Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

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Increase Brand Awareness and Brand Image Using Social Media Marketing Elements

Authors
Muhammad Zulkifli Amanda1, *, Yolanda Masnita1
1Department of Management, Faculty of Economics and Business, Universitas Trisakti, Jakarta, Indonesia
*Corresponding author. Email: muhammad022002008013@std.trisakti.ac.id
Corresponding Author
Muhammad Zulkifli Amanda
Available Online 10 January 2024.
DOI
10.2991/978-94-6463-350-4_46How to use a DOI?
Keywords
Brand Awareness; Brand Image; Consumer Brand Engagement; Entertainment; eWOM; Pleasure; Trendiness
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 January 2024
ISBN
10.2991/978-94-6463-350-4_46
ISSN
2352-5428
DOI
10.2991/978-94-6463-350-4_46How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Muhammad Zulkifli Amanda
AU  - Yolanda Masnita
PY  - 2024
DA  - 2024/01/10
TI  - Increase Brand Awareness and Brand Image Using Social Media Marketing Elements
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 480
EP  - 486
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_46
DO  - 10.2991/978-94-6463-350-4_46
ID  - Amanda2024
ER  -