Content marketing and social media marketing as predictors of OZ Radio Bali brand awareness

Ni Kadek Dwi Sri Rahayu (), Nyoman Indah Kusuma Dewi () and Ni Putu Maha Lina ()
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Ni Kadek Dwi Sri Rahayu: Bali State Polytechnic
Nyoman Indah Kusuma Dewi: Bali State Polytechnic
Ni Putu Maha Lina: Bali State Polytechnic

Priviet Social Sciences Journal, 2026, vol. 6, issue 7, 451-464

Abstract: This inquiry provides an empirical assessment regarding how content marketing and social media marketing predict the brand awareness of OZ Radio Bali, particularly as contemporary youth audiences increasingly pivot toward digital alternatives. Operating within a quantitative cross-sectional explanatory survey design, this study focused on a population consisting of active TikTok followers of OZ Radio Bali. Utilizing Cochran's formulation alongside a convenience sampling approach, a total of 96 respondents were selected. Primary data gathered through validated online instruments using a Likert-scale design were subsequently evaluated via multiple linear regression analyses implemented within the SPSS environment. The derived statistical metrics reveal that, on a partial basis, content marketing (t = 9.303; p

Keywords: content marketing; social media; brand awareness; radio (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i7.1963

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