Media Marketing Research Articles

The Role of Artificial Intelligence in Enhancing Risks in Media Marketing Campaigns in Saudi Arabian Marketing Companies

The Role of Artificial Intelligence in Enhancing Risks in Media Marketing Campaigns in Saudi Arabian Marketing Companies

The Effect of Social Media Campaign Adoption: Content and Message Quality to Brand Image as a Competitive Advantage

The development of the digital world encourages business actors to innovate in the process of introducing brands to the public. Brand image greatly influences how consumers view a product, this also greatly influences the decision to purchase a product. This brand introduction process is carried out using several methods including using social media marketing. Several factors influence the process of introducing this brand, the use of the wrong message and the use of poor-quality content will affect the results. This study aims to analyze the Influence of Content Quality and Message Quality on Brand Image Brand in MSMEs in Tirtajaya Village. With a total of 50 respondents from MSME actors, data was collected using a questionnaire which made this research method Quantitative. Based on data analysis, it was found that Content Quality and Message Quality had a positive effect on how the public views the brand. Further research can be improved by measuring other variables such as the selection of marketing media.

Popularitas Sanggar Tari Svarga Art Dance sebagai Organisasi Seni Pertunjukan Tari di Kabupaten Bungo

This study aims to reveal and describe the popularity of the Svarga Art Dance Studio as a dance performance art organization in Bungo Regency. This type of research is qualitative research using a descriptive method. The instruments of this research are interviews, observations and documentation. The steps of analyzing data are data reduction, data presentation and data verification as well as conclusions. The results of the study show that the Svarga Art Dance Studio is very popular in Bungo Regency, this is evidenced by the achievements, as well as the many new dance creations that are only owned by the Svarga Art Dance Studio and become an attraction so as to increase the love of the people of Bungo Regency for dance arts. With the form of democratic management, the performance of the Svarga Art Dance Studio between branches 1 and 2 and its cooperation with UMMUBA UKM of the University of Muhammadiyah Bungo went well and was growing. This, supported by the marketing of the Svarga Art Dance dance studio which uses the Social Media Marketing system through the official Instagram and Tiktok accounts, is also supported by the personal branding owned by the owner of the studio, with this the Svarga Art Dance dance studio can achieve its popularity. The Svarga Art Dance Studio until now has many routines in its performance which are often used by agencies, governments and the general public both inside and outside Bungo Regency.

Influencer-generated content on social media: how does influencers’ self-disclosure affect followers’ purchase intentions?

PurposeThis study investigates the effects of two types of self-disclosure by influencers (i.e. personal self-disclosure and professional self-disclosure) on followers’ parasocial relationships with them and online engagement with their content, which eventually affect followers’ purchase intentions.Design/methodology/approachThis study collected data based on a cross-sectional survey of 823 social media users. Structural equation modeling analysis was used to test the overall structural model and the mediating roles of parasocial relationships and engagement.FindingsThis study reveals that influencers’ personal self-disclosure has a positive impact on followers’ parasocial relationships with them and online engagement with their content. Interestingly, the results indicate an inverted U-shaped relationship between influencers’ professional self-disclosure and followers’ parasocial relationships, as well as online engagement with the influencers’ content. Furthermore, followers’ parasocial relationships and engagement partially mediate the impact of influencers’ personal and professional self-disclosure on followers’ purchase intentions.Research limitations/implicationsThis study contributes to the literature by revealing the underlying mechanisms of the differential effects of influencers’ personal and professional self-disclosure on followers’ purchase intentions.Practical implicationsThe findings will assist marketers in leveraging influencer-generated content to enhance influencer marketing effectiveness.Originality/valueThis research provides a better understanding of the potential linear and nonlinear effects of influencers’ self-disclosure on followers’ parasocial relationships and engagement in social media marketing.

Prioritizing social media marketing activities: unveiling the SMMA dimensions for enhancing brand attitude, experience, and purchase intention

This research examines the influence of Social Media Marketing Activities (SMMA) on consumer behaviour towards local fashion brands in Indonesia. The study focuses on five key SMMA dimensions: interactivity, informativeness, personalization, trendiness, and word-of-mouth (WOM). It extends previous research by investigating the moderating effect of customer engagement levels on the relationships between SMMA dimensions, consumer attitudes, brand experiences, and purchase intentions. A quantitative approach was employed through an online survey distributed to 878 social media users who actively follow and purchase from local fashion brands. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data and identify the influence of SMMA dimensions on consumer attitudes, experiences, purchase intentions, and the moderating effect of customer engagement levels. The findings aim to identify the influence of each SMMA dimension on consumer attitudes, experiences, and purchase intentions, quantify the relative impact of each SMMA dimension on these consumer behaviour factors, determine the SMMA dimension with the strongest influence on consumer response, and investigate the moderating effect of customer engagement levels on the relationships between SMMA and the other variables. These findings provide valuable guidance for local fashion brands in developing effective social media marketing strategies to enhance customer engagement and drive purchase intentions.

