Brand Ambassadors Research Articles

Pegaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian di Tokopedia Melalui Electronic Word of Mouth Sebagai Variabel Intervening

With rapid growth, researchers are intrigued to investigate the factors influencing consumer purchasing decisions on this platform. Through data collection and analysis, this research aims to provide deeper insights into how electronic word of mouth (e-WOM) influences purchasing decisions on Tokopedia. As a popular e-commerce platform, further understanding of these factors is expected to contribute to the development of marketing strategies and enhancement of consumer experiences on Tokopedia. This study utilizes purposive sampling and non-probability sampling techniques, involving 200 respondents from the community of Tangerang City who use Tokopedia for daily shopping. Data collection is carried out through G-form tools and manual methods with a questionnaire of statements using a 5-point Likert scale. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques for hypothesis testing and data validity. From the discussion of each hypothesis, some hypotheses are rejected as they surpass the theoretical significance value. The variable rejected is the consumer trust variable in purchasing decisions. This rejection aligns with prior research on Scarlett products, finding that consumer trust has a positive and significant impact on purchasing decisions, while brand image and brand ambassadors do not significantly influence purchasing decisions (Putri & Harti, 2022). The results of this study indicate that the role of electronic word of mouth (e-WOM) mediates the influence of consumer trust on purchasing decisions among Tokopedia users in Tangerang City.

Pengaruh Brand Ambassador dan Korean Wave Terhadap Minat Beli NCTzen pada Produk Somethinc

This research aims to investigate the influence of Brand Ambassador and Korean Wave on NCTZen's purchasing interest in Somethinc products. This research is quantitative, with 63.3 thousand NCTzens who are followers of the NCT Dream fan account (yodream25) as the population. The sample size of 96 respondents was calculated using the Cochran formula by applying a non-probability sampling method, purposive sampling type. Data analysis was processed using the path analysis method, with data collection through distributing questionnaires using Google Form. Using data analysis tools with SPSS version 27. The results show that there is a significant positive relationship between Brand Ambassador and the Korean Wave. Apart from that, this research also reveals that Brand Ambassador has a significant influence in influencing NCTzen's buying interest in Somethinc products, the Korean wave phenomenon also influences NCTzen's buying interest in Somethinc products. Meanwhile, Brand Ambassador and Korean Wave simultaneously influence NCTzen's buying interest in Somethinc products.

Pengaruh Promosi Word of Mouth, Brand Image, dan Brand Ambassador Terhadap Keputusan Pembelian Skincare Azarine di Stuffbyms Kota Semarang

The skincare industry in Indonesia is growing rapidly, with increasing competition between local and international manufacturers. This study aims to analyse the effect of Word of Mouth Promotion, Brand Image, and Brand Ambassador on purchasing decisions for Azarine skincare products at Stuffbyms Semarang City. Quantitative methods are used with questionnaires distributed to 83 respondents. The F test results show that the three independent variables simultaneously have a significant effect on purchasing decisions. The t test shows that Word of Mouth Promotion, Brand Image, and Brand Ambassador each have a positive and significant influence on purchasing decisions with a significance value of each below 0.05. The coefficient of determination (Adjusted R²) of 0.691 indicates that 69.1% of the variation in purchasing decisions can be explained by these variables. These findings provide important insights for Azarine's marketing strategy in the face of beauty industry competition.

A qualitative study exploring teenagers and their parents’ ethical judgments toward influencers as brand ambassadors

Purpose The purpose of this study is exploring teenagers’ (aged 11–17) and their parents’ reflections and insights regarding influencer marketing on social media, with a particular focus on advertising literacy and associated ethical perspectives. It examines the impact of influencer marketing on teenagers’ decision-making processes and emphasizes the importance of influencers clearly indicating their advertising collaborations. The study delves into the ethical aspects of advertising literacy, highlighting the significant role that transparent signaling of commercial collaborations plays. Design/methodology/approach The research involved conducting 40 interviews with both teenagers and one of their parents. Findings The study highlights a divergence in perspectives between teenagers and their parents regarding influencer marketing. While parents emphasized the importance of influencers clearly disclosing the commercial nature of sponsored content, teenagers did not see this as necessary. Additionally, the study found that parents often overlooked the ethical implications of honesty in influencer marketing discussions. Originality/value These findings underscore the importance of further exploring the complexities surrounding influencer marketing dynamics and the crucial role that parents can play in promoting ethical advertising literacy among teenagers.

