Media Marketing Research Articles

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

Driving eco‐friendly product purchases through social media: How does peer influence work?

AbstractSocial media platforms expose individuals to both peer and marketer influences. While these influences have garnered significant research attention regarding their impact on consumer behaviors, the findings have been a subject of debate. This research examines how peer influence from user‐generated content (UGC) differs from marketer influence from marketer‐generated content (MGC) in its effect on consumers' eco‐friendly product (EFP) purchases and how peer influence takes place. Study 1 uses online field data from an e‐commerce company and suggests that peer influence is associated with more sales, whereas there is no empirical evidence to support a similar effect for marketer influence. Utilizing online survey data collected from social media users, Study 2 further reveals that informational and normative peer influences significantly increase consumers' purchase intention via environmental self‐efficacy and positive moral emotion. Notably, tie strength with the influencing peer plays a crucial role in moderating the relationship between different peer influences, the mediators, and the mediation paths. Our research advances knowledge of peer influence on EFP consumer behaviors, extends the UGC literature through the lens of peer influence and tie strength, and offers practical implications for social media marketers and policymakers promoting eco‐friendly products.

The Influence of Social Media Marketing and Egoistic Motivation on Purchase Intention through Green Attitude as A Moderating Variable in Organic Beverage Consumers

This research discusses the influence of social media marketing and egoistic motivation on purchase intention through green attitude as a moderating variable in organic beverage consumers. Data for this research were collected using a quantitative approach with a questionnaire method. The data used were primary data from the responses of 200 organic beverage consumers in the Special Region of Yogyakarta selected through purposive sampling. Data collection was measured using a Likert scale and then analyzed using PLS in SMART PLS 3.0 software. The results of the study indicate that 1) Social Media Marketing directly and significant influence on Purchase Intention, 2) Egoistic Motivation directly and significant influence on Purchase Intention, 3) Green Attitude directly and significant influence on Purchase Intention, 4) Green Attitude can act as a moderating variable in the positive and significant influence of Social Media Marketing on Purchase Intention, 5) Green Attitude can act as a moderating variable in the positive and significant influence of Egoistic Motivation on Purchase Intention.

Impact of E-Word of Mouth (E-WOM) on Consumers’ Purchase Intention for Cosmetic Products: The Mediating Role of Brand Image (With reference to Facebook Users)

Social media marketing (SMM) is one of the emergent trends and a different marketing strategy that advertisers worldwide use today with the competition. In day-to-day life, cosmetics play a significant part as cosmetics are used as a regular ritual by almost everyone. The Electronic Word of Mouth (E-WOM) generated by the comments on social networking sites can influence the consumers’ purchasing decisions due to the vital role played by the SMM. However, consumers' adoption of E-WOM information is influenced by different factors. This study aims to investigate factors that affect E-WOM adoption on consumer purchase intention with the mediating effect on the brand image. The lack of research attention has been given on the impact of E-WOM on purchase intention with the mediating effect of Brand image. Hence, the current research addresses the knowledge and empirical gap. The researcher used the quantitative method and the data was collected from a sample of 384 respondents from Facebook users from Generation Z residing in Western province based on random sampling techniques. The collected data were analyzed by the Smart PLS. According to the findings, the researcher concluded that E-WOM has a significant impact on purchase intention. Further, results revealed a partially mediating effect of brand image on the relationship between E-WOM and purchase intention. The findings provide insights for cosmetics marketers to successfully manage the E-WOM activities. Moreover, the spread of accurate information through Facebook can foster a strong brand image, which will finally result an actual purchase behavior by consumers.

