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This study investigates the technological determinants influencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology–organization–environment (TOE) Framework, the research examines the impact of technology compatibility, complexity, cost, infrastructure, and knowledge on the adoption of SMM. Data were collected through a survey from 386 startups based in Karachi, providing a robust basis for analysis. The findings reveal that technology knowledge significantly mediates the relationships between these technological factors and SMM adoption, enabling startups to better navigate the complexities associated with SMM. Results show that technology compatibility, infrastructure, and knowledge positively influence SMM adoption, while technology complexity and cost are not significant barriers for startups. This contrasts with traditional SMEs, where these factors often hinder SMM adoption efforts. The study highlights the distinct nature of SMSs and the necessity of tailoring technology adoption strategies to their unique needs. The practical implications of this research highlight the importance of investing in technology training and infrastructure to empower startups with the necessary tools and skills for leveraging SMM effectively. This approach not only enhances their market competitiveness but also supports their growth in the digital economy. Overall, this research contributes to a deeper understanding of how technological determinants affect SMM adoption in startups, providing valuable insights for both practitioners and policymakers aiming to promote a robust digital startup ecosystem. [ABSTRACT FROM AUTHOR]

Accelerated by the COVID-19 pandemic and the advancements of IR 4.0, the rise of online shopping has significantly reshaped consumer preferences, making digital platforms like TikTok (Douyin in China) central to product research and purchasing decisions. This study delves into the strategic impact of social media marketing on Generation Z's purchase intentions on TikTok, leveraging the Theory of Planned Behaviour (TPB) to uncover key factors driving this demographic's engagement in the era of IR 4.0. Thus, the objectives of this study are to (i) measure the level of Malaysian Generation Z TikTok users' purchase intention and (ii) examine the influence of independent variables (brand awareness, e-WOM, perceived risk, perceived ease of use, and peer influence) towards purchase intentions of Generation Z consumers in Malaysia. A total of 200 responses were gathered using convenience sampling and data was analyzed using Statistical Package for the Social Sciences (SPSS) software version 29. Results revealed a reasonably high level of Malaysian Generation Z TikTok users' purchase intention, with a mean value ranging from 3.65 to 3.76. Furthermore, results demonstrated significant relationships between all independent variables and purchase intention, with e-WOM showing the highest correlation coefficient of 0.689 and p-value<0.005. The study's findings will contribute to social media marketing knowledge and offer valuable insights for entrepreneurs and researchers, revealing the factors influencing purchase intentions among Generation Z TikTok users in Malaysia. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic exposed significant communication issues within SMEs worldwide, revealing critical problems in their supply chains. This highlighted the importance of social media marketing as a crucial ICT tool for disseminating information and enhancing supply chain sustainability. SMEs, key drivers of economies in developing countries, often struggle with limited resources and information, hindering their sustainability efforts. Social media marketing offers an affordable and rapid communication channel for supply chain stakeholders, promoting sustainable practices. A systematic literature review (SLR) was conducted, analyzing 55 scholarly articles from 2016–2023, using databases such as Scopus, ScienceDirect, PubMed, and Web of Science. This SLR synthesizes existing studies on social media marketing and supply chain sustainability, identifying areas needing further research and offering recommendations for future studies and practical management. The study emphasizes the importance of social media marketing as a cost-effective platform for real-time information sharing and collaboration within the supply chain, which is critical for stability and sustainability, particularly during crises like COVID-19. This study offers researchers useful insights and practical suggestions for SME owner-managers on how to use social media marketing to improve environmental and social performance across the supply chain. [ABSTRACT FROM AUTHOR]

Firms regularly call on multiple social media communication tactics (e.g. influencers, user-generated content and brand messages) to interact with their customers. Drawing on both parasocial relationship and social identity theories, we investigate the relative effectiveness of brand-directed versus influencer-directed social media marketing in stimulating both customer engagement and purchase behaviour. First, we use a survey research design to collect data on customers' intention to engage with the brand and purchase when exposed to brand-directed and influencer-directed social media marketing. Second, we collect data from a field experiment on a social media platform that captures customer engagement and brand sales at aggregate levels attributed to brand-directed and influencer-directed social media marketing. Consistently across both studies, we find that brand-directed and influencer-directed social media marketing positively impact customer engagement and customer purchase behaviour. Further evidenced across both studies, we find brand-directed social media marketing is more effective than influencer-directed social media marketing in fostering customer engagement, whereas influencer-directed social media marketing is more effective in driving customer purchases. We also find that female customers are more impacted by influencer-directed social media marketing on both dimensions than brand-directed social media marketing. The study provides a strategic direction for brands to optimally allocate their limited digital marketing budget between brand-directed and influencer-directed social media marketing based on their marketing objectives central to customer behaviour – either enhancing longer-term customer relationship building via engagement or generating shorter-term sales. [ABSTRACT FROM AUTHOR]

