E-Commerce: The Booster for Brand Advocacy Ratio in Asia

DOI

10.2991/aebmr.k.200915.086How to use a DOI?

Keywords

brand advocacy, e-commerce

Abstract

The Brand advocacy ratio is one of the marketing productivities measures that can be applied in various industries. In the present study, the authors examined the role of ecommerce in raising customer’s brand awareness, encouraging purchase, and promoting the brand of Apple in Asia. This study was conducted through a survey on 300 respondents. It was revealed that Google’s search engine managed to raise the Apple brand awareness to the highest level, namely top-of-mind awareness. In addition, the availability of Apple’s products in marketplaces such as Amazon, Shopee, and Lazada was proven to promote sales in Asia. One of its websites as proven to increase its brand advocacy ratio because of its comprehensive product information, help service, and information on the nearest Apple’s stores. In today’s digital era, marketing productivity in the form of brand advocacy ratio could be improved by search engines (e.g., Google), marketplace (e.g., Amazon, Shopee, and Lazada), and corporate websites.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Intan Permana
AU  - Sukma Nugraha
PY  - 2020
DA  - 2020/09/15
TI  - E-Commerce: The Booster for Brand Advocacy Ratio in Asia
BT  - Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)
PB  - Atlantis Press
SP  - 376
EP  - 380
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200915.086
DO  - 10.2991/aebmr.k.200915.086
ID  - Permana2020
ER  -