Search

When people are shopping, they may make different choices in the face of different brands. People generally choose goods with high brand recognition. This paper studies the reasons that brand awareness has an impact on people’s consumption intentions, the measures other enterprises can take to improve their brand awareness and attract more consumers and gain more profits. This paper uses the 4P theory (product, price, place, promotion) to explain the marketing process of Adidas and other issues in four aspects. At the end of this article, some data and forms can show that there are some huge differences in net profits with part of his competitors due to Adidas marketing strategy.

Atria Hotel Malang adalah salah satu hotel bintang empat yang terletak di Kota Malang, tepatnya berada di jantung kota Malang. Pihak manajemen hotel perlu menerapkan strategi pemasaran berupa Customer Relationship Management (CRM) untuk menciptakan kepuasan pelanggan terhadap pelayanan yang diberikan. Dalam melaksanakan strategi CRM, ada empat implementasi untuk menciptakan dan mengelola hubungan dengan pelanggan, yaitu: (1) identifikasi; (2) diferensiasi; (3) interaksi; (4) Customize. Metode penelitian yang digunakan peneliti adalah metode penelitian kualitatif. Berdasarkan hasil penelitian dapat disimpulkan bahwa Implementasi Customer Relationship Management (CRM) pada sales and marketing department dalam memelihara dan menjaga hubungan baik dengan pelanggan sudah dilaksanakan dengan baik dalam pengembangan brand awareness kepada publik, namun dalam penerapan customer relationship management masih belum dilakukan secara efektif karena masih terdapat banyak database pelanggan pada corporate segment yang menumpuk dan tidak valid lagi akibat dari pengelolaan hubungan yang tidak merata kepada pelanggan. Atria Hotel Malang memerlukan ide yang kreatif dan inovatif di setiap tahunnya agar mampu meningkatkan kualitas produk dan citra perusahaan di hadapan konsumen.

SPELL ELC (Special Programs for English Language & Literacy English Language and Communication) Sidoarjo was established in 2001. Three programs that SPELL ELC has: Academic English, Business English, and Children English. SPELL ELC’s competitor is EF (English First) Sidoarjo. SPELL ELC’s problem is lack of students outside Sidoarjo. Therefore, the best solution to solve this problem is to make a company profile video. A company profile video can reach the customers who live outside Sidoarjo. The solution was made following the theory of Rockman (2017) in order to deliver the information effectively. Survey and interview were conducted to get the USP. Dandy (2020) mentioned that the solution will give four benefits for the company. The benefits are: it helps the customers to know the company’s brand, it can cover the company’s shortcomings, it can be an effective promotional tool, and it can build good images for the company. Keywords: company profile video, brand awareness, English course

Maru Design is Surabaya branding agency for small to medium businesses. During author’s internship, Maru Design wanted a tool to help recognition of local coffee shops in Surabaya. The purpose is to raise brand awareness, so Maru Design get indirect promotion. The solution is creating a coffee shops guidebook consists of reviews by author and designed by Maru Design. Therefore, guidebook can be used to increase brand awareness of local coffee shops while promoting Maru Design. The author conduct an online questionnaire to 30 college students who are coffee shops' visitors and coffee drinkers. Then, observation of the shop and owner's interview to complete the guidebook. Guidebook was made by applying theory of making guidebook by Noor (2018), coffee shop photography by Mike (2017), Writing by Cohen (2017) and Electronic book by Cepulskaite (2020). Through the finding, it is effective because it’s timeless aspect and easy access. Keywords: Brand awareness, Promotion, Guidebook, Coffee shops

Dutch Lady Milk Industries Berhad is one of the most successful manufacturers and suppliers of dairy products in Malaysia. Dutch Lady supplies dairy products packed with essential nutrients and vitamins for people of all ages, ranging from infants to adults. This study aims to investigate the impact of marketing on customer loyalty. A survey through Google form was conducted among different age group people to identify the most effective Dutch Lady's marketing tools. This study showed that one of the most effective marketing tools used by Dutch Lady in Malaysia is 'free samples' under promotion tools that help consumers raise brand awareness and reach the target audience. It also helps to retain customers and create customer loyalty. Therefore, the Dutch Lady should invest more marketing strategies in giving out free samples to potential and current customers.

