Effects of Social Media Marketing and Brand Love-Jealousy on

Willingness to Pay Premium

Farrastia Rana Ramadianti1, Sarah Afifah Risani Hidayatullah2, Shania Karla3
1,2,3
Universitas Bina Nusantara, Indonesia
[email protected], [email protected], [email protected]

Abstract Keywords
social media marketing; brand
In previous marketing academics, there is a recent increase found
in adjusting and applying concepts of psychology and love-jealousy; willingness to
interpersonal theories to the brand management concept, such as pay premium
brand love and jealousy, and its effect on customers’ willingness to
pay a premium price. Social media marketing has also received a
growing interest regarding its influence on customer-brand
relationship. However, the number of related studies focusing on
the dynamic Indonesian market is still very limited. The direct
influence of SMM activity on brand love in the context of premium
brands is also still underexplored. Our purpose in this research is
to study the effect of Indonesian young adults’ self-esteem and
brands’ social media marketing activities on creating individual’s
brand jealousy. A quantitative approach based on questionnaire is
used to test the conceptual model that describes the relationships
between social media marketing, brand love, self-esteem, brand
jealousy, and willingness to pay premium. The findings of this
research show that social media marketing positively influences
brand love, brand love also positively affects brand jealousy, and
brand jealousy has a positive impact to willingness to pay
premium. However, self-esteem does not seem to have a significant
positive correlation with brand jealousy. The results also provide
strategic insights for premium brand managers marketers to
motivate customers to pay premium prices’s by focusing
on innovative social media strategies and creative content
development that appeals to customers' feelings and drive
purchase decisions.

I. Introduction

Social media help many people to communicate more easily nowadays. According to
Ruane and Wallace (2013), the function of social media itself has become increasingly
popular for marketers to help managing customer relationships and affect their shopping
behaviour. lt’s extremely common these days for brands to use social media for marketing
communications. In interperseonal communication the context that covers it is the
physical, social, cultural, cultural and psychological aspects of a person who communicates
(Marlina et al, 2020). Communication is the process of delivering messages by someone to
other people to tell, change attitudes, opinions or behavior either directly orally or
indirectly through the media. In this communication requires a reciprocal relationship
between the delivery of messages and recipients namely communicators and
communicants (Hasbullah, 2018). Marketing is viewed based on the one-way interaction
model in the traditional marketing paradigm. lt said that the consumer is the receiver and
the producer itself is the sender. According to Scott (2010), contrastingly social media in
the field of marketing is following a multi — way approach, and the roles of sender and
receiver are more diverse. Using Social Media as a Marketing tools is usually called Social

______________________________________________________________
DOI: https://doi.org/10.33258/birci.v4i3.2332 5418
 Budapest International Research and Critics Institute-Journal (BIRCI-Journal)
Volume 4, No 3, August 2021, Page: 5418-5430
e-ISSN: 2615-3076 (Online), p-ISSN: 2615-1715 (Print)
www.bircu-journal.com/index.php/birci
email: [email protected]

Media Marketing Activity. There are 5 dimensions mentioned in Social Media Marketing,
namely entertainment, trendiness, interaction, customization and WOM (Word Of Mouth).
Entertainment drives many people into using social media (Muntinga et al., 2011; Park et
al., 2009). Social media is an example of a relatively recent development of information
technology (Marbun et al, 2020).
Indonesian users generally utilize social media as quick and easy touch points to
build engagement with their highly-esteemed brands, and restore the brand experience.
Social media allows them to look up complete product information, and share it to their
chosen online audience or friends (Jakarta Globe, 2017). Brand love is an important
concept that could potentially improve brand emotions, attachments, passion, declarations,
and evaluations (Albert et al., 2005).
Superior quality, performance, design, experience and brand are known as the key
aspects that customers universally say they are looking for in premium products.
Especially, about two in five customers want to willingly spend more for natural or organic
ingredients. Moreover, customers want to willingly spend more for socially responsible
and sustainable products. Based on Nielsen report, electronics, apparel, cosmetics, and
proteins such as dairy and meat is known as the top product groups where customers are
most willing to purchase premium goods. Additionally, the research finds that online
customers in Indonesia want to willingly spend more on premium items in the personal
electronics group (reading devices, tablets, cellphones, computers, etc.), apparel product
groups, cosmetics, jewelry, and cars.
Family or colleagues are known as the most important aspects in Indonesian
consumers who make them consider recommendations from their trial of new premium
products. Research and online advertising were other aspects that affected consumers’
decision before trying out new premium items. lt is of our primary interest to look into the
potential effect of brand jealousy in enhancing the conversion from potential to actual
buyers.