IMPLEMENTATION OF THE PROJECT BASED LEARNING MODEL ASSISTED WITH SOCIAL MEDIA MARKETING TO IMPROVE STUDENT LEARNING OUTCOMES IN CREATIVE PRODUCT AND ENTREPRENEURSHIP SUBJECTS

The aim of this research is 1) to describe how to improve student learning outcomes through the Project Based Learning learning model assisted by Social Media Marketing in Creative Products and Entrepreneurship subjects in class XIIOTKP3 SMK Negeri 2 Blitar, 2) to describe the results of implementing the Project Based Learning learning model assisted with Social Media Marketing in the Creative Products and Entrepreneurship subjects in class XIIOTKP3 at SMK Negeri 2 Blitar. 3) To describe whether the Project Based Learning learning model assisted by Social Media Marketing in the subjects of Creative Products and Entrepreneurship can improve the learning outcomes of class XIIOTKP3 students at SMK Negeri 2 Blitar. This type of research is Classroom Action Research (PTK) or Classroom Action Research because the researcher is directly involved in the research process from the beginning to the end of the research. The results of this research show that students' cognitive aspect learning outcomes increased by 56%. This was proven in the first cycle of students who got a minimum score of 70 as many as 16 people or 44%, while in cycle II who got a minimum score of 70 as many as 36 people or 100% were declared complete. The affective aspect of student learning activities increased by 39%. This was proven in the first cycle of students who were declared complete 22 or 61%, while in cycle II those declared complete reached 36 people or 100%. Likewise, in the psychomotor aspect there was an increase of 53%. This was proven in cycle I, 17 students were declared complete or 47%, while in cycle II 36 students or 100% were declared complete. Based on the results of this research, it can be concluded that the application of the Project Based Learning learning model assisted by Social Media Marketing can improve the learning achievement of Class XIIOTKP3 students at SMK Negeri 2 Blitar, especially in the subjects of Creative Products and Entrepreneurship.

PENGARUH SOSIAL MEDIA MARKETING, E-SERVICE QUALITY, DAN REVIEW CONTENT TERHADAP MINAT BELI KONSUMEN BOX OUTLET SINGARAJA

This study aims to examine the influence of Social Media Marketing, E-Service Quality, and Review Content on consumer buying interest in Singaraja Box Outlet Stores. The population in this study includes all Singaraja Box Outlet Store consumers from various walks of life, both men and women. The sample used in this study was 85 consumers selected through a questionnaire technique distributed using Google Form. This study used a quantitative approach and the data was analyzed by multiple linear regression method using IBM SPSS Statistics 25 application. The results showed that Social Media Marketing, E-Service Quality and Review Content proved to have a positive and significant influence on consumer buying interest in Singaraja Box Outlet Stores

Research on the Effect of Social Media Marketing Credibility on Consumer Attitudes

Research on the Effect of Social Media Marketing Credibility on Consumer Attitudes

The Effect of Green Marketing, Social Media Marketing, Word of Mouth And Service Quality on Purchasing Decisions

The formulation of the problem in this research is: Does green marketing influence purchasing decisions? Does social media marketing influence purchasing decisions? Does word of mouth influence purchasing decisions? Does service quality influence purchasing decisions? The objectives of this research are: to determine the influence of green marketing on purchasing decisions, to determine the influence of social media marketing on purchasing decisions, to determine the influence of word of mouth on purchasing decisions, to determine the influence of service quality on purchasing decisions. This research is included in exploratory research. The population in this study is unknown, the number of samples in this study was 220. The analysis tool uses PLS. The research results show that green marketing has no significant effect on purchasing decisions, social media marketing has a significant effect on purchasing decisions, word of mouth has a significant effect on purchasing decisions, and service quality has a significant effect on purchasing decisions.

Improving Airplane E-ticket Purchasing Decisions Through Social Media Marketing Instagram and Ease of Use of Online Travel Agent Applications in Indonesia Mediated by Trust

This study aims to ascertain how social media marketing (such as Instagram) and ease of use affect consumer decisions, as well as how trust functions as a mediating factor in the relationship between social media marketing and ease of use and consumer decisions. There are two types of data that are used; primary data are gathered through questionnaires, and secondary data are gathered from books and journals. This study used probability sampling techniques with a simple random sampling method, namely with 170 respondents. The analysis method in this study uses SEM-PLS (Structural Equation Model - Partial Least Square). This study's findings indicate that trust has a major impact on purchase decisions, simplicity of use has a large impact on decisions, and social media marketing has no significant impact on decisions. Ease of use and social media marketing's influence on purchase decisions might be mitigated by the trust factor. If respondents trust online travel brokers, social media marketing will have an impact on their purchase decisions.

