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The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region.

The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y.

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic cross-sectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately.

This study explores the effects of food quality, service quality, pricing strategy, and ambiance on customer retention in Indonesian restaurants in Taiwan, with customer satisfaction as a mediating variable. This study also investigates the moderating role of cultural similarity in this relationship. A structured survey was conducted in a quantitative study design, collecting data from 400 international customers of Indonesian restaurants in Taiwan. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was used to analyze the data. The results showed that food quality and pricing strategy significantly increased customer satisfaction. In addition, service quality and ambiance had no significant contribution to customer satisfaction. Furthermore, cultural similarity strengthened the relationship between food quality and customer satisfaction. Finally, customer satisfaction had a significant effect on customer retention. This study provides important insights for Indonesian restaurant owners in Taiwan, emphasizing the important role of service quality and restaurant ambiance in addition to food quality and price to support customer satisfaction and thus increase customer retention.

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.

Influencer marketing and brand community have been popularly used as one powerful marketing strategy to enhance brand awareness. This study aims to find out how and to what extent influencer marketing and brand community affect brand awareness in a context of a growing beauty product brand in Indonesia. Using a quantitative approach and in context of Loreca’s brand, this study measured the role of influencer marketing and the beauty community on brand awareness. The brand equity and brand management theory has been used as the theoretical framework, where further influencer marketing and brand community were considered as the antecedents. This method was implemented using a structured questionnaire addressed to the brand community Loreca Babes, with total population of 385 people and 197 respondents. The data were further analyzed with PLS-SEM using SmartPLS 4.0 software. The research results conclude that influencer marketing and brand community have positively and significantly affect brand awareness, in which influencer marketing exhibits a stronger effect (0.558) compared to brand community (0.276). Based on this finding, it is suggested that Loreca shall evaluate its brand community strategy and enhance its use of influencer marketing. This study provides insight into the importance of influencer marketing and brand community in increasing brand awareness.

BACKGROUND AND OBJECTIVES: One of the "15 Guiding Principles" designed to achieve the 2030 aim highlights the importance of giving priority to exploration in the digital economy as a crucial element in defining the future economy. Consumers’ interest in using social media and e-commerce platforms for their shopping activities is rising in this day of modern technology. However, based on a study conducted by the Small Medium Enterprise Corporation indicated that a substantial majority of Small and medium enterprise entrepreneurs, acknowledge the importance of incorporating digital technology into their fundamental business operations. Nevertheless, there is a noticeable discrepancy between the level of awareness regarding these technologies and their actual adoption. Therefore, the research objectives are to determine the relationship between perceived convenience, E-promotion, brand awareness, and personalization toward consumers’ purchase intention.METHODS: Data was collected from a wide range of individuals in urban areas using probability sampling methods. This study aims to gain a deeper understanding of the various factors that can impact individuals' intentions. A sample size of 385 participants from the e-commerce sector in the Klang Valley, Malaysia. Therefore, stratified sampling is employed by considering pertinent characteristics such as location, age, and intention to use e-commerce. The analyses were conducted using SmartPLS software to measure the influence of digital marketing on consumers' purchase intention.FINDINGS: The variables of E-Promotion (β=6.601, p

The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis.

Garnier, a new product from PT. L'oreal Indonesia offers affordable prices and various variants with the latest innovations. However, political and religious controversies involving Israel often create negative perceptions of pro-Israel products. The focus of this research is the analysis of the influence of Brand Awareness and Religiosity on customer Purchasing Decisions of pro-Israel products on Garnier products at Abel Store. This study aims to determine the influence of Brand Awareness and Religiosity on Purchasing Decisions. This study used a sample of 105 respondents with the method of quantitative analysis and processed using Smart PLS. The results of this study show that Brand Awareness and Religiosity have a positive and significant effect, partially and simultaneously. Keywords: Brand Awareness; Religiosity; Purchasing Decisions

This research paper examines the impact of advertising spending on three crucial aspects of brand equity—brand awareness, perceived quality, and consumer purchase intention—in Kosovo's unique market environment. The study aims to offer a detailed analysis of both the actual advertising expenditures and consumers' perceptions of these expenditures, exploring their influence on brand-related metrics. This approach not only fills a significant gap in the literature concerning advertising spending in Kosovo—a developing economy facing substantial economic challenges—but also provides practical insights for businesses to optimize their advertising strategies even in times of economic downturns. The research encompasses a diverse array of 24 brands from sectors such as banking, microfinance, insurance, furniture retail, and supermarkets, thus presenting a comprehensive view of advertising's role in shaping consumer behavior. Employing a robust quantitative framework, the study integrates both secondary and primary data through statistical models like ordinary least squares and Probit, highlighting the strategic value of advertising investments and offering a contextually rich perspective on its effectiveness in enhancing brand equity elements within a challenging economic landscape.