Este artículo se encuentra disponible en la siguiente URL: http://www.periodicos.ufc.br/contextus/article/view/71415/197370 Since engagement is a relatively new concept in the field of marketing and is not usually included when studying brand equity, this paper aims to analyze what role engagement has in its relationship with the creation of value for luxury brands. A theoretical model was specified and tested by confirmatory factor analysis. Hypothesis have been tested running a structural equations model. Each hypothesis has resulted to be significant. The conclusions obtained from the analysis of the data allow us to describe the effects that occur between the variables, being important for their management so that managers of the luxury companies can increase the value of their brands. Como o engajamento é um conceito relativamente novo no campo do marketing e não costuma ser incluído no estudo do brand equity, este artigo tem como objetivo analisar o papel que o engagement tem em sua relação com a criação de valor para marcas de luxo. Um modelo teórico foi especificado e testado por análise fatorial confirmatória. As hipóteses foram testadas executando um modelo de equações estruturais. Cada hipótese resultou ser significativa. As conclusões obtidas a partir da análise dos dados permitem descrever os efeitos que ocorrem entre as variáveis, sendo importantes para a sua gestão para que os gestores das empresas de luxo possam aumentar o valor das suas marcas. Puesto que engagement es un concepto relativamente nuevo en el ámbito del marketing y no se suele incluir cuando se estudia brand equity, el presente trabajo pretende analizar qué papel tiene engagement en su relación con la creación de valor para las marcas de lujo. Un modelo teórico fue especificado y probado por análisis factorial confirmatorio. Las hipótesis se han probado mediante un modelo de ecuaciones estructurales. Cada hipótesis ha resultado ser significativa. Las conclusiones obtenidas del análisis de los datos nos permiten describir los efectos que se producen entre las variables, siendo importantes para su gestión para que los directivos de las empresas de lujo puedan incrementar el valor de sus marcas.

The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the deve­lopment of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and docu­men­tation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.

The objective of this paper was to analyse the factor of brand awareness in the low involvement product on social media channel. Samples of this research were 500 people have experience with product on social media channel. The research instrument was a questionnaire. The statistics used for data analysis were frequency, percentage, average, standard deviation and the KMO and Bartlett’s test to measure the adequacy of the data and hypothesis test. The study results indicate that brand awareness in the low involvement product on social media channel which a total of four factors were extracted from the brand awareness index scale: product quality, presenter image, message design, and media characteristic. the KMO value is 0.95, Chi-square is 12418.36, p-value is 0.00 conclude that the variables were related and suitable with factor analyzing.

This study aims to identify the market segment of Ibis Styles Bali Legian Hotel and to find out the digital marketing strategy through the mobile application in increasing room sales. This study used descriptive qualitative research methods and used primary data through interviews, observations, documentation and questionnaires. The results showed that the market segments at Ibis Styles Bali Legian were mostly FIT (Free Independence Travelers) from the Distribution and inbound segments, and the majority of tourists from Australia. The digital marketing strategy through the mobile application in increasing room sales were through promotion of products and services for brand awareness, strengthening online reputation and traffic growth, through social media, online banners on the landing page, optimization of SEO, SEM and keywords to facilitate searches/browses, collaborate with influencers and travel bloggers as well as provide extra benefits in transactions made through mobile applications. With this strategy, impacting the reservations via mobile applications is dominating the market segment by 85% of the total market and increase the sales from year to year.

Technological development pushes the significant role of content in marketing communication. This research aims to seek the effect of content quality on Islamic sharia products’ brand awareness. It is attractive as consumers of Islamic sharia products have more unique characteristics than consumers as usual. For instance, the consumers of Islamic sharia products restrict themselves from consuming a product that is not proper to their religious consciousness. Therefore, this work attempts to introduce the other antecedent variable of spiritual consciousness beyond content quality to reveal how brand awareness appears in Islamic sharia products. So, by employing the covariance-based structural equation model, this study examines the data from 1,429 members of the Islamic community in Indonesia. The result shows that content quality has no significant effect on brand awareness. Instead, the variable of religious consciousness has a positively considerable impact on predicting the level of brand awareness in Islamic sharia product consumption. Indeed, it is decent with the proposed hypothesis of this research. This result shed light on the kind of practice and theoretical implications, such as the empirical test of reconceptualization of the S-O-R model in consumer behavior, implementation of marketing strategy, and development marketing theory on Islamic sharia products. It also gives insight into the development of consumer behavior theory. Further research should extend and focus on consumer purchasing decisions.

Social media influencer (SMI) marketing is a strategy that uses the influence of SMIs as opinion leaders to drive consumers’ brand awareness, brand image, and brand-related behavior. In this contex...

