Social Media a Marketing Tool Providing Awareness in Customers

Kumar, Vinay

doi:10.2139/ssrn.3306728

Cited by 2 publications

(2 citation statements)

References 11 publications

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“…Citra merek, pemasaran media sosial, dan kepercayaan hanyalah beberapa elemen yang memengaruhi keputusan pembelian. Salah satunya menurut (Alfiyah & Aminah, 2023;Amaral & Wutun, 2022;Erwin et al, 2023) adalah brand image, sedangkan sosial media marketing menurut (Al-azzam & Al-mizeed, 2021;Kumar, 2019) Agar apa yang ditampilkan secara sempurna tetap melekat di benak konsumen, maka harus ada brand image dalam pemasarannya. Merek adalah logo, nama, atau tanda lain yang membedakan suatu produk dari yang ditawarkan oleh sejumlah pengecer lain.…”

Section: Pendahuluanunclassified

Pengaruh Brand Image Dan Social Media Marketing Terhadap Keputusan Pembelian Pada Tiktok Shop

Adriana S. Lahus,

Ardy F. Lamatokan,

Herybertus S. Meot

et al. 2023

organize

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Tiktok adalah salah satu dari beberapa aplikasi belanja online yang dibuat sebagai hasil dari munculnya internet. Penelitian ini mencoba untuk mengidentifikasi pengaruh kepercayaan toko, pemasaran konten, dan persepsi merek terhadap keputusan pembelian Tiktok. Purposive sampling digunakan dalam metode penelitian kuantitatif ini, yaitu mengumpulkan data dari sampel sebanyak 142 responden dengan menggunakan kuesioner. Regresi berganda untuk menganalisis data. Temuan penelitian menunjukkan bahwa sementara pemasaran sosial media memiliki dampak yang menguntungkan dan signifikan terhadap perilaku pembelian dengan sig. nilai 0,000, citra merek memiliki pengaruh yang terlihat dengan nilai sig 0,006. Citra merek, pemasaran konten, dan kepercayaan toko semuanya berdampak pada pilihan pembelian pada saat yang sama atau pengaruh secara bersamaan

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Section: Pendahuluanunclassified

Pengaruh Brand Image Dan Social Media Marketing Terhadap Keputusan Pembelian Pada Tiktok Shop

Adriana S. Lahus,

Ardy F. Lamatokan,

Herybertus S. Meot

et al. 2023

organize

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“…And the diversity of social media makes it possible to best suit the interests and needs of organizations in any way. At the same time, online business and an ongoing discussion with your constituents will become an essential factor, and more and more companies will shift resources and reconsider outreach methods [9,10]. Hudders et al, on the other hand, focus on influencer marketing in social media marketing.…”

Section: Introductionmentioning

confidence: 99%

The Marketing Model of Chinese Warehouse Retailers under the New Retail Background

Yi¹,

Zhang²,

Zhang³

2022

Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)

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New retailing refers to companies relying on the Internet to upgrade and transform the production, circulation, and sales processes of commodities through the use of advanced technology such as big data and artificial intelligence, thereby reshaping the business structure and ecosystem, and providing online services. It is a new retail model that integrates offline experience and modern logistics deeply. New media marketing is an increasingly vigorous marketing model, and more and more industries have begun to participate in it, including warehouse supermarkets. This article will start from this point and discuss how warehouse supermarkets can use new media to market under the background of new retail. This study found that warehouse supermarkets can increase their awareness and sales in the short term through influencers, but this approach does not provide the company with long-term sustainability. To avoid the possible negative effects of influencer marketing, the company inevitably needs to establish brand image and customer loyalty. Underlying the rapid development of China's e-commerce, it can be possible to conduct more research in the future on how to conduct new media marketing while also establishing a brand image faster and ensuring customer retention.

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Social Media a Marketing Tool Providing Awareness in Customers

Cited by 2 publications

References 11 publications

Pengaruh Brand Image Dan Social Media Marketing Terhadap Keputusan Pembelian Pada Tiktok Shop

Pengaruh Brand Image Dan Social Media Marketing Terhadap Keputusan Pembelian Pada Tiktok Shop

The Marketing Model of Chinese Warehouse Retailers under the New Retail Background

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