Perkembangan teknologi internet di Indonesia yang semakin pesat dengan diiringi kemajuan teknologi dan munculnya teknologi smartphone membuat perilaku masyarakat di Indonesia menjadi berubah. Hal ini yang mendorong berkembangnya pemasaran melalui media sosial di Indonesia. Social Media Marketing dikonseptualisasikan sebagai konstruksi hierarkis dengan lima dimensi yaitu entertainment, customisation, interction, electronic-word-of mouth (EWOM) dan trendiness. Penelitian ini mengkaji peran social media marketing dalam membangun value co-creation dan customer brand eengagement, serta repurchase intention, on-going search behavior, dan self brand connection sebagai respon perilaku customer brand engagement. Data dikumpulkan melalui survei terhadap 250 pelanggan dan pengikut media sosial Instagram Topscoresport Indonesia. Data yang diperoleh diolah dengan menggunakan metode partial least squares – structural equation modelling (PLS-SEM) untuk menguji hipotesis. Hasil penelitian ini menunjukkan bahwa strategi social media marketing yang efektif mengarah pada penguatan value co-creation, customer brand engagement dan menunjukkan bahwa value co-creation bertindak sebagai anteseden Customer Brand Engagement, yang mendorong niat perilaku konsumen, hal ini tercermin dari on going search behavior, repurchase intention dan self brand connection.

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The development of internet technology in Indonesia, along with technological advances with the emergence of smartphone technology, has changed people's behavior in Indonesia. This is what drives the development of social media marketing on social media in Indonesia. Social Media Marketing is conceptualized as a hierarchical construction with five dimensions: entertainment, customization, interaction, electronic word-of-mouth and trendiness. This study examines the role of Social Media Marketing in building value co-creation and Customer Brand Engagement and repurchase intention, ongoing search behavior, and self-brand connection as a behavioral response to customer brand engagement. Data were collected by a survey of 250 customers and followers of Topscoresport Indonesia's social media Instagram Topscoresport Indonesia. The data obtained were processed using the Partial Least Squares-structural equation modeling (PLS-SEM) method to test the hypothesis. The result indicated that an effective social media marketing strategy leads to value co-creation, customer brand engagement and showing that value co creation as an antecedent of customer brand engagement, which drives consumer behavioral intentions, these things from ongoing search behavior and self-brand connection.