Measuring the Effect of Advertising Value and Brand Awareness on Purchase Intention through the Flow Experience Method on Facebook's Social Media Marketing Big Data

Wibowo, Sampurno; Hidayat, Rahmat; Suryana, Yuyus; Sari, Diana Puspita; Kaltum, Umi

doi:10.1109/citsm50537.2020.9268812

Cited by 10 publications

(6 citation statements)

References 6 publications

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“…Several studies in the marketing context have found that future marketing will be completely dominated and controlled by social media platforms (Hansopaheluwakan, 2020;Masuda et al, 2022;Wibowo, 2020). Social media platforms are considered as strategic tools for companies to promote or offer products and services to consumers.…”

Section: Social Media Marketing and Online Purchase Decisionmentioning

confidence: 99%

Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety

Suganda

Arrifianti

2023

Quant. Econ. Manag. Stud.

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The objective of this study is to examine and analyze the influence of consumer purchasing decisions in digital era by considering the influence of social media marketing, e-service quality, and payment safety. The respondents are 120 university students in Bandung, West Java who use digital platform to purchase products or services. The data is collected by distributing questionnaires to the respondents, and analyzed using the multiple regression analysis with SPSS 26. The findings of this study indicate that consumer purchasing decision is positively and significantly influenced by social media marketing, e-service quality, and payment safety. This means that the owners or managers of products and services sold through online platforms must pay attention to these three aspects, as it will increase the consumer purchase decisions, thus enhancing the company’s profitability.

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Section: Social Media Marketing and Online Purchase Decisionmentioning

confidence: 99%

Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety

Suganda

Arrifianti

2023

Quant. Econ. Manag. Stud.

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“…Big data berpengaruh positif terhadap kesadaran merek, hal ini sejalan dengan penelitian yang dilakukan oleh: (Yulianti et al, 2023), (Wibowo et al, 2020) dan (Khairani & Irwansyah, 2018).…”

Section: Pengaruh Big Data Terhadap Kesadaran Merekunclassified

Penerapan Pemasaran Word of Mouth dan Penggunaan Big Data terhadap Minat Beli dengan Kesadaran Merek Sebagai Variabel Intervening Pada Siber Publisher

Ali,

Ade Octavia

2023

JIM

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Penelitian ini membahas mengenai penerapan pemasaran word of mouth dan penggunaan big data terhadap minat beli dengan kesadaran merek sebagai variabel intervening pada siber publisher. Tujuan penelitian ini yaitu untuk mengetahui pengaruh dari pemasaran word of mouth dan penggunaan big data terhadap kesadaran merek dan minat beli. Metode penelitian yang digunakan yaitu kuantitatif. Populasi dalam penelitian ini yaitu 80 orang, dengan sampel sebanyak 40 orang. Teknik pengambilan sampel yaitu menggunakan accidental sampling. Data yang digunakan pada penelitian ini yaitu data primer, dimana diperoleh dari kuisioner yang diajukan kepada author yang sebelumnya pernah melakukan publikasi di siber publisher. Hasil dari penelitian ini meliputi: 1) Word of Mouth tidak berpengaruh terhadap kesadaran merek; 2) Big Data berpengaruh terhadap kesadaran merek; 3) Word of Mouth berpengaruh terhadap minat beli; 4) Big Data berpengaruh terhadap minat beli; dan 5) Kesadaran merek berpengaruh terhadap minat beli.

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“…In this situation, social media can be utilized to grow one's reach by sharing the adapted brand elements, i.e., advertising, to create a salient brand image and enhance brand equity [64]. These brand elements are also a representation of the brand image [70]. To effectively make use of social media, businesses should choose the social media platforms with the most potential for their business, evaluate the effectiveness of all platforms through different tools to gather feasible insights, and understand the impact of these platforms on business performance [69].…”

Section: The Conceptual Framework As a Long-term Smm Strategy To Create Brand Equitymentioning

confidence: 99%

“…Firmgenerated content, e.g., product videos, brand fan content, and user-generated content have been found to positively influence the creation of brand passion [72]. Marketers have the role of communicator and promoter in effectively transmitting messages and gathering positive feedback from customers [70]. A challenge within this step might be the increasing expectations among both employees and customers regarding the manner in which a business contributes to environmental and societal causes [13].…”

Section: The Conceptual Framework As a Long-term Smm Strategy To Create Brand Equitymentioning

confidence: 99%

Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

2021

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This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.

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Measuring the Effect of Advertising Value and Brand Awareness on Purchase Intention through the Flow Experience Method on Facebook's Social Media Marketing Big Data

Cited by 10 publications

References 6 publications

Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety

Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety

Penerapan Pemasaran Word of Mouth dan Penggunaan Big Data terhadap Minat Beli dengan Kesadaran Merek Sebagai Variabel Intervening Pada Siber Publisher

Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

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