Abstract Social media platforms are now crucial marketing tools for companies looking to engage with customers in the digital age. Instagram has become the most popular of these platforms, especially among younger users. With the advent of Instagram Reels, marketers now use brief yet captivating videos to interact with their audience. This study looks into how young customers' brand recognition is affected by Instagram Reels and brief videos. The purpose of the study is to determine how young social media users' recognition, memory, and perception of brands are affected by brief video material. The study made use of both primary and secondary data. A systematic questionnaire was used to gather primary data from young respondents who often use Instagram. Secondary data about digital marketing and consumer behaviour was gathered from books, scholarly journals, and internet sources. The results show that Instagram Reels are crucial for raising young people's brand awareness. Consumers can learn about new brands, retain brand messaging, and form favourable opinions of items with the aid of brief video material. In order to increase the efficacy of short video marketing, the study also emphasises the significance of innovation, entertainment, and influencer marketing. The study comes to the conclusion that Instagram Reels are now a useful marketing tool for companies looking to raise brand awareness and engagement among young customers. Keywords: Influencer marketing, social media marketing, brand awareness, youth consumers, Instagram reels, short videos, and consumer engagement

Abstract In the competitive CPG industry, especially within edible oils, understanding factors influencing retail product choices is crucial for brand growth. As consumer preferences evolve and retail environments grow complex, strategic retailer engagement and targeted marketing are vital. Idhayam, known for premium sesame oil, has built a strong reputation on trust and quality, but sustained leadership depends on retailer perceptions and stocking decisions. Retailers act as key intermediaries, influencing product visibility and sales based on factors like brand perception, product quality, profit margins, and social influences. While existing research offers insights, there’s a need for context-specific understanding within the edible oil segment, where traditional preferences, health concerns, and loyalty heavily impact decisions. This study explores these core factors affecting retailer choices regarding Idhayam sesame oil to help optimize marketing and retail strategies. Keywords: Oil market, Product quality, Brand awareness, Brand loyalty, Reference groups

Type of the article: Research ArticleAbstractIn the context of Vietnam’s rapidly expanding digital ecosystem, understanding how psychological differences shape brand cognition among Generation Z has become increasingly important. This study aims to examine the influence of the Big Five personality traits on brand awareness across major digital touchpoints, addressing the limited empirical evidence from emerging markets. A quantitative survey was conducted in January 2025 with 898 Gen Z consumers residing in Hanoi and Ho Chi Minh City. Using Cronbach’s Alpha, Exploratory Factor Analysis, and multiple regression, the study assessed the reliability of measurement scales and the effects of personality traits on brand awareness indicators derived from Aaker’s (1991) framework. The findings show that four personality traits – openness, conscientiousness, extraversion, and neuroticism – positively and significantly predict brand awareness on digital platforms (β = 0.171–0.250; p < 0.001). Conscientiousness exhibits the strongest impact (β = 0.250), followed by neuroticism (β = 0.240), extraversion (β = 0.224), and openness (β = 0.171). Agreeableness does not demonstrate adequate construct validity and is excluded from the final model. Additional analyses using ANOVA reveal significant differences in brand awareness across regions but not across genders. These results illustrate that personality-driven tendencies, such as exploratory behavior, systematic information processing, social interaction, and risk-avoidance, play a substantial role in determining how frequently and effectively young consumers encode brand cues in digital environments. The study concludes that integrating personality insights into digital brand communication strategies can enhance relevance, memorability, and consumer-brand alignment, especially within dynamic Gen Z segments.Acknowledgment(s)The researchers express sincere gratitude to all the participants who generously participated in this study.

