Cultivating Chinese Electric Vehicle Brand Love Through Social Media Marketing Activities

This study examines how social media marketing activities relate to brand awareness, brand image, and brand love for Chinese-origin electric vehicle brands in Indonesia. An online purposive survey involved respondents who already recognized a selected brand and had accessed its social media. The fitted model showed positive direct associations and a positive sequential indirect association through awareness and image. The findings suggest a contextual link between brand communication, brand knowledge, and emotional attachment. However, overlapping measurement content and unresolved construct separation limit interpretation. The results describe associations among the recruited audience rather than demonstrate a causal process or ownership satisfaction.