with its customers and clients by using digital channels and language (Duffett & Maraule, 2024). The placement of digital engagement attitudes serves as a mediator to become a differentiator in influencing brand advocacy. This study investigates the beauty industry sector in Indonesia to uncover digital engagement attitudes in mediating the influence of product quality, brand social value, and price perception value on brand advocacy. This study was conducted by testing and analyzing data to determine whether product quality, brand social value, and price perception value have an indirect or indirect influence on brand advocacy. This study uses primary data from 200 SKINTIFIC consumers tested, and utilizes regression equation modeling. The results of the study indicate that product quality, brand social value, and perceived price value have direct and indirect effects on brand advocacy. Another finding is that digital engagement attitudes play a mediating role in influencing product quality, brand social value, and perceived price value on brand advocacy. This study provides valuable insights for beauty industry business players who want to optimize strategies that involve mobilizing business clients, staff, and other partners to promote products and services to their peers.

Keywords: Product Quality, Brand Social Value, Price Perception Value, Digital Engagement Attitude, Brand Advocacy

Authors’ individual contribution: Conceptualization — E.T.; Methodology — B.S.; Software — B.S.; Validation — E.T.; Formal Analysis — B.S.; Investigation — A.R.R.; Resources — S.W.; Data Curation — S.W. and A.R.R.; Writing — E.T. and B.S.; Visualization — A.R.R.; Supervision — E.T.; Project Administration — S.W.; Funding Acquisition — E.T.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M1, M2, M3

Received: 08.01.2025
Revised: 14.04.2025; 04.08.2025
Accepted: 25.08.2025
Published online: 28.08.2025

How to cite this paper: Tjahjaningsih, E., Widyasari, S., Rivai, A. R., & Sudiyatno, B. (2025). Uncovering brand advocacy strategy: An empirical study on the digital engagement attitudes of consumers in the beauty industry [Special issue]. Corporate & Business Strategy Review, 6(3), 337–346. https://doi.org/10.22495/cbsrv6i3siart10