DIGITAL ERA BUSINESS COMMUNICATION: HOW SKINCARE BRAND AMBASSADORS BOOST CUSTOMER ENGAGEMENT

Kania Octa Faradillah; Cecep Saeful Barakah; Nurillah Jamil Achmawati; Iwan Sukoco

doi:10.52300/jmso.v5i2.14786

Authors

Kania Octa Faradillah Padjadjaran university
Cecep Saeful Barakah Padjadjaran University
Nurillah Jamil Achmawati Padjadjaran University
Iwan Sukoco Padjadjaran University

DOI:

https://doi.org/10.52300/jmso.v5i2.14786

Keywords:

Brand Ambassador, Consumer Engagement, Brand Image, Brand Loyalty

Abstract

Objective – The purpose of this study is to determine the effectiveness of Jeon Somi in enhancing customer engagement on social media and how it impacts customer loyalty.

Design/Methodology/Approach – This research was conducted using a descriptive qualitative method with a literature review approach. Data were collected through observation of Jeon Somi's activities on social media, online data searches, and literature studies.

Findings – The results show that Jeon Somi successfully increased customer engagement through campaigns such as the #SnailDanceChallenge on TikTok, which garnered over 5.3 million views and an engagement rate of 7.3%. Additionally, Jeon Somi's Instagram account generated more than 150 thousand likes and positive comments, further enhancing customer engagement.

Conclusion and Implications – This study highlights the importance of using influencers in digital marketing strategies and how public figures like Jeon Somi can boost customer engagement, loyalty, and brand image.

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