The Mediating Influence of Brand Attraction on Branding Performance: Evidence in East Java, Indonesia

Budi SANTOSO; Febri ARIYANTININGSIH; Tri Palupi ROBUSTIN

doi:10.2478/fman-2025-0016

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The Mediating Influence of Brand Attraction on Branding Performance: Evidence in East Java, Indonesia

Foundations of Management

Volume 17 (2025): Issue 1 (January 2025)

By: Budi SANTOSO , Febri ARIYANTININGSIH and Tri Palupi ROBUSTIN

Open Access

|Feb 2026

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.

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Articles in this issue

DOI: https://doi.org/10.2478/fman-2025-0016 | Journal eISSN: 2300-5661 | Journal ISSN: 2080-7279

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Language: English

Page range: 231 - 246

Published on: Feb 20, 2026

Published by: Warsaw University of Technology

In partnership with: Paradigm Publishing Services

Publication frequency: 1 issue per year

Keywords:

Social media marketing,

Human-centric brand,

Digital anthropology,

Related subjects:

Business and economics,

Business management,

Management accounting, financial controlling, cost calculation, investment

© 2026 Budi SANTOSO, Febri ARIYANTININGSIH, Tri Palupi ROBUSTIN, published by Warsaw University of Technology
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 17 (2025): Issue 1 (January 2025)