scholarly journals The Democratization of Luxury Products with Influencer Marketing

2021 ◽  
Vol 9 (12) ◽  
pp. 215-222
Author(s):  
Gulcin Ipek Kalender
Keyword(s):  
Social Media ◽  
Young People ◽  
Body Shape ◽  
Skin Care ◽  
Opinion Leaders ◽  
Brand Awareness ◽  
Lifestyle Habits ◽  
Luxury Products ◽  
The Masses ◽  
Hedonic Shopping

Female influencers, who are enthusiastic about disclosing their lifestyles to the masses on social media on topics ranging from giving personal skin care to themselves at their homes to matching different outfits and creating combinations for date nights as the latest fashionistas, to preparing diet and healthy meals for having a fit body shape, or showing how to exercise to have a balanced work-out, try to change the lifestyle habits and the conversation topics in the lives of many young people by presenting themselves as opinion leaders, view affecters or digital penetrators (Deniz, 2021, p. 49). Lifestyle influencers who prepare make-up tutorials in which they set the new trends by also adding parts from their own lives such as going shopping and purchasing different outfits, and going for a meeting with a group of friends at a restaurant with a luxurious product such as a bag, not only help the dissemination of brand awareness, but also motivate young people to try new masstige products by inciting them to hedonic shopping. Many lifestyle influencers are fond of luxury products and they prepare vlogs in which they open a special luxury product such as a bag and this can be named as a transformation of luxury products because these special goods that address to the elite become visibly available to the masses through social media, which is a populous tool. This research aims to show what influencer marketing is in fact about and how influencer marketing creates brand awareness of luxury products by showing these products as a part of influencers’ lifestyle. The results show that influencers’ introduction of luxury products on social media helps the democratization process of luxury products.

scholarly journals Pengaruh Daya Tarik Iklan di Konvergensi Media Terhadap Brand Awareness (Studi Iklan Tiket.com di YouTube Pada Kalangan Generasi Z di Jakarta)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 160
Author(s):  
Felicia Herlyana ◽  
Lusia Savitri Setyo Utami
Keyword(s):  
Social Media ◽  
Young People ◽  
Technological Progress ◽  
Survey Methods ◽  
Brand Awareness ◽  
Quantitative Survey ◽  
Generation Z ◽  
Advertising Appeal ◽  
Research Objects ◽  
A Company

The presence of social media increases technological progress. One of the most accessed social media is YouTube. Aside from being a means of entertainment, YouTube is now a means of promotion. One company that uses YouTube as a promotional tool is Tiket.com. Tiket.com is a company most often used by young people in Indonesia. Research on discussing the advertising appeal of Tiket.com on YouTube on brand awareness of Z generation in Jakarta. This study aims to determine whether or not there is an influence of the attractiveness of advertisements on brand awareness and how much influence the attractiveness of advertisements on YouTube on brand awareness by using Tiket.com ads as research objects.. This research was conducted using quantitative survey methods. The population in this study was generation Z in Jakarta who had watched Tiket.com advertisements on YouTube with a sample of 115 respondents. The conclusions of the study show that there is an influence of advertising appeal of Tiket.com on YouTube on brand awareness is strong and equal to 61,9%, while the remaining 38,1% could be influenced by others factors. Hadirnya media sosial meningkatkan kemajuan teknologi. satu media sosial yang banyak diakses adalah YouTube. Selain sebagai sarana hiburan, kini YouTube menjadi  sarana promosi. Salah satu perusahaan yang menjadikan YouTube sebagai sarana promosi yaitu Tiket.com. Tiket.com merupakan perusahaan yang memberikan pelayanan reservasi tiket secara online yang menempati urutan kedua sebagai perusahaan tiket yang paling sering digunakan kalangan muda di Indonesia. Penelitian ini membahas tentang pengaruh daya tarik iklan Tiket.com di YouTube terhadap brand awareness generasi Z di Jakarta. Penelitian ini bertujuan untuk mengetahui apakah ada atau tidak pengaruh dari daya tarik iklan terhadap brand awareness dan seberapa besar pengaruh daya tarik iklan di YouTube terhadap brand awareness dengan menggunakan iklan Tiket.com sebagai objek penelitian. Penelitian ini dilakukan dengan pendekatan kuantitatif dengan metode survei. Populasi penelitian ini adalah generasi Z di Jakarta yang pernah menonton iklan Tiket.com di YouTube dengan sampel penelitian sebanyak 115 responden. Hasil kesimpulan penelitian menunjukkan bahwa terdapat pengaruh daya tarik iklan Tiket.com di YouTube terhadap brand awareness bersifat kuat dan sebesar 61,9%, sedangkan sebanyak 38,1% dapat dipengaruhi oleh faktor-faktor lain. 

scholarly journals PERAN KOMUNITAS ONLINE ‘SUARA DISKO’ DALAM MEMBANGUN BRAND AWARENESS MUSIK TAHUN 80AN MELALUI INSTAGRAM THE ROLE OF ONLINE COMMUNITY ‘SUARA DISKO’ IN BUILD A BRAND AWARENESS THROUGH 80’S MUSIC INSTAGRAM