The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java)

This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.

The Influence of Social Media Marketing, e-WOM, Celebrity Endorsement, CSR, and Advertising on Purchase Intention with Brand Image as a Mediating Variable among Marketplace Application Users in Batam City

Pada era digital ini, dimana dalam aktivitas sehari-hari semua orang seringkali bergantung pada digital membuat teknologi terus berkembang pesat. Untuk meningkatkan efisiensi dan mengurangi biaya, teknologi juga telah banyak digunakan di berbagai industri. Paradigma sistem perdagangan tradisional bergeser menjadi sistem perdagangan elektronik sebagai akibat dari perubahan penggunaan media informasi dalam operasi perdagangan. E-commerce yang kerap digunakan oleh masyarakat Indonesia, antara lain aplikasi marketplace berupa shopee, tokopedia, dan lazada. Ketiga aplikasi marketplace ini merupakan aplikasi marketplace yang memiliki peminat yang banyak di Indonesia. Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI) pada aplikasi marketplace yang dimediasi oleh brand image (BI) di kota Batam. Pengguna aplikasi marketplace di kota Batam menjadi sampel penelitian ini, dan 330 orang merespons survei. Hasil studi ini menampilkan bahwa adanya pengaruh signifikan positif dari brand image (BI), social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI). Penelitian ini juga menyatakan bahwa brand image (BI) dapat memediasi hubungan signifikan antara social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI).

Pengaruh Sosial Media Marketing Facebook terhadap Minat Beli Konsumen Yab Showroom Gorontalo

This research aims to find out how much influence Facebook Social Media Marketing has in increasing Consumer Buying Interest at YAB Showroom Gorontalo. This type of research uses quantitative methods, by distributing questionnaires to 63 respondents using the Slovin formula calculation. The analysis used in this research uses simple linear regression analysis. The results of this research show that the Facebook Social Media Marketing variable has a significant positive effect on Purchase Interest with a significance level of 0.001 < 0.05 and a value of tcount > ttable, namely 3,330 > 3,231. The magnitude of the influence of the coefficient of determination R square is 15.4% while the remaining 84.6% is explained or described by other independent variables which are not included in this research model.

Breaking Barriers: Investigating Technology Adoption in Micro, Small, and Medium Enterprises (MSMEs) Among Low-Income Women Entrepreneurs in Malaysia

In Malaysia, the B40 segment, particularly low-income women entrepreneurs, faces distinct challenges in adopting technology within their businesses. This qualitative study explores the low uptake of technology adoption among these entrepreneurs to understand the underlying dynamics. By addressing the "what" and "why" of low technology adoption, the research aims to provide insights for fostering inclusivity and empowerment within Malaysia's entrepreneurial landscape. The study involved an in-depth focus group discussion with 25 women entrepreneurs from four states across Malaysia, utilizing thematic analysis with Atlas TI. Key findings reveal issues related to technology adoption based on TAM theory. The findings indicate that most entrepreneurs are integrating technology into their business operations, either through social media marketing, e-commerce platforms, cashless payment methods, online delivery services, and machines, regardless of whether they are located in rural or metropolitan areas. The majority of the respondent are utilizing technology through their social media marketing. These situations have arisen as a result of the impact of COVID-19, which has compelled all entrepreneurs to adopt technology, even at a minimal level. The majority use social media platforms like Facebook and WhatsApp for marketing and adopt online banking and cashless payment methods such as DuitNow QR Code, Touch 'n Go, Boost, Shopee Pay, and Sarawak Pay. Despite using online food delivery services like Food Panda and Grab Food, trust issues such as payment delays, non-payment by drivers, and high commission fees make these platforms less appealing. Additionally, entrepreneurs prefer traditional methods over machinery to maintain quality and struggle to meet e-commerce demand due to their small-scale production, limiting their ability to fully use technology for business growth and sustainability. The findings support the theoretical insights of the TAM model and suggest actionable strategies for fostering technology adoption and empowerment among low-income women entrepreneurs in Malaysia.

