Manuscript type: Research Article. Research Aims: This study investigates the influence of social media activities on brand awareness and brand image, focusing on users familiar with Labubu the Monsters in Indonesia. Design/methodology/approach: A quantitative method was employed using a...

This study aims to understand the relationship between social media advertising, influencer marketing, and key motivational factors such as health motivation, environmental consciousness, and animal welfare in the adoption of plant-based dairy alternatives by consumers from the four highest...