Currently technology continues to progress where the impact given is very large, especially in the business world. Sosial media Instagram is one of the platforms most widely used by business people in conducting marketing activities or commonly called Sosial Media Marketing Activities. This study aims to determine whether the influence of sosial media marketing activities carried out by Chatime has an influence on customer response, namely e-wom and commitment which is mediated through brand equity variables. The dimensions of brand equity that will be measured are brand awareness and brand image. This study uses quantitative methods. Respondent data was collected by distributing questionnaires through sosial media and the analytical technique used was Structural Equation Modeling (SEM) with the help of SmartPLS software. The samples used are Chatime consumers, Instagram sosial media users and followers who have accessed Chatime Instagram sosial media accounts. The results showed that the hypothesis contained in the study had a positive influence between sosial media marketing activities on customer response, namely e-wom and commitment as well as brand awareness and brand image.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.