In the context of digital transformation and increasing competition in the fashion industry, intangible factors play a growing role in shaping brand equity. Cultural symbols, values, and narratives constitute important elements of communication strategy that influence brand perception and the nature of audience interaction. The purpose of this study is to examine the relationship between the cultural intensity of digital brand content, audience engagement in social media, and an integrated brand equity index. Cultural intensity is interpreted as a structured set of symbolic, narrative, and collaborative elements represented in a brand’s digital communications. The research is based on a combination of content analysis of social media publications and the calculation of audience engagement indicators. The empirical sample includes Ukrainian fashion brands Sleeper and Balykina. The methodology involved analyzing selected publications according to predefined cultural criteria and calculating engagement rate as the ratio of total interactions to the number of followers. To summarize brand characteristics, an integrated brand equity index was constructed based on key parameters reflecting consumer perception, loyalty, innovativeness, and market position. The analytical results suggest a possible association a tendency toward consistency between the intensity of cultural elements in digital content and the level of audience engagement. Brands characterized by more coherent symbolic and narrative communication structures demonstrate higher interaction indicators and a stronger integrated brand equity index. The results are analytical in nature and require further statistical verification. The theoretical contribution lies in clarifying approaches to defining and structuring the cultural dimension of brands in the digital environment. The practical relevance of the study relates to the application of the proposed framework in brand communication management. Future research may expand the sample and apply econometric methods for deeper empirical validation. The integrated brand equity index was constructed using a weighted expert-based evaluation of ten intangible parameters reflecting brand awareness, loyalty, identity, and market positioning.

This study examines Instagram as a central platform in the marketing strategy of DRW Skincare at Rumah Cantik Cila. In the digital era, social media has evolved beyond communication functions to become an integrated marketing instrument encompassing targeting, branding, advertising, and social media management. Employing a qualitative descriptive case study approach, this research investigates how Instagram’s features and account management practices are utilized to enhance brand awareness, expand market reach, and maintain customer engagement. Data were collected through interviews, observation, and documentation involving the business owner and a social media specialist. The findings indicate that Instagram plays a pivotal role in supporting marketing performance through professional account management and the strategic use of features such as feeds, stories, reels, live streaming, and paid advertising. These tools enable Rumah Cantik Cila to access both local and international audiences while fostering interactive relationships with customers. The study also reveals that Instagram functions as a central hub integrating social media management, diverse promotional features, and wide market reach, which collectively support the implementation of targeting, branding, and advertising strategies in a cohesive framework. Overall, Instagram contributes not only to increased sales but also to sustained brand loyalty through consistent and strategic engagement. This study highlights Instagram’s significance as an effective digital marketing platform for small businesses in the beauty industry, offering practical insights for enterprises seeking to optimize social media–based marketing strategies.

The rapid advancement of digital technology has fundamentally changed the marketing practices of MSMEs in Indonesia. TikTok, as a short-video-based social media platform, is increasingly recognized as a strategic medium for expanding market reach and stimulating consumer purchase intention. This study was designed to systematically investigate the implementation of TikTok-based digital marketing strategies in supporting the growth and sustainability of MSMEs. A descriptive qualitative approach was applied, with data collection techniques including in-depth interviews with five MSME managers as key informants, content observation, documentation, and online surveys of consumers exposed to promotional content. The findings revealed that TikTok features such as live streaming, hashtag challenges, and collaboration with creators effectively increase consumer engagement, build brand awareness, and stimulate purchase intention. However, MSMEs face challenges such as limited human resources and algorithm understanding. This study concludes that TikTok has great potential as a digital marketing medium for MSMEs, provided that creative, consistent, and consumer-oriented content strategies are optimally implemented.

This study examines the influence of Arei Outdoor Gear brand awareness on purchase decisions in the Bogor Climbing Virtual Community on Facebook. In the midst of increasingly fierce competition in the outdoor equipment industry, maintaining a high level of brand awareness is an important factor for companies in attracting and retaining consumers. Therefore, this study aims to find out the extent to which brand awareness of Arei products is able to influence the purchasing decisions of the community members. This study uses a quantitative approach with a survey method conducted on 87 respondents who were randomly selected from community members. Data collection was carried out through a questionnaire which was then analyzed using a simple linear regression technique to determine the relationship between brand awareness variables and purchase decisions. The results of the study show that the level of Arei brand awareness is relatively high with an average value of 3, where respondents are able to recognize Arei's products, logos, and brand characteristics. Meanwhile, purchasing decisions are also in the positive category with an average score of 3.25. The results of linear regression analysis showed a significant influence between brand awareness on purchase decisions with a correlation value (R) of 0.749. In addition, a determination coefficient value (R²) of 0.561 showed that 56.1% of purchase decisions were influenced by brand awareness, while the rest were influenced by other factors outside of the variables studied.