2018 ◽  
Vol 12 (2) ◽  
pp. 171-184
Author(s):  
Annisa Pramitasari ◽  
Dini Salmiyah Fithrah Ali
Keyword(s):  
Social Media ◽  
Young People ◽  
Case Studies ◽  
Online Community ◽  
Qualitative Method ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition ◽  
Four Levels

The development of the community is currently getting forward and more of young people who have an interest in a thing that is similar and  they began to build a community. Suara Disko. is a community that has a  purpose to popularize  the  80s music. With the evolve  of social media makes Suara Disko ha s  a media as Instagram to introduce their communities online. The purpose of this research is to find out how the role of online communities ‘Suara Disko ‘ in built a  Brand Awareness through 80s music Instagram.  This research using the qualitative method with approach case studies with indicator consists of four levels of Brand Awareness by Durianto that are Brand Recognition, Brand Unaware, Brand Recall, and Top Of Mind. Results of the study mentioned that the role of the community Suara Disko in built a Brand Awareness is by establishing the identity, provide the education, interaction with the followers, and become catchy by followers when considering which popularized back 80s music. Then to achieve the purpose of Suara Disko to popularize 80s music, Suara Disko is using Instagram to deliver activities in the form of visual and message.  Keywords – Brand Awareness, Community, Instagram, Role, Suara Disko

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.

INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING DALAM MEMBANGUN BRAND AWARENESS FAKULTAS EKONOMI DAN BISNIS ISLAM

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Oktaria Ardika Putri
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Qualitative Analysis ◽  
Educational Institution ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Educational Institutions ◽  
Business People ◽  
Marketing Tool

Instagram is a social media application that is currently very popular in the community, especially among artist, politicians, and business people. Companies or advanced business must quicly adapt to the advancement of information technology in the form of social media as a marketing tool. Instagram social media also necessary to developing educational institutions. One of the educational institution that ae currently developing is the newly established Faculty of Economics and Business Islam (FEBI) at the Kediri State Islamic Institute (IAIN Kediri). This writing aims to examine the importance of Instagram as social media marketing to building FEBI IAIN Kediri Brand Awareness. Instagram social media is considered more effectives to embrace students and the community, so it is expected to facilitate marketing and communication between FEBI IAIN Kediri with the students or other agencies. The method of this reasearch is a qualitative analysis which reference libraries are used as a basis. Keywods:  Instagam,  social media, Faculty of Economics and Business Islam, IAIN Kediri

Токтогулдун санат-насыят ырларынын тарбиялык мааниси

2019 ◽  
pp. 66-68
Author(s):  
А. Кошбаев
Keyword(s):  
Young People ◽  
Key Words ◽  
Basic Concept ◽  
Life Experiences ◽  
Folk Songs ◽  
General Philosophy ◽  
Educational Value ◽  
Pedagogical Content ◽  
Teaching Content ◽  
The Masses

Аннотация: Бул макалада санат-насыят ырларды жаштарга тарбия таалим берүүдө, адам болуп калыптануусуна өзгөчө орунга ээ. Акындык жанрда ыр түрүндө, комуздун коштоосунда же жөн гана ооз эки айтыш менен айтылган. Санат-насыят, терме мактоо ырлары менен жаштардан баштап улгайганга чейин акыл туюмун өстүрүп келген. Акындар эл аралап санат-насыят ырларын ырдашкан. Эл топтолгон тойлордо, жыйындарда тарбиялык мааниси бар ырларды көпчүлүккө жайылткан. Бул тарбиялык мааниси бар ырларды көпчүлүк өздөрүнүн балдарына тарбия берүүдө колдонушкан жана кулактарына сиңиришкен. Токтогулдун «Өмүр», «Карылык», «Насыят», «Санат», «Үлгү ырлар», «Нускалуу ырлар», «Терме», «Курдаштын көөнүн билип өт» деген философиялык ойлорго бай, педагогикалык маңызы терең ырлары жөнүндө автор баяндайт. Токтогулдун чыгармачылыгындагы эң негизги концепция-адам эң жогорку турган кымбат нерсе, улуу идеал. Акындын өзүнүн адамды асыл зат катары жогору баалашы, ага өтө гумандуулук менен мамиле кылгандыгы улуулугу болуп саналары жөнүндө сңз болот. Түйүндүү сөздөр: багыттоочу, гумандуулук, насыят, педагогикалык маңызы, санат, тарбиялоочу, терме, философиялык ойлор, элдик. Аннотация: Назидательные и нравоучительные народные песни занимают особое место в деле воспитания молодежи и становлении их как личности. Песни исполнялись акынами как в сопровождении комуза, так и без него. В данной статье показано воспитательное значение нравоучительных песен Т. Сатылганова. Т. Сатылганов через свои песни, которые несли воспитательные, созидательные функции, передавал гуманистические идеи, распространял передовые мысли среди народных масс. Автор говорит о том, что песни Токтогула «Өмүр», «Карылык», «Насыят», «Санат», «Үлгү ырлар», «Нускалуу ырлар», «Терме», «Курдаштын көөнүн билип өт» полны философских размышлений, педагогического содержания. Он раскрывает основную концепцию творчества Токтогула о том, что человек наивысшее, самое ценное существо, великий идеал. Так же автор подчеркивает, что слова песен Токтогула отличаются образностью, обладают эмоциональной силой и возвышенностью. Акын меткими и точными словами дает характеристику как человеку, так и явлениям жизни. Каждый слушатель или читатель получает для себя из песен Токтогула жизненный опыт и делает выводы. Ключевые слова: направляющий, гуманизм, назидание, педагогическое содержание, поучение, воспитательный, сборный, философские мысли, народный. Abstract: Edifying and moralizing folk songs occupy a special place in the education of young people and their formation as a person. The songs were performed by akyns both accompanied by komuz and without it. This article shows the educational value of the moralizing songs of T. Satylganov. T. Satylganov through his songs, which carried educational, creative functions, transmitted humanistic ideas, spread advanced thoughts among the masses. The author says that the songs of the Toktogul "Omur", "Karylyk", "Naziat", "Sanat", "Ulgu yrlar", "Nuscaluu, yrlar", "Terme", "Kurdashtyn konun bilip ot" complete philosophical reflection, and pedagogical content. He reveals the basic concept of creativity Toktogul that man is the highest, most valuable creature, the great ideal. The author also emphasizes that the words of the songs of Toktogul differ in imagery, have emotional power and sublimity. Akyn apt and precise words gives a description of both people and phenomena of life. Each listener or reader gets from the songs of Toktogul's life experiences and draws conclusions. Key words: guide, humanism edification, teaching content, teaching educational, general, philosophy, folk.