Benefits and Practices of Social Media Marketing on Small-Medium Enterprises (SMES) in Subic Bay Metropolitan Authority

In the 21st century, e-commerce technology has garnered significant interest from researchers and management, driven by the internet’s rapid growth. This has enabled customers to personalize websites according to their preferences. This study aimed to identify the benefits that small and medium-sized enterprises (SMEs) can gain from using social media to interact with customers, focusing on social media marketing tactics and their advantages. It provided insights into the challenges faced by entrepreneurs in prominent urban areas within the Subic Bay Metropolitan Authority (SBMA) and the managerial requirements for ensuring consumer satisfaction. The study concentrated on six key areas: profiling SMEs based on specific elements, identifying primary social media platforms used by SMEs in Subic Bay, evaluating potential benefits for SMEs, assessing the extent of social media engagement by SMEs, gathering input on ethical standards in social media marketing, and developing “RJM 24-points Proposed Guidelines for Social Media Practices.” Employing a descriptive methodology, data were collected from 51 respondents via structured questionnaires and supplemented by random interviews with proprietors, IT personnel, and managers. Statistical techniques such as percentage, weighted mean, Likert scale, and ranking were used for data analysis. Key findings revealed that increased brand visibility and feedback were the most probable benefits, while accessibility and advertising were the most commonly used social media practices. Ethical practices emphasize maintaining honesty, transparency, and authenticity in marketing efforts. The study provided several recommendations for improving social media marketing approaches for SMEs. These included encouraging financial businesses to diversify their products or focus on niche markets, motivating entrepreneurs to start micro or small firms to leverage low entry barriers and market adaptability, and prioritizing support for early-stage companies to enhance their chances of long-term success and profitability. Keywords: Electronic Shopping, Small Medium Enterprises (SME’s), Social Media Marketing Practices, Special Economic Zones

Analysis of Key Indicators for Reach, Act, Convert, and Engage (RACE) in Social Media Platforms for B2B Companies in Indonesia Using the AHP Method

B2B marketing involves the sale of products or services between companies, utilizing strategies at the corporate level. In this context, information plays a critical role and has evolved to adapt to modern times. Digital Marketing Communication leverages the latest technology to deliver integrated, efficient, and measurable communication, aiming to build strong relationships with customers. This study aims to analyze and provide recommendations for social media marketing strategies within a B2B company, focusing on selecting the most suitable social media platform for digital marketing activities. The approach centers on the use of the Analytical Hierarchy Process (AHP) method, which is applied to determine the most influential criteria in social media marketing. Key criteria such as reach, act, convert, engage are identified through surveys and interviews with digital marketing experts. The AHP analysis provides a structured approach to evaluating different social media platforms and strategies, helping companies make informed decisions about which platforms will be most effective. The results indicate that the AHP method can yield effective and efficient strategic recommendations for managing social media marketing activities, ultimately reducing the company’s marketing costs. These recommendations are expected to guide B2B companies in optimizing their social media marketing campaigns in the future.

The Influence of Social Media Marketing Activities on Brand Equity and Customer Response on Laidlunos

The Influence of Social Media Marketing Activities on Brand Equity and Customer Response on Laidlunos

Exploration of the Influencing Factors of Farmers' Willingness and Behavior in New Media Marketing under the Background of “Digital Commerce and Rural Development”

Under the background of “Digital Commerce and Rural Development”, utilizing new media for marketing has become the main way to expand the sales of agricultural products.This paper takes farmer survey data as a sample, based on the theory of planned behavior, explores the influencing factors of the “Digital Commerce and Rural Development” policy, and establishes a model of the influencing factors of farmer’ new media marketing willingness and behavior in the new media environment.Research has found that subjective norms have become the most important factor influencing farmers’ attitudes towards using new media for marketing agricultural products. The policy of Digital Commerce and Rural Development’ has become the most important factor affecting farmers’ intention to use new media for marketing agricultural products. Perceived behavioral control does not have a significant impact on farmers’ attitudes and intentions towards using new media for marketing agricultural products.From the aspects of strengthening the concept of new media marketing, carrying out training of new media marketing, building a public service support system, and cultivating and introducing professional and technical personnel, this paper provides policy suggestions for enhancing farmers’ willingness to carry out new media marketing.

