PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL

2020 ◽  
Vol 14 (02) ◽  
pp. 53-61
Author(s):  
Sofiani Sofiani
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Correlation Method ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Use Of Social Media ◽  
The Impact

Social media has became one of the marketing strategies by most of the companies to deliver their brands, products and services to customer. Apart from the advantages of the use of social media for companies, it is becoming difficult for companies to raise awareness for their brand beause of the competition. The aim of this research is to determine the impact of social media on brand awareness of Amaris Hotel. The results of this research obtained from questionnaires that had been distributed to the respondents in Jakarta and processed with correlation method. The results shows that social media gives quite big and positive impact on building and estabilishing brand awareness of AYANA Amaris Hotel for 41,5%, and Instagram gives the biggest impact on brand awareness of Amaris Hotel. The level of brand awareness of Amaris Hotel has reached the highest level, Top of Mind level. Keywords: Social Media, Brand Awareness, Marketing, Amaris Hotel

Trends in Digital Marketing Capable of Attracting Millennials

2020 ◽  
pp. 21-49
Author(s):  
Patricia Duarte Rosa da Fonseca ◽  
Nuno Gustavo
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Positive Impact ◽  
Travel Behaviour ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Online Questionnaire ◽  
Crucial Step ◽  
Use Of Social Media ◽  
Search For Information

Comprehending how the new tourist travels and how they search for information is a crucial step for all brands and marketeers. As a result, the analysis of new trends in tourism due to the use of social media, specifically Instagram and the use of digital influencers in marketing strategies, is the prevalent theme of this chapter since these new advances cannot be ignored if a business/destination aims to keep their competitive advantage. The analysis used was based on Quivy's model, through an online questionnaire. The results then showed a positive impact of Instagram's influencers on consumer travel behaviour, in particular when it comes to brand awareness.

The Impact of Social Media Platforms “Instagram” and “Snapchat” on the Purchasing Decision - Structural Equation Modelling Approach

2020 ◽  
Vol 10 (1) ◽  
pp. 72-94
Author(s):  
Eman Ali Alghamdi ◽  
Naima Bogari
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Positive Impact ◽  
Young Female ◽  
Equation Modeling ◽  
Purchasing Decision ◽  
Social Media Platforms ◽  
Media Platform ◽  
Use Of Social Media ◽  
The Impact

Social media (SM) tools have an immense potential in e-marketing and online shopping. However, there is a lack of researches on the use of social media platform as effective marketing tools. This study has aimed to investigate the revolution of social media in Saudi Arabia through understanding the impact of two popular SM platforms (Instagram and Snapchat) on the purchasing decision of Saudi customers through advertisements and blogger recommendations. Structural equation modeling (SEM) was used to develop a model, which was tested using Confirmatory factor analysis (CFA). The results indicated a positive impact of social media platforms on the purchasing decision of young female users. Moreover, the effectiveness of these platforms in generating electronic-word of mouth (eWOM) among consumers was highlighted. However, further research is needed to promote marketeers and consumers' awareness in the digital marketplace.

scholarly journals THE IMPACT OF SOCIAL MEDIA ON INDIVIDUAL PERFORMANCE IN AGRICULTURE AND FOOD OFFICE MAGELANG

Jurnal Pari ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 75
Author(s):  
Kurnia Hardjanto
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Descriptive Analysis ◽  
Individual Performance ◽  
Analysis Method ◽  
Negative Impacts ◽  
Use Of Social Media ◽  
Agriculture And Food ◽  
The Impact ◽  
Share Information

Penggunaan media sosial sosial telah merambah ke semua lini layanan kehidupan masyarakat, termasuk di instansi pemerintah. Media sosial digunakan untuk mendukung implementasi program dan kegiatan di instansi pemerintah, yang kemudian berdampak pada kinerja individu di dalamnya. Penelitian ini bertujuan untuk mengidentifikasi secara empiris dampak penggunaan media sosial terhadap kinerja individu di Dinas Pertanian dan Pangan Kota Magelang.Penelitian ini menggunakan metode analisis deskriptif. Pengambilan data dilakukan dengan penyebaran kuesioner dan wawancara kepada 40 (empat puluh) karyawan di Dinas Pertanian dan Pangan Kota Magelang. Hasil penelitian menunjukkan bahwa aplikasi media sosial memiliki dampak positif pada peningkatan kinerja individu di Dinas Pertanian dan Pangan, yaitu sebagaimedia komunikasi (koordinasi) dan tempat untuk berbagi informasi secara aktual. Sementara beberapa dampak negatif penggunaan media sosial yang perlu diantisipasi berupa konsentrasi karyawan yang berkurang sehingga dapat menyebabkan keterlambatan pada penyelesaian pekerjaanThe use of social social media has penetrated into all lines of life services, including at government offices. Social media are used to support the implementation of programs and activities in government offices, which then have an impact on the performance of individuals in it. This studyaims to identify empirically the impact of the use of social media on the performance of individuals in Agriculture and Food Office, Magelang. This research uses descriptive analysis method. Data is collected by filling in questionnaires and interviewing with 40 (forty) officer in the Agriculture andFood Office. Research shows that the application of social media has a positive impact on improving the performance of individuals in Agriculture and Food Office, namely as a medium of communication (coordination) and a place to share information actually. While some negative impacts that need to be anticipated include reducing the concentration that can cause delay incompletion of work.