II. Review of Literature

2.1 Social Media Marketing Activities

Social media refers to online applications, media, and platform with the objectives of
easing collaborations, interactions and content sharing (Richter & Koch, 2007). These
platforms take numerous forms, including social blogs, podcasts, wikis, pictures, video,
inicroblogging, rating and social bookmarking (Kim and Ko, 2012).
In the field of social media branding, SMM activities is one kind of a method to
interact with consumers, with capabilities to upgrade the image of a brand (Tsai and Men,
2013), customer equity (Kim and Ko, 2012), customer responses (Godey et al., 2016),
brand equity (Godey et al., 20 l6), and brand success (Phan et al., 2011). Premium brand
massively utilizes social media for marketing, as well as advertising. This two-way
communication platform is the most suitable for boosting customer’s value through
interaction with relevant information, events, entertainment, and media (Kim and Ko,
2010).
In conceptualizing the core activities that will improve the success of a brand with
the help of online communities, preceding studies (Kim and Ko, 2012; Godey et al., 2016)
have determined the factor of Social Media Marketing activities composed of five
dimensions:
(1) Entertainment
(2) Interaction

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(3) Trendiness
(4) Customization
(5) WOM

Word-of-Mouth is defined as the process that enables opinions and information

sharing by customers which lead buyers toward and away from particular brands, products,
and services (Hawkins et al., 2004). In terms of social media, Godey et al. (2016) claim
that Word Of Mouth means the things costumers do to post content and transfer
information on social media. Brown (2011) claims that social media is able to improve the
capability of consumers to assess a product, and as a result, WOM is increased. Chu and
Kim (2011) categorize social media WOM practices as three perspectives: opinion-
seeking, opinion-giving by opinion leaders and opinion-passing behavior.

Figure 1. Conceptual Model and Hypotheses Development

2.2 The Link Between SMM Activities and Brand Love

Social media is described as a collection of internet-based applications developed on
the technological and ideological basis of Web 2.0, enabling user-generated content
creation and exchange (Kaplan and Haenlein, 2010). Premium brand massively utilizes
social media for marketing, as well as advertising. This two-way communication platform
is the most suitable for boosting customer’s value through interaction with relevant
information, events, entertainment, and media (Kim and Ko, 2010). The main Marketing
strategy that brand use in social media is through their official brand pages. Brand page is
an essential form on online brand community considering their networked and interactive
nature of social media (Turri et al., 2013). Brand pages have appeared as an accepted
channel for companies to communicate to their customers and share a lot of information as
posts (Mamonov et al., 2016). Brand pages is a tool used in marketing to build emotional
connection between brands and their consumers (Schamari and Schaefers, 2015), their part
in building brand love is in the early stages (Vernuccio et al., 2015). An emotional
connection with the brand is the characteristic of a strong consumer and brand relationship
that is powerful enough to be seen as love (Maxian et al., 2013). The extent of emotional
passionate connection a customer feels with a brand is defined as brand love (Carroll and
Ahuvia, 2006).
H1. SMM activities positively influences brand love

