The Iceberg of Social Media Marketing

Lady
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Lady: Management Department, Universitas Internasional Batam, Jl. Gajah Mada, Baloi – Sei Ladi, Batam 29442/, Indonesia

International Journal of Research and Scientific Innovation, 2019, vol. 3, issue 11, 525-529

Abstract: Social media has become a necessity for everyday life. More than half of Indonesians are internet users, who spend most of their time on social media. This is a phenomenon that opens up great opportunities for companies to digitize their business ventures. Ads are increasingly rampant starting from Facebook, Instagram and Youtube. Whatever type of product and service purchases is switched, from offline to online. In social media there are content, advertisements using endorsers (celebrities), and online reviews that customers count into. Other thing that could affect the brand equity is the perceived connection/relationship between the customer and the brand itself. Therefore, in this study, the author would examine the influence of Social Media Marketing towards Brand Equity with Self-Brand Connection as an intervening variable. The results of this study prove that social media marketing has positive effect on brand equity with self-brand connection as mediation.

Date: 2019
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