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Increase Brand Awareness and Brand Image Using Social Media Marketing Elements

In: Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

Author

Listed:
  • Muhammad Zulkifli Amanda

    (Universitas Trisakti, Department of Management, Faculty of Economics and Business)

  • Yolanda Masnita

    (Universitas Trisakti, Department of Management, Faculty of Economics and Business)

Abstract

Establishing a comprehensive and interactive Social Media Marketing (SMM) will help build a trustworthy Brand Image. That will increase consumer loyalty and willingness to buy the product. This study aimed to examine and analyze the effect of social media marketing elements - Entertainment, Pleasure, electronic Word-of-Mouth (eWOM), and Trendiness, on consumer brand engagement and brand knowledge. Statistical testing was performed using Structural Equation Model (SEM) analysis. The results show that strengthening consumer involvement in a brand will strengthen brand awareness in the minds of consumers. Consumers quickly recognize the brand's characteristics and can remember the symbol or logo of the brand. Furthermore, if consumer involvement increases, the brand image in the minds of consumers will also increase. That is if the minds of consumers are already embedded in their image, then the company has the opportunity to set a premium price and maintain the image.

Suggested Citation

  • Muhammad Zulkifli Amanda & Yolanda Masnita, 2023. "Increase Brand Awareness and Brand Image Using Social Media Marketing Elements," Advances in Economics, Business and Management Research, in: Donard Games & Maruf (ed.), Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), pages 480-486, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-350-4_46
    DOI: 10.2991/978-94-6463-350-4_46
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