Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

Abstract

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

An Intelligent Digital Learning Platform to Enhance Digital Health Literacy

“…The digital learning platform is the learning center for learners and personnel to assess their performance in accordance with the standards set by the organization. The compositions of a digital learning platform [6], [10], [12], [24], [25], [26], [27] (as shown in Figure 3) are:…”

Loyalty of Individual Investors towards Marketable Financial Products: A Structural Logic of Customer-engagement, Mental Accounting, & Attitude

“…Hence, similar steps by financial institutions can be considered fruitful in conversion of potential customers into investing. Social media marketing is best at increasing brand awareness through customer brand contact (Mujica-Luna et al, 2021).…”

Digital Tool for Film Promotion Through the Use of Augmented Reality

“…According to [5], the promotion of a product must meet two objectives, one of which is to identify the right time to promote and to have knowledge of the target audience's behavior. which allows consumers to relate and interact individually with the brands [6].…”