Improve Brand Awareness Research Articles

Social Media Marketing and Performance of Small and Medium-Sized Enterprises in South West Nigeria

The study investigated how small and medium-sized businesses (SMEs) in southwest Nigeria performed in terms of brand awareness, customer satisfaction, customer retention, and customer patronage in relation to social media marketing (ad placement, content marketing, referral marketing, and influencer marketing). The moderating effects of trust on SMEs' performance were also investigated in this study. Using a cross-sectional research methodology, the study used multistage sampling strategies, such as purposive, proportional, and simple random sampling. In all, 383 SMEs' owners and managers were chosen from the states of Ekiti, Ondo, and Oyo. Social media marketing significantly improved brand awareness, customer satisfaction, customer retention, and consumer patronage, according to the research. Additionally, the results showed that trust significantly moderated the performance of the chosen SMEs. According to the study's findings, social media marketing significantly impacted the performance of SMEs. According to the survey, SMEs should create a thorough social media marketing plan that includes a range of techniques like ad placement, content marketing, influencer marketing, and referral marketing. These results advance knowledge on how social media marketing might improve SMEs' performance in the specific context of Southwest Nigeria

Impact of visual merchandising on purchase intension (A mediating effect of brand image)

In order to improve brand awareness, impact consumer behavior, and promote in-store product discovery, visual merchandising is essential. This study looks at the effects of shelf presentations, product exhibits, and window displays on the purchase intentions of customers through visual marketing. Utilizing a quantitative methodology, the study collects data via an online survey completed by Pakistani clients. The findings show a substantial positive correlation between visual merchandising and consumer intent to buy.

Proyek Pemasaran Digital di Sosial Media dan E- Commerce Melalui Pembuatan Content Marketing dan Advertising Campaign Untuk Meningkatkan Brand Awareness Racabel

This study aims to analyze the digital marketing strategies implemented by Racabel, a local fashion accessories brand, to enhance brand awareness through social media and e-commerce platforms. The project includes creating marketing content and paid advertising campaigns across platforms such as Instagram, TikTok, Shopee, and Tokopedia. The strategy focused on content optimization to strengthen audience interaction and increase engagement on social media. The results of these campaigns show a significant increase in followers, engagement rates, and sales conversions on marketplace platforms. With the right content optimization and measurable advertising strategies, Racabel successfully expanded its market reach and improved brand awareness among the target audience.

Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness

Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness

ANALISIS STRATEGI INFLUENCER MARKETING PADA INSTAGRAM STUDIO DAPUR TAHUN 2024

Business competition has significantly increased over time as various companies introduce innovative flagship products. Consumers are more likely to choose well-known brands when selecting products. Therefore, companies must find effective marketing strategies to ensure that consumers recognize the products or services offered. One factor that can influence a company's or enterprise's recognition is improving brand awareness. To increase brand awareness, one of the most appropriate strategies is using influencers as part of promotions, or influencer marketing. Influencer marketing involves promoting products through influencers to their followers. The purpose of this research is to understand the stages and implementation of influencer marketing at Studio Dapur. The method used in this research is descriptive qualitative, consisting of participatory observation, interviews, documentation, and triangulation. The results of this study conclude that the implementation of the influencer marketing strategy on Studio Dapur's Instagram has yielded positive results, particularly in terms of engagement rate, with an average achievement of 1-5% from the four influencers used. These results indicate strong performance and have a direct impact on increasing brand awareness.

Strategy Development to Improve Brand Awareness and Sales Performance

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.