5420
2.3 The Link Between Self-Esteem and Brand Jealousy
Parrott & Smith (1993) defined romantic jealousy as a mixture of various emotions
like anxiety hurt, and anger, which is mediated by endangered self-esteem (DeSteno et al.,
2006). Self-esteem could refer to the universal senses of self-worth, self-respect, self-
liking, self-acceptance (Brown, 1993; Rosenberg, 1965). Discovering partner interest in
someone else endangers the relationship and one’s self-esteem, and as a result jealousy
emerges (DeSteno et al., 2006). Additionally, preceding study about costumer behavior
concludes that obtaining goods contributes to better self-esteem through praising the
person’s ego (Arndt et al., 2004). Hence, in consuming brands, consumers might feel a
similar danger to self-esteem the moment they notice that a brand that they think highly of
and deeply love, yet do not own at present, is owned by a friend or a relative. When
someone has high self-esteem, they are expected to also have a high jealousy level.
H2. Self-esteem positively influences romantic brand jealousy.

2.4 The Link Between Brand Love and Brand Jealousy

According to White (1981), in terms of interpersonal relationship, the connection
between romantic partners would cause a feeling of jealousy, it means that jealousy is
caused by romantic love. In pre-existing study, there is a statement that brand love is
fundamentally romantic, have passion, and emotional affection (Sarkar, 2013). Based on
Carroll and Ahuvia (2006, p. 81), brand love refers to “The extent of passionate emotional
connection a consumer feels with a brand”. Additionally, in marketing context, the higher
level of brand love, the level of jealousy experienced will be higher too. For example,
someone would be jealous when he finds out that his friend has bought a Porsche, because
he also loves Porsche as a luxury for different reasons. But the person would not feel that
way if his friend bought a Honda, because he does not have a romantic love for Honda.
H3. Romantic brand love positively influences brand jealousy.

2.5 The Link Between Brand Jealousy and Willingness to Pay Premium
According to Mattingly et al (2012), in regard to the interpersonal relationship
theory, jealousy gives a warning sign to someone that the relationship is threatened.
Jealousy will deliver an unpleasant message to one’s partner that they are in unharmonious
relationship, (Hasdiansa and Balqiah, 2019). People are attached emotionally, and need to
manage relationship, are willing to invest more in respect to threatening situations (Bevan,
2008; Nadler and Dotan, 1992, Rydell et al,, 2004). In this case, potential customers who
do not have a brand that they love at the moment but feel a sense of love and a strong
attachment to a particular brand will see the other customers who have used or have the
brand as a rival (Hasdiansa and Balqiah, 2019). The jealousy-inducing behavior shows up
because of failure to have the desired brand, and sensing threats of being ignored from the
social group which draws social anxiety (Biçakcioǧlu et al, 2017). Therefore, if consumer
want to buy this brand, they are predicted to show higher willingness to pay premium.
Furthermore, Sreejesh (2015) investigated how customers felt brand aspirations affect their
willingness to pay premium, consumers will be motivated by situations that provoke high-
jealousy to be more engaged with those brands, and the willingness to pay a premium price
for those brands also increases.
H4. Brand jealousy positively influences willingness to pay premium.

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 III. Research Methods

We conducted a quantitative survey targeted towards customers of prominent brands

with significant investments in social media marketing. We primarily selected the premium
brands on the basis of their prominence in social media interactions and their follower
base.
With more than 45 million users, Indonesia is Instagram’s biggest market in the Asia
Pacific region. In Indonesia, most Instagram users are within the age range of 18 years to
24 years old. We sent messages through online messenger applications (LINE and
WhatsApp) to high school and university students that contain a link to an online survey
including a guide to directly answer the questions. We approached consumers who had
made a premium brand purchase during the last year and are the followers of the brand on
Instagram.

