The Antecedents and consequences of personal brand orientation & brand orchestration in Indonesia social media commerce

Yansen, Eddy (2022) The Antecedents and consequences of personal brand orientation & brand orchestration in Indonesia social media commerce. Doctoral thesis, Universitas Pelita Harapan.

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Abstract

SME on social commerce growth is on the rise. Founders spend a significant amount of time and effort building social media fame, but it is unclear what rewards they gain from this investment. This study fills that need by investigating the impact of Personal Brand Orientation (PBO) on SME Digital Firm Performance in an Indonesian Online Social Commerce. This study hypothesizes that all PBO dimensions are positively associated with SME Digital Firm Performance, and that networking capabilities and brand orchestration help to mediate the effect of PBO. Because of its suitability for predictive research models, the study used a quantitative method and partial least square structural equation modeling technique in data processing and interpretation. 504 Sample data was gathered from the SME's staff members through online surveys conducted between September to October 2021 in Indonesia. This study takes a fresh look at how founder personal branding may be used as a strategic resource for SMEs. Furthermore, an examination of SMEs capabilities provides a more full picture, allowing for a more in-depth knowledge of the founder's popularity in marketing. This study applied partial least squares (PLS-SEM) structural equation modeling for the aim of testing hypotheses. Based on the notion of the upper echelon, this study confirmed a positive association between founder vision and founder-relevant education for personal brand orientation. Personal brand orientation is substantially associated with digital firm performance, however networking capabilities moderate this relationship. Keywords: Personal Brand Orientation, Brand Orchestration, Networking Capabilities, Digital Learning Capabilities, Digital Firm Performance

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