scholarly journals Impact of social media on children´s relationship with brands

2021 ◽  
Vol 115 ◽  
pp. 01003
Author(s):  
Nikoleta Hutmanová ◽  
Peter Dorčák
Keyword(s):  
Social Media ◽  
New Zealand ◽  
Qualitative Approach ◽  
Brand Awareness ◽  
Age Group ◽  
Media Usage ◽  
The Social ◽  
Use Of Social Media ◽  
The Impact ◽  
Depth Interviews

The paper focuses on how social media usage by children determines their interactions with consumer brands. First it describes how and when young children develop brand awareness and which are the most important predictors of this development. Those findings are then put in connection with the impact of social media. We elaborate on a deeper level how children approach online communications with brands in the social media context. Our assumptions are supported by a research conducted on a group of New Zealand children, both boys and girls in the age group of 11-14 years. This qualitative approach was implemented using in-depth interviews and identifies three key modes of brand interaction behaviour when young consumers use social media. According to these findings we assume that there is a connection between the use of social media and children´s relationship with consumer brands.

scholarly journals IMPACT OF SOCIAL MEDIA USE ON COMMUNITY PSYCHOLOGY AND ITS IMPLICATIONS IN COUNSELING

2021 ◽  
Vol 5 (1) ◽  
pp. 42
Author(s):  
Silvianetri Silvianetri
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Negative Impact ◽  
Positive Impact ◽  
Psychological Impact ◽  
Thinking Skills ◽  
Communication Tool ◽  
Social Media Addiction ◽  
Use Of Social Media ◽  
The Impact

Social media is a communication tool that is commonly used by everyone in today's technological era. Excessive use of social media will cause addiction, and have an impact on people's psychology. This article aims to reveal data on the impact of social media addiction on the psychology of society and its implications for counseling. The research uses qualitative research methods, especially phenomenology. The research instrument is the researcher himself, and for data collection using in-depth interviews and observation. The research respondents are the people of West Sumatra with male and female sexes aged 15 to 50 years. The data analysis technique is using Miles and Huberman data analysis with the following steps; data reduction, data display, and conclusion drawing/verification. The results of the study found that the psychological impact of social media addiction generally affects people's cognitive and emotions. The positive impact is cognitive, namely increasing insight and thinking skills, as well as giving birth to various creative ideas. The negative impact is causing forgetfulness, panic, dead-end thoughts, lack of logical thinking. Emotionally the positive impact of using social media by the community is to create happiness, optimism, motivation, enthusiasm, enthusiasm. The negative impact is causing anxiety, despair, sadness, resentment, anger and frustration. The results of this study have implications for counseling, namely preventively developing counseling techniques that aim to reduce social media addiction. Curatively, it can develop counseling techniques that can improve brain function and reduce anxiety levels.

Social Media Marketing in Creating Brand Awareness and Brand Trust

2019 ◽  
Author(s):  
Iesha Khajuria ◽  
Rachna .
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Trust ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The University ◽  
The Impact ◽  
Structured Questionnaire

Small as well as big businesses these days are largely making use of social media platforms to enhance their visibility and to promote their brands/products/services. By interacting more with people, the marketers can easily create brand awareness and establish brand identity, which gradually can help gain trust in the brand. Two hypotheses were formulated to examine the impact of social media marketing on brand awareness and brand trust. One of the most popular social networking sites, Facebook, and two most popular e-commerce brands Amazon and Flipkart were considered to study the effect. Data was gathered from 394 students/research scholars from the University of Jammu, using a well-structured questionnaire, employing convenience sampling. Data analysis was done using statistical tools like percentages, correlation, regression etc. Results signify that though social media platforms serve as a major tool in creating awareness and building trust, these cannot solitarily help develop and grow a business.

scholarly journals Do firms still need to be social? Firm generated content in social media

2019 ◽  
Vol 32 (2) ◽  
pp. 387-404 ◽  
Author(s):  
Athanasios Poulis ◽  
Ioannis Rizomyliotis ◽  
Kleopatra Konstantoulaki
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Brand Awareness ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Brand Perception ◽  
Use Of Social Media

PurposeThe purpose of this paper is to investigate how firm-generated content (FGC) impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM), and how this, in turn, influences consumer purchase intention.Design/methodology/approachIn order to test this conceptual framework, statistical analysis was carried out employing structural equation modelling.FindingsThe findings indicate that FGC has a positive impact on brand awareness, brand loyalty, eWOM and purchase intention. Furthermore, the results reveal that a link exists between consumer eWOM behaviour and brand awareness and loyalty. This study also demonstrates that company communication through Facebook and Instagram has a positive effect on consumer purchase intention. Finally, it has been shown that, regarding eWOM and purchase intention, FGC posted on Instagram has a greater impact on its users than that posted on Facebook.Originality/valueConsumer purchase intention is increasingly impacted by the growing use of social media by companies and marketers. This changing environment has opened up new challenges. However, there is still much work to be done in understanding the full effects of FGC communication, and how this influences consumer brand perception and purchase intention.

