Modeling Social Media’s Impact on Brand Experience via Self-Congruity and Consumer Empowerment

The fitness industry is becoming increasingly competitive, making social media marketing essential for building consumer engagement and enhancing brand experience. This study explores the influence of Social Media Marketing Activities (SMMA) on Brand Experience at Celebrity Fitness Puri Indah, with Self-Congruity and Consumer Empowerment acting as mediators. Recent technologies such as AI-driven personalization, content algorithms, and analytics tools have enhanced the effectiveness of SMMA in engaging consumers. Data were collected via purposive sampling from an active social media members and analyzed using SEM-PLS method with SmartPLS 4.0 software. The results reveal that SMMA positively impacts Brand Experience, both directly and through the mediating effects of Self-Congruity and Consumer Empowerment. This study offers new insights by combining two psychological mediators Self-Congruity and Consumer Empowerment within the fitness context, which remains underexplored. Findings highlight the importance of personalized, interactive content in shaping positive brand experiences and guiding more effective digital marketing strategies.