The purpose of this research is to identify the main components and dimensions of digital content marketing according to the conditions of Iran and to present a model using a qualitative method based on the Grounded Theory approach. Data were collected through semi-structured in-depth interviews with experts. These experts included university professors in the field of digital content marketing and managers and activists of advertising and digital marketing agencies. Using targeted sampling and after conducting 15 in-depth interviews, theoretical saturation was achieved after the implementation and analysis of interviews and open, axial, and selective coding. The results showed that digital content marketing is realized by these conditions. Causal conditions (Internet development, ease of use, popularity of cyberspace, ease of communication with customers, virtual network features, The appeal of Digital Content Marketing, changing customer behavior, changing current structures), contextual conditions (personal characteristics, social characteristics), intervening factors (technical limitations, increasing competitors, lack of access, unawareness, severity of the spread of Covid-19), central category (Digital Content Marketing), strategies (make it enjoyable, increasing participation, providing various services to users, using various methods to increasing audience, exchange of information, infrastructure improvement, audience-friendly style, customer orientation), and consequences (market expansion, increasing profitability, groundwork for brand creation). The results indicate that the research model is acceptable level. IntroductionThe emergence of digital networks and the wide spread of technology dramatically changed human life compared to the latest technological tools of the previous decades (Torkestani et al, 2020), so that nowadays customers have significantly changed their behavior in line with the technology and economic environment of the world (Rostami et al, 2022). Modern advertising is more cost-effective and inexpensive than traditional advertising (Abdulle, 2022). Therefore, to attract customers, trust must be gained first, and customers should feel satisfied with our brand before purchasing a product or service. These features can be found in digital content marketing (Mozaffari et al, 2023). Inflation and the prevailing economic recession have created difficult conditions for individuals and businesses (Naseri, 2017). To overcome these difficult conditions, a native model must be explained in the field of digital content marketing.Research Question (s)The main research question is as follows: What is the conceptual model for digital content marketing? What are the main components and dimensions of this model? Literature ReviewTorkestani et al. (2022) discussed the possibility of personalizing content for each audience, the emotions hidden in the content and the date of publication of the content, the way the author is a member and his identity in the online community. Tahmasebpour et al. (2022) considered digital marketing elements to include six components: technical features of digital tools, relative advantage, cost to customers, management of items and processes, promotion, service quality, and information quality. Rostami et al. (2022) also prioritized the factors affecting marketing in digital businesses in their research and did not provide a model that included all aspects of this issue. (Naseri, 2017) also only looked at content features in four categories, content inherent elements, form elements, content distribution media elements and effectiveness measurement elements. (Naseri, 2017) examined only the characteristics of the content in four categories; intrinsic content elements, form elements, content distribution media elements, and effectiveness measurement elements. (Lou & Xie, 2020) also emphasized in their research on shaping brand experience and customer loyalty of. Boban et al. (2020) only investigated the relationship between content entertainment and informational social influence and between self-expression and normative social influence and electronic word-of-mouth communication. Furr. (2019) considered digital content marketing as a branding tool for colleges and universities. Taiminen & Ranaweera, (2019) focused on support, engagement, and interaction in brand communication and perceptions. MethodologyIn terms of purpose, this research is fundamental and applied, and in terms of nature, it is in the category of qualitative research. In terms of approach, the Grounded Theory and paradigm model of Strauss and Corbin have been used as a research plan, which is based on the identification of causal conditions, contextual conditions, central category, intervening conditions, strategies and consequences, and describing the relationships between them. A semi-structured in-depth interview was conducted with 15 experts who were selected in a non-probable and purposeful manner. Sampling was performed until theoretical saturation using the snowball method. The research community includes digital experts (academic and non-academic). This group includes university professors in the field of digital content marketing, as well as activists and specialists in the field of digital content production (institutions and agencies of digital marketing and advertising). They have at least five years of scientific, research, and executive experience in DCM and at least a master's degree or doctorate in the fields of marketing management, information technology management, and other related fields. In the analysis of the data obtained from the interviews, after the full implementation of the text of the interviews, MaxQuda 2020 was used. Immediately after each interview, the interview text was extracted and typed, entered into the software, and open, axial, and selective coding procedures were performed. ResultsThe information obtained from the interviews resulted in the extraction of 135 concepts (open coding), which were placed in the form of 26 subcategories (axial coding) and 5 main categories (selective coding), as follows: Internet development, ease of use, popularity of cyberspace, ease of communication with customers, virtual network features, the appeal of Digital Content Marketing, changing customer behavior, changing current structures, technical limitations, increasing competitors, lack of access, unawareness, severity of the spread of Covid-19, personal characteristics, social characteristics, make it enjoyable, increasing participation, providing various services to users, using various methods for increasing the audience, exchange of information, infrastructure improvement, audience-friendly style, customer orientation, market expansion, increasing profitability, groundwork for brand creation.The paradigm model is presented in figure 1.Figure.1. Paradigm model of the research ConclusionThis article aims to design a digital content marketing model. Making it enjoyable in this research includes gamification in social networks, visualizing content according to people's tastes, using humorous content, and entertaining content. The obtained results showed that making it enjoyable is an effective strategy for digital content marketing. In this research, the following were discovered to increase participation in digital content: using celebrities, participating in online campaigns, holding contests, and building trust and commitment in customers. The results also show that increasing participation is an important strategy in digital content marketing. The services that can be paid in the production of digital content to attract the audience are as follows: offering discounts, bonuses to users, free training, and support. The obtained results also show that providing diverse services to users is an influential factor in digital content marketing strategies. Various methods of increasing the audience in this research include: providing outstanding and strange information, producing educational content, producing therapeutic content, producing sports content, using new ideas to produce content, producing fresh and new content, teaching new methods of producing content, increasing quality, extensive advertising, social network viral marketing, and content creation based on frequent words. The results show that the use of methods to increase the audience is the most effective strategy. Information exchange includes modeling external pages, modeling successful pages, participation in online campaigns, and content exchange. The obtained results show that information exchange has a significant impact on digital content marketing strategies. Improving the infrastructure in the field of digital content includes increasing the speed of the Internet, website design, and the production of powerful internal applications, which the results show is one of the most important strategies. Audience-friendly style also includes creating differentiation, special and unique style, being up-to-date; using one of the special effects is the mastery of body language. The results show that an audience-friendly style is one of the most effective strategies in digital content marketing. Customer orientation also includes content production based on society's problems, compliance with professional ethics, monitoring customer needs, finding customers' tastes, and honesty in content production. The obtained results show that customer orientation is an important strategy in digital content marketing.Keywords: Digital Content Marketing, Online Marketing, Brand Awareness, Grounded Theory. The purpose of this research is to identify the main components and dimensions of digital content marketing according to the conditions of Iran and to present a model using a qualitative method based on the Grounded Theory approach. Data were collected through semi-structured in-depth interviews with experts. These experts included university professors in the field of digital content marketing and managers and activists of advertising and digital marketing agencies. Using targeted sampling and after conducting 15 in-depth interviews, theoretical saturation was achieved after the implementation and analysis of interviews and open, axial, and selective coding. The results showed that digital content marketing is realized by these conditions. Causal conditions (Internet development, ease of use, popularity of cyberspace, ease of communication with customers, virtual network features, The appeal of Digital Content Marketing, changing customer behavior, changing current structures), contextual conditions (personal characteristics, social characteristics), intervening factors (technical limitations, increasing competitors, lack of access, unawareness, severity of the spread of Covid-19), central category (Digital Content Marketing), strategies (make it enjoyable, increasing participation, providing various services to users, using various methods to increasing audience, exchange of information, infrastructure improvement, audience-friendly style, customer orientation), and consequences (market expansion, increasing profitability, groundwork for brand creation). The results indicate that the research model is acceptable level. IntroductionThe emergence of digital networks and the wide spread of technology dramatically changed human life compared to the latest technological tools of the previous decades (Torkestani et al, 2020), so that nowadays customers have significantly changed their behavior in line with the technology and economic environment of the world (Rostami et al, 2022). Modern advertising is more cost-effective and inexpensive than traditional advertising (Abdulle, 2022). Therefore, to attract customers, trust must be gained first, and customers should feel satisfied with our brand before purchasing a product or service. These features can be found in digital content marketing (Mozaffari et al, 2023). Inflation and the prevailing economic recession have created difficult conditions for individuals and businesses (Naseri, 2017). To overcome these difficult conditions, a native model must be explained in the field of digital content marketing.Research Question (s)The main research question is as follows: What is the conceptual model for digital content marketing? What are the main components and dimensions of this model? Literature ReviewTorkestani et al. (2022) discussed the possibility of personalizing content for each audience, the emotions hidden in the content and the date of publication of the content, the way the author is a member and his identity in the online community. Tahmasebpour et al. (2022) considered digital marketing elements to include six components: technical features of digital tools, relative advantage, cost to customers, management of items and processes, promotion, service quality, and information quality. Rostami et al. (2022) also prioritized the factors affecting marketing in digital businesses in their research and did not provide a model that included all aspects of this issue. (Naseri, 2017) also only looked at content features in four categories, content inherent elements, form elements, content distribution media elements and effectiveness measurement elements. (Naseri, 2017) examined only the characteristics of the content in four categories; intrinsic content elements, form elements, content distribution media elements, and effectiveness measurement elements. (Lou & Xie, 2020) also emphasized in their research on shaping brand experience and customer loyalty of. Boban et al. (2020) only investigated the relationship between content entertainment and informational social influence and between self-expression and normative social influence and electronic word-of-mouth communication. Furr. (2019) considered digital content marketing as a branding tool for colleges and universities. Taiminen & Ranaweera, (2019) focused on support, engagement, and interaction in brand communication and perceptions. MethodologyIn terms of purpose, this research is fundamental and applied, and in terms of nature, it is in the category of qualitative research. In terms of approach, the Grounded Theory and paradigm model of Strauss and Corbin have been used as a research plan, which is based on the identification of causal conditions, contextual conditions, central category, intervening conditions, strategies and consequences, and describing the relationships between them. A semi-structured in-depth interview was conducted with 15 experts who were selected in a non-probable and purposeful manner. Sampling was performed until theoretical saturation using the snowball method. The research community includes digital experts (academic and non-academic). This group includes university professors in the field of digital content marketing, as well as activists and specialists in the field of digital content production (institutions and agencies of digital marketing and advertising). They have at least five years of scientific, research, and executive experience in DCM and at least a master's degree or doctorate in the fields of marketing management, information technology management, and other related fields. In the analysis of the data obtained from the interviews, after the full implementation of the text of the interviews, MaxQuda 2020 was used. Immediately after each interview, the interview text was extracted and typed, entered into the software, and open, axial, and selective coding procedures were performed. ResultsThe information obtained from the interviews resulted in the extraction of 135 concepts (open coding), which were placed in the form of 26 subcategories (axial coding) and 5 main categories (selective coding), as follows: Internet development, ease of use, popularity of cyberspace, ease of communication with customers, virtual network features, the appeal of Digital Content Marketing, changing customer behavior, changing current structures, technical limitations, increasing competitors, lack of access, unawareness, severity of the spread of Covid-19, personal characteristics, social characteristics, make it enjoyable, increasing participation, providing various services to users, using various methods for increasing the audience, exchange of information, infrastructure improvement, audience-friendly style, customer orientation, market expansion, increasing profitability, groundwork for brand creation.The paradigm model is presented in figure 1.Figure.1. Paradigm model of the research ConclusionThis article aims to design a digital content marketing model. Making it enjoyable in this research includes gamification in social networks, visualizing content according to people's tastes, using humorous content, and entertaining content. The obtained results showed that making it enjoyable is an effective strategy for digital content marketing. In this research, the following were discovered to increase participation in digital content: using celebrities, participating in online campaigns, holding contests, and building trust and commitment in customers. The results also show that increasing participation is an important strategy in digital content marketing. The services that can be paid in the production of digital content to attract the audience are as follows: offering discounts, bonuses to users, free training, and support. The obtained results also show that providing diverse services to users is an influential factor in digital content marketing strategies. Various methods of increasing the audience in this research include: providing outstanding and strange information, producing educational content, producing therapeutic content, producing sports content, using new ideas to produce content, producing fresh and new content, teaching new methods of producing content, increasing quality, extensive advertising, social network viral marketing, and content creation based on frequent words. The results show that the use of methods to increase the audience is the most effective strategy. Information exchange includes modeling external pages, modeling successful pages, participation in online campaigns, and content exchange. The obtained results show that information exchange has a significant impact on digital content marketing strategies. Improving the infrastructure in the field of digital content includes increasing the speed of the Internet, website design, and the production of powerful internal applications, which the results show is one of the most important strategies. Audience-friendly style also includes creating differentiation, special and unique style, being up-to-date; using one of the special effects is the mastery of body language. The results show that an audience-friendly style is one of the most effective strategies in digital content marketing. Customer orientation also includes content production based on society's problems, compliance with professional ethics, monitoring customer needs, finding customers' tastes, and honesty in content production. The obtained results show that customer orientation is an important strategy in digital content marketing.

