The Influence of Digital Advertising and Social Media Engagement on the Perception of 3Second's Brand Positioning in the Era of Digital Innovation

Social media marketing has become a mainstay strategy for many companies these days, especially in the fashion world. Social media marketing aims to increase engagement and strengthen their position in the market. So, this study discusses how Generation Z in Bandung, Indonesia, views the position of the 3Second brand in terms of digital advertising and their engagement on social media. The data was collected from 250 respondents, all between the ages of 17 and 25, who regularly use social media and have interacted with 3Second's digital ads and as potential buyers. Researchers use quantitative approaches, especially surveys, to gather information and to test our ideas, we use Structural Equation Modeling. What the Researcher found quite interesting: digital ads really improve brand positioning over social media engagement. Moreover, social media engagement itself has a positive effect on brand positioning and even helps bridge the gap between digital advertising and perception of a brand. Having a well-rounded digital marketing strategy is essential. Blend targeted advertising with active participation on social media to truly stand out in a competitive landscape. Research shows that brands should aim to create fun and relevant content that sparks engagement and keeps their digital presence strong. Some practical things to pick up for local fashion brands here as well. By optimizing targeting digital marketing efforts, they can really increase brand awareness. Plus, it's crucial to understand what Gen Z likes and how they behave online because they're very active on social media and quite responsive to digital campaigns.