Research on Pricing Strategy of new Energy Vehicle Market

With the increasingly severe global climate change and environmental problems, new energy vehicles, as an important choice for green travel, have received widespread attention. However, the pricing strategy of the new energy vehicle market has been one of the important challenges facing automakers. Especially in China, as the world's largest automobile market, the pricing strategy of new energy vehicles not only affects the profits of enterprises, but also directly relates to the purchasing decisions of consumers. Taking BYD Auto as an example, as a leader in China's new energy vehicle industry, its pricing strategy has important reference significance for the entire industry. Through literature review, interview and investigation, and content analysis, this paper analyzes and studies the current situation of BYD automobile in terms of pricing strategy, and combines the current situation of China's new energy automobile industry to find out existing problems and propose corresponding optimization measures to improve the performance of new energy automobile enterprises. After in-depth research and analysis, this study draws the following conclusions: BYD Auto's existing pricing strategy has taken into account consumer psychology and market competition environment to a certain extent, but there are still some problems. Therefore, BYD Auto should flexibly adjust its pricing strategy according to changes in the market environment and consumer demand, strengthen communication and interaction with consumers, and improve brand awareness and loyalty. This study provides useful reference and enlightenment for BYD Auto and other new energy vehicle manufacturers, and helps enterprises to formulate more scientific and reasonable pricing strategies to achieve sustainable development.

Pembuatan Logo Untuk UMKM Ibu Vivi di Desa Weru Lor

This study aims to design and develop a logo for the SME "Warung Ibu Vivi" located in Weru Lor as part of an effort to enhance its visual identity and competitiveness. In today's globalized era, having a strong and appealing visual identity is essential for any business, including SMEs, to attract consumer attention and distinguish itself from competitors. The methods used in this service project include needs analysis, logo creation, finalization, and implementation. The design process involves active participation from the business owner to ensure that the logo aligns with the vision and values of "Warung Ibu Vivi". The final output of this project is a logo that effectively represents the SME's identity and a banner that incorporates the new logo. The new logo and banner are expected to improve brand awareness and increase the appeal of "Warung Ibu Vivi" to potential customers, thereby contributing to increased sales and business growth.

Implementasi Sosial Media Marketing Cv.Padang Gadget Indonesia Cabang Solok Melalui Sosial Media Instagram Pada Program Akhir Tahun 2023

This research aims to identify the implementation of social media marketing on the Solok branch of CV. Padang Gadget Indonesia via social media Instagram at the end of 2023 program, both in terms of strategy, implementation, and challenges. The social media marketing strategy implemented by CV. Padang Gadget Indonesia Solok branch is to improve brand awareness, increase sales, and expand market reach. As one of the most massive sources of information, social media is a very effective and efficient marketing channel. To describe this research, researchers used the AIDDA theory. In this theory there are 5 (five) stages / social media marketing strategies, namely Attention, Interest, Desire, Decision, and Action. This research uses descriptive qualitative methods, research that produces descriptive data in the form of writing or speech, as well as the behavior of people being observed. This method is applied to describe and analyze phenomena, events, social activities, attitudes, beliefs, perceptions, thoughts of people individually and in groups. CV. Padang Gadget Indonesia Solok branch has implemented the AIDDA theory in the social media marketing strategy they implement. For each content produced for each AIDDA theory, CV. Padang Gadget Indonesia Solok branch focuses on 3 (three) important points, which are the choice of appearance/design and content that suits the target market and a consistent narrative. In the end of 2023 program, social media marketing implementation strategy of CV. Padang Gadget Indonesia Solok branch succeeded in showing positive results. This can be seen from the increase in sales and improvements in insight on social media Instagram @padanggadget_solok. Meanwhile, the obstacle faced is managing the content creation schedule. The strategies implemented are also always evaluated at the end of each month or each program. Through this strategy, CV. Padang Gadget Indonesia Solok branch is able to become the top-of-mind and remains the main choice for their target.

