Article 89 · Volume 2 (2026)
Strategic Endorsement Capability and Competitive Advantage in TikTok-Based Online Businesses: The Mediating Role of Brand Awareness and Online Engagement among Gen Z in Banten Province, Indonesia
The rapid growth of digital business has intensified competition in online markets, encouraging firms to seek effective strategies to achieve and sustain competitive advantage. While endorsement has become a common marketing practice, it is often viewed as a s…