Virtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands can generate a two-way dialogue with their customers, allowing them to...

Metaverse, once a concept confined to science fiction, has emerged as a transformative reality during the digital era. As this immersive virtual world gains prominence, the role of avatars and the digital representations of users in shaping educational experiences within a metaverse becomes...

Manuscript type: Empirical paper Research Aims: This study examines the impact of the Korean Wave (Hallyu) fandom in Indonesia, focusing on collaborations between Indonesian companies and K-Pop idols. It aims to understand how fan interactions influence purchasing behavior toward...

Manuscript type: Research Paper Research Aims: This research aims to examine the impact of brand engagement on social media on consumer brand loyalty (BL), by investigating the moderating roles of brand co-creation, brand trust, and brand experience variables. Design/methodology/approach: The...

Manuscript type: Research article Research Aims: Analyzing the influence of social media marketing on repurchase intention. Design/methodology/approach: Data collection was carried out by using Google Forms. This research method uses quantitative with a total of 200. Sampling was carried out...