The Relationship Between Highly Visual Social Media and Young People’s Mental Health: A Scoping Review (Preprint)

2020 ◽  
Author(s):  
Alanna McCrory
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Young People ◽  
Scoping Review ◽  
Quantitative Methods ◽  
Grey Literature ◽  
Significant Proportion ◽  
Mental Wellbeing ◽  
Published Evidence ◽  
The Impact

UNSTRUCTURED Users of highly visual social media (HVSM), such as Snapchat and Instagram, share their messages through images, rather than relying on words. A significant proportion of people that use these platforms are adolescents. Previous research reveals mixed evidence regarding the impact of online social technologies on this age group’s mental wellbeing, but it is uncertain whether the psychological effects of visual content alone differ from text-driven social media. This scoping review maps existing literature that has published evidence about highly visual social media, specifically its psychological impact on young people. Nine electronic databases and grey literature from 2010 until March 2019 were reviewed for articles describing any aspect of visual social media, young people and their mental health. The screening process retrieved 239 articles. With the application of eligibility criteria, this figure was reduced to 25 articles for analysis. Results indicate a paucity of data that exclusively examines HVSM. The predominance of literature relies on quantitative methods to achieve its objectives. Many findings are inconsistent and lack the richness that qualitative data may provide to explore the reasons for theses mixed findings.

scholarly journals Survey of young people in one region of the UK on accessing COVID-19 information (SOCIAL)

2021 ◽  
Vol 5 (1) ◽  
pp. e000942
Author(s):  
Oliver G P Lawton ◽  
Sarah A Lawton ◽  
Lisa Dikomitis ◽  
Joanne Protheroe ◽  
Joanne Smith ◽  
...  
Keyword(s):  
Social Media ◽  
Young People ◽  
Significant Role ◽  
Online Survey ◽  
Descriptive Statistics ◽  
Sources Of Information ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Education Gaps ◽  
The Uk

COVID-19 has significantly impacted young people’s lives yet little is known about the COVID-19 related sources of information they access. We performed a cross-sectional survey of pupils (11–16 years) in North Staffordshire, UK. 408 (23%) pupils responded to an online survey emailed to them by their school. Descriptive statistics were used to summarise the data. Social media, accessed by 68%, played a significant role in the provision of information, despite it not being considered trustworthy. 89% felt that COVID-19 had negatively affected their education. Gaps in the provision of information on COVID-19 have been identified.

scholarly journals Social Media Use Among Young People in China: A Systematic Literature Review

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110164
Author(s):  
Lian Tang ◽  
Siti Zobidah Omar ◽  
Jusang Bolong ◽  
Julia Wirza Mohd Zawawi
Keyword(s):  
Social Media ◽  
Young People ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Media Use ◽  
Academic Research ◽  
Future Research ◽  
Research Topics ◽  
Social Media Use ◽  
Systematic Analysis

The widespread use of social media has promoted extensive academic research on this channel. The present study conducts a systematic analysis of extant research on social media use among young people in China. This systematic literature review aims to identify and bridge gaps in topics, theories, variables, and conceptual frameworks in studies of social media usage among young people in China. The study aims to develop a cause–effect framework that shows the causal relationships among research structures. The PRISMA method is used to review 20 articles drawn from the Scopus and Google Scholar databases. From the analysis, 10 major research topics, eight theories or models, and a complete framework of causal relations emerge. It is recommended that future research on social media should include a greater diversity of types of social media, investigate a wider range of research topics, and adopt different theories or models. Researchers should also implement a more complete and detailed systematic method for reviewing literature on social media research in China.

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