Comparison of Social Media Marketing of Ice Cream Brands in Indonesia

Abstract

The rapid development of increasingly sophisticated technology leads companies to continue developing and adapting to current technology, especially in product promotion activities to increase brand awareness. The increase in social media usage has made many companies, especially those in the ice cream industry, shift to utilizing social media in their marketing promotion activities. The purpose of this study was to determine the aspects that influence social media marketing strategies to achieve effective consumer brand awareness. This study used a qualitative descriptive analysis method that compared the social media implementation of several brands of ice cream, using SWOT analysis. Data from social media measurements resulted in the number of views and subscribers. The results showed that brands achieved high consumer awareness by managing social media. Management methods included choosing social media, choosing content, and choosing the right influencer according to the market characteristics and target.