The Influence of EXO Brand Ambassadors and Customer Engagement on Purchase Intention of Scarlett Whitening Body Lotion Tube Products on Social Media

This study aims to determine the effect of EXO brand ambassador and customer engagement on purchase intention of Scarlett Whitening Body Lotion Tube products on social media both partially and simultaneously and to determine the dominant variable on purchase intention of Scarlett Whitening Body Lotion Tube products on social media. This type of research is quantitative research with causal methods. The target population of this study are all prospective consumers and users of Scarlett Whitening Body Lotion Tube products on twitter and instagram. The research sample used was 100 respondents who were distributed through questionnaires. The sampling technique in this study was probability sampling with simple random sampling. Based on the results of the study, it shows that brand ambassadors do not have a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, while customer engagement has a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, brand ambassadors and customer engagement simultaneously have a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, and customer engagement is a variable that has a dominant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products on social media.

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing Decision Store in Sidoarjo

The cosmetics industry in Indonesia is experiencing rapid growth with cosmetic products becoming part of fashion trends. This study aims to analyze the influence of Brand Ambassadors, product quality, and price on the purchase decision of Radiance Up Y.O.U Beauty serum products in Sidoarjo. This study uses a quantitative approach with survey methods and regression analysis to see the influence of these three variables on purchase decisions. The results of the study show that Brand Ambassador, product quality, and price have a significant influence on purchasing decisions. Among the three variables, price proved to be the most dominant factor influencing consumer decisions, followed by product quality and Brand Ambassador. Based on these findings, companies are advised to consider a more optimal strategy in selecting Brand Ambassadors, maintaining product quality, and setting competitive prices to attract more consumers.

Pengaruh Penggunaan Brand Ambassador Nicholas Saputra Terhadap Citra Brand Kanzler (Survei Pada Followers Akun Instagram @Nicholassaputra)

The purpose of using brand ambassadors is one way for a company to shape an image and influence society. This research was aimed at finding out and measuring the influence of brand ambassadors on image. The theory used in this research is stimulus response theory. And the method used is a survey method with a quantitative approach. Data collection was carried out by distributing questionnaires to 200 respondents who came from followers of the Instagram account @nicholassaputra. This research aims to find out how much influence the use of brand ambassadors has on image. The results of this research show that there is an influence of the use of brand ambassadors on image.

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

Analysis Brand Image, Product Quality, And Brand Ambassador On Customer Purchase Decision For Scarlett Whitening Product In Sidoarjo

The tight business competition between companies today means that all companies want to be the best to attract the attention of consumers. Scarlett Whitening is a company that reached a sales record of 1 billion in 4 hours when collaborating with Exo. EXO is used as a strategy to attract consumers to buy this product. However, Scarlett Whitening consumers do not only look at the type of product or quality, consumers also look at the advantages in terms of the brands that are most popular. This research aims to examine the influence of Brand Image, Product Quality, and Brand Ambassador on Consumer Purchasing Decisions in Sidoarjo. This type of research is quantitative using descriptive statistical data analysis methods and testing methods including: Validity Test, Reliability Test, Classical Assumption Test, and Hypothesis Test. Data collection took the form of distributing questionnaires which produced valid data for 100 samples. The results show that the brand image variable has an insignificant positive influence. Meanwhile, the product quality and brand ambassador variables have a positive and significant effect.

Research on the Optimization of Marketing Strategies Based on Brand Image: How Gucci Adapts to the Current Chinese Market

GUCCI is a world-renowned luxury brand that is loved by Chinese consumers. With the development of society and the advancement of science and technology, the competition of luxury brands has become more and more fierce, which has also led to the bottleneck of the sales of the GUCCI brand in the Chinese market in recent years. This article will explore the cultural background of the GUCCI brand, the marketing model for the Chinese market, and the current Chinese luxury market, and use the SWOT model to analyze, read literature, and study individual cases to optimize GUCCI's marketing strategy and derive its methods to adapt to the current Chinese market Through the exploration of this study, it is found that GUCCI can be sold through a combination of online and offline methods, develop brand ambassadors in multiple ways, and use social media for advertising. Set up a second-hand market and promote the concept of environmental protection. Set up an innovative experience camp to improve consumers' experience in the field of luxury brands. Adapting the GUCCI brand to the current development of the Chinese market.

