How Content Marketing to Customer Advocacy Through Entertainment Intention Leverage in Social Media Platform?: The Evidence from Indonesia

This research investigates the role of content marketing in shaping customer advocacy within the TikTok platform, highlighting entertainment intention as a central mediating element, alongside gender and age as potential moderating factors. Based on data from 250 Jakarta-based TikTok users, the study employed purposive sampling within a non-probability framework, with data interpretation conducted through Structural Equation Modeling (SEM) utilizing the Partial Least Squares (PLS) approach. Findings reveal that content marketing plays a pivotal role in amplifying entertainment intention, which subsequently fosters stronger customer advocacy. These insights underscore the need for businesses to leverage visually compelling, informative content to promote customer advocacy by emphasizing entertainment-oriented strategies on TikTok.