The Influence of Social Media Marketing on the Decision to Use Grab Online Transportation Services among Students

This study aims to determine the effect of social media marketing on decisions to use Grab online transportation services for students of Universitas HKBP Nommensen Medan. The type of research used in this research is a quantitative approach. The population in this study were all students of Universitas HKBP Nommensen Medan who had used grab online transportation services whose population size was unknown. Based on the Lemeshow formula, the sample used in this study was 96 respondents who were taken randomly to represent each faculty. The results showed that Social Media Marketing significantly influences service usage decisions, this is shown in the partial test results (t test) t-value 8.632> t-table 0.2006 and a significance value of 0.000 <0.05. The Coefficient of Determination (R2) is obtained at 0.442, meaning that the Service Usage Decision variable can be explained by the Social Media Marketing variable by 44.2% and the remaining 55.8% is influenced by other variables outside of this research variable, such as Service Quality, Price, and so on. The conclusion in this study is that Social Media Marketing has a positive and significant effect on the Decision to Use Grab Online Transportation Services for Students of Universitas HKBP Nommensen Medan.

Research on the Impact of Social Media Marketing of Films on Consumer Behaviour

Before and at the early stage of a movies release, a successful movie marketing strategy will have a great attraction and influence on the target audience. The trailer is a marketing tool used before the official release of a movie, and its main function is to market and publicize the movie to a general audience, as well as be an effective tool for the audience to understand the movie. And topic marketing is to position the content of the movie through emotional value, social topics, potential consumer experiences, and so on, to build consumer awareness of the movie. Effective marketing promotion can increase the conversion rate of the audience want to see by influencing consumer decision-making behavior. Therefore, this paper explores the impact of two social media marketing methods (trailer marketing and topic marketing) on consumer decision-making behavior on Weibo and Douyin from the perspective of the audiences want to see conversion rate. This will provide a useful reference for movie producers to carry out effective marketing promotions.

Pengaruh Pemasaran Media Sosial dan Kualitas Layanan Terhadap Keputusan Pembelian Jasa Fotografi F11 di Kecamatan Tanjung Morawa

The purpose of this study was to determine the effect of Social Media Marketing and Service Quality on Purchasing Decisions for F11 Photography Services in Tanjung Morawa District. This research is associative research. The population in this study is the total data of 216 respondents of F11 Photograpy Service users, the calculation of the number of samples using the slovin formula with a sample size of 68 respondents. The data collection methods in this study were questionnaires, interviews and literature studies. The data analysis method uses descriptive methods and multiple linear regression analysis with a significant level of 0.05. The F test results show that service quality and service innovation together have a positive and significant influence on the dependent variable, namely purchasing decisions. Based on the test of the coefficient of determination (R2) shows that the Adjusted R Square value is 0.86%, meaning that social media marketing and service quality affect purchasing decisions by 86% and the remaining 14% can be explained by other factors not examined in this study

The Positive Relationship Between Social Media Marketing, Brand Awareness, and Brand Association, and How Celebrity Endorsement Boost the Effects of SMM

This research explores the complex relationship between social media and brand equity in the cutthroat world of contemporary business, emphasizing luxury businesses. Advertisements and live streams are examples of the concrete components of social media marketing (SMM) in contrast to brand equity, which encompasses intangible aspects like awareness and association. The purpose of the article is to clarify the complex relationship between SMM and brand equity and to show how SMM may be a driving force behind revolutionary changes in brand perceptions. The study also looks at the impact of celebrity endorsements on the luxury brand market, highlighting the power of celebrities to arouse feelings and create strong connections between the endorsed brand and its goods. The goal of this study is to provide a thorough knowledge of the beneficial relationship between SMM, brand awareness, and brand association by examining this complex relationship and revealing the inherent value that celebrity endorsements bring to the synergy between SMM and brand equity. These observations provide insightful advice for marketers negotiating the challenges of contemporary brand construction.

The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare)

The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare)

The Effect of Digital Marketing, Word of Mouth, Brand Trust and Image on the Purchase Decision

Social media has become a very important tool in the business world, especially in marketing activities. One strategy that is often used is Social Media Marketing, which aims to introduce products or services, provide and share information, and increase sales at a relatively low cost. With these benefits, this study aims to measure the role of digital marketing, word of mouth, product trust, and brand image on purchasing decisions, especially on the Es Teh Indonesia brand. This study was conducted using a purposive sampling approach, where data was collected boldly from people around the Surakarta area. The data obtained were then analyzed using multiple linear regression methods, with the help of SPSS software. The results of the analysis showed that each variable tested, namely digital marketing, word of mouth, product trust, and brand image, had a positive influence on the final customer purchasing decision. This finding emphasizes the importance of digital marketing strategies and word of mouth in shaping product trust and brand image, which ultimately encourages consumers to make purchases. This conclusion provides insight for companies to focus on developing effective marketing strategies to improve purchasing decisions

Does social media marketing important for MSMEs performance in Indonesia?