Managing Ethical Challenges in Social Enterprises

This paper aims to conduct an in-depth analysis of ethical issues faced by social enterprises operating in Kenya by examining the nature and complexity of these challenges. Furthermore, the research aims to explore strategies put in place by these social enterprises to promote ethical practices in their operations and discourage unethicality. This research used a qualitative approach to examine ethical issues in Kenya’s social enterprises. Semi-structured interviews with nine social enterprise leaders in Kenya were conducted. The paper provides empirical findings on the ethical issues that social enterprises in Kenya face and the strategies they have instituted to manage these ethical issues. Findings show that the ethical issues encountered are donor dependence, stakeholder interference, people management, cultural inclusivity and sensitivity, bribery, conflict of interest, transparency and accountability, and legal processes. Measures for handling ethical issues in social enterprises include attaining financial independence and sustainability, compliance with the law, promoting community relationships and engagement, and promoting transparency and accountability. The methods used to collect data may present issues like generalizability due to the sample size for the social enterprise leaders. The paper contributes to building a more ethical and sustainable social enterprise ecosystem in Kenya by identifying and addressing ethical concerns. Furthermore, identifying ethical issues can guide regulators and policymakers in creating guiding frameworks and powerful brand images, developing “brand ambassadors,” and managing the balance between stability and change.

The Influence of Content Marketing, Brand Ambassadors and Product Reviews on Purchasing Decisions for Scarlett Whitening Consumers in Pekanbaru City

This study was conducted to determine the effect of content marketing, brand ambassadors, and product reviews on purchasing decisions for Scarlett Whitening consumers in Pekanbaru City. With 190 responders the population in examination was Scarlett Whitening in Pekanbaru City. Purposive and non-probability sampling techniques are used in sample dedicating. Multiple linear regression analysis is the analytical technique utilized in this research, and SPSS V.25 helpline to process the data. Research findings indicate that content marketing has a partial effect on purchasing decisions, brand ambassadors has a partial effect on purchasing decisions, product reviews has a partial effect on purchasing decisions. In addition, there is a simultaneous relationship betweeen content marketing, brand ambassadors, and product reviews and purchasing decisions

A Bibliometric Analysis of Employee Advocacy and its Role in Enhancing Brand Loyalty

This bibliometric analysis explores the intricate relationship between employee advocacy and brand loyalty, providing insights into how internal stakeholder engagement impacts consumer perceptions and brand success. Utilizing a systematic review of academic literature from more than past two decades, the study highlights the pivotal role of employees as brand ambassadors and the subsequent effect on customer trust and loyalty. Through an examination of key studies, including works by Aaker (2011) and Chaudhuri & Holbrook (2001), the research underscores the significance of aligning employee experiences with external brand promises to enhance brand equity. The findings suggest that effective employee advocacy programs are crucial for fostering brand loyalty, particularly in environments where competition and consumer expectations are continuously evolving. Strategic implications are discussed, emphasizing the need for organizations to adapt their employee advocacy efforts in response to dynamic market conditions and evolving technological landscapes.

Powering reputation: Employee communication as the key to boosting resilience and growth in the U.S. Service Industry

