Abstract:
As the number of social media users in Indonesia increase, it has become a necessity for everyone to exchange information and go shopping online. This makes brands change the way they interact with their customers and develop strategies and tactics to overcome competitive competition to maintain their customers. This research aims to examine the effect of social media marketing, especially Instagram and Facebook activities on customer engagement, and brand awareness. In addition, it has been aimed to analyze the effect of customer engagement on brand awareness in this research. The population of the research consists of people who actively use social media such as Facebook and Instagram. This study uses a sampling method by collecting questionnaire data through google form with a total sample of 101 respondents. The analytical instruments that are used in the hypothesis are validity tests, and reliability tests using SmartPLS software. Theobtained data have been analyzed and as a result of the analysis, social media marketing activities have been found as effective factors on customer engagement and brand awareness, besides, it has been determined that the most obvious effect seen on customer engagement. In addition, it has been found that customer engagementhas a significant effect on brand awareness. The results of this study show that Social Media, especially Instagram and Facebook have a positive influence on Customer Engagement and Brand Awareness. Also, Customer Engagement strengthens the effect of social media on Brand Awareness. A brand needs to have a greater plan in the use of social media for brand marketing strategies with innovation in social media. And this study can add practical information for marketing and managers about the use of social media in marketing strategies and this study can be used as a new measurement step for improving operation aspects in social media for brands.
Page(s):
4878-4890
DOI:
DOI not available
Published:
Journal: Journal of Theoretical and Applied Information Technology, Volume: 100, Issue: 15, Year: 2022