influence of social media’s marketing activity on local brand equity and consumer response: using mix method approach

Abstract

Social media advertising currently has an impactful influence on the customer response toward a brand or a product. Marketing activities that occur on the brand's social media sites are also the main reason for generating brand equity and influencing customer response. The followers that are included on the social media sites of the brand are the customers that follow the latest information about the brand’s product, price, and promotion. Consumers look for information about specific brands on these social media sites, especially Indonesian local brands. Furthermore, these websites have a great influence on consumers' purchasing intentions. The purpose of this research is to analyze the impact of social media marketing campaigns (SMMA) on consumer response (CR) through brand equity (BE).and analyze what type of content is shared and preferred by social media users This study uses a mixed-method approach by using Explanatory Design. This study showed there is a positive relationship between SMMA towards CR. BE has the influence of mediation for SMMA and CR. The study also showed that value proposition branding on a social media advertisement properly could improve the consumer response. The results of this research can be used as basic data for local branding marketing strategies.

Antecedent and Consequences of a Brand Equity Beauty Clinic in Indonesia

“…The previous study in India about the fashion Industry by (Majeed et al, 2021;Rusfian & Alessandro, 2021) was made in Indonesia by branding their brand through social media such as Instagram, WhatsApp, Facebook, etc. The description above states: H3: Information Sharing has a positive effect on brand equity.…”

Determination of Social, Cultural, Personal, dnd Psychological Factors on Purchasing Decisions of SMEs Culiner Products

“…Cultural factors are often the determinants that underlie a person's desire and behavior to buy company products, which are adjusted to sub-culture and social class (Karedza et al, 2017;Elghannam et al, 2018;Jamali & Khan, 2018). In addition, there are also social factors that describe a group of people who have a direct influence on consumer attitudes and behavior such as reference groups, family, roles, and status (Konuk, 2018); Rusfian & Alessandro, 2021;Wursan et al, 2021). Personal factors are also considered to be one of the determinants of consumer behavior because the characteristics possessed by each individual in the form of age, life cycle stage, occupation, economic situation, personality, and self-concept directly impact consumer behavior (Shahid et al, 2017;Salehzadeh & Pool, 2017;Peña-García et al, 2020;Pauluzzo, 2021;Rusfian & Alessandro, 2021).…”

“…In addition, there are also social factors that describe a group of people who have a direct influence on consumer attitudes and behavior such as reference groups, family, roles, and status (Konuk, 2018); Rusfian & Alessandro, 2021;Wursan et al, 2021). Personal factors are also considered to be one of the determinants of consumer behavior because the characteristics possessed by each individual in the form of age, life cycle stage, occupation, economic situation, personality, and self-concept directly impact consumer behavior (Shahid et al, 2017;Salehzadeh & Pool, 2017;Peña-García et al, 2020;Pauluzzo, 2021;Rusfian & Alessandro, 2021). This also shapes the psychological condition of consumers, because it is reflected in actions that are fundamentally based on motivation, perception, learning, and memory (Dilip et al, 2021;Majeed et al 2021).…”

O valor de um país na internet: uma proposta de modelo para construção do country brand equity nas redes sociais digitais

“…Estudos sobre o comportamento de compra relatam que os consumidores se importam com a opinião de amigos e familiares (Rusfian & Alessandro, 2021& Wang, Chih, & Hsu, 2020, tendem a compartilhar eletronicamente experiências e sentimentos pessoais sobre as marcas, os quais são utilizados por ele e outros usuários em seus processos de decisão (Farzin, Ghaffari & Fattahi, 2021) e usam redes para pesquisar produtos e se comunicar com marcas e colegas a quem fornecem informações valiosas sobre marca (Santiago, Borges-Tiago & Tiago, 2022). David Aaker conclui sua avaliação definindo Demais Variáveis de Propriedade da Marca, em Aaker (1996), como patentes, marcas registradas e relacionamento com os canais de distribuição, afirmando que essas variáveis são importantes no momento em que diferenciam a marca das outras que estão presentes no mercado dando-lhe vantagem competitiva.…”

“…No que se refere aos resultados dos outros cruzamentos, os achados desta tese corroboram com trabalhos de outros pesquisadores que se debruçaram no exame da influência das redes sociais de forma geral (Bozorginia & Basirat, 2017;Rambocas & Ramsubhag, 2018;Kim & Chao, 2018;Barfi, Yuan, Afryie, Fonjong & Sarpong, 2019) e no estudo da relação entre essa dimensão e as ferramentas digitais de forma isolada (Frequência de Publicação: A baixa significância dessas respostas apontam que mesmo as pessoas fortemente influenciadas pelos laços sociais constroem sua percepção de qualidade (ou ao menos parte dela) sem a ajuda da opinião de outras pessoas, o que contraria a literatura que aponta para o fato de que a ideia de qualidade é uma percepção coletiva influenciada pela opinião das outras pessoas (Strutton, Taylor & Thompson, 2011;Taylor, Strutton & Thompson , 2012;Okazaki & Taylor, 2013;Rojas-Méndez;Murphy & Papadopoulos, 2013;Chen, Rotaru, Liu, Philips, Woodard, Nevin, & Lovley, 2014;Nogueira & Tsunoda, 2018;Jha, 2019;Wang, Chih, & Hsu, 2020& Rusfian & Alessandro, 2021.…”