The development of technology and digital media has intensified competition among brands in establishing their presence in the digital space. This condition requires effective strategies to enhance brand awareness as a fundamental basis for building trust and brand recognition. Search Engine Optimization (SEO) is one of the strategic approaches that plays an important role in increasing brand visibility on search engines. This study aims to conceptually review the role of SEO in improving digital brand awareness. The study employs a literature review approach and conceptual analysis of the concepts, principles, and common practices of SEO in digital content management. The discussion focuses on the relationship between keyword optimization, content structure and quality, digital design, and information consistency with the level of brand exposure and recognition in the digital environment. The results of the conceptual review indicate that the implementation of SEO integrated with content strategy and digital design can enhance visibility, credibility, and audience recall toward a brand. Therefore, SEO functions not only as a search engine optimization technique but also as a strategic instrument for building and strengthening digital brand awareness sustainably in an increasingly competitive digital era.

The rapid growth of social media platforms has transformed marketing strategies among fashion Micro, Small, and Medium Enterprises (MSMEs), particularly through the use of digital content and short-form video promotion. This study aims to examine the impact of digital content quality and short video marketing on brand awareness and engagement levels among fashion MSMEs in West Java. A quantitative research design was employed using survey data collected from 155 MSME owners and managers through a structured questionnaire measured on a Likert scale. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3). The results indicate that digital content quality has a positive and significant effect on brand awareness and engagement levels, while short video marketing significantly enhances both brand visibility and audience interaction. Brand awareness also demonstrates a significant positive influence on engagement and acts as a partial mediating variable between digital marketing strategies and engagement outcomes. These findings suggest that visually appealing and informative content combined with short video formats can strengthen brand positioning and improve customer interaction in digital environments. This study contributes to digital marketing literature by providing empirical evidence from the fashion MSME sector in West Java and offers practical insights for businesses seeking to optimize their social media strategies in competitive markets.

The fashion industry in Indonesia has experienced rapid growth, marked by intense competition among both international and local brands. Adidas, as one of the leading global brands, faces challenges due to a decline in its brand index in recent years, which necessitates effective marketing strategies to sustain consumer loyalty. This study aims to analyze the influence of brand awareness and brand ambassador on consumer purchase decisions for Adidas products in Surabaya. A quantitative research approach was employed, utilizing the Partial Least Square (PLS) method to examine the relationships among variables. The population of this study consists of Adidas consumers in Surabaya, with samples selected through purposive sampling techniques. Data were collected using questionnaires and tested for validity and reliability prior to analysis. The findings are expected to demonstrate that brand awareness plays a crucial role in building consumer trust and brand image, while brand ambassadors strengthen emotional connections between consumers and the brand. This research contributes theoretically to marketing management and consumer behavior studies, while also providing practical insights for companies in designing more effective marketing strategies. Specifically, the study highlights the importance of optimizing brand awareness and carefully selecting brand ambassadors to enhance consumer purchase decisions in the dynamic fashion market.

Increasingly intense business competition requires companies to design effective marketing communication strategies to build brand awareness. This research aims to analyze the effectiveness of the event sponsorship strategy implemented by PT Tiga Bintang Sejahtera Food through a low-cost staple food bazaar in enhancing brand awareness, using key performance indicators (KPIs) as an evaluative framework to assess the achievements of the sponsorship strategy. The method used is a participatory descriptive qualitative approach, with informants consisting of bazaar participants and event organizers. Data were collected through in-depth interviews and participatory observation, then analyzed by identifying themes, patterns, and findings related to brand awareness. The results show that interactive booth activities, product sampling, and direct product education increased brand recognition, built positive associations, and strengthened perceived quality based on the performance indicators established in this study. These findings confirm that event sponsorship is an effective marketing communication strategy for local Fast Moving Consumer Goods (FMCG) companies, while also providing practical guidance for companies in designing more targeted and impactful sponsorship activities. This study is expected to serve as a reference for similar companies in developing effective and sustainable sponsorship-based marketing communication strategies.

