The effects of Instagram ads and Facebook ads on brand awareness at Sthala, a Tribute Portfolio Hotel, Ubud, Bali

I Putu Weda Wiguna, Kadek Jemmy Waciko and Wayan Suryathi
Additional contact information
I Putu Weda Wiguna: Politeknik Negeri Bali
Kadek Jemmy Waciko: Politeknik Negeri Bali
Wayan Suryathi: Politeknik Negeri Bali

Priviet Social Sciences Journal, 2026, vol. 6, issue 7, 404-415

Abstract: This study examines how perceived Instagram Ads and Facebook Ads exposure is associated with brand awareness of Sthala, a Tribute Portfolio Hotel, Ubud, Bali. A cross-sectional quantitative survey was conducted with 100 active Instagram and Facebook users selected through purposive sampling. Exposure was treated as respondents' self-reported recognition of the hotel's official promotional content rather than as platform-verified impressions. The questionnaire measured Instagram Ads, Facebook Ads, and brand awareness using five-point Likert items. The data were analyzed using validity and reliability tests, classical-assumption diagnostics, multiple linear regression, t-tests, an F-test, and the coefficient of determination. Instagram Ads showed a positive association with brand awareness (B = 0.372, β = 0.504, t = 6.092, p

Keywords: social media advertising; Instagram Ads; Facebook Ads; brand awareness; hospitality marketing (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journal.privietlab.org/download.php?id=13009 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:prv:pssjpv:2040

Ordering information: This journal article can be ordered from
https://journal.priv ... SJ/article/view/2040

DOI: 10.55942/pssj.v6i7.2040

Access Statistics for this article

More articles in Priviet Social Sciences Journal from Privietlab Research Center
Bibliographic data for series maintained by Mochammad Fahlevi ().