Proposed Information Technology Selection in Integrated Marketing Communication (IMC) Development to Increase Brand Awareness for Eco-friendly Brands

Abstract

The trend of environmentally friendly living is heading in a more positive direction is the reason why an eco-friendly industry is growing in Indonesia. Eco-friendly brands do promotional activities by implementing Integrated Marketing communication (IMC) strategy. Using Schultz and Kitchen four stage model development, the focus of this research is to identify the right information technology implementation on the third stage. Business organizations depend heavily on digital and technology, the third stage of IMC became very important for early stage business. Before developing IMC it is necessary to analyze the factors determining brand awareness for eco-friendly brands using five variables: diversity of social media use, message framing, brand exposure, electronic word of mouth, and customer engagement. The research uses quantitative method that is distributed in questionnaires towards people aged 18-35 years old in Java Islands using PLS-SEM. This research is expected to find out what are the determinants factors that influence brand awareness of eco-friendly brands then select the right information technology to develop the IMC strategy using the Must and Wants Decision Analysis.