E-Commerce: The Booster for Brand Advocacy Ratio in Asia
- 10.2991/aebmr.k.200915.086How to use a DOI?
- brand advocacy, e-commerce
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.
- © 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/).
Cite this article
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 -