This study aims to examine the effect of e-service quality, brand awareness, advertising in influencing the brand image of the specialty store on the behavior of consumers' decisions to repurchase specialty store products.The sample of this study was taken from the consumer population in the Greater Jakarta area. This study uses a questionnaire to measure the effect of the relationship between independent variables (e-service quality, brand awareness, advertising), mediating variable (brand image) on the dependent variable (repurchase intention). The research results were analyzed using Partial Least Square (PLS) tools.Based on the results of the study, it was found that e-service quality and brand awareness had a significant effect on brand image, while advertising did not have a significant effect on brand image. For the brand image itself has a significant influence on repurchase intention. The results show that the level of e-service quality and brand awareness plays an important role in improving the brand image in specialty stores. Therefore, to increase the achievement of sales targets, a specialty store needs to improve its brand image because it has an impact on consumer repurchase decision behavior.In this study, the variable e-service quality is used which is a digital-based service through the internet network where previous studies have tested service quality on brand image, but have not focused on digital-based services.

This study aims to find out the equity comparison of Shopee and Tokopedia e-commerce brands, brand equity itself has four dimensions including Brand Asosciation, Perceived Quality, Brand Loyalty and Brand Awareness. This study uses a quantitative method, data collection in this study using questionnaire Sampling Purposive Method by taking samples intercepted by 100 respondents. Data Analysis Techniques using descriptive analysis and Whitney Man Test data using IBM 26 SPSS Statistics. Based on the results of the research that has been carried out, it can be concluded that there are differences in the brand equity of Tokopedia and Shopee based on the dimensions where the store is superior to the Brand Loyalty dimension, while the Shopee itself is higher in terms of the dimensions of Brand Awareness, Brand Association and Perceived Quality from the Tokopedia. Tokopedia can increase these three dimensions by doing promotions using their social media, providing education about their applicationand also using influencers to facilitate promotion about the Tokopedia application while for shopees themselves, they can give gifts to memberships who have long transacted in their application. Keywords: Brand Equity, Brand Awareness, Brand Association, Brand Loyalty, Perceived Quality.

Granoolars is a newly established business in the food industry that needs more brand awareness from the target consumers. Promotional content is one of the approaches to reach the audience for recognition. Since the consumer is the value co-creator, a thorough investigation was highlighted on the characteristics that the targeted consumer seeks in an ad, both the verbal and visual aspects. Moreover, the distribution channel of social media that the respondents mostly use was also discussed. The purpose of this study was to comprehend and design the promotional content which the audience approves. The design process uses Matt Cooke methodology which consists of definition, divergence, and transformation stage. The study is a quantitative method using an online survey on 300 respondents. The SPSS data analysis was used for the descriptive statistics analysis. The findings proposed that the respondents prefer marketing content that has the ad value of credibility and informativeness. Moreover, visual of the content that implemented a strong design principle is favorable for the audience of this study. The distribution funnel being adopted are Instagram and Twitter as the most used social media platforms by the respondents. Keywords: brand promotion, social media content, brand awareness Abstrak: Granoolars adalah bisnis yang baru didirikan di industri makanan yang membutuhkan lebih banyak kesadaran merek dari target konsumennya. Konten promosi adalah salah satu pendekatan untuk menjangkau audiens untuk mendapatkan pengakuan merk. Sebab konsumen adalah value co-creator, penyelidikan menyeluruh difokuskan pada karakteristik yang dicari target konsumen dalam sebuah iklan, baik aspek verbal maupun visual. Selain itu, saluran distribusi media sosial yang paling banyak digunakan responden juga dibahas. Tujuan dari penelitian ini adalah untuk memahami dan merancang konten promosi yang disukai audiens. Proses perancangan menggunakan metodologi Matt Cooke yang terdiri dari tahap definisi, divergensi, dan transformasi. Penelitian ini menggunakan metode kuantitatif dengan menggunakan survei online terhadap 300 responden. Analisis data SPSS digunakan untuk analisis statistic deskriptif. Hasil penelitian menunjukkan bahwa responden lebih menyukai konten pemasaran yang memiliki nilai iklan kredibilitas dan keinformatifan. Selain itu, visual konten yang menerapkan prinsip desain yang kuat sangat disukai oleh audiens penelitian ini. Corong distribusi yang diadopsi adalah Instagram dan Twitter sebagai platform media sosial yang paling banyak digunakan oleh responden. Kata kunci: promosi brand, konten media sosial, kesadaran merek

