Published: 2025-09-30

Articles

THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE DECISIONS IN THE RETAIL SECTOR

Benediktus Rolando, Carmel Karaniya Wigayha

1 - 18

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EFFECTIVENESS OF CONTENT MARKETING ON SOCIAL MEDIA: A SYSTEMATIC LITERATURE REVIEW OF CONSUMER ENGAGEMENT

Carmel Karaniya Wigayha, Vannes Winata

19 - 33

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CELEBRITY AND MICRO-INFLUENCER ENDORSEMENTS: IMPACT ON MARKETING OUTCOMES

Benediktus Rolando, Kenny Ryans Alexia

34 - 48

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THE INFLUENCE OF TIKTOK INFLUENCERS ON FASHION BRAND PREFERENCES AMONG GENERATION Z

Benediktus Rolando

49 - 68

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EXPLORING GEN Z CONSUMERS' PERCEPTIONS OF SOCIAL MEDIA PROMOTION AND BRANDING AS TRIGGERS OF IMPULSE BUYING

Alberta Ingriana, Benediktus Rolando

69 - 92

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HOW CONTENT QUALITY, INFLUENCER MARKETING, AND LIVESTREAMING INFLUENCE PURCHASE INTENTION AMONG GEN Z CONSUMERS

Herry Mulyono, Andrea Faustine Widjaja, Setiawan Assegaf, Marcellina Laurensia, Jeremy Chondro

93 - 123

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