3.1 Questionnaire Design

To test the conceptual model in this study, we designed a questionnaire that consists
of six parts (i.e., demographics, SMM Activities, brand love, self-esteem, brand jealousy,
and willingness-to-pay-premium, and demographics). We used acknowledged measures
and chose multiple-item measures to measure assess our research variables. For instance,
we used the scale of Kim and Ko’s (2012), which includes eleven points spread between
five dimensions (WOM, customization, trendiness, interaction and entertainment), to
measure SMM activities. The reason behind this is it was one of the earliest scales, and the
one most commonly adopted by researchers (Godey et al., 2016). We adopted the 10 items
created by Carroll and Ahuvia (2006) for brand love. This scale is commonly used in the
marketing literature and was the earliest in this field. For the brand jealousy, we used
Sarkar and Sreejesh (2014) scales, while three Likert scale items to measure self-esteem
were adopted from Truong and McColl (2011). Finally, willingness to pay premium scale
was adapted Thomson et al. (2005) that consist of two items.
To test all the questionnaire items, we employed a 5-point Likert-type scale with the
indicators that range from ‘‘1 = strongly disagree’’ to ‘‘5 = strongly agree.’’ Questionnaire
was originally structured in English and finally translated into Indonesian through back
translation procedure. In some cases, we altered the wording of the original scale items to a
degree to fit contextually.

3.2 Sampling Method and Data Collection

We used a convenience sample of 250 Indonesian student respondents (aged 15-23)
to gather data using an online questionnaire. Based on Nielsen Global Health & Wellness
Survey (Q3, 2014), Generation Z and Millennials are most willing to pay premium.
We designed a quantitative survey targeting the student sample, which aligned with
the social media context. The largest group of Instagram's users is also known from more
than half of young adults (18-29 years old) (Duggan, 2015a; Duggan et al., 2015).
Moreover, compared with older people, high school teenagers (15-19 years of age) show a
stronger inclination to get socially anxious and jealous (Chaplin and John, 2007; Culotta
and Goldstein, 2008), therefore the decision of setting the lower age limit
First, we had to validate the measurement of scale structures for the actual sample.
We sequentially do exploratory and establish factor analyses of the scales. After that, we
tested a causal relationship model for the proposed constructs about high-end brands. After
all the data are collected, data analysis will be performed in PLS-SEM model.

5422
 IV. Results and Discussion

4.1 Results
Table 1 described the demography spread of the respondents collected. Female
dominated the gender mix (56.8%). The age category was heavily dominated by the range
of 18 to 23 years old (96%). Occupation was dominated by university student (96%).
Respondents’ domicile was dominated by Jakarta (56.4%). The monthly income category
was dominated by more than IDR 5 million (54.4%).

Table 1. Demographic Characteristics of Respondents Characteristic

Characteristics Items Numbers Percentage
Female 142 56,8
Gender
Male 108 43,2
15-17 10 4
Age
18-23 240 96
High School Student 10 4
Occupation
University Student 240 96
Jakarta 141 56,4
Bogor 10 4
Depok 24 9,6
Domicile
Tangerang 60 24
Bekasi 13 5,2
Others 2 0,8

< Rp 1.000.000 10 4
RP 1.000.000 - RP
36 14,4
3.000.000
Income
RP 3.000.001 - RP
68 27,2
5.000.000
> RP 5.000.000 136 54,4

The PLS-SEM model was analyzed using two assessments, the measurement model
and structural model. The questionnaire items were put under measurement modelling to
determine whether the research model used was both valid and reliable. On the other hand,
structural model could determine whether the hypothesis that was developed should be
accepted or rejected.
Measurement model considers the terms of convergent validity, discriminant
validity, and reliability. Average Variance Extracted (AVE), the Composite Reliability
(CR), and Cornbach’s Alpha are presented in Table 2, and Discriminant Validity is
presented in Table 3. The significance level was set at 5%. In order to evaluate
unidimensionality and validity of the model, there was an analysis of the factor loadings
and Discriminant Validity values. There is a generally reasonable convergent validity in
this construct, because the outer loadings are all higher than minimum threshold of 0.70
(Kwong & Wong, 2013). According to Fornell and Lacker (1981), the AVE need to be
higher than 0.5. In this research, the AVE estimates from SmartPLS are higher than 50%
for all the variables. Discriminant validity as square root of AVE also has greater values
than other correlated variables.

5423
 Moreover, the reliability of all final constructs used show an acceptable value, with
Cronbach’s alphas spread within the range of 0.617 to 0.911, surpassing the 0.60 threshold
(Churchill, 1979). CR values are also higher than the 0.7 threshold (Nunnally, 1978). The
results suggest that reliability is found in the measurement model; the composite reliability
and Cronbach’s alpha values that were calculated are acceptable.