The impact of digitalization on business models

2018 ◽  
Vol 20 (2) ◽  
pp. 105-124 ◽  
Author(s):  
Harry Bouwman ◽  
Shahrokh Nikou ◽  
Francisco J. Molina-Castillo ◽  
Mark de Reuver
Keyword(s):  
Social Media ◽  
Big Data ◽  
Case Studies ◽  
Business Performance ◽  
Business Models ◽  
Positive Impact ◽  
Organizational Factors ◽  
Content Type ◽  
Use Of Social Media ◽  
The Impact

Purpose This paper aims to explore how digital technologies have forced small- to medium-sized enterprises (SMEs) to reconsider and experiment with their business models (BMs) and how this contributes to their innovativeness and performance. Design/methodology/approach An empirical study has been conducted on 338 European SMEs actively using social media and big data to innovate their BMs. Four in-depth case studies of companies involved in BM innovation have also been carried out. Findings Findings show that the use of social media and big data in BMI is mainly driven by strategic and innovation-related internal motives. External technology turbulence plays a role too. BMI driven by social media and big data has a positive impact on business performance. Analysis of the case studies shows that BM is driven by big data rather than by social media. Research limitations/implications Research into big data- and social media-driven BMs needs more insight into how components are affected and how SMEs are experimenting with adjusting their BMs, specifically in terms of human and organizational factors. Practical implications Findings of this study can be used by managers and top-level executives to better understand how firms experiment with BMI, what affects business model components and how implementation might affect BMI performance. Originality/value This paper is one of the first research contributions to analyse the impact of digitalization, specifically the impact of social media and big data on a large number of European SMEs.

scholarly journals Impact of digital marketing development on entrepreneurship

2019 ◽  
Vol 135 ◽  
pp. 04023 ◽  
Author(s):  
Kenzhegul Bizhanova ◽  
Arafat Mamyrbekov ◽  
Ilkhom Umarov ◽  
Akmaral Orazymbetova ◽  
Aziza Khairullaeva
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Turn Of The Century ◽  
Digital Marketing ◽  
The Internet ◽  
Internet Applications ◽  
Related Research ◽  
Use Of Social Media ◽  
The Impact ◽  
Business Structure

The article discusses the impact of digital marketing on modern entrepreneurship, as well as the main tasks in the formation of the business structure. Predictions of rising consumer power in the digital age leading up to the turn of the century were bolstered by the advent of the Internet and then reignited by social media. Changes in consumer behavior require firms to rethink their marketing strategies in the digital sphere. Currently, much of the related research focuses more on the client than the firm. This study uses the firm’s perspective to facilitate understanding of digital marketing and the use of social media, as well as its benefits and inhibitors. The second generation of Internet applications enhances marketing efforts by allowing firms to introduce innovative forms of communication and co-create content with their customers. Firms ’ participation in digital marketing can be classified according to the perceived benefits and uses of digital marketing. To improve engagement with digital marketing, marketers need to focus on relationship-based interactions with their customers. This article demonstrates how some firms are already achieving just that.

Microblogging in Higher Education

2014 ◽  
Vol 16 (2) ◽  
pp. 39-57 ◽  
Author(s):  
Vasileios Paliktzoglou ◽  
Jarkko Suhonen
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Social Networking Sites ◽  
Instant Messaging ◽  
Positive Impact ◽  
Third Party ◽  
Media Technologies ◽  
Frequency Of Use ◽  
Use Of Social Media ◽  
The Impact

Microblogging, with applications in many domains, including education, is one of the social media technologies with the greatest potential. The features of a microblogging platform vary from sending and receiving messages via the web, SMS, instant messaging clients, and by third party applications. Even though social media networking sites are commonly used in Higher Education, very little empirical evidence is available concerning the impact of social media use on student learning and engagement, albeit some studies on the use of Twitter as a microblogging tool in educational settings Fei Gao, Tian Luo and Ke Zhang (2012). In this study, the authors analyse the level of familiarity, engagement and frequency of use of social media technologies among university-level computer science students in Finland. Additionally, the authors analyse the experience of using a specific microblogging social media, Edmodo, as a learning aid to support group work. The specific focus of the study is to examine the reception of the students towards the Edmodo platform. The data was collected through a social media familiarity questionnaire, Edmodo experience questionnaire and interviews. The main findings are that the cohort was not very familiar with social media at the beginning of the course. However, the use of the Edmodo as a microblogging social media networking sites, as a learning tool had a positive impact on the students. This study provides experimental evidence that microblogging social networking sites and more specifically Edmodo can be used as an educational tool to help engage students more in the use of more social media networking sites.

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