PurposeThis study aims to examine the main factors that influence the adoption of social media marketing (SMM) by small and medium-sized enterprises (SMEs) in Indonesia and how the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This research can provide input for teaching, public policy toward digital infrastructure and influence public attitudes toward digital involvement in business. This implication is in line with the findings of this research, which bridges theory and practice and has the potential to influence economic growth and quality of life.Design/methodology/approachThe data collection method used is a survey method by distributing questionnaires to MSME actors. The number of samples in this study was 234 respondents. This study was analyzed using the Structural Equation Model (SEM) with the help of SmartPLS software.FindingsThe results of this study indicate that marketing through social media has an effect on the performance of MSMEs. MSMEs need to adopt digital media considering the rapid development of digital technology today to be in line with the demands of business development. Using social media platforms, consumers can instantly connect with new products, services and brands with ease.Originality/valueThis article provides a significant and original contribution to the literature by examining the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This report provides new insights into the adoption and impact of SMM in the Indonesian context, where internet and social media use is very high.

Social Media Marketing and E-Wom: Driving Purchase Intentions Through Brand Image

Social Media Marketing and E-Wom: Driving Purchase Intentions Through Brand Image

Social Media Marketing Influence Analysis Brand Image: Product Quality Perception and Trust in Consumer Buying Interest in Mie Sedap Cup Products

This research was conducted on Sedaap cup noodle products produced by PT. WingsFood. From the data above, it shows that there has been a decline in the Top Brand Index for Mie Sedaap Cup products, especially from 2019-2022 or the last 4 years. This indicates that consumer buying interest is inconsistent and tends to decline, so it is of course interesting to research what factors influence consumer buying interest in Mie Sedaap Cup products. This research aims to find out the influence of social media marketing, brand image, product quality and trust on consumer buying interest in purchasing Mie Sedap Cup products. The sample for this research was 115 respondents, using purposive sampling or judgmental sampling techniques, namely a method of taking samples using criteria. The criteria that can be used as samples in this research are consumers who have purchased Sedaap Cup noodle products, are at least 17 years old and live in the city of Semarang. The data analysis method used in this research is multiple linear regression. The research results found that social media marketing had a positive and significant effect on consumer buying interest, brand image had a positive and significant effect on consumer buying interest, product quality had a positive and significant effect on consumer buying interest and trust had a positive and significant effect on consumer buying interest.

Mediasi Trust Dalam Mempengaruhi Pemasaran Media Sosial Terhadap Niat Beli Konsumen (Studi Konsumen Muna Beauty Store)

This study aims to determine Trust mediation in influencing Social Media Marketing on consumer purchase intentions (study on Muna Beauty Store consumers). The method used in this research is purposive sampling, namely the technique of determining the sample by considering certain criteria with a total sample of 96 respondents. With multiple linear regression and analysis method. The results of this study indicate that 1) Social Media Marketing has a positive and significant direct effect on Trust at Muna Beauty Store. 2) Social Media Marketing has a direct significant positive effect on Consumer Purchase Intentions at Muna Beauty Store. 3) Trust has a significant positive direct effect on the Purchase Intention of Muna Beauty Store Consumers. 4) Social Media Marketing indirectly has a positive and significant effect on Consumer Purchase Intentions through Trust.

Penggunaan Media Sosial Marketing Pada PT. Malak Kosmetik Indonesia

The development of the cosmetics industry in Indonesia continues to increase every year, this does not rule out the possibility of competition between competitors, companies must be able to keep up with the competition in order to survive in the tight competition, one strategy that can be used in the current digital era is by utilizing Social Media as one of the platforms for companies as a medium for carrying out promotional and advertising activities, as one of the company's efforts to stay connected with consumers so that they can compete with competitors. The purpose of this study is to find out: 1) how to implement the use of social media at PT. Malak Cosmetics Indonesia; 2) what are the obstacles in the use of social media at PT. Malak Cosmetics Indonesia; 3) how to overcome obstacles in the use of social media at PT. Malak Cosmetics Indonesia. The results of this study are: 1) The implementation of the use of social media at PT. Malak Cosmetics is going quite well, as evidenced by the occurrence of sales both online and offline; 2) The obstacles that occur are the lack of facilities and infrastructure owned.; 3) Other obstacles regarding community guidelines on nudity, pornography, or explicit sexual content owned by all social media platforms. Keyword: Social Media Marketing