Purpose:Design/methodology/approach:Findings:Originality/value:This study evaluates the effectiveness of social media marketing (SMM) activities for IT companies (ITCs) in the enterprise software market. Specifically, it examines the impact of SMM activities on perceived market leadership and customer engagement while considering the moderating role of product category knowledge.A quantitative research design was employed, utilizing data collected from 322 users of customer relationship management (CRM) software who follow these companies on social media. Structural equation modeling (SEM) was used to test the proposed hypotheses and evaluate the relationships between SMM activities, perceived market leadership, and customer engagement.The results indicate that informativeness and customization in SMM activities significantly enhance perceived market leadership and customer engagement. Conversely, interaction and entertainment dimensions have limited impact. Perceived market leadership mediates the relationship between SMM activities and customer engagement. Moreover, product category knowledge strengthens the influence of informativeness on customer engagement.This study addresses a critical gap in the literature by exploring the role of SMM activities in B2B contexts, specifically in the enterprise software market, where research is limited. It provides actionable insights for ITCs, emphasizing the strategic importance of informative and tailored SMM approaches in establishing market leadership and fostering customer engagement. [ABSTRACT FROM AUTHOR]

This research examines the hierarchical effects of social media content posted by higher education providers on the enrolment decision-making of international students. The present study integrates the AIDA and TAM models to test a novel UAIED model comprising of five hierarchical stages: Usage→ Attention→ Interest→ Evaluation (Perceived Usefulness and Perceived Credibility) → Desire. This research analyses data collected from 235 international students via a two-stage structural equation modelling process using SPSS Statistics and SPSS Amos. The test results indicate that usage, attention and interest are hierarchically connected to evaluation (perceived usefulness and perceived credibility, respectively), and to desire. Furthermore, none of the control variables (age, gender, nationality and the study programme level) significantly impact any construct associations. In addition, this study discovered that LinkedIn had the highest perceived usefulness and perceived credibility among the four social media platforms in this research. The findings inform university managers and host country policymakers about using social media to engage international students in a rational manner. [ABSTRACT FROM AUTHOR]

Large‐scale group decision making in social media content analysis, empowered by Artificial Intelligence tools, offers valuable insights in management research. The purpose of this paper is to identify and interpret the knowledge maps that emerge in social media research, based on deep learning algorithms and neural networks' impact in social content analytics. We conducted qualitative research, by analysing relevant articles focused on the role played by deep learning and neural networks in social media content analysis. The key themes retrieved from the selected articles have been included in visual representations, provided by Nvivo12 software, considering its text‐mining capabilities. We are aware that large‐scale group decision making (LSGDM) offers solutions for research issues on social media content analysis. This qualitative research highlights the value of LSGDM skills for researchers that developed an AI platform prototype for social media content analysis. [ABSTRACT FROM AUTHOR]

This study investigates the evolving role of artificial intelligence (AI) in consumer decision-making, particularly in comparison to traditional human influencers. As consumer trust in social media influencers has declined, largely due to concerns about the financial motivations behind endorsements, AI tools such as ChatGPT have emerged as perceived neutral intermediaries. The research aims to understand whether AI systems can replace human influencers in shaping purchasing decisions and, if so, in which sectors. A mixed-methods approach was employed, involving a quantitative survey of 478 participants with prior experience using both AI tools and interacting with social media influencers, complemented by 15 semi-structured interviews. The results reveal that AI is favoured over human influencers in product categories where objectivity and precision are critical, such as electronics and sporting goods, while human influencers remain influential in emotionally driven sectors like fashion and beauty. These findings suggest that the future of marketing will show a reduced need for human social media influencers and may involve a hybrid model where AI systems dominate data-driven recommendations and human influencers continue to foster emotional engagement. This shift has important implications for brands as they adapt to changing consumer trust dynamics. [ABSTRACT FROM AUTHOR]