In the midst of increasing competition in the healthcare industry, healthcare facilities must remain connected with customers. The sample in this study consists of customers in occupational health clinics located in Batam City. The study aims to analyze the influence of various dimensions of brand equity (brand awareness, brand association, perceived quality) and brand concept (as independent variables) on customer loyalty (as the dependent variable). Based on a quantitative approach, the data reflects primary data generated from the online distribution of questionnaires, with a total of 232 collected responses. Purposive sampling was employed as the sampling technique. Subsequently, all data was tested using multiple linear regression methods. The results of this study indicate that brand awareness, brand association, perceived quality, and brand concept significantly influence customer loyalty.

The Covid-19 pandemic has caused various behavioral changes in society, especially in business. People's consumption behavior has shifted to the consumption of daily necessities products, so that sales in property have decreased. This study aims to examine the effect of Experiential Marketing on Purchase Intention at the Ciputra International Jakarta Superblock Project. This research uses a quantitative design using SEM-PLS analysis. The population in this study is sales candy data obtained through Instagram booster ads in the Jakarta area of as many as 334 people, which is also determined by the number of saturated samples. The results showed that experiential marketing variables have a significant influence on brand image and brand awareness. Brand image and brand awareness variables have a significant and positive effect on Purchase Intention. In addition, the results of the mediation of Experiential Marketing variables mediated by Brand Image and Brand Awareness variables have a positive and significant effect on Purchase Intention. The implication of this research is that experiential marketing activities (sense, feel, think, act, and relate) are needed to improve brand image and brand awareness so that they can help increase consumer purchase intention in the vertical building property industry.