This research aims to examine the effect of brand perception, brand trust, brand quality, and brand awareness on purchase decision-making in the FMCG food industry, with perceived quality as a mediator. A quantitative research approach was adopted, and data were gathered from 500 respondents using purposive sampling. The direct effects of brand trust and brand quality are the strongest, with β = 0.415 and β = 0.414, respectively, followed by brand awareness (β = 0.164) and brand perception (β = 0.091). Perceived quality was also found to have a significant and positive effect on purchase decision-making (β = 0.381). The results of the mediation test revealed that perceived quality partially mediates the relationship between brand perception and purchase decisions, while the mediating effect is minimal for brand trust, brand quality, and brand awareness. The model proves to be a good fit, as R² = 0.761 for perceived quality and R² = 0.671 for purchase decisions. The paper concludes that brand trust and brand quality are the most prominent drivers, while perceived quality reinforces the impact of brand perception on consumer purchase behavior in the FMCG food industry.

Introduction: Of all the techniques, it is the brand building that establishes a significant bond between the marketers and the customers. This is only starting the decision in the consumer buying behavior process but the marketer needs to face enormous challenges in creating brand positioning since it needs in-depth understanding. Methodology: This paper particularly endeavors to analyze the influence of brand identity on the consumer buying behavior in the FMCG sector, and for this purpose, 485 FMCG customers from the rural side of Tamilnadu were selected through a convenience sampling method. Results: The result showed an optimistic association of brand awareness, equity, and salience with consumer purchasing behavior. It is the brand equity that positively mediated the consumer buying behavior and loyalty. Spectral analysis result confirmed the long term periodicity effect of brand equity and brand identity on the consumer loyalty. Conclusions: Marketer should establish the brand identity among the rural customers through various promotional activities, and try to create the brand equity among them as these two have a good impact on their buying process.

This study aims to analyze the influence Word of MouthAnd Brand Awarenesson the interest of new students in choosing the Management Study Program at Muhammadiyah University of Makassar. The phenomenon of low utilization of credible information and the less than optimal image of the institution is an important basis for this research, considering that the decision to choose a higher education institution involves reputation, perceived quality, and information received by prospective students. The study used a quantitative method with a survey approach. The study population was all 272 new students of the Management Study Program class of 2025, and the sample was determined using the Slovin formula to obtain 73 respondents. Primary data was obtained through a Likert scale questionnaire, while secondary data was collected from literature, documents, and relevant publications. The research instrument included three variables, namely Word of Mouth,Brand Awareness, and New Student Interest, which is measured based on established operational indicators. The results of the study show thatBrand Awarenessbecome the most dominant factor in increasing the interest of new students, whileWord of Mouthhad no significant effect. This finding underscores the need to strengthen the institution's image and optimize promotional strategies to increase campus visibility.

This study aims to analyze the effect of digital promotion on digital repurchase intention, with digital brand awareness as a mediating variable in the fashion industry on social media. The background of this study is based on the increasing digital promotional activities carried out by fashion brands through various social media platforms such as Instagram, TikTok, and Facebook, which utilize interactive visual content to build brand awareness and encourage consumer repurchase intentions. This study uses a quantitative approach with an explanatory research method. Data were obtained through the distribution of online questionnaires to 150 Generation Z respondents aged 18-35 years who actively use social media and have purchased fashion products online. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of the SmartPLS program. The results of this study are expected to explain the extent of the influence of digital promotion on consumer repurchase intentions, as well as how digital brand awareness mediates this relationship. These findings are expected to provide theoretical contributions to the development of digital marketing literature, as well as practical benefits for fashion business actors in designing effective digital promotional strategies to build brand awareness and increase purchasing loyalty of Generation Z.

This study aims to analyze the effect of digital marketing and local product image on consumer purchasing decisions through brand awareness as an intervening variable for Lampu Gantung Coffee Powder in Solok Regency. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 96 respondents who are consumers of Lampu Gantung Coffee Powder. The sampling technique used in this study was purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS software. Descriptive analysis was applied to describe the research variables through the calculation of the Respondent Achievement Level (TCR). The results indicate that digital marketing and local product image have a positive and significant effect on brand awareness. Furthermore, brand awareness has a positive and significant effect on purchasing decisions. The findings also reveal that brand awareness mediates the relationship between digital marketing and local product image on purchasing decisions. This study is expected to provide practical insights for local businesses in developing effective digital marketing strategies and strengthening local product image to enhance brand awareness and consumer purchasing decisions