This research aims to determine and analyze the influence of social media marketing and e-service quality on the decision to choose Private Lesson "Be Smart Student" mediated by brand trust. The research uses quantitative method and data collection technique using g-form questionnaire for 314 respondents (parents) of students. The data analysis technique uses path analysis to determine the fit of the structural equation model with SmartPLS 4.1.0. The results conclude: Social media marketing has a positive and significant effect on choosing decisions; E- Service Quality has a positive and significant effect on choosing decisions; Brand trust has a positive and significant effect on choosing decisions; Social media marketing has a positive and significant effect on brand trust; E-Service Quality has a positive and significant effect on brand trust; Social media marketing has a positive and significant influence on choosing decisions mediated by brand trust; and E-Service Quality has a positive and significant effect on choosing decisions mediated by brand trust. The results have implications for efforts to improve marketing strategies through applying digital platforms to market institutional programs and learning processes. [ABSTRACT FROM AUTHOR]

This study examines the effect of influencer and social media marketing on purchase decisions among Generation Z, mediated by brand awareness, within the TikTok Shop platform. The study addresses the digital marketing shift, where social media is crucial in increasing brand engagement and consumer purchasing behavior. Using quantitative methods, data were collected from 112 Generation Z consumers in Yogyakarta who had experience shopping at TikTok Shop. The analysis employed the PLS-SEM method using SmartPLS 3.0. Results indicate that while social media marketing significantly influences brand awareness and purchase decisions, influencer marketing only positively impacts brand awareness. Furthermore, brand awareness mediated the relationship between social media marketing and purchase decisions but not between influencer marketing and purchase decisions. This highlights the critical role of social media marketing over influencer marketing in driving consumer purchasing decisions on TikTok Shop, especially through brand awareness. The findings suggest marketers should prioritize strategies that enhance social media engagement to strengthen brand presence and drive consumer decisions. [ABSTRACT FROM AUTHOR]

The rapid expansion of social media has introduced a powerful marketing strategy known as social media marketing (SMM), which has become a central focus of research across various disciplines. This study seeks to identify trends and priority areas within the scientific literature on SMM through a bibliometric analysis. Using VOS viewer software, the study examined 1,824 articles published between 2011 and 2022 in the Scopus database. Additionally, a systematic review of 997 papers was conducted to pinpoint the most influential authors, journals, and articles in the field. The analysis revealed key trends such as publication growth, leading journals, prominent institutions, countries, and collaboration networks. The findings highlight a substantial increase in SMM research, with the Journal of Research in Interactive Marketing publishing the highest number of articles. Australia and the United States emerged as the leading contributors, with Facebook, Instagram, and Twitter identified as the most frequently studied platforms. These insights provide valuable guidance for optimizing social media strategies and aligning them with current trends. [ABSTRACT FROM AUTHOR]

Abstract This study investigates the technological determinants influencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology–organization–environment (TOE) Framework, the research examines the impact of technology compatibility, complexity, cost, infrastructure, and knowledge on the adoption of SMM. Data were collected through a survey from 386 startups based in Karachi, providing a robust basis for analysis. The findings reveal that technology knowledge significantly mediates the relationships between these technological factors and SMM adoption, enabling startups to better navigate the complexities associated with SMM. Results show that technology compatibility, infrastructure, and knowledge positively influence SMM adoption, while technology complexity and cost are not significant barriers for startups. This contrasts with traditional SMEs, where these factors often hinder SMM adoption efforts. The study highlights the distinct nature of SMSs and the necessity of tailoring technology adoption strategies to their unique needs. The practical implications of this research highlight the importance of investing in technology training and infrastructure to empower startups with the necessary tools and skills for leveraging SMM effectively. This approach not only enhances their market competitiveness but also supports their growth in the digital economy. Overall, this research contributes to a deeper understanding of how technological determinants affect SMM adoption in startups, providing valuable insights for both practitioners and policymakers aiming to promote a robust digital startup ecosystem.

This study aims to investigate how Social Media Marketing (SMM) affects Visit Decisions and how Fear of Missing Out (FOMO) and Trust act as mediating factors at Florawisata Santerra Delaponte, Malang. This study helps businesses in the tourism sector apply the results to improve tourist decisions and increase the number of visits to the tour. This study was conducted on visitors to Florawisata Santerra Delaponte, Malang. A sample of 162 respondents was selected for this study using a quantitative approach to nonprobability sampling. Partial Least Square-Structural Equation Modeling (PLS-SEM) was used to evaluate the data in this study using SmartPLS 4 software. The results of this study show that the Social Media Marketing (SMM) variable significantly influences the Visiting Decision, and the FOMO variable does not mediate the relationship between the Social Media Marketing (SMM) variable and the Visiting Decision variable. Business actors can utilize the practical implications derived from this research in the related tourism sector to use social media marketing more effectively, thereby helping to improve visiting decisions and enhance tourists' trust, which will ultimately impact increasing visiting decisions.