The era of digitalization and the internet continues to influence consumer behavior changes in accessing digital entertainment services, such as the transition from CD–DVD players and Bluray Discs to Television on Demand (TVOD) and then to Subscription Video on Demand (SVOD) platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar, HBO, Iflix, Vidio, etc. This study seeks to determine the influence of brand equity factors such as brand awareness, brand image, and brand personality on consumer purchase decisions for digital entertainment services “Subscription Video on Demand (SVOD).” The study involves 150 respondents from five major Indonesian cities: Jakarta, Bandung, Surabaya, Medan, and Makassar, using a non-probability sampling method. The respondents are aged from 15 to 55 and have watched SVOD advertising on YouTube. The SPSS was used to conduct the analysis, which employed a multiple linear regression technique. The study's findings show that brand image and personality significantly influence customers' decisions to subscribe to SVOD services, while brand awareness does not. It contributes to brand equity theory in digital services – while in practice, digital entertainment companies must establish a strong brand reputation and character to become consumer preference, as advertising alone does not influence consumer decisions. Era digitalisasi dan internet terus mempengaruhi perubahan perilaku konsumen dalam mengakses layanan media hiburan digital seperti transisi CD–DVD player dan Blueray Disk menjadi Television on Demand (TVOD) dan selanjutnya menjadi Subscription Video on Demand (SVOD) seperti Netflix, Amazon Prime Video, Disney+ Hotstar, HBO, Iflix, Vidio, dan lain-lain. Penelitian ini bertujuan untuk mengukur pengaruh faktor brand equity seperti brand awareness, brand image, dan brand personality terhadap keputusan konsumen dalam pembelian layanan hiburan digital Subscription Video on Demand (SVOD). Penelitian dilakukan terhadap 150 respoden di lima kota besar di Indonesia yaitu Jakarta, Bandung, Surabaya, Medan dan Makassar dengan pemilihan sampel secara non-probabilitas. Responden penelitian ini adalah konsumen usia 15 hingga 55 tahun yang menonton iklan SVOD di YouTube. Analisis dilakukan dengan pendekatan regresi linear berganda melalui aplikasi SPSS. Hasil temuan penelitian menunjukkan bahwa keputusan konsumen untuk berlangganan layanan SVOD dipengaruhi secara signifikan oleh brand image dan brand personality, sementara brand awareness tidak memiliki pengaruh yang signifikan. Penelitian ini memberikan kontribusi baru terhadap teori brand equity pada layanan hiburan digital SVOD, sedangkan implikasi praktisnya – para pelaku bisnis layanan hiburan digital harus membangun reputasi dan karakter merek yang kuat agar menjadi preferensi konsumen, karena iklan saja tidak mempengaruhi keputusan konsumen.

AbstractThe objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin’s model (2018). The quantitative method is used, with the application of 1600 surveys to university students, whose data is analyzed using the structural equations method. As a result of the analysis, it is concluded that substantial marketing activities in a different business environment for a public higher education institution are made up of four dimensions: entertainment, sharing, advertising and personalization. It is also concluded that these activities have a positive effect on brand awareness and loyalty generation.

Purpose: Technology constantly evolves, improving communication and entertainment access. YouTube is a popular platform for businesses to engage with customers. This study aims to investigate the relationship between Influencer’s advertising, brand awareness, and brand image on customer purchase intention. Design/ methodology/ approach: This study used a quantitative approach with SPSS analysis and focused on Marketing Management students of Airlangga University in the semester of the academic year 2022/2023 who have watched YouTube within the past 6 months and have given their consent and willingness to participate in the research. The sample size of 72 students was determined using Slovin's formula with a 10% margin of error. Questionnaires were distributed via Google Forms, translated into Indonesian for clarity, and used a 5-point scale to collect responses. Findings: The study found that collectively, influencer advertising (X1), brand awareness (X2), and brand image (X3) significantly impact customer purchase intention (Y). Individually, influencer advertising (X1), brand awareness (X2), and brand image (X3) also have significant effects on Customer Word of Mouth (Y). Paper type: Research paper

This research aims to determine the influence of online customer reviews and influencer marketing mediated by brand awareness on purchasing decisions for local perfumes in e-commerce. Quantitative methods were used in this research with a sampling technique using a purposive sampling method. The population in this study involved Gen Z and millennials with an age range of 17-40 years who were perfume customers in the city and district of Cirebon. The sample used was 150 respondents who met the research sample criteria. Data analysis in the research was processed using structural equation modeling (SEM-PLS) using the SmartPLS 4.1.0 application. Based on the results of the analysis of validity tests, reliability tests, discriminant validity, r-square tests, and path coefficients, results were obtained which stated that there was a positive and significant influence of each exogenous variable, namely Online Customer Reviews, Influencer Marketing on purchasing decisions. Furthermore, Brand Awareness can be a positive mediator in the correlation between Online Customer Reviews and Influencer Marketing which simultaneously influences Purchase Decision variables for local perfume products in e-commerce.

Purpose: In the present research the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, has been investigated and analyzed with marketing of electronic services (the case study of Iran Postbank) especially taken into account. E-marketing has greatly facilitated the banking operation.Method: This research is applied in terms of purpose and descriptive-survey and correlational as regards the nature of data collection. The statistical population of the research includes managers and senior supervisors of Iran Postbank. The sample size of the research is 168 people, and simple sampling method was used, and 117 people were selected for the research. A questionnaire was used to collect data. The validity of the questionnaire was confirmed through content validity and its reliability using Cronbach's alpha coefficient. To analyze the data, structural equation modeling was used with the help of PLS ​​software.Findings: The results of this research showed that the variables of mental image, brand awareness and brand recognition have a significant and positive impact on the marketing of electronic services, also the marketing of services has a positive and significant impact on customer attraction and the marketing of electronic banking services will increase customer attraction.Conclusion: Given the increasing competition among Iranian banks and the challenge of attracting new customers and keeping current customers, as discussed in this research, brand awareness is one of the most important factors affecting customer attraction in the bank.

A competitive business environment makes brands as an important asset for companies to compete, so they must A competitive business environment makes brands an important asset for companies to compete, so they must build brand equity to increase their differentiation capabilities. Brand equity is important in increasing company performance through its positive influence on purchasing decisions. Using the SEM analysis method, this study identified a structural relationship between the dimensions of brand equity and the impact of brand equity on purchasing decisions, a case of Pizza Hut consumers. In this study, brand equity uses the CBBE dimensions: brand awareness, brand associations, perceived quality, and brand loyalty. The survey was conducted on 329 Pizza Hut consumers living in Jabodetabek. The findings from this study indicate that brand awareness and brand associations affect perceived quality, while perceived quality and brand associations affect brand loyalty. Brand awareness, perceived quality, and brand loyalty directly affect purchasing decisions, while the direct impact of brand association is not significant. Brand awareness indirectly affects purchasing decisions through the mediation of brand loyalty, and brand associations indirectly affect purchasing decisions through the mediation of perceived quality and brand loyalty. These results recommend the importance of strategies to build brand equity, especially in building loyalty amid the increasing prevalence of similar fast food

Previous studies have demonstrated varying associations between fundamental components of brand equity within diverse sectors. The purpose of the current study is to examine the influence of Aaker’s brand equity model’s dimensions (brand awareness, brand loyalty, perceived quality, and brand association) on brand equity in the context of toy brands in Malaysia. The study employs a quantitative-based correlation design within a non-controlled setting, using a cross-sectional approach with individuals as the unit of analysis. The population consists of respondents from the general public aged 18 and above, as they are valid buyers of toys. Data collection was conducted using a non-probability sampling method. The questionnaire was sent to the targeted respondents using online Google Form links. A comprehensive dataset from 384 respondents was gathered for descriptive analysis of the demographic profile. Hypothesis testing was performed using regression analysis. The findings indicate that, except for brand associations, the remaining three factors – perceived quality (Beta = .377, p < .001), brand loyalty (Beta = .338, p < .001), and brand awareness (Beta = .221, p < .01) – exhibit a statistically significant positive correlation with the brand equity of children’s toy brands in Malaysia. AcknowledgmentThe authors thank INTI International University, Malaysia, for providing financial support to publish this paper.

