Abstract
The research aims to analyze the role of brand attraction in mediating social media marketing, human centric brands, and digital anthropology on branding performance. The study's sample consisted of 500 consumers of products with brand appeal in East Java, Indonesia. Structural equation modeling is the data analysis technique used in this study. The research results show that there is a direct or indirect influence of the independent variable on the dependent variable. This research can enrich our understanding of how brand attraction functions as a mediator in the context of digital marketing. This could provide a new theoretical foundation for understanding the complex relationship between branding, social media marketing, and brand performance. Brand attraction as an intervening variable because brand attraction will have an impact on increasing branding performance, which is supported by social media marketing, human-centric brands, and digital anthropology.