Brand Awareness and Engagement: A Case Study in Healthcare Social Media

2011 ◽  
Vol 28 (2) ◽  
pp. 29-33 ◽  
Author(s):  
John Sharp
Keyword(s):  
Social Media ◽  
Brand Awareness

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 57-82
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Social Media Branding Strategy in StartUp Business

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Arsiyanti Lestari ◽  
Siswantini Siswantini
Keyword(s):  
Social Media ◽  
Single Case ◽  
Product Category ◽  
Business Strategies ◽  
Brand Awareness ◽  
Branding Strategy ◽  
Case Study Method ◽  
Qualitative Methodologies ◽  
Selection Of

Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up. Keywords: brand, brand awareness, social media, social media branding, strategy

scholarly journals CAPAIAN UNGGAHAN KONTEN AKUN INSTAGRAM GEMBIRA LOKA ZOO (GLZOO) YOGYAKARTA TERHADAP ONLINE ENGAGEMENT PADA MASA PANDEMI COVID-19

2020 ◽  
Vol 15 (1) ◽  
pp. 81
Author(s):  
Dwi Nur Laela Fithriya
Keyword(s):  
Social Media ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Descriptive Research ◽  
Online Engagement ◽  
Tourism Sector ◽  
Qualitative Descriptive

The tourism sector is one of the sectors that was hardest hit when the Covid-19 pandemic hit Indonesia. Tourist visits during the Covid-19 pandemic decreased dramatically. To overcome this situation, serious efforts are needed to keep tourist destinations in demand by visitors, including the case study of Gembira Loka Zoo (GLZoo) Yogyakarta. One of the efforts taken by GLZoo managers is through social media, such as Instagram, in order to maintain the brand awareness of GLZoo as a tourist destination. Tourist destinations that are closely related to social media, in which there is a term that has an important meaning and role, namely online engagement which is a psychological response from social media users (Instagram). Online engagement aims to see how much the uploads on Instagram social media have achieved. This paper uses a qualitative descriptive research method, namely finding a fact with the correct interpretation. Hopefully, with marketing communication using Instagram, it is so that brand awareness in the minds of consumers is maintained, the final goal is of course the top of mind stage. In addition, to get maximum engagements, the GLZoo Instagram account manager seems to have to pay attention to several factors: 1). type of content, 2) upload time, 3) caption, and 4) hashtags. So, when tourists have thoughts of wanting to travel in a category that suits GLZoo, the first thing that tourists remember is GLZoo spontaneously without any assistance or stimulus. Sektor pariwisata merupakan salah satu sektor yang paling terpukul saat pandemi Covid-19 melanda Indonesia. Kunjungan wisatawan saat masa pandemi Covid-19 menurun drastis. Melihat kondisi tersebut, dibutuhkan upaya untuk tetap menjaga agar destinasi wisata tetap diminati oleh para pengunjung, yang dalam tulisan ini penulis mengambil studi kasus Gembira Loka Zoo (GLZoo) Yogyakarta. Salah satu upaya yang ditempuh oleh pengelola GLZoo agar para pengunjung tetap mengingatnya adalah melalui media sosial yang dalam tulisan ini adalah Instagram. Hal ini supaya brand awareness GLZoo sebagai destinasi wisata tetap terjaga, tetap mengenali dan teringat  dibenak masyakarat. Destinasi wisata yang erat kaitannya dengan media sosial, di dalam nya terdapat satu istilah yang memiliki makna dan peran penting yaitu Online engagement yang merupakan respon psikologis dari pengguna media sosial (Instagram) yang dikelompokkan sebagai tindakan interaktif, antara  pengguna media sosial dengan akun destinasi wisata. Online engagement bertujuan untuk melihat seberapa besar capaian dari unggahan-unggahan di media sosial Instagram. Tulisan ini menggunakan metode penelitian deskriptif kualitatif, yaitu pencarian suatu fakta dengan interpretasi yang tepat. Diharapkan, dengan komunikasi pemasaran menggunakan Instagram adalah supaya brand awareness di benak konsumen tetap terjaga, tujuan akhir tentunya adalah pada tahapan top of mind. Selain itu, untuk mendapatkan engagements yang maksimal, pengelola akun Instagram GLZoo nampaknya harus memperhatikan beberapa faktor: 1). jenis konten, 2) waktu upload, 3) caption, dan 4) hashtags. Sehingga ketika wisatawan mempunyai pikiran ingin berwisata dengan kategori yang sesuai dengan GLZoo maka yang pertama kali diingat dibenak wisatawan adalah GLZoo secara spontan tanpa harus diberikan bantuan atau stimulus.

The Effects of Vlogger Credibility as Marketing Media on Brand Awareness to Customer Purchase Intention

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
ANAS NUGRAHA ◽  
REFIUS PRADIPTA SETYANTO
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Method ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Sampling Techniques ◽  
Consumer Purchase Intention ◽  
Positive Effect

The purpose of this research is to know and analyze the effect of vlogger credibility as amarketing media on social media youtube on brand awareness to customer purchaseintention study on Traveloka with Arief Muhammad as a vlogger on youtube. The sample inthis study there are 150 respondents who are active on social media youtube. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non- probability sampling techniques are used for sampleselection. Data were analyzed using Structural Equation Modeling (SEM) with SPSS andAMOS statistical software. The results of this study show that, (1) Credibility of vlogger hasa positive effect on brand awareness. (2) Attractiveness of vlogger has a positive effect onbrand awareness. (3) Expertise of vlogger has a positive effect brand awareness. (4) Brandawareness has a positive effect on consumer purchase intention.