Table 2. Convergent Validity and Reliability

Factor Cronbach's
AVE CR
Var Item Loading Alpha
(0.5) (0.6)
(0.7) (0.6)
ENT 1 0,868
Entertainment 0,759 0,863 0,682
ENT 2 0,874
INT 1 0,855
Interaction INT 2 0,854 0,729 0,89 0,814
INT 3 0,853
TRD 1 0,897
Trendiness 0,792 0,884 0,738
TRD 2 0,883
CST 1 0,917
Customization 0,838 0,912 0,807
CST 2 0,914
WOM 1 0,873
WOM 0,722 0,839 0,617
WOM 2 0,826
BLO 1 0,708
BLO 2 0,791
BLO 5 0,752
Brand Love 0,593 0,897 0,863
BLO 8 0,786
BLO 9 0,773
BLO 10 0,708
SES 1 0,788
Self Esteem SES2 0,873 0,693 0,871 0,778
SES 3 0,833
BJL 1 0,918
Brand Jealousy BJL 2 0,921 0,849 0,944 0,911
BJL 3 0,926
WTP 1 0,833
Willingness to Pay Premium 0,759 0,863 0,688
WTP 2 0,908

Table 3. Discriminant Validity

WO
Variables BJL BL CST ENT INT SE TRD WTP
M
BJL 0,921
BL 0,697 0,770
CST 0,410 0,568 0,915
ENT 0,416 0,560 0,537 0,871
INT 0,494 0,585 0,667 0,599 0,854
SE 0,348 0,450 0,357 0,386 0,418 0,832

5424
 TRD 0,291 0,479 0,700 0,547 0,646 0,493 0,890
WOM 0,417 0,548 0,714 0,568 0,613 0,391 0,559 0,850
WTP 0,590 0,664 0,500 0,437 0,550 0,387 0,463 0,459 0,871

Looking at figure 2, H1, H3, and H4 are supported, since those hypotheses show
positive coefficient values, with p-values less than 0.05. H2 (self-esteem  brand jealousy)
results in the opposite way, hence the hypothesis is rejected in the structural model. R
square value is at 0.488, showing that variables, such as brand love, and self-esteem could
explain as much as 48.8% of the brand jealousy variable. Additionally, brand jealousy
contributes to the extent of 34.9% to the willingness to pay premium variable, the
remaining percentage is explained by other variables. Overall, according to the results,
almost all hypotheses that had been developed were supported. However, quite
unexpectedly, it is discovered through the results that self-esteem did not show a
significant effect on the romantic brand jealousy. Hence, only brand love remained
significantly affecting the brand jealousy variable in the proposed structural model.

Figure 2. Structural Model

Table 4 outlines the structural model that was used in the testing. The proposed
hypotheses could be accepted if the p-value is smaller than 0.05 or T-stat is greater than
1.96, and the coefficient value is positive. Based on the test results gathered, it could be
deduced that Hypothesis 1, 3, and 4 are accepted, because the T-stat value is greater than
1.96, the p-value is smaller than 0.05, and all their coefficient values are positive. Aligned
with the prediction in H1, the correlation between social media marketing and brand love
was shown to be statistically significant and positive (coefficient = 0.660, t = 8.17, p =
0.000), therefore H1 is accepted. As for H3, the correlation between brand love and brand
jealousy is positive (coefficient = 0.678, t = 11.086, p = 0.000) and accordingly, H3 is
accepted. The result for H4 shows that brand jealousy positively influences willingness to
pay premium (coefficient = 0.590, t = 9.574, p = 0.000) and therefore, H4 is also accepted.
Meanwhile, hypothesis 2 is rejected, because the T-stat is smaller than 1.96 and p-value is
greater than 0.05. As for H2, self-esteem does not positively affect brand jealousy
(coefficient = 0.043, t = 0,615, p = 0.538) and thereby, H2 is not supported. The results
recapitulation of the calculation is presented below.

