Exploration The Role of Social Media in Shaping Social Perceptionsof Local Brands in Indonesia: A Qualitative Study of Generation Z

Abstract

This study aims to explore the role of social media in shaping social perceptions toward local brands in Indonesia among Generation Z. In the digital era, social media platforms have become dominant spaces where social interaction influences consumer attitudes and brand image formation. This research applies a qualitative phenomenological approach to understand the lived experiences of Generation Z in interpreting and responding to local brand content on social media. Data were collected through in-depth interviews with selected informants aged 18–24 years who actively use social media. The findings reveal that social media shapes social perception through peer interaction, influencer credibility, user-generated content, and symbolic representation of identity. Local brands that successfully build emotional engagement and social relevance tend to gain stronger trust and loyalty. The study highlights that social perception is socially constructed through digital interaction rather than purely formed by traditional advertising exposure. These findings contribute to social marketing literature, particularly in understanding the intersection between social interaction and brand perception in emerging markets.