...Sony Kusumasondjaja Purpose The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses. Design/methodology/approach A content...

... study also uses the elaboration likelihood model to examine the moderating effect of product involvement on the relationships between message appeals (rational vs emotional) and brand attitude, as well as between message source credibility and brand attitude. Design/methodology/approach Data were...