5425
 Table 4. Hypothesis Results
Hypothesis Path Coefficient T-stat P-values Conclusion
H1 SMMa  BL 0,660 15,618 0,000 Supported
H2 SE  BJL 0,043 0,615 0,538 Not Supported
H3 BL  BJL 0,678 11,086 0,000 Supported
H4 BJL  WTP 0,590 9,574 0,000 Supported

4.2 Discussion
The small number of preexisting studies on social media marketing activities in
Indonesia has pushed forward this study, focusing on the brand building opportunities that
social media could create. Additionally, little to no previous studies had attempted to
connect social media marketing activities with the brand love-jealousy framework or
combine them with the study of willingness to pay premium in teenagers and young adults,
the most active social media user category.
SMM activities consist of five defining dimensions. The scales of Social Media
Marketing activities were expected to describe WOM, customization, trendiness,
interaction, and entertainment (Kim and Ko, 2012; Godey et al., 2016). As predicted,
social media marketing dimensions improve customers’ engagement with the brands’
Instagram pages as well as enhancing overall virtual experience with the brand. WOM
construct affects SMM activities. This could be inferred that our respondents have a
tendency to share the information to others and upload content about the brand they used
on Instagram. Customization has an impact on creating SMM activities. This result
showing that our respondents feels comfortable to social media from the brands they used
who offer a customized information search and services. Trendiness construct affecting
SMM activities. Our respondents think that the content of the brand on Instagram give the
newest information, and feel so trendy when they are using the brand’s social media.
Interaction also has an impact on social media marketing activities. Interaction is
concentrated on the process of sharing information and opinion with other people
(Algharabat, 2017) which certainly provides convenience in terms of getting information
and opinions for our respondents to social media from the brands they used. Lastly,
entertainment influences social media marketing activities. This result confirms that our
respondents enjoy something interesting from the content of the brands on Instagram, and
feel fun when they make use of the social media.
SMM activities positively influences brand love. SMM activities carried out by a
brand can significantly create brand love for their customers. Customers will more likely
love the brand when they are aware and have firsthand experiences of services of the brand
offered through Instagram. For instance, with the ease of service of give information-
sharing and opinions exchange to others where they will upload content about the brand
they love through Instagram, because they enjoy sharing a comment about their opinion on
social media. Moreover, if the brands are active on Instagram and always provide the latest
information, the higher the chance of creating brand love that customers get, because the
brand and their attributes constantly linger on their minds. In statistics, teenagers and
young adults in Indonesia are inseparable from social media, especially Instagram. That
way marketer has a chance to focus create brand love for them because they quickly fall in
love with the brand, and it is easier to create brand love for them than adult because in
Indonesia not many Instagram users are adults. So, customers that have become deeply
engaged through SMM activities are inclined to eventually love the brands.
This study also discovered that romantic brand love has a positive effect on brand
jealousy. People that had developed a deep romantic love for a brand tend to be more