The U.S. service industry, a critical pillar of the national economy, faces unprecedented challenges in maintaining resilience and achieving sustainable growth in a rapidly changing market. This review article argues that the key to overcoming these challenges lies in strategic employee communication, positioning it as a vital driver of organizational reputation and, consequently, economic resilience and growth. By examining a broad range of literature, this review highlights the transformative power of internal communication in shaping an organization's public image and fostering a culture of trust, engagement, and loyalty among employees. The article dissects the role of employee communication in empowering workers to act as brand ambassadors, whose interactions with external stakeholders can significantly enhance corporate reputation. It underscores how transparent, consistent, and well-crafted communication initiatives can align employees with organizational goals, creating a unified workforce that is both resilient and adaptable in the face of economic fluctuations. This alignment not only strengthens the internal fabric of the organization but also translates into a stronger, more credible public image, which is crucial for sustaining growth in a competitive and often volatile service sector. Moreover, the review explores the ripple effects of effective communication on organizational resilience. It details how companies that prioritize open and strategic communication are better equipped to navigate crises, retain top talent, and innovate in response to market changes. In this context, employee communication is not merely a tool for internal cohesion but a strategic asset that directly influences a company's ability to thrive in the U.S. service industry. The article concludes by emphasizing the imperative for service industry leaders to recognize and harness the potential of employee communication as a lever for boosting reputation and, ultimately, economic resilience and growth. As the service industry continues to evolve, those organizations that master the art of internal communication will be best positioned to lead, innovate, and succeed in an increasingly competitive marketplace. This review positions employee communication not just as an operational necessity, but as the cornerstone of a resilient and growth-oriented organizational strategy in the U.S. service industry.

Persuasi Rute Periferal Exo Sebagai Brand Ambassador Scarlett Whitening Terhadap Impulsive Buying

The popularity of K-Wave amongst Indonesian creates a competition for brands, resulting them competing to use Korean artists as brand ambassadors. This practice is widely adopted in business, particularly in the beauty industry, which is rapidly growing in Indonesia. This research aims to determine the effect of EXO's peripheral route persuasion as the brand ambassador of Scarlett Whitening on impulsive buying behavior. The study uses a quantitative approach to provide detailed statistical analysis on the influence of brand ambassadors on consumer impulsive buying. Data collected through an online questionnaire, distributed to 385 respondents who met the requirements of sample criteria. The results of the study indicate a significant positive influence of peripheral route persuasion on impulsive buying behavior. This means that the presence of EXO as a brand ambassador is effective in delivering marketing messages through the peripheral route, which includes elements such as likability and attractiveness, driving consumers to make impulsive purchases.

The Role of Hedonistic Buying Motivation, Shopping Lifestyle, and Brand Ambassador on Purchase Intentions of Blibli.com Marketplace Users in Kuningan Regency

The aim of this research was to investigate the impact of Hedonistic Shopping Motivation, Shopping Culture, and Brand Ambassador on the Purchase Intention of Blibli.com Marketplace consumers in Kuningan Regency. The method is descriptive-verificative analysis. The study population comprised 150 Blibli.com Marketplace users, and the data was collected through a questionnaire and examined through the application of multiple linear regression. The findings indicated that Hedonic Shopping Motivation, Shopping Lifestyle, and Brand Ambassador collectively and individually exerted a significant influence on purchase intention. The findings imply that Hedonic Shopping Motivation, Shopping Lifestyle, and Brand Ambassador significantly influence purchase intention. To boost purchase intent, companies should create enjoyable shopping experiences, align products with consumer lifestyles, and use relevant brand ambassadors effectively.

Pengaruh Brand Ambassador, Brand Image, dan Online Customer Review Terhadap Keputusan Pembelian pada Produk Scarlett Whitening (Studi Kasus Konsumen Scarlett Whitening di Solo Raya)

This study aims to examine the influence of brand envoys, brand pictures, and online client surveys on the purchase choice of Scarlett Brightening goods in Mandiri Raya. The type of research used is quantitative by distributing polls through Google Structure to 100 respondents who have purchased Scarlett Brightening items. Sample determination using purposive. The data analysis technique uses multiple regression analysis and t-test tests. The results of the data analysis show that Brand Ambassador (X1) has a partial and significant effect on the Purchase Decision (Y) on Scarlett Whitening products. Brand Image (X2) has a partial and significant effect on the Purchase Decision (Y) of Scarlett Whitening products. Online Customer Review (X3) has a partial and significant effect on Purchase Decision (Y) on Scarlett Whitening products. Brand Ambassador (X1), Brand Image (X2), Online Customer Review (X3) have a simultaneous and significant effect on Purchase Decision (Y) on Scarlett Whitening products (case study on Scarlett Whitening consumers in Solo Raya)

A systematic literature review on the network perspective and resource interaction: where are we now and where should we go?