The increasingly intense competition in the instant noodle industry requires companies to optimize marketing strategies capable of building brand image and brand awareness in the minds of consumers, one of which is the use of public figures as brand ambassadors. This study aims to analyze the effect of NCT Dream’s endorsement as a brand ambassador on consumers’ purchase decisions for Lemonilo Instant Noodles, with brand image and brand awareness as mediating variables. A quantitative approach with an explanatory research design was employed, with data collected through questionnaires from 100 consumers of Lemonilo Instant Noodles in Semarang Regency who had been exposed to NCT Dream’s endorsement, selected using purposive sampling. Data were analyzed using multiple linear regression and path analysis with the assistance of SPSS 25. The results show that the brand ambassador has a positive and significant effect on brand image, brand awareness, and purchase decisions, and that all independent variables simultaneously and partially have a significant effect on purchase decisions. Mediation tests further demonstrate that brand image and brand awareness significantly mediate the effect of the brand ambassador on purchase decisions. The study concludes that strengthening the role of NCT Dream as a brand ambassador is effective in shaping positive consumer perceptions and enhancing brand recall, which ultimately drives purchase decisions. The implications underscore the importance of celebrity endorsement strategies that are integrated with efforts to reinforce brand image and brand awareness in order to increase the marketing effectiveness of instant noodle products.

This study investigates the marketing strategies of Apam Barabai micro, small, and medium enterprises (MSMEs), focusing on the integration of product creativity and digitalization to enhance business competitiveness. Employing a qualitative descriptive approach, data were collected through semi-structured interviews, participatory observation, and documentation involving MSME owners actively engaged in production, marketing, and business management in Hulu Sungai Tengah Regency, South Kalimantan, Indonesia. The findings reveal that Apam Barabai MSMEs predominantly rely on traditional marketing strategies, emphasizing strategic stall locations along busy routes, direct interaction with consumers, and fostering customer loyalty through personalized purchasing experiences. The use of banana leaf packaging preserves product freshness, reinforces cultural identity, and provides aesthetic value, yet remains underutilized in digital promotions. Digital marketing and e-commerce adoption are limited due to insufficient digital literacy and concerns over order management, constraining broader market reach. The study highlights that integrating product innovation—such as packaging, presentation, and flavor variations—with digital platforms can expand market coverage, strengthen brand awareness, and maintain the authenticity of local cuisine. Creative strategies combined with social media and e-commerce utilization present opportunities for MSMEs to increase sales, enhance competitiveness, and sustain customer loyalty. This research contributes to the literature by demonstrating the complementary role of traditional marketing practices and digital tools in local culinary MSMEs, offering practical recommendations for optimizing digital marketing, fostering product innovation, and improving digital skills. The study underscores that strategic location, personalized interaction, product creativity, and digitalization collectively form a robust framework for MSME growth in a digital economy, aligning with modern marketing theory.

Learning outcomes After completion of the case study, the students will be able to Case overview/synopsis This case study focuses on PCL, a leading cement manufacturer in Pakistan’s Southern region. Despite its strong performance in the institutional segments, PCL struggled to penetrate the retail and housing market due to low brand awareness and competition from established brands like Attock Cement and Lucky Cement. The case follows Syed Ali Salman, the aspiring assistant general manager sales and marketing, as he leads a team to evaluate PCL’s brand position and develop a marketing strategy to increase brand awareness and market share in the retail sector. The timeframe for this case study was January 2023 to December 2023. Complexity academic level This case study is suitable for undergraduate and graduate levels. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

This study aims to examine how the implementation of Integrated Marketing Communication (IMC) carried out by Friendshub contributes to building and strengthening brand awareness. Employing a descriptive qualitative approach and a case study method, data were collected through in-depth interviews with the core team of Friendshub and documentation of marketing activities, which were then thematically analyzed to explore communication patterns and creative strategies applied. The findings reveal that Friendshub integrates six elements of IMC as proposed by Belch and Belch (2021)—advertising, sales promotion, public relations, personal selling, direct marketing, and digital/interactive marketing—implemented across various channels such as social media, WhatsApp, email blasts, and event organization that emphasizes direct experiential engagement. The success of this implementation is supported by close communication with clients, consistent visual identity, and the adaptability of messages to audience needs, while challenges include limited budgets, dependence on client briefs, and short execution timelines. These findings highlight that consistent, creative, and adaptive IMC practices are not only effective in enhancing brand awareness but also in strengthening long-term relationships between Friendshub as a brand and its audience, thereby contributing positively to the sustainability of its image and corporate growth.