This research used a quantitative approach to explore the impact of social media marketing on consumer purchase intention. Due to the technological development of social media platforms in the recent past, as well as the addition of several functionalities to these platforms, the way that consumers and firms engage has changed dramatically in the current competitive market. To understand the influence of social media marketing and the important role of influencer marketing in consumer purchase intention, a cross-sectional analysis was performed. Data from 210 participants were used for this study. Furthermore, a comprehensive and critical analysis of the existing research on social media marketing was also undertaken. The results reveal that there is a significant positive relationship between social media marketing and purchase intention.

The increasing growth of businesses has intensified competition within various industries, particularly in the local fast food sector. One effective marketing strategy that can be employed is social media marketing. Consequently, it is essential to conduct research to analyze the impact of perceived social media marketing activities on brand loyalty, with brand awareness serving as an intervening variable. The objective of this study was to examine the influence of perceived social media marketing activities on enhancing brand loyalty. This research was conducted among consumers of local fast food in the Malang Raya region, utilizing convenience sampling techniques. The analysis was performed using SEM-PLS 7.0. The findings indicate that social media marketing activities have a positive and significant effect on local brand awareness and local brand loyalty. However, local brand awareness does not significantly mediate local brand loyalty. Electronic word of mouth (E-WOM) effectively mediates the connection between social media marketing and brand loyalty. In contrast, nationality did not effectively moderate the influence of social media marketing, brand awareness, and electronic word of mouth on brand loyalty. Thus, in the current era, massive social media activity within the local fast food industries can positively impact brand loyalty.

El presente trabajo tiene como objetivo presentar el proyecto “#Etiquetón: Ayúdanos a etiquetar y a contar con imágenes la historia de la universidad” del Sistema de Bibliotecas de la Universidad Católica de Córdoba (UCCb). Surge de la necesidad de difundir el contenido del Archivo Fotográfico y de incentivar a la comunidad universitaria de la Universidad Católica de Córdoba (UCC) a aportar datos para enriquecer los metadatos de las fotografías y contribuir con nuevas imágenes para el crecimiento de la colección. Se busca impulsar el acceso abierto a través de la difusión e ingreso de nuevas fotografías en el archivo, protegidas bajo la licencia Creative Commons o correspondientes al dominio público. Se desarrolla la implementación del proyecto, la realización de una campaña de engagement en redes sociales, el seguimiento y los resultados obtenidos. También se relata la experiencia vivida en el primer concurso “Reconocimiento ABUC a las mejores prácticas en bibliotecas”, realizado en el mes de julio de 2023, en Córdoba, Argentina, en el cual el proyecto resultó ganador = The purpose of this paper is to present the project “#Etiquetón: Help us tag and tell the History of the University with images,” developed by the Sistema de Bibliotecas de la Universidad Católica de Córdoba (UCCb). This project emerged from the need to disseminate the contents of the Photographic Archive and to encourage the university community of the Universidad Católica de Córdoba (UCC) to contribute data that would enrich the metadata of the photographs and provide new images for the growth of the collection. The aim is to promote open access through the dissemination and inclusion of new photographs in the archive, which are either protected under the Creative Commons license or are in the public domain. This paper also discusses the implementation of the project, the development of an engagement campaign on social media, the follow-up process and the results obtained. Additionally, the experience of participating in the first “ABUC Recognition for Best Practices in Libraries” contest, held in July 2023 in Córdoba, Argentina, where the project was awarded first place, is described.

Social media has emerged as a pivotal marketing instrument and a platform that facilitates connections between consumers and businesses. In the intense market competition among peer airlines and high-speed rail services, the effective and efficient use of social media can provide a competitive edge for airlines in China. This paper constructs a partial least squares structural equation modelling (PLS-SEM) and examines the impact of the perceived ease of use of the social media platform, perceived usefulness of information, and marketing strategies on customer perceived value and purchase intention for Chinese airlines using multigroup analysis. The results suggest that social media marketing can positively influence on customers’ purchase intention, and perceived value plays a mediating role between social media marketing and customers’ purchase intention. Perceived usefulness of information is the most important factor contributing to the perceived value of airline products while marketing strategy is the most significant factor that can increase purchase intention. The research indicates a clear need to tailor marketing strategies for passengers based on factors such as gender, income, social media usage, and travel frequency.