5426
jealous when they see their desired brand owned by other people. That jealousy is
particularly strong and unshakable in cases where they themselves face serious obstacles to
obtain the desired brand products. It is possible to happen in the same regard as an
interpersonal relationship within human. The feeling of jealousy is caused by the
connection between two people inside of their relationship. The greater the love they have,
the higher level of jealousy they feel. This premise is similarly applied in the relationship
between people and their desire brand. That is why intense jealousy is very likely to
happen when someone has an intense love on one or a few brands, especially in the context
of teenagers to young adults. People in this age category typically feel various emotions in
a higher intensity compared to people in their 30s and above, and have a higher tendency
to feel things to the extremes. Teenage relationships are also known to be more turbulent
due to how strongly they experience both love and jealousy.
According to the results of this study, it was confirmed that brand jealousy positively
impacts willingness to pay premium, implying that customers experiencing brand jealousy,
who could not purchase their chosen highly-esteemed brands because of some obstacles,
would willingly pay a higher price to obtain a product from their dream brands. Feeling a
strong brand jealousy might play a role in motivating and influencing customers behavior
to save up their money for an extended period of time, so that they could purchase these
desired brands on the less affordable side of the spectrum. This result also supports
preexisting studies, agreeing that a jealous consumer has a bigger chance to pay a premium
price to obtain a chosen brand’s product. This might happen because in Indonesia, most
teenagers’ and young adult’s lifestyles are easily influenced by their social environments.
Social interactions constantly take place in both virtual and physical form. If a teenager
actively engages in an environment where a certain brand is highly popular and desired,
their mind might cultivate a sense of jealousy over that brand ownership, and this high-
anxiety state would effectively drive them to the point of purchase, to feel a pride-like
relief and a sense of belonging in their community.
Surprisingly, the present study expressed that self-esteem does not have a significant
impact on brand jealousy, although preceding study on consumer behavior had found that
obtaining goods will possibly boost self-esteem as it supports the person’s ego (Arndt et
al., 2004). There are various angles that might explain this result. In Indonesia, especially
in the age of 15 – 23 years old, having desired brands turned out to have little effect on
someone’s self-esteem. Other than the fact that most teenagers might realistically struggle
financially to afford these brands, this possibly happened because in that age range of
active self-exploration, a person’s self-esteem might be more affected by personal
achievement, in terms of academic, artistic, or any other field. For example, in terms of
fashion, in Indonesia, the indie culture influences many teenagers to focus on presenting
their individual style and how they express themselves, regardless of which fashion brand
they use. The thrifting trend got people to take more pride in having a unique style and
how others are impressed by their styling sense. There is also an emerging trend of
promoting small, independent local brands, which are often seen as “cooler” than using the
widely popular premium brands. Besides, as mentioned previously, they care a greater deal
about their achievements, because what they achieve will determine how others truly see
them and that is why self-esteem might not influence brand jealousy as strongly as it might
in other study contexts.

5427
 V. Conclusion

This article would advance the consumer behavior literature by indirectly connecting
SMM activities and willingness to pay premium. The present reseach’s respondents are
Indonesian social media users, especially Instagram, with age ranging from 15 to 23 years
old. The focus on this specific research context is unprecedented, and very relevant
considering the rate of activity and engagement of social media by Indonesia young adults.
In general, there is also very limited research about on SMM activity effects on the
romantic brand love-jealousy in Indonesia. Another important point is this research had
described the direct influence of SMM activity on brand love in the context of premium
brand, which still underexplored. As results of the study, there could be an indirect effect
of SMM activities on willingness to pay premium. This is proven by the positive impact
received by brand love from SMM activities, brand love positively impacted brand
jealousy and brand jealousy positively impacted willingness to pay premium. The only
rejected hypothesis in this study is that self-esteem does not affect brand jealousy. SMM
activities have 5 dimension, however the study has shown that entertainment is the main
factor for people to use social media (Muntinga et al., 2011; Park, et al., 2009). Social
media had been promoting entertainment, so many people download social media and
companies start to use social media for marketing activity. And by then many people know
some brands from social media, and start to love them or learn about the brand better
through social media. The brand love itself results in the kind of feeling that when a person
sees their desired brand, they start to feel excited, happy and start dreaming about owning
their desired brand’s product. Having reached this state of adoration, many people start to
get jealous –the way a lover would be in an interpersonal relationship when they feel the
bond is threatened— when they could not buy that desired brand’s product or even just get
randomly jealous when other people have their desired brand’s product. And that could
explain why many people are willing to pay premium or spent more money to obtain these
products, it is massively fueled by their jealousy. This study has confirmed that SMM
activity can be used to introduce a brand to the public. And will significantly cultivate
brand love to some people. After strong brand emotional attachment is built, an intense
romantic jealousy for the brand ownership could happen, and it often drives young adults
into a willingness to pay premium prices for those brands. This will help the marketer to
set their plan for using social media by their main marketing platform nowadays. But the
marketer should search any other strategies in the future to keep their way of marketing fit
with the era.

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