In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention.

Digital advertising and the amount of money spent on influencer marketing increases every year. Nowadays, it has become one of the most profitable ways to promote products and services and increase a company’s profit through an endorsement on social media networks.

Halal brands are gaining popularity among Muslim consumers across the world. This study aims to explore the effect of brand awareness, religious belief, and brand trust on young Muslim consumers’ willingness to purchase halal-branded products. The electronic questionnaires were distributed to participants through Google Forms via a popular social media platform. The survey sample consisted of university students from Bangladesh who identified as Muslims. The paper utilized a purposive sampling technique to select participants for the study, resulting in a total of 517 respondents being included in the sample. Finally, 479 responses were found usable for this study, with a response rate of 92.70%. Among 479, 300 participants were male, while 179 students were female university students. The latest edition of the software SPSS has been employed to examine hypotheses and correlations, with a confidence level of 95%. The results showed a significant impact of brand awareness, religious belief, and brand trust on purchase willingness. Moreover, it indicates that consumers’ brand awareness about halal products (β = 0.392) has a greater effect on their purchase willingness. These findings have the potential to provide valuable insights for halal brands, as they can have a substantial impact on the purchasing choices of young Muslim consumers, particularly regarding their religious and halal concerns.

This research provides an in-depth understanding of the factors that influence Universitas Muhammadiyah Surakarta students' buying interest in Shopee e-commerce. One of the findings shows that Live Streaming does not have a significant influence on purchasing interest on the platform. Nevertheless, an interesting finding is that Brand Awareness and Brand Image, two important aspects of brand marketing strategy, have a positive and significant influence on purchase intention. This indicates that brand awareness and image have a more dominant role in influencing purchasing decisions than live-streaming factors among students. This positive influence shows that efforts to increase awareness and build a strong brand image can be an effective strategy in increasing buying interest in Shopee e-commerce among students. Therefore, a deep understanding of how these factors interact with each other can help related parties develop more effective marketing strategies and strengthen brand positions in an increasingly competitive market.

The purpose of this research is to investigate the effectiveness of ‘sponsored’ labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research brings forward a conceptual model of six constructs (customisation, informativeness, entertainment, intrusiveness, brand awareness and Purchase intention) to quantitatively understand the effectiveness of targeted ads on Meta Platforms. A sample of 382 students participated in the survey, where 333 valid responses were used for further analysis. In this research, Confirmatory Factor Analysis was utilised to examine the measurement model for brand awareness, customization, informativeness value, entertainment value, intrusiveness value, and purchase intention. The fit indices indicated a reasonable fit between the model and the data. Using Structural Equation Modelling to test the model, the regression weight between customisation, informativeness, entertainment, intrusiveness and brand awareness were statistically significant. The regression weight between brand awareness and purchase intention was also statistically significant. Practically, the findings emphasize the need for marketers and advertisers to invest in strategies that effectively increase brand awareness through targeted advertising.

The Bangsaen 42 Chonburi Marathon is the most attended full-marathon event in Thailand and a high-standard running event classified as the World Athletics Elite Label Road Race. The increase in runners reflected the response from both regular and new runners. This mixed methods study aimed to analyze branding processes, marketing communication perceptions, brand personality, and the relationships between perceptions of marketing communication and brand personality. The qualitative approach involved in-depth interviews with three key informants. A quantitative approach was applied to the questionnaire. The sample included 400 runners who participated in this event using nonprobability sampling. Data were analyzed using descriptive statistics and Pearson’s correlation statistics, with a significance level of 0.05. The results showed three brand-building processes: 1) strategic brand analysis of runners’ needs, organizing marathon running events in Thailand, and self-analysis; 2) brand identity system under the only marathon running event in Thailand with world-class standards under the concept of “The passion of world-class marathon” and brand value of “You will run a full marathon with world-class standard;” 3) brand identity implementation systems through various media to demonstrate sound management. This sample group perceived marketing communication at a moderate level, and the perceptions of brand personality of the marathon met the competence the most. The relationships between marketing communication and perceptions of sincerity were positively correlated, with a correlation coefficient of 0.46 and a statistical significance of 0.05. AcknowledgmentA research grant from the Faculty of Sport Science, Burapha University supports this study.

Objective: The objective of this study consists of; 1) To understand the current situation of an Event Organizer Company (EOC), 2) To examine the influences between Electronic Word-of-Mouth (EWOM), advertisement, interaction, and customization, with brand awareness among the EOC clients, and 3) To recommend strategies to increase brand awareness among the EOC clients. Design/Methods/Approach: Using the applied research approach, a situational analysis was used to gather information before survey questions were used to capture data. In this correlational study, which takes a quantitative method, individuals are the analytical unit. This research involved 108 clients in total. A 25-item questionnaire with a 5-point Likert scale was given to clients living in the Klang Valley in order to gather data. This research used regression analysis to analyze the data and two strategic tools (SWOT Analysis & TOWS Matrix) for data analysis. Findings: The results show that EWOM, advertising, and interaction have a positive influence on brand awareness. In contrast, the influence of customization on brand awareness was found to be statistically insignificant. Originality: This study's value lies in the fact that researchers examined the factors that influenced the EOC's brand awareness and provided recommendations to the company, such as increasing audience engagement and creating appealing social media content and advertisements. This research paper highlights a specific problem within the company in the event management industry that has not been addressed in prior studies. Research Practical: The four critical factors in this research are EWOM, advertisement, interaction, and customization. The results of this study can be used as guidelines, and the researchers' suggested strategies can help the EOC increase awareness of its brand.

This service is to increase the brand awareness of cafe Bangsal Kopi through the creation of a video profile, marketing kit and marketing plan. The implementation method of this service involves educating and assisting. The evaluation instruments used in this activity include observation and interviews, which are analyzed descriptively. The results of this service show that Bangsal Kopi can consistently and effectively manage content on Instagram by utilizing the prepared marketing plan. The visually appealing social media theme templates help strengthen the visual appeal and brand identity of Bangsal Kopi. The created video profile provides a comprehensive overview of the cafe, menu, and customer experience, maintaining the emotional connection with potential visitors. The analysis of social media performance before and after the implementation of the strategy indicates an increase in followers, engagement, and visitors. This suggests that the marketing efforts have successfully enhanced brand awareness, interaction, and interest in Bangsal Kopi. It is also expected that there will be an increase in revenue associated with the rise in the number of visitors and higher engagement levels.

