The Influence of Gamification on Brand Engagement and Brand Awareness in Online Marketplaces

2021 ◽  
Author(s):  
Fadhlan Hafizh Permana ◽  
Putu Wuri Handayani ◽  
Ave Adriana Pinem
Keyword(s):  
Brand Awareness ◽  
Brand Engagement ◽  
Online Marketplaces

scholarly journals Building Brand Equity through Corporate Societal Marketing

2002 ◽  
Vol 21 (1) ◽  
pp. 78-89 ◽  
Author(s):  
Steve Hoeffler ◽  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Awareness ◽  
Future Research ◽  
Research Directions ◽  
Brand Engagement ◽  
Brand Credibility ◽  
Future Research Directions ◽  
Research Propositions ◽  
Key Questions

Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.

scholarly journals Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

2020 ◽  
Vol 12 (5) ◽  
pp. 1958 ◽  
Author(s):  
Feng Xu ◽  
Yuli Bai ◽  
Shuaishuai Li
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Mediating Effect ◽  
Total Effect ◽  
Brand Awareness ◽  
Brand Value ◽  
Brand Trust ◽  
Brand Engagement ◽  
Brand Quality ◽  
Theory Of Value

Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

scholarly journals An Empirical Study on the Factors Affecting Online Retail Brand Engagement and Purchase Intention

2020 ◽  
Author(s):  
Subhajit Bhattacharya ◽  
Vijeta Anand
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Trust ◽  
Market Place ◽  
Online Retail ◽  
Marketing Environment ◽  
Factors Affecting ◽  
Brand Engagement

The Consumer buying criterion has reformed massively in this present digitized marketing environment. The growing importance & popularity of online buying is very much substantial and quite evident in India these days. This study attempts to investigate the relationships between brand trust, social linkages, brand awareness, online retail brand engagement and final brand selection & purchase intention. The current research also examined the linkages among brand trust, social linkages, brand awareness and online retail brand engagement and in creating the final brand selection & purchase intention relating to Indian online retail market. Data from 252 observations were analyzed using the structural equation modeling method. The outcome of this research paper shows how an effective online retail brand engagement environment can be created to boost the final brand selection & purchase intention in the Indian online market place.  

scholarly journals Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

2021 ◽  
Vol 16 (17) ◽  
pp. 19
Author(s):  
Alejandro Mujica ◽  
Esteban Villanueva ◽  
Manuel Luis Lodeiros-Zubiria
Keyword(s):  
Social Media ◽  
Hierarchical Models ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Brand Engagement ◽  
Marketing Activities ◽  
Learning Platforms ◽  
The Impact ◽  
Micro Learning

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

scholarly journals Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

The Winners ◽  
2021 ◽  
Vol 22 (2) ◽  
Author(s):  
Santi Rimadias ◽  
Nesta Alvionita ◽  
Adinda Putri Amelia
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Quantitative Methods ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Engagement ◽  
Tourism Sector

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.

scholarly journals SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

2021 ◽  
Vol 30 (2) ◽  
pp. 475-492
Author(s):  
Adelina Emini ◽  
◽  
Jusuf Zeqiri
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Transition Economy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Survey Tool ◽  
Brand Engagement ◽  
The Impact ◽  
The Relationship

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

scholarly journals Virtual World: A New Paradigm in Brand Marketing

2019 ◽  
Vol 4 (4) ◽  
pp. 37-45
Keyword(s):  
Brand Awareness ◽  
Market Place ◽  
New Paradigm ◽  
Brand Engagement ◽  
Second Stage ◽  
Brand Marketing ◽  
Post Marketing ◽  
Research Findings ◽  
Two Stages ◽  
The Relationship

The main objective of this research is to measure the potential of in-game advertisement with the relation of brand awareness and brand engagement in the context of placing a different type of advertisement inside the virtual gaming world in the Indian market place. This study utilized a mixed-methods approach divided into two stages, where the first involvement of the collection of qualitative data. The second stage consisted of quantitative data collection through online questionnaires from 160 valid respondents, ranging from the age of 18 to 30 by a non-probability sampling method. SPSS and smart-pls were used to analyze the data with three statistical analysis methods: bivariate correlations, a reliability analysis to test Cronbach alpha for internal consistency; and path analysis in structural equational modeling to examine the relationship between independent and dependent variables. The research findings indicate that there is a positive, significant to place an advertisement in the virtual gaming world and it’s also fruitful for brands as per our study. Also, findings indicate that the statistical relationship between brand awareness, brand engagement, advertisement and post-marketing response in the virtual gaming world. As a result, companies operating need to focus on this new paradigm in brand marketing, as the user of the virtual game is increasing day by day and further create a way of gaining competitive advantage.

scholarly journals Strategi Digital Content Marketing pada Akun Media Sosial Instagram Mojok.co Dalam Mempertahankan Brand Engagement

Biokultur ◽  
2020 ◽  
Vol 9 (2) ◽  
pp. 152
Author(s):  
Dhealda Ainun Saraswati ◽  
Chatia Hastasari
Keyword(s):  
Brand Awareness ◽  
Digital Content ◽  
Brand Engagement ◽  
Content Marketing

Penelitian ini untuk mengetahui strategi pengelolaan digital content marketing pada akun media sosial Instagram Mojok.co dalam mempertahankan brand engagement. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara dan dokumentasi. Subjek penelitian ini adalah tim media sosial Mojok.co dan pengikut Instagram Mojok.co yang dipilih secara purposive. Hasil penelitian ini menjunjukan bahwa strategi digital content marketing pada akun media sosial Instagram Mojok.co terbagi dalam beberapa tahapan yaitu 1) Menetapkan Tujuan dengan membangun brand awareness Mojok.co, 2) Pemetaan Target Pasar yaitu anak muda usia 18-24 tahun atau di masa aktualisasi diri, 3) Penggagasan dan Perencanaan Konten dilakukan dengan dua format konten utama yaitu konten turunan dan konten orisinil, 4) Penciptaan Konten dilakukan oleh tim media sosial Mojok.co dalam satu minggu sekali, secara spontan dan sistem tabungan, 5) Distribusi Konten dilakukan menggunakan owned media, 6) Penguatan Konten dilakukan dengan meningkatkan kualitas, evaluasi dan inovasi pada konten, memperluas jangkauan kontributor dan menjadi pemancing isu baru, 7) Evaluasi Pemasaran Konten dilakukan dengan kurasi konten yang bersifat relateable dan shareable, 8) Perbaikan Pemasaran Konten dilakukan dengan kurasi dan inovasi konten serta mengikuti tren di media sosial.

scholarly journals The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement

2021 ◽  
Vol 7 (1) ◽  
pp. 262-272
Author(s):  
Adelina Emini ◽  
Jusuf Zeqiri
Keyword(s):  
Social Media ◽  
Transition Economies ◽  
Purchase Intention ◽  
Transition Economy ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Engagement ◽  
The Impact

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation modeling was used for assessing the proposed theoretical model. The bootstrapping technique was used to test the hypotheses and the mediating effects of brand awareness and brand engagement. The findings revealed a positive indirect impact of social media marketing on purchase intention and a full mediating effect of brand awareness and brand engagement in the relationship between social media marketing and purchase intention. The contribution of this study is that it provides insights into the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economies. Moreover, it highlights the impact of social media marketing on enhancing brand awareness, brand engagement, and purchase intention in emerging economies in general and in particular in Kosovo. On a practical level, research results provide customers’ insights relevant for designing effective social media marketing strategies for their potential prospects in transition economies. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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