Network embeddedness, entrepreneurial bricolage, and family farm sustainability

Family farm sustainability is an essential guarantee for increasing the resilience of food systems. Based on the network embeddedness theory and entrepreneurial bricolage theory, an exploratory longitudinal case study was adopted. The value-creating behaviors of family farms in different entrepreneurial periods were described and a process model of family farms sustainability with network embeddedness and entrepreneurial bricolage was constructed. The study revealed that family farms faced resource constraints such as shortage of element resources, insufficient market resources and lack of knowledge resources during the induction, start-up, and growth periods, respectively. In order to overcome resource constraints in different entrepreneurial periods, family farms employed multiple network embeddedness ways including relational embeddedness, structural embeddedness and cognitive embeddedness to seek help from actors in the rural social network. Family farms embedded in multiple networks used the entrepreneurial bricolage strategy of “element bricolage – market bricolage – institutional bricolage” to continuously acquire production elements, improve brand awareness, optimize processing techniques and promote the convergence of three industries. Family farms benefited from a win-win result with actors through network embeddedness and entrepreneurial bricolage, and created economic, social and ecological values eventually. The study offers fresh insights into the dynamics of rural entrepreneurship.

The Role of Machine Learning in Enhancing the Customer Relationship of Indian E-commerce Sector

The integration of machine learning technology in the Indian e-commerce sector shows promise in bolstering customer relationships. By leveraging machine learning within customer relationship management (CRM) systems, businesses can analyze customer behaviors and make data-driven decisions which facilitates personalized advertisement campaigns, improving customer engagement and satisfaction. Machine learning aids in developing customer churn systems to identify and address factors contributing to customer attrition, enhancing overall satisfaction levels. The technology's data mining capabilities enable the prediction of customer purchasing behavior, allowing for personalized product recommendations and improved brand awareness. Furthermore, machine learning models, such as the random forest algorithm, assist in analyzing customer characteristics to devise effective relationship enhancement strategies. Moreover, sentiment analysis and natural language processing functionalities of machine learning contribute to automating customer service, further strengthening customer relationships within the Indian e-commerce landscape.

Kegiatan Komunikasi Pemasaran Dalam Meningkatkan Brand Awareness di Kota Semarang

MG Setos Hotel Semarang is facing a variety of obstacles to survive in the midst of the new normal conditions induced by the COVID-19 epidemic. Travel constraints, health concerns, and social isolation have all contributed to a considerable drop in overnight visitors. This has the potential to damage the hotel's revenue and financial stability. Hotels must maintain a high level of service and visitor experience despite current constraints. A hotel's reputation can benefit from providing good service throughout the new normal. As a result, it is critical for the management of MG Setos Hotel Semarang to plan ahead of time and innovate in order to address the challenges that have arisen. The purpose of this study is to determine how MGSetos Hotel Semarang can boost brand recognition by using the Integrated Marketing Communication (IMC) approach. This study employs qualitative research methods such as interviews, observations, and documentation to acquire data. The triangulation of sources, procedures, and time ensures the veracity of the data employed. According to the research findings, MGSetos Hotel Semarang has created an integrated marketing communication plan to improve brand awareness, however its implementation has been subpar. Using this method can raise hotel brand awareness in the community even if it is not presently at the forefront of people's minds. This study has substantial practical implications for hospitality firms operating in unpredictable times.

The Role of Influencer Marketing for Tourism Destinations in Improving Brand Awareness through Instagram

This abstract delves into a comprehensive examination of the impact of Influencer Marketing on elevating brand awareness for tourism destinations, specifically leveraging Instagram as a pivotal social media platform. Situated in Nglanggeran Tourism Village, Gunungkidul, Yogyakarta, Indonesia, the study investigates the symbiotic relationship between influencer collaboration and the promotion of tourism destinations, with a focal point on measuring brand awareness as a primary outcome. Employing a quantitative methodology that integrates content analysis, surveys, Focus Group Discussion, and In-depth interviews; the study aims to assess the efficacy of Influencer Marketing campaigns. It further aims to identify the key factors of influencing brand awareness and delve into the perceptions and experiences of the influencers. The research question is how does influencer marketing on Instagram contribute to enhancing brand awareness for tourism destinations and what factors influence the effectiveness of such campaigns in the context of evolving consumer behaviour and preference. The findings reveal a positive correlation between influencer marketing and brand awareness, underscoring Instagram's potential as a potent tool for destination promotion. This study offers valuable insights for tourism marketers and destination management organizations seeking to strategically utilize influencer collaborations to enhance brand visibility and attract a greater influx of tourists.