Branding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth. The population of this study was consumers in Saudi Arabia who search about online reviews of luxury brands on social media platforms. This study used a convenience sampling technique. The research data were collected on-line from 277 luxury brand consumers in Saudi Arabia using a quantitative Likert-type survey. SPSS and Pearson’s correlation coefficient were used to examine the research hypotheses. The results of this study showed that brand equity and its components (brand image and brand awareness) have significant positive relationships with consumer attitude towards electronic word-of-mouth, as values of correlation coefficient were r = 0.440 and r = 0.396, respectively, at a significance level less than 0.01. Additionally, the results indicated that brand image and brand awareness have significant positive relationships with consumer intention to follow electronic word-of-mouth, as values of correlation coefficient were r = 0.336, r = 0.360, respectively, at a significance level less than 0.01. The findings of this study provide valuable theoretical and practical implications for managers and marketers in the luxury brand sector.

The objectives of this study is to explore brand equity of Islamic higher education (IHE) in Indonesia. This research is field research with descriptive quantitative approach. The Brand equity is measured using Customer Based Brand Equity - Islamic Higher Education (CBE-IHE) : brand awareness, brand association, perceived quality, and brand loyalty. CBE-IHE is the average score of each brand equity asset from 0 to 4. Data were collected by questionnaire and distributed to 1100 students of high school (HS) and Islamic high school (IHS) and 1373 Lecturers/ staffs/ students of State Islamic University Antasari Banjarmasin. The finding are CBE-IHE’s brand equity index is 2. 15 out of the highest index 4. Brand Awareness of IHE is mayor problem of IHE brand. This study shows IHE is not in top of mind of HS and HIS students

The main purpose, presented in this article is to investigate and identify the problematic aspects, key features and factors of effective media planning, a conceptual scheme for creating a digital media plan as an important component of digital marketing in the direction of achieving economic efficiency of business structures. To achieve this goal, in the article, the methods of systematization and generalization, scientific abstraction, and analytical analysis have been used. To highlight the financial component of the implementation of the media plan, the methods of the system approach, system analysis and the method of logical-mathematical formalization were used for the purpose of research and study of objects by displaying the content and structure of media planning in a calculated form. The key role of media planning in digital marketing activity is defined and substantiated as an important component for comprehensive financial planning of an advertising campaign, effective financial analytics for obtaining effective results of business structures’ activity. Based on taking into account structural market transformations in the conditions of informatization and intellectualization of society, the nature of the relationship between economic indicators and the corresponding goals of business structures was determined, which proved the need to include the defined marketing and general business performance goals in the digital media plan. In the direction of achieving high-performance indicators of marketing activities, the article developed a conceptual scheme for creating an effective digital media plan. It is determined that the economic efficiency of marketing project development and implementation will depend on real-time analytics and forecasting, autonomous campaigns and the development of artificial intelligence. It is proved that in a digital media plan, stakeholders, which are representatives of the business structure or with external partners, play a key role in contributing in order to achieve the highest level of business structures’ economic efficiency.

This study explores the transformative impact of a digital platform integrating social media platforms like WeChat and Weibo with social e-commerce applications such as RED on individuals' consumption behaviours. It examines how this influence reshapes personal image, builds social identity, and engages in various behaviours, particularly focusing on the social visibility of consumption during Chinese wedding celebrations. Through an online survey of 570 respondents who have hosted or plan to host wedding celebrations, we investigate whether the use of social media increases the likelihood of the social visibility of individual consumption. Our findings reveal a significant relationship between social media use and the social visibility of respondents' consumption. Moreover, a continual rise in the social visibility of respondents’ consumption is associated with increased conspicuous consumption behaviour and display. While self-expression enhances the social visibility of consumption and its impact on brand awareness, this study does not identify a moderating effect of self-expression on the relationship between the social visibility of consumption and conspicuous consumption behaviour and display. These results give insight into the evolving role of digital platforms in shaping consumption patterns, particularly in the context of significant life events like weddings in China.

Digital Content Marketing (DCM) has become a primary tool for marketers in driving lead generation in today’s digital marketing world. Leading brands are creating and curating content trying to build brand equity and trust, connecting content to consumer action through brand story. And while strong theoretical models of content marketing have been discussed in the marketing literature, like Hollebeek and Macky (2019), there is a dearth of understanding about the application and direct impact of organic digital content strategies on marketing directives. This paper investigates an applied model, called The Digital Engine, which provides instruction on proper inbound marketing techniques and then measures the impact of this instruction through a live 8-week campaign across 358 active websites. Results indicate that the Digital Engine instruction not only provides applicable understanding to the learner, but the applied methodology provides significant impact in driving lead generation by using active website goal funnels. Users of the Digital Engine curriculum learn how to create and curate content that drive readers to the appropriate call to actions, which generate live responses and builds a dynamic customer relationship management (CRM) database. The completion of these online forms produces serviceable leads to the sales team, whereby supporting the overarching aim of all DCM strategies, lead generation.

This study aims to determine the effect of copywriting on consumer buying interest, food and beverage mediated by brand awareness in Instagram users in Kediri. The influence you want to know is both direct and indirect. This type of research is explanatory research that explains the position between hypothesized variables. This study used a sample of 96 respondents. Sampling using purposive sampling techniques with the characteristics of active Instagram users and followers of Instagram accounts related to food and beverage. The data collection technique used in this study is by using questionnaires distributed through google forms, while data analysis uses the path analysis method with the help of SmartPLS analysis tools. The results of this test can be concluded that copywriting (X) has a significant influence on brand awareness (Z). Brand awareness (Z) also has a significant influence on buying interest (Y). While copywriting (X) has an insignificant influence on buying interest (Y). The test results also show that copywriting (X) has an indirect influence on buying interest (Y) mediated by brand awareness (Z).

This paper aims to explain the unsuccessful relationship between the awareness of prominent international education brands and enrollment intention. A serial mediation model encompassing perceived congruity and brand attitude was developed and was tested using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique involving 132 respondents. The results revealed that the brand awareness must be subsequently perceived as internally congruent with the prospective students’ self-image in terms of resource sufficiency before developing enrollment intention by forming the desired brand attitude. The originality of this study is that it could be the first to discuss the international universities landscape in Indonesia. In addition, the proposed model could be a plausible framework for explaining the intention to accept not only international education brands but also other brands of goods and services, hence benefiting both educational and consumer research. This paper includes generalizability as its limitation with suggestions to undertake the broader scope of studies.