CONTENT MANAGEMENT OF INSTAGRAM KEMENKO PMK IN FORMING BRAND AWARENESS (Case Study on Instagram @kemenko_pmk)

2021 ◽  
Vol 58 (2) ◽  
pp. 4587-4594
Author(s):  
Yoyoh Hereyah, Nisa Amalia
Keyword(s):  
Social Media ◽  
Public Awareness ◽  
Content Management ◽  
Brand Awareness ◽  
Media Communication ◽  
Message Management ◽  
Lack Of Information ◽  
User Comments ◽  
Content Strategy

Instagram ussage is often used as a tool to deliver messages to public, such as to build brand awareness with eWOM (Electronic Word of Mouth), who created by user comments about products or services posted. Purpose of this study are to find out how social media team manage an information for create brand awareness and how public awareness about that content. Using message management theory and brand awareness, this study use a constructivist paradigm with a case study method. The researcher used in-depth interviews with 3 informants of Kemenko PMK instagram and 15 followers. Technical analysis with data reduction, data display, decision making and verification. Data validity checking techniques with triangulation source. The results showed that managing Instagram, Kemenko PMK team was not carry out their duties effectively so instagram is not interactive and not interesting, so public does not know the roles, functions and tasks of Kemenko PMK because the lack of information provided. The suggestion is to be able to set audience and content strategy, implement copy writing, reproduce interesting content and make Instagram as 2-way social media communication.  

scholarly journals Effects of user-generated content on social media advertising strategi

2021 ◽  
Vol 2 (1) ◽  
pp. 139-148
Author(s):  
Zahwa F Jasmine ◽  
Fadillah Fadillah
Keyword(s):  
Social Media ◽  
Information Age ◽  
Brand Awareness ◽  
Case Study Method ◽  
New Developments ◽  
Two Factors ◽  
Social Media Advertising ◽  
Consumer's Perception ◽  
Core Message

Both the use of UGC in the designing process of social media advertising  and social media advertising itself, are two relatively new developments following the information age. Time and time again the various effects and outcomes of UGC in social media advertising, including positive and negative responds which accordingly changed audience perception of the advertised. One recent example is the use of #GundalaFanart, a call for fan art submissions to promote the 2019 Indonesian superhero movie, Gundala. The case study method will be used to analyze the implementation of this UGC on the advertising of Gundala, and to provide an example of how much it affects brand awareness or image. We arrive to the conclusion that the UGC #GundalaFanart received positive attention from both familiar and new audience due to two factors; the form of the UGC itself aligns well with the film’s image and core message, and aligns as well with the product’s position within the consumer’s mind. These two factors are important to ensure effectiveness when designing and implementing UGC into a social media advertisement campaign. The UGC has significant effect on the reputation of the product or brand, which in turn affects the consumer’s perception of it, subsequently also affecting the decision making process in consuming said product.

scholarly journals THE IMPORTANCE OF DIGITAL MARKETING FOR WINERIES AND DEVELOPMENT OF WINE TOURISM: CASE STUDY OF SERBIA

2020 ◽  
pp. 241-251
Author(s):  
Tatjana Pivac ◽  
◽  
Mirjana Maksimović ◽  
Ivana Blešić ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Wine Tourism ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Structured Questionnaire

The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.

scholarly journals Digital Marketing Strategy to Increase Brand Awareness and Customer Purchase Intention (Case Study: Ailesh Green Consulting)

2021 ◽  
Vol 6 (5) ◽  
pp. 87-93
Author(s):  
Dwiana Rahmadiati Putri
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Interview System ◽  
Environmental Consulting ◽  
A Company ◽  
Potential Customers

Ailesh Green Consulting is an environmental consulting service with the target is a company that produces waste, especially companies that are included in the gold criteria in PROPER. The main problem is having low brand awareness and the low of customer purchase intention from target customers to use their services. The research methodology uses qualitative research. This research aims to help raise brand awareness and customer purchase intention of their potential customers. The data was collected using an interview system with 10 respondents who had a background in the environmental field, working for companies that are under gold criteria in PROPER. Based on the result, respondents' brand awareness is low, as well as the customer purchase intentions. It was found the digital media recommended to use for the company by the respondents is display advertising, LinkedIn social media, search engines, and websites. Based on the results, Ailesh Green Consulting is able to optimize Search Engine Optimization (SEO) supported by an attractive website optimizer and content marketing website, create and optimize the use of LinkedIn social media, and use of LinkedIn ads.

STRATEGI KOMUNIKASI CROWDFUNDING PADA KOLASE.COM

2019 ◽  
Vol 2 (2) ◽  
pp. 177-187
Author(s):  
Venessa Agusta Gogali ◽  
Fajar Muharam ◽  
Syarif Fitri
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
New Method ◽  
Media Communication ◽  
Social Activists ◽  
Social Media Communication

Crowdfunding is a new method in fundraising activities based online. Moreover, the level of penetration of social media to the community is increasingly high. This makes social activists and academics realize that it is important to study social media communication strategies in crowdfunding activities. There is encouragement to provide an overview of crowdfunding activities. So the author conducted a research on "Crowdfunding Communication Strategy Through Kolase.com Through Case Study on the #BikinNyata Program Through the Kolase.com Website that successfully achieved the target. Keywords: Strategic of Communication, Crowdfunding, Social Media.

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