БРЕНД-МЕНЕДЖМЕНТ КОМПАНІЙ В ГЛОБАЛЬНОМУ КОНКУРЕНТНОМУ СЕРЕДОВИЩІ

This article is devoted to defining the growing role of brand management in companies in the context of intensifying competition in the international markets of goods and services. The turbulence of the marketing environment creates a demand for increasing the efficiency of management technologies. One of the most effective tools in the international marketing activities of companies is brand management. The purpose of this article is to reveal the benefits and risks when companies use global brand management. To study this issue, a set of methods was used, including analysis and synthesis, empirical and statistical analysis; comparative analysis; and systematization. Based on the data of international research and consulting organizations, the article presents a quantitative measurement of certain aspects of the implementation of global brand management strategies. The result of the study is the disclosure of the content of competitive advantages achieved by companies when they choose a global branding strategy. Among the priorities are the following: increasing customer loyalty in the markets where the company operates; improving brand awareness and perception; improving the financial performance of an international company; improving the company's reputation; attracting and retaining talent. The factors that can complicate the implementation of global branding approaches include the persistence of differences in consumer and business cultures in different foreign markets, peculiarities in the institutional environment of different countries that affect the conditions of registration and legal mechanisms for protecting trademarks in different jurisdictions, a more positive perception of local brands of national businesses in the context of the intensification of new economic nationalism at the level of regulatory policies and consumer sentiment. The theoretical significance of the study is to expand knowledge about achieving a balance between global and local determinants that define the success of international companies in the context of increased competition in international markets for goods and services. The practical value is due to the search for new mechanisms to enhance the competitive position of domestic companies in global markets in the context of forced business relocation during the war between Ukraine and russia. Prospects for further research are seen in the systematization of empirical material and cases on the implementation of effective brand management strategies by domestic businesses in foreign expansion.

The Communication Effect of Elevator Multimedia Advertisement Based on the AIDMA Model – Taking a commercial plaza in Shanghai as an example

The Communication Effect of Elevator Multimedia Advertisement Based on the AIDMA Model – Taking a commercial plaza in Shanghai as an example

Analyzing Huawei’s Development Based on SWOT

In recent years, with the development of communications technology, to bring great convenience to people’s lives, the convenience of the back, is a lot of Huawei like technology companies all Ren day and night research and breakthroughs. The purpose of this paper is to take Huawei as an example, analyze the SWOT of Huawei, using the analysis, can better correlate the external factors and internal factors of the enterprise, explore the enterprise structure, and make the enterprise situation clear. Through the study of Huawei, this paper finds that, as a new high-end technology-based enterprise, Huawei faces problems such as international competition, potential policy risks, and limited financing channels. After that, this paper also explores Huawei’s core technology, industrial layout, after-sales service and other aspects. This paper suggests that Huawei should adhere to independent innovation, improve brand awareness and influence, raise awareness of its intellectual property knowledge protection, and establish a strict internal risk control mechanism. It is hoped that it can provide help for scholars who study this topic.

An Investigation into Cosmetic Market Strategy of China: A Case Study of Sephora

This paper investigates the Sephora’s consumer behaviors in Chinese market. With the larger segmentation of the market and changing consumer views of cosmetic products, there are factors of change in Consumer behavior. Sephora is a classic and successful representative in cosmetic industry for a long time, most of their marketing strategies are original and leading trend among most continents. However there has been a downturn in performance over the years. In order to determine the reasons for changes of the situation in recent years, this paper used case study method to analysing different perspectives of Sephora current marketing strategy. The review theoretical framework is based on 4Ps founded by Neil Borden, which applied with detailed explanations in four perspectives to reveal why Chinese market of Sephora are not performing well in last few years compare with the other marketing areas. In addition, three recommendations to correspondence issues divided in different aspects as increase local brands, improving brand awareness, integration into the local marketing market, adjusting price marketing model and business strategy.

