The Impact of Content Strategy, Fan Interaction, Digital Platform Utilization, and Virtual Brand Image on Fan Engagement
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This study aims to examine the influence of Content Strategy, Fan Interaction, Digital Platform Utilization, and Virtual Brand Image on Fan Engagement Levels among Virtual YouTuber fans in Tangerang City. The research employs a quantitative approach with a descriptive method. Data were collected using a structured questionnaire with a 5-point Likert scale, distributed to 100 respondents who are Virtual YouTuber fans and reside in Tangerang City. The sample was selected using purposive sampling based on specific criteria relevant to the research topic. Data processing and analysis were conducted using multiple linear regression analysis through IBM SPSS version 25. The results of the analysis indicate that all four independent variables simultaneously have a significant effect on Fan Engagement Levels. The Adjusted R Square value of 0.730 suggests that 73.0% of the variation in fan engagement levels can be explained by the combination of Content Strategy, Fan Interaction, Digital Platform Utilization, and Virtual Brand Image variables. Meanwhile, the remaining 27.0% is attributed to other factors not examined in this study, such as demographic characteristics, brand loyalty, visual content quality, and the intensity of online community activities. These findings provide practical contributions for content creators and Virtual YouTuber management in formulating effective strategies to increase fan engagement. Attention to the synergy between content, interaction, platforms, and virtual brand image is key to successfully building an active and loyal fan base. This study extends current VTuber engagement literature, which is still dominated by Japan and platform-based studies, by providing evidence from an emerging digital audience in Indonesia.
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