The Role of Storytelling, E-WOM, and Brand Experience in Shaping Brand Engagement and Brand Equity Among Generation Z Consumers

Abstract

This study examines the influence of storytelling, electronic word of mouth (e-WOM), and brand experience on brand engagement and their subsequent impact on brand equity among Generation Z consumers of Skintific skincare products in Malang City. The study contributes to the branding literature by focusing on Generation Z consumers of Skintific, one of the rapidly growing skincare brands in Indonesia. A quantitative approach was employed, and data were collected from 115 Generation Z consumers of Skintific skincare products in Malang City using a purposive sampling technique. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that storytelling has a positive and significant effect on brand engagement. Brand experience also exerts a positive and significant influence on brand engagement. In contrast, e-WOM does not significantly affect brand engagement. Furthermore, brand engagement positively and significantly influences brand equity. From a practical perspective, the results suggest that skincare marketers should prioritize compelling brand narratives and meaningful brand experiences to strengthen consumer engagement and enhance brand equity among Generation Z consumers. This study enriches the understanding of brand-building strategies in the Indonesian skincare industry by highlighting the critical role of storytelling and brand experience in fostering brand engagement and strengthening brand equity.