The Role of Social Media Engagement in Shaping Brand Perception Among Gen Z Consumers

Abstract

This study explores how social media engagement influences brand perception among Generation Z consumers in Indonesia. As a generation deeply immersed in digital culture, Gen Z perceives brands not merely through products but through digital interactions that reflect authenticity, values, and creativity. The research aims to identify the key dimensions of social media engagement—active interaction, visual content, authenticity, and influencer roles—and examine how these dimensions shape brand perception through the mediating factors of brand experience and brand trust. Using a qualitative approach through a systematic literature review, data were collected from peer-reviewed studies published between 2019 and 2024. Thematic analysis was applied to synthesize findings from multiple sources. Results indicate that active engagement (likes, comments, and shares) enhances emotional attachment and brand relevance; visual consistency strengthens aesthetic connection; authenticity fosters trust and transparency; and influencer credibility plays a key mediating role in building brand credibility. Furthermore, the study highlights that brand experience partially mediates the effect of social media engagement on brand perception, while brand trust fully mediates authenticity and influencer relationships. These findings offer practical insights for Indonesian marketers seeking to strengthen Gen Z loyalty through authentic, value-driven, and culturally resonant digital strategies.