Menjaga Keaslian Brand pada Brand Authenticity dengan Menggunakan Metode The Planned Behaviour

This study aims to deepen knowledge about the importance of the concept of Social Media Marketing towards Brand Authenticity, as well as to build hypotheses related to consumer potential and managerial implications for marketing. Through an in-depth study of various existing literature, it can be concluded that Social Media Marketing have significant impact to Brand Authenticity. Objectives - This study aims to highlight the mediating role of Value Co-Creation between Social Media Marketing (eWOM, Trendiness, Social Support) and Brand Authenticity. The study conducted a survey of the general public with respondents who use social media such as Instagram, TikTok, Facebook and Twitter with a sample size of 302 using Google Form and Structural Equation Modeling (SEM) to test the relationship hypothesis in the proposed model

The future for chief marketing officers in financial services

The role of the chief marketing officer (CMO) has undergone significant scrutiny and transformation in recent years, particularly within the context of rapid technological advancement and industry disruption. This paper examines the evolving landscape of marketing leadership, exploring the challenges faced by CMOs in adapting to changing market dynamics and the imperative for redefining their roles within organisations. Drawing on insights from the financial services industry and broader market trends, the study analyses the strategies and competencies required for CMOs to navigate the complexities of modern marketing. By synthesising theoretical frameworks with empirical evidence, the paper offers actionable recommendations for enhancing marketing leadership effectiveness in an era of digital and social media marketing. The research methodology involved a review of existing literature, including books, academic journals, industry reports and case studies, to identify key themes and trends affecting the CMO role. Additionally, qualitative interviews with business leaders from various industries were conducted and referenced to gather first-hand insights and experiences to validate the conclusions.

The Discomfort Dilemma: How Pro-environmental Consumption Affects Consumer Trust in Green Social Media Marketing and Engagement Intentions

The Discomfort Dilemma: How Pro-environmental Consumption Affects Consumer Trust in Green Social Media Marketing and Engagement Intentions

Analisis Sosial Media Marketing dalam Membangun Kepercayaan Pelanggan pada Produk Gaskita PT. Perusahaan Gas Negara Tbk, Area Karawang

This study aims to evaluate the implementation of social media marketing in building customer trust in Gaskita products in the Karawang area. The research method used is a qualitative case study with data validity testing through source and method triangulation. The results of the study indicate that the company has been active in running social media marketing, with the existence of official social media accounts (@gas_negara) and special regional accounts (@gas.karawang). However, although social media marketing has been implemented, the response from customers interviewed indicated that these efforts have not been fully effective in building trust. The conclusion is that although social media marketing has been implemented, the company needs to strengthen this strategy to be more effective in building customer trust. Keywords: Gaskita, Trust, Social Media Marketing

A Case Study on the Application of Beauty Industry Media Marketing Expert Training: Focusing on regional and industry-tailored job creation support projects

A Case Study on the Application of Beauty Industry Media Marketing Expert Training: Focusing on regional and industry-tailored job creation support projects

The Influence of TripAdvisor Reviews and Social Media Marketing Through Instagram on Brand Image at InterContinental Bali Sanur Resort

This study aims to determine the effect of TripAdvisor reviews and social media marketing through Instagram on brand image at InterContinental Bali Sanur Resort. Thus, it is hoped that this study can be used as a study and evaluation material for InterContinental Bali Sanur Resort to increase awareness of its brand image. In its implementation, this study took about four months with data collection techniques in this study being questionnaires and documentation studies. The number of samples in this study was 100 respondents and was distributed using Google Form. The results of this study indicate that there is a positive and significant influence, both partially and simultaneously, between TripAdvisor reviews and social media marketing through Instagram on brand image at InterContinental Bali Sanur Resort.

The Influence of Social Media and Experiential Marketing on Customer Loyalty in MSMEs in the Fashion Sector at Sentra Distro Trunojoyo Bandung

The Influence of Social Media and Experiential Marketing on Customer Loyalty in MSMEs in the Fashion Sector at Sentra Distro Trunojoyo Bandung