PurposeThe study aims to advance the current state-of-the-art and identify the main theories, methodologies and research gaps. In this article, we examine the network perspective on resource interaction in management, systematically reviewing 92 published articles in peer-reviewed journals from 2013 to 2023.Design/methodology/approachThis systematic literature review is a methodical, transparent and replicable approach to choosing and evaluating scientific works. We have analyzed and combined all the available evidence, giving a comprehensive overview of the current state of the literature.FindingsThe subject is still under development in the literature, so there are still some research gaps, such as lack of information about markets and competitiveness. The main thematic groups we found included the firm’s social media, business performance, innovation in organizations, social media and big data, network analysis and artificial intelligence.Research limitations/implicationsIt is important to note that the subject is still under development in the literature, so there are still some research gaps, such as some lack of information about markets and competitiveness, the online presence of luxury brands and the impact of technology on their performance, which is not approached in the literature; some companies find it challenging to adopt new technologies; what level of technology and academic specialization is needed to measure performance; how to measure the level of credibility of information shared on the internet and the psychological impact of artificial intelligence on future generations and communication.Practical implicationsManagers can use this study to improve network strategies for better communication with diverse stakeholders and adopting new technologies, especially to enhance skills among older generations. Networks play a crucial role in fostering social capital among firms, facilitating knowledge management and improving the quality of processes. The resilience of business networks serves as a mediator between responsible innovation and a company's performance. Managers may consider expanding the use of networks to other areas of management to promote organizational collaboration and professional networking. Employees can also act as brand ambassadors for their organizations, helping to establish informal networks and increase visibility.Originality/valueAn integrative framework and a future research agenda are presented, with the potential to advance our understanding in this field.

Pengaruh Brand Ambassador Boy Group EXO dan Variasi Produk Terhadap Minat Beli Konsumen Produk Skincare Scarlett Whitening dengan Brand Image Sebagai Variabel Intervening

The purpose of this study was to determine whether brand ambassadors and product variations have a direct influence on buying interest, and to determine the effect of brand ambassadors and product variations on buying interest through Brand Image mediation. The research approach used is quantitative research. The type of data used in this study is primary data, namely research data obtained directly from original sources (respondents). The population in this study are all consumers who have and have not used Scarlett Whitening products. From the calculation using the formula (hair, 2020) recommends that the minimum sample size is 5 times the number of indicator items contained in the questionnaire, the indicators in this study consisting of 3 independent variables and 1 dependent variable totaled 23 indicators, so the sample size of this study was determined to be 115 respondents. The research data was processed using the smartPLS 4.0 analysis tool and the research method in this study used Structural Equation Modeling (SEM), namely an equation model with a variance-based approach or component-based structural equation modeling. The results of this study indicate that the first and third hypotheses are not supported because, Brand ambassador (X1) and Product Variety (X2) have no significant effect on Purchase Intention (Y), the second and fourth hypotheses are supported because, Brand ambassador (X1) and Product Variety (X2) have a significant effect on Brand Image (M), the fifth hypothesis is supported because, Brand Image (M) has a significant positive effect on Purchase Interest (Y), and it can be concluded that Brand ambassadors (X1) and Product Variety (X2) cannot affect Purchase Interest (Y) directly, but Brand ambassadors (X1) and Product Variety (X2) can affect Purchase Interest (Y) by going through Brand Image (M) as a mediating variable.

Pengaruh Live Streaming dan Brand Ambassador Engagement terhadap Keputusan Pembelian Erigo: Studi Kasus Penggemar Grup Idola Jkt48 terhadap Produk Erigo di Karawang.

This research study aims to examine the influence of live streaming and brand ambassador of idol group JKT48 on the purchasing decisions of Erigo’s product. On this era of digitalization marketing, brands image increasingly leverage interactive online methods and influential personalities to enchance their target market and lead customer behavior. As such live streaming providing a real time immersive and interactive shopping experience that creates a dynamic engaging platform for product presentation. Brand ambassador with their credibility and relatability that can reach the significantly impact customer perseptions and preferences, further leading purchace decisions. This research employs a quantitative employ with surveying questionnaire sample of JKT48’s fans that bought Erigo product to gather data impact from their engagement and live streaming with factors influence their purchasing decisions.