One of the impacts caused by the Covid-19 pandemic is the limited interaction of the community in various activities, including business activities, causing Indonesia to experience a 0.1% decline in economic growth in 2020, and more than 50% of Small and Medium Enterprises have become victims. However, the limited interaction in business activities is not a major problem for the millennial generation. They have sufficient skills and knowledge in utilizing technology to carry out their business activities. The method used today is marketing through digital content which is known as digital content marketing. Many business people have started to switch to modern marketing based on digital technology because it is considered more effective and can be done in various situations and conditions, including during the Covid-19 pandemic. This study aims to examine the role of digital content marketing towards the efforts made by millennial entrepreneurs in Kupang City during the Covid-19 pandemic. The method used in this research is descriptive qualitative in order to obtain data and facts related to the research problem directly. Through the results and discussion, it was concluded that digital content marketing plays an important role in creating cost-effective promotions, increasing sales, communication media and effective and up to date marketing information. Digital content marketing plays a role in building brand awareness and consumer loyalty, being a means of developing creativity and knowledge of business actors in utilizing technology for business, and creating competitive advantages for millennial entrepreneurs in Kupang City. Keywords: Digital Content Marketing, Entrepreneurship, Millennial Generation

Locating in the northernmost region of China, the Arctic Village of Mohe County is enlisted as one of the most charming tourist attractions of China for the unique resources and landscapes, such as “northernmost location”, magical astronomical phenomena and arctic ice-snow. However, it failed to explore domestic and foreign markets yet due to the poor promotion of government, thus resulting in the low consumer brand recognition. Combining with existing tourism resources in the Arctic Village, this study proposed an appropriate product planning based on the national promotion of “ice-snow tourism”. Meanwhile, great efforts were made to the propagation and publicity of the brand to improve brand influence of the Arctic Village. The ice-snow resources in surrounding region were integrated to promote the tourism development in the whole Heilongjiang Province.

The vehicle exterior design conveys a variety of visual information. Among these are the brand identity, assumed characteristics, and the vehicle's age or newness. While previous research focusses mainly on the first two attributes, we broaden the perspective by examining the age perception for vehicle model portfolios across brands.Information of age is embedded not only in branding but also in the entirety of a vehicle's exterior design features. Therefore, this paper examines how participants of a self-reported study perceive individual models inside successive product portfolios without typical branding. The stimulus patterns were derived from 12 different series of BMW, Mercedes-Benz and Audi and edited accordingly. A total of 67 models from the years 1968 to 2019 were presented and evaluated in terms of perceived age, model and brand recognition.The results show that most vehicles are perceived as newer than their actual age, successive model generations are clearly distinguishable and participants were able to sort all models in their correct chronological order. Finally, design-related age perception and knowledge-based age perception are introduced as possible underlying concepts of the visual perception of product age.

This study aims to determine the effect of brand trust, brand awareness and product quality on purchasing decisions for Xiaomi smartphones for all consumers of Xiaomi smartphone users in Yogyakarta. The population used in this study were all consumers who use Xiaomi smartphones in Yogyakarta, with a sample of 100 respondents. The sampling technique used nonprobability sampling with a purposive sampling approach. The data collection technique used a questionnaire. The data analysis method used is multiple linear regression analysis, classical assumption test, hypothesis testing. The results of this study indicate that brand trust and product quality partially influence purchasing decisions. Brand trust, brand awareness and product quality simultaneously influence purchasing decisions.

Both the use of UGC in the designing process of social media advertising and social media advertising itself, are two relatively new developments following the information age. Time and time again the various effects and outcomes of UGC in social media advertising, including positive and negative responds which accordingly changed audience perception of the advertised. One recent example is the use of #GundalaFanart, a call for fan art submissions to promote the 2019 Indonesian superhero movie, Gundala. The case study method will be used to analyze the implementation of this UGC on the advertising of Gundala, and to provide an example of how much it affects brand awareness or image. We arrive to the conclusion that the UGC #GundalaFanart received positive attention from both familiar and new audience due to two factors; the form of the UGC itself aligns well with the film’s image and core message, and aligns as well with the product’s position within the consumer’s mind. These two factors are important to ensure effectiveness when designing and implementing UGC into a social media advertisement campaign. The UGC has significant effect on the reputation of the product or brand, which in turn affects the consumer’s perception of it, subsequently also affecting the decision making process in consuming said product.

El desarrollo de esta investigación se realizó con el propósito de analizar la gestión de marca de CENAC Spanish School, en la ciudad de Estelí, 2020. Metodológicamente se abordó desde la perspectiva de un enfoque cualitativo mixto; analiza y vincula datos cualitativos y cuantitativos en un mismo estudio, según la temporalidad, este es de corte transversal, debido a su alcance es exploratorio, y el tipo de muestreo es no probabilístico. Los resultados indican que, la conciencia de marca de la institución es baja, debido a las derivaciones de datos recolectados, permitiendo argumentar que la falta de publicidad es el principal factor que ha ocasionado que la mayoría de los usuarios no recuerden y/o identifiquen el logo de CENAC fácilmente, sumando su poco atractivo. En relación a la lealtad de marca, la mayoría de los usuarios han quedado satisfechos con el servicio recibido, los resultados y beneficