This study aims to analyze the Role of Social Media Parameters on the Cognitive Stage of Wondr by BNI Mobile Banking Individuals in Indonesia. Social media, especially Instagram, is a part of social media that has become an important platform in marketing in the current era that has become the digital era. The main objective of this study is to identify how effective social media is at various stages of consumer cognitive. This study focuses on identifying how effective social media is at various stages of consumer cognitive through the Hierarchy of Effect (HOE) model for the adoption of Wondr by BNI mobile banking in Indonesia. A two-stage analytical approach with Structural Equation Modeling (SEM) and Neural Network (NN) analysis to reveal the distinctive and confirmatory influence of social media on Wondr by BNI mobile banking consumers.