This current study aims to examine the role of social media marketing, brand awareness, value, and trust in local fashion brand loyalty. This study uses the affective-cognitive theory that stated to create an emotional response, a customer of a brand needs to evaluate the affective and cognitive stimuli provided by the brand. This current study focuses on investigating the effect of social media marketing and brand awareness (cognitive); trust and perceived value (affective) on loyalty. One hundred and fifty respondents from Indonesian local fashion brands have participated in the survey were recruited by using a purposive sampling technique. Structural Equation Modelling (AMOS 20) was used to analyze the data, through two steps: Confirmatory Factor Analysis (CFA) and hypothesis testing. The result of the CFA test confirmed that the indices were all acceptable. The results of the hypothesis testing show that social media marketing positively influenced customers’ perceived value, brand awareness, and brand trust while brand loyalty is influenced by the marketing activity that is done through social media, the degree of customers’ brand awareness, brand trust, and perceived value. Based on the result of this study, to make the customers loyal to the brand in the fashion industry, fashion-preneur must deliver the right social media marketing campaign.

According to Market Study Report in 2020, global sportswear sales are expected to reach USD 308.3 billion at a CAGR of 4.6% in 2025. Indonesia is considered one of the potential markets for the sportswear industry due to its large population. This study examines the Purchase Intention of consumers for sportswear using Social Media Marketing, Brand Loyalty, and Brand Awareness. The findings of this study will assist sportswear retailers in developing sales-boosting Social Media Marketing strategies. Research data were collected by distributing questionnaires to 160 consumers who had purchased sportswear and had access to social media. The purposive sampling technique was used to identify the respondents. The smartPLS 3.0 was used to process the data application and the Structural Equation Model (SEM) Partial Least Square statistical method. The findings revealed that social media marketing positively and significantly influenced brand loyalty. Simultaneously, Brand Awareness and Purchase Intention mediated the relationship between Social Media Marketing and Brand Loyalty.

Brand Performance has an important role for organizations to implement and improve good services and processes. This implies that management in the organization, must continuously improve the skills and ability to maintain and enhance the growth of the organization as well as to face the challenges of today's business. This study aims to examine the relationship between brand characteristics, brand attitude, brand reputation, brand awareness, and brand performance. This study used a quantitative approach with a data collection method using questionnaires on 111 primebiz hotel surabaya consumers and processed using partial least square (SmartPLS 3.0) analysis tools. The results showed that brand characteristics affect brand attitudes, brand attitudes affect brand reputation, brand characteristics affect brand awareness, brand awareness affects brand reputation, brand awareness affects brand attitudes and brand reputation affects brand performance.

This article is a publication of a research finding aimed to determine the influence of customer attitude, brand familiarity, brand awareness, and brand extension toward brand image (study case using toothpaste brand XYZ). Brand image is one of the key factors of brand managemrnt to stay survive in the future, to win the competition, to increase sales, and therefore increasing revenue. When consumers buy a products or services, they not just buy the products or services, they also buy what the brand stand for. It means that a brand should convey exactly what producers want it to say. Results of data analysis show that all of the independent variables contribute positive significant, both simultaneously and individually, influence on brand image, which, among the four independent variables, brand familiarity contributes the biggest positive significant influence on brand image. The implications of the findings will be discussed.

SMP Bina Taruna only has social media on Instagram with the account name smp_binataruna.official. The account has 288 followers and 67 following. Apart from that, the number of posts uploaded is still small, only 19 feed posts have been posted since March 24th. In addition, when viewed from a visual perspective, it still does not represent the image of SMP Bina Taruna. There is still no graphic that unites every visual that is created. Visual assets in the form of photos or videos that are made also do not represent the message to be conveyed. Therefore, an integrated promotion strategy is needed, which can later be implemented in several adequate promotional media. As well as being able to increase awareness of SMP Bina Taruna

The aim of this research is to explore whether there is a relationship between sensory branding and brand awareness and blind taste. A questionnaire and an experiment were used together on 101 volunteers who were familiar with tea brands in the University of Düzce, Turkey. The questionnaire was applied to the participants to measure their sensory branding and brand awareness perceptions. In addition, for the blind taste test, the experiment was conducted. Frequency, Spearman’s Rank Correlation, Cochran Q, McNemar, Mann Whitney U Test, and Logistic Regression tests were used to test the hypotheses. According to the results of the analysis, there were low and moderate relationships between sensory branding and brand awareness in tea brands. In addition, according to the results of the Cochran Q and McNemar tests, there was a difference between the tea brands based on the participants’ blind taste test responses. Moreover, it was determined that the sensory brand perception of the participants did not differ according to the blind taste test results. Similarly, the findings of the blind taste test revealed that the participants’ brand awareness perceptions did not differ. Furthermore, according to the logistic regression analysis findings, sensory branding and brand awareness did not have any effect on the blind taste test. According to the findings of this research, even though the product contents were same, brand studies created awareness in the consumer.

The article is devoted to the study of the process of brand awareness formation under the influence of mass media. Knowing the parameters of this process allows us to answer the question of how many times a person must meet a brand in the media environment in order to remember it, and what extent of brand mentioning in the media must be achieved in order to get a certain level of its popularity. Two aspects of awareness are singled out: recall (knowledge without prompting) and recognition (knowledge with prompting). An empirical study was carried out, which made it possible to isolate and measure, on a sufficient level of accuracy, the influence of the Russian central press on the brand awareness of more than 20 sociological companies in Russia over a period of 15 years. It showed that the presence of a brand in the press is significant, and it affects linearly both forms of awareness – recall and recognition. A strong linear relationship allows us to calculate the effective frequency of introductions and to build a predictive model for the formation of brand awareness under the influence of the media, as well as, using plausible assumptions, to estimate the effective frequency of contacts.

The current beverage product that is trending in Solo city is cheese tea. This product is a blend of the and the cheese. And lucky cheese tea is one of the brands present in the city of Solo. This study aims to test and analyze whether there is an influence of digital marketing and brand awareness on increasing brand image and the impact on purchasing decisions of cheese tea products in solo cities. This research was conducted on Lucky Cheese Tea consumers spread across the city of Solo, with a total sample of 154 respondents. The research method uses a descriptive and verifiable approach. The analysis technique uses Structural Equation Modeling with SmartPls 3.3.9 software. The findings in this study show that: digital marketing and brand awareness have a significant influence on brand image, while digital marketing, brand awareness and brand image have a significant influence on Purchasing Decisions. If digital marketing and brand awareness have been carried out optimally, it will be positively embedded in the eyes of consumers of the product and what needs to be done is to maintain a good brand image to achieve maximum purchasing decisions.