The rise of the internet and digitalisation, interconnected global markets, increasing income levels, and heightened consumer awareness about global luxury brands have largely propelled the demand for luxury goods. Social media has emerged as the predominant channel for generating awareness, persuasion, and purchase intent for luxury brands. There exists a notable gap and dearth of empirical evidence in the existing body of literature on the impact of Social Media Marketing (SMM) on customer’s loyalty and attachment to the brand. The purpose of this study is to investigate the impact of the 3 Cs of social Media Marketing (content, collaboration, and customisation) on the customers’ loyalty and attachment to luxury fashion brands, in turn impacting their willingness to pay for them. The study employed a structured questionnaire to gather data from 597 Gen Z customers who were actively engaged with luxury apparel brands; selected through convenience sampling. Partial least square-structural equation modelling (PLS-SEM) was used to analyse the conceptual model. The results indicated that while all the three Cs were found to be significant determinants of brand attachment and loyalty; content had the greatest impact, followed by collaboration and customisation. It was further observed that SMM had a more significant positive impact on brand attachment rather than brand loyalty. The study further revealed that brand loyalty had a greater impact on the customer’s willingness to pay a premium price, than brand attachment.

Social media has the huge impact nowadays era. Every sector uses social media as one tool to engaged with to viewer instead of marketing. This research focuses on the process of selecting a coffee shop, exploring the influence of factors such as social media marketing, brand image, and eWOM on consumer purchase intention. The study employs the SEMPLS method to investigate the relationships between Social Media Marketing, eWOM, Brand Image, and Purchase Intention among consumers in Kuningan. Data were collected from consumer responses in Kuningan. This research is using quantitative approach, data collected using a questionnaire with the sample size comprises 150 consumers in Kuningan. Whereas it. Findings indicate that social media marketing significantly influences purchase intention, brand image, and electronic word-of-mouth (eWOM) within the coffee industry of Kuningan. Positive eWOM correlates with higher purchase intentions. However, contrary to expectations, brand image did not demonstrate a significant impact on purchase intention. For coffee shop owner, these findings offer actionable insights into crafting effective marketing strategies tailored to the unique dynamics of smaller town contexts. By understanding and leveraging these nuances, businesses can better position themselves amidst fierce socicompetition, ultimately enhancing their market presence and consumer appeal.

Social Media Marketing (SMM) has impacted marketing significantly in the past decade. This study uses bibliometric and content analysis to examine academic research on Social Media Marketing (SMM). Focusing on the Scopus database, the research analyzed 899 papers from 2011 to 2021, excluding duplicates. We employed performance analysis, science mapping, and content analysis to understand social media marketing comprehensively. The top journal publishing SMM papers was the Journal of Interactive Marketing, with 6424 citations and 41 articles. The most influential author was Hollebeek L D..Science mapping revealed that ‘"influencer marketing",’ ‘"social media advertising,"’ and ‘"social media"’ are the trending themes in SMM. These themes complement the results found in co-citation clusters. Future research should use new theoretical frameworks like the Consumers Online Brand Related Activities (COBRA) Framework and apply Pierre Bourdieu's social capital theory in the context of SMM. This study offers a comprehensive understanding of social media marketing by visualizing the latest fields of research and trending themes. This study identifies various strategies used in social media marketing and how marketers can garner high engagement. This study utilizes various bibliometric methods to deliver a broad view of social media marketing and content analysis. The latest trends in the field are identified through science mapping techniques. Further, it also gives insight into the top authors and journals that prominently publish literature on social media marketing.

