This study examines how digital representation in social media environments is translated into behavioural intention through processes of interpretation. Focusing on Southeast Asia, specifically Indonesia, Malaysia, Thailand, and Singapore, the analysis investigates how Social Media–Mediated Branding contributes to Travel Intention through the mediating role of Cultural Identity Satisfaction. Using a mixed-methods design, the study combines variance-based structural modelling with qualitative interpretation to examine how Website and Social Media Quality, Content Relevance and Framing, and Brand Image Display function as representational inputs. The findings indicate that exposure to digital content alone does not produce behavioural intention, as its influence depends on how individuals interpret and internalise representation in relation to their sense of identity. Cultural Identity Satisfaction operates as the mechanism through which digital representation acquires behavioural relevance, mediating the relationship between Social Media–Mediated Branding and Travel Intention while also sustaining Revisiting Intention. Destination Satisfaction strengthens this relationship, suggesting that behavioural reinforcement depends on the validation of prior experience. The study contributes to digital media and communication research by explaining how platform-based environments shape behavioural outcomes through identity-based interpretation.

Authors:
Putri Rakhmadhani Nur Rimbawati, Shanghai Jiao Tong University, China

About the Presenter(s)
Putri Rakhmadhani Nur Rimbawati is a media and communication researcher and doctoral candidate in New Media Studies at Shanghai Jiao Tong University, focusing on digital representation, identity, and behaviour in Southeast Asia.

See this presentation on the full schedule – Friday Schedule

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