The Impact of Social Media Marketing on Brand Awareness and Purchase Intention: Case Study of Vietnam's domestic fashion brands

The study aimed to examine the impact of social media marketing on brand awareness and purchase intention for Vietnamese domestic fashion brands. Quantitative research was conducted on 302 Vietnamese people of Generation Z. The questionnaire designed on Google forms was sent to research samples who were willing to participate. Research results determined the role and benefits of social media marketing in 2 aspects: (1) information about the brand of social media marketing on social networks and (2) brand engagement on social networks. Social media marketing has a positive impact on brand awareness and purchase intention of Vietnamese domestic fashion brands. In particular, brand information when communicating on social networks has a direct and positive impact on brand awareness and purchase intention. Brand engagement on social networks has a positive direct impact on brand awareness and a positive indirect impact on purchase intention through brand awareness. The research results show that Vietnamese domestic fashion brands do quite well in social media marketing, and are highly appreciated by the online community of generation Z in Vietnam. In the future, in order to improve brand awareness and purchase intention, Vietnamese domestic fashion brands need to pay attention to the brand information properties of social media marketing programs and need to invest more in brand engagement characteristics of social networks.
 Keywords: social media marketing, brand awareness, purchase intention

Strategies to Improve Brand Awareness through Digital Marketing on Instagram to Boost Sales of Tikacollectionid Fashion Products

Purpose: The development of information technology today is encouraging various significant changes in human life, including in the world of business and business.
 Design/methodology/approach: Used a qualitative research method with a descriptive approach. Qualitative research is intended to understand phenomena related to what is experienced by research subjects, such as behavior, perceptions, motivations, and actions in a holistic manner.
 Findings: Buying and selling transactions that used to be conventional with physical stores and a face to face system have now changed to digital or online based with a screen to face system. More and more businesses are providing products and services online without having to have a physical shop like conventional businesses in general. An online-based shop, also known as an online shop, is a business where consumers can buy products or services through an internet-based application or platform, without having to come to the shop and transact directly with the seller. However, online product and service transactions, especially online shops on social media (not via marketplace platforms) require the establishment of mutual trust between buyers and sellers. This condition is a challenge for online shops to be able to create a good brand image in order to gain the trust of consumers, thereby creating brand awareness. Therefore, in an effort to increase product sales, brand awareness is needed from consumers, so that business people can respond to market needs according to current developments and continue to survive in the midst of increasingly competitive business competition.
 Paper type: Research Paper

The Impact of Different Marketing Approaches on Company Performance Taking ANTA as an Example

This research aims to explore the impact of different marketing strategies on the performance of Anta, a Chinese sportswear brand. The study utilizes SWOT analysis to identify Anta's strengths, weaknesses, opportunities, and threats and examines how traditional marketing, social media marketing, and sports event sponsorship affect the brand's performance. The research is based on a thorough review of the relevant literature and secondary data analysis. The findings indicate that Anta's strengths lie in its strong brand reputation, diversified product portfolio, and innovative design. However, the company faces challenges in the areas of distribution and international expansion. The study also reveals that social media marketing is a cost-effective and efficient way for Anta to engage with consumers and improve brand awareness, while sports event sponsorship can help the company enhance its brand image and reach a wider audience. In conclusion, this research provides insights into the marketing strategies that can help Anta improve its performance and competitiveness in the sportswear market. The study suggests that Anta should continue to invest in social media marketing and explore new opportunities for sports event sponsorship. The research contributes to the existing literature on sportswear marketing and provides valuable information for marketing practitioners and academics.