This article identifies the effect of trust, brand awareness, and social piety before doing donation using the Fintech platform. Therefore, this explanatory research examined the influence of four variables. The data were collected through a purposive sampling technique involving 250 societies across Lombok Island as respondents, as well as applying a case study approach. The data analysis technique is implemented through SEM (Structural Equation Modelling). The article shows a positive and significant impact among trust, brand awareness, and social piety in donation decisions through the fintech platform. However, brand awareness and trust do not affect social piety. Hence, this article recommends the fundraising institutions that actively collect funds through fintech platforms to always prioritize the openness principle in managing public funds. A transparent attitude can increase public trust to utilize the platform whenever they want to channel funds spontaneously.

Nestlé is one of the largest food companies in the world, with a presence in 191 countries and solid loyal customers. Nevertheless, a big organization like this cannot escape adverse ethical behavior in their company. Business ethics is the study of an organization’s corporate governance and initiatives related to corporate social responsibility. Businesses are morally obligated to give the public, stakeholders, customers, and the government the real worth of their money. Every firm engages in unethical practices for personal gain. This study aims to determine whether Nestlé will be able to survive in the long run if it is involved in unethical practices. Furthermore, this study intends to determine whether their involvement affects the customer’s purchase intention to buy their product. An online survey has been conducted to gather more information and provide evidence to support the conclusions. One hundred respondents from Malaysia, Indonesia, and India participated in this study. The analysis demonstrated that brand awareness, business ethics, and business ethics impact the intention of customers to buy Nestlé products. This study offers insightful information about how consumers view Nestlé, which could help them increase consumer trust in their brand.

Social media influencers are the ones who become famous for their skills. As a result, influencers have many followers. Influencer credibility impacts consumers` willingness to shop for products, such a lot of manufacturers pay influencers to promote their products. Influencers do not influence sales but through several processes such as increasing brand awareness, brand image, and is expected to trigger word of mouth marketing among consumers. These three expectations are expected to influence consumers in their purchasing decisions. This study examines how an influencer can influence brand awareness, brand image, and word of mouth, which can influence consumer purchasing decisions. This study involved 300 respondents who filled out the questionnaire boldly, then SEM analysis was carried out using AMOS. The results of the study found that influencers can have a positive effect on word of mouth, brand awareness, brand image and consumer purchasing decisions. These results show that influencer role in this digital era have important role and must be properly implemented with influencer use in order to have a positive impact on the brand.

Besides studying at school, online tutoring is a non-formal method of education delivery. One online tutoring is Ruang Guru's app, and it is still among competitors such as Zenius, tutoring conventional, and others. This research focuses on Ruang Guru's apps, which have always existed among students in Surakarta until now. This research uses descriptive quantitative. This research analyzes advertisements, word of mouth, and brand awareness toward buying Decision on Ruang Guru apps for students. The population is all SMU Negeri XYZ Surakarta students, with a total of 1.191 students, and about 100 students were selected as the respondent through a random sampling technique. Data collection techniques using questionnaires as primary data and documents from journals and books as secondary data. Data were analyzed using the Structural Equation Modelling - Partial Least Square (PLS). This research shows that advertisement and word of mouth significantly positively affect brand awareness. In addition, advertisement, word of mouth, and brand awareness positively affect buying decisions. Furthermore, advertisement and word of mouth significantly affect buying decisions through brand awareness. Therefore, it is suggested that companies continue to increase word-of-mouth promotions and advertisements related to consumer behavior in purchasing decisions.

The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can understand customer needs regarding the provision of social media quality that can improve brand image and brand awareness. The survey was conducted on 145 respondents who had online shopping experience using social media by utilizing the structural equation modeling approach. Results show that social media quality can increase brand awareness, brand image, and social media marketing activities. Therefore, marketers who use social media can focus on its constituent indicators including content quality, design quality, information quality, interaction quality, contact availability, and contact relevance. Customers will have a high level of brand awareness and a good brand image if marketers can provide social media quality to meet customer demands. While previous studies found that there is a positive relationship between social media marketing activities on brand image and brand awareness, this study shows the opposite result because customers are not affected by the activities carried out by social media. This is considered a usual activity that other marketers also carry out. The implication of this study is that good social media quality is needed to increase brand awareness, brand image, and social media marketing activities.

İnternet teknolojilerinde yaşanan gelişmeler; bireyler arasıiletişimi ve ilişkileri, işletmelerin iş yapma biçimlerini vekültürel yapıyı değiştirip dönüştürmektedir. Yeni medyateknolojilerinin kullanımının artmasıyla birlikte insanlarınbu ortamlarda geçirdikleri zaman artmış ve alışverişalışkanlıkları da bu ortamlara taşınmıştır. Bu durummarkaların tüketicilere mesajlarını etkin bir şekildeiletebilmeleri için pazarlama iletişim stratejilerini vearaçlarını değiştirme ve geliştirme gerekliliğini ortayaçıkarmıştır. Yeni medya teknolojileriyle beraber değişenreklamcılık anlayışı, yeni reklam alanlarının oluşmasınısağlamıştır. Yeni medya ile birlikte ortaya çıkan reklamalanlarından biri de viral reklamlardır.Bu çalışmada yeni medyada viral reklamların markafarkındalığı üzerinde anlamlı bir etkisinin olup olmadığı,viral reklamların farklı boyutları üzerinde test edilmiştir.Araştırmada çevrim içi anket yöntemiyle elde edilenverilere marka farkındalığı ve viral reklamlar arasındakiilişkiyi ortaya koymak için regresyon ve anova analizleriuygulanmıştır. Araştırma bulgularına göre viralreklamların paylaşım ve tavsiye boyutunun, tutumoluşturma boyutunun ve risk boyutunun markafarkındalığı üzerinde güçlü olmasa bile pozitif yönlü biretkisinin olduğu; viral reklamların marka algısıboyutunun ve viral reklamların bilgi boyutunun markafarkındalığı üzerinde pozitif yönlü güçlü bir etkisininolduğu ortaya çıkmıştır.

Purpose: This article identifies and ranks the influential factors in increasing customers' buying intention on domestic sports products.Methodology: The current study is practical and field-based, and its statistical population includes customers, sellers, manufacturers, athletes, and sports coaches in Mashhad. Due to the total statistical population, 384 people were selected by emphasizing Morgan's sample size table for the entire population. We collected the necessary information by interviewing experts and sports marketing experts and studying their backgrounds. Then, based on the interviews, we made a questionnaire. After collecting the data, spssv23 software was used to organize and analyze the data, and we used Friedman's test to rank these factors.Findings: In this research, the factors that have the most significant impact on the purchase of domestic brand sports products include products quality with an average rating of "5.63", products price with an average rating of "5.04", appearance and packaging with an average rating of "4.88", domestic brand loyalty with an average rating of "4.60", fashion and variety of products with an average rating of "4.40", social factors with an average rating of "4.20", brand awareness (advertisements) with an average rating of "3.97" and accessible to products access with an average rating of "3.28".Originality: We identify and rank the factors affecting the willingness to buy domestic sports products, which can be critical to manufacturers and sports products.