The Persuasive Power of Instagram: Brand Image, Trust, and Loyalty in Electric Vehicle Adoption: A Study on Wuling Air EV

Abstract

This study explores how brand image and brand trust influence brand loyalty in the context of Wuling Air EV, a pioneer entrant in Indonesia's emerging electric vehicle (EV) market, with Instagram serving as a key mediating communication channel. Drawing from the socio-psychology communication tradition, this research examines how social media platforms shape consumer attitudes and loyalty through both message design and platform interactivity. Utilizing the Elaboration Likelihood Model (ELM) as a theoretical framework, the study investigates how persuasive content on Instagram—both rational (central route) and emotional (peripheral route)—influences consumer engagement and loyalty formation. A quantitative method was employed, surveying individuals who follow Wuling’s official Instagram account (@wulingmotorsid) and were the owners of the Wuling Air EV. Data were collected through Google Forms and analyzed using SPSS, incorporating correlation tests, multiple regression analysis, and hypothesis testing. Findings demonstrate that: (1) Brand image has a significant positive effect on brand loyalty; (2) Brand trust exerts an even stronger impact; and (3) Together, these variables explain 62% of the variance in brand loyalty, underscoring the role of Instagram as a strategic channel for brand communication. The study contributes to communication science by illustrating how digital platforms mediate consumer-brand relationships and affect loyalty through strategic message framing. Practical implications suggest that Wuling should continue to utilize Instagram for relationship-building by promoting transparency, innovation, and responsive post-purchase support. Limitations include the platform-specific focus and sample restriction to existing users. Future studies should consider cross-platform analyses and include potential consumers to generalize the findings better.