This study aims to analyze the influence of social media marketing strategies and Word of Mouth (WoM) on the purchase of skincare products at Alfamidi Retail. The study was conducted in Tangerang City, Banten, from September to November 2024, using a quantitative method. Data were obtained through questionnaires and literature studies, and analyzed using descriptive statistical techniques, validity and reliability tests, and multiple regression analysis. The conclusion of the study shows that Media Social Marketing has good criteria with an average score of 3.40. Purchase decisions showed good results, with multiple regression testing showing that Social Media Marketing and WoM had a significant influence on purchase decisions, with a total contribution of 78%. [ABSTRACT FROM AUTHOR]

This research used a quantitative approach to explore the impact of social media marketing on consumer purchase intention. Due to the technological development of social media platforms in the recent past, as well as the addition of several functionalities to these platforms, the way that consumers and firms engage has changed dramatically in the current competitive market. To understand the influence of social media marketing and the important role of influencer marketing in consumer purchase intention, a cross-sectional analysis was performed. Data from 210 participants were used for this study. Furthermore, a comprehensive and critical analysis of the existing research on social media marketing was also undertaken. The results reveal that there is a significant positive relationship between social media marketing and purchase intention. [ABSTRACT FROM AUTHOR]

In the development of the digital era, digital marketing and brand trust can be factors that influence the intention to buy consumers. Social media marketing also plays a role in attracting the attention of consumers and building strong relationships with them. Study This aims to analyse the influence of digital marketing, social media marketing, and trust brands to buy SMEs' local brands in Yogyakarta, Indonesia. This study used the method of taking samples in a way random with a quota sampling technique. Samples were done via Google Forms and filled in by 196 respondents, who were counted using the formula lameshow as a calculation sample with a large population its members no can is known in a way Certain. Analytical tools used are structural equation modeling (SEM) with testing validity using a validity test convergent (loading factor) and validity discriminant with criteria Fornell-Larcker. The reliability test uses Cronbach Alpha, Composite Reliability, and AVE, and the testing hypothesis is done with SmartPLS software version 4. Research results show that digital marketing, social media marketing, and trust brand influence are positive and significant to the intention to buy local brands in Yogyakarta, Indonesia. Implications practical from findings include marketers and managers of local brands in Yogyakarta is a must focus on providing detailed information through electronic media, utilizing social media with interesting and relevant content, as well guard consistency in quality products and services for building trust and improving intention buy consumer. [ABSTRACT FROM AUTHOR]

The cross-sectional study used in this paper aims to test the affiliation between marketing activities on social media platforms and customers' purchasing behavior in Pakistan. After establishing a theoretical model of the present activities performed in SMM- namely trendiness, customization, and personalization- an online survey with 396 completed responses was conducted to test the proposed model using the structural equation model. Consequently, the analysis validated the postulated moderating effects of SMMAs on purchase decisions with a mediating role of E-WOM and brand awareness. Further, this study also revealed the powerful moderated relationship between the brand image and the impact of E-WOM on consumers' purchase decision. This study is assumed to assist online customers in making decisions and help companies increase electronic word of mouth and brand awareness through the appropriate social media marketing activities. The research findings indicate that SMMAs significantly impact EWOM and brand image. EWOM and brand image positively influence purchase decisions, whereas brand image positively moderates the influences of EWOM on purchase decisions. As social media becomes increasingly integral to marketing, understanding its influence on purchasing behavior helps businesses tailor their strategies to meet consumer needs. With the rapid growth of social media platforms, businesses want to familiarise their promotion policies accordingly to remain competitive. The study provides empirical evidence on how specific marketing activities (trendiness, customization, personalization) influence consumer decisions, which can help firms optimize their marketing efforts. By identifying the associations between SMMAs, E-WOM, brand image, and purchase decisions, companies can enhance their online presence, drive engagement, and increase sales. Thus, the study presents useful information for firms interested in marketing through social networks to stimulate consumer demand and enhance the effectiveness of this approach. [ABSTRACT FROM AUTHOR]

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This study was conducted to determine the effect of social media marketing, brand image and product knowledge on public interest in using the Livin by Mandiri application. This research uses a qualitative approach. The population in this study were all customers of PT Bank Mandiri (Persero), Tbk in Palembang City who used the Livin by Mandiri application in 2024 with a total of 220,868 customers. The sample in this study was taken from the total population of all customers at PT Bank Mandiri (Persero), Tbk in Palembang City as many as 100 respondents. The results of multiple linear regression analysis show that social media marketing, brand image and product knowledge have a positive and significant effect on public interest in using. Social media marketing, it is hoped that the admin in charge of managing social media will be able to respond quickly to customer needs. Brand image, it is hoped that improvements in providing evaluations to employees, especially in the customer service section, will provide good, polite, calm, neat and in accordance with the SOP. Product knowledge, it is expected to continue to maintain application stability and improve the quality of the Livin by Mandiri application so that customers can always use it. [ABSTRACT FROM AUTHOR]