The Phenomenon of Brand Hijacking on Social Media: An Analysis of Public Perception and Its Implications for Consumer Trust

Abstract

The phenomenon of brand hijacking, or the misuse of a brand's identity on social media, is becoming increasingly prevalent, often through the creation of fake accounts, unauthorized use of logos, and the dissemination of misleading content that resembles official brand communications. This creates confusion among consumers and poses a serious threat to brand reputation, especially in Indonesia, where digital literacy remains relatively low. This study aims to analyze public perceptions of brand hijacking and evaluate the effectiveness of existing legal protections in Indonesia, particularly through Law Number 20 of 2016 on Trademarks and Geographical Indications, Law Number 1 of 2024 concerning the Second Amendment to Law Number 11 of 2008 on Electronic Information and Transactions, and Law Number 8 of 1999 on Consumer Protection. The research employs an empirical legal method through questionnaires distributed to 60 respondents, analyzed using a statutory and analytical approach. The results show that the majority of respondents are aware of brand hijacking and perceive it as a violation that can diminish consumer trust. Most respondents also reported feeling uncertain or even canceling purchases after encountering fake accounts or misleading content impersonating well-known brands. This uncertainty leads consumers to be more cautious, selective, and sometimes to avoid the brand altogether, even when the brand is not directly at fault. Additionally, most respondents believe that brands, digital platforms, and the government share collective responsibility in preventing brand hijacking and enforcing stricter measures against impersonator accounts. Therefore, regulatory reforms that are more adaptive to digital developments and enhanced coordination among brand owners, legal authorities, and platforms are urgently needed.