Increase Brand Awareness and Brand Image Using Social Media Marketing Elements

Muhammad Zulkifli Amanda () and Yolanda Masnita
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Muhammad Zulkifli Amanda: Universitas Trisakti, Department of Management, Faculty of Economics and Business
Yolanda Masnita: Universitas Trisakti, Department of Management, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 2023, pp 480-486 from Springer

Abstract: Abstract Establishing a comprehensive and interactive Social Media Marketing (SMM) will help build a trustworthy Brand Image. That will increase consumer loyalty and willingness to buy the product. This study aimed to examine and analyze the effect of social media marketing elements - Entertainment, Pleasure, electronic Word-of-Mouth (eWOM), and Trendiness, on consumer brand engagement and brand knowledge. Statistical testing was performed using Structural Equation Model (SEM) analysis. The results show that strengthening consumer involvement in a brand will strengthen brand awareness in the minds of consumers. Consumers quickly recognize the brand's characteristics and can remember the symbol or logo of the brand. Furthermore, if consumer involvement increases, the brand image in the minds of consumers will also increase. That is if the minds of consumers are already embedded in their image, then the company has the opportunity to set a premium price and maintain the image.

Keywords: Brand Awareness; Brand Image; Consumer Brand Engagement; Entertainment; eWOM; Pleasure; Trendiness (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-350-4_46

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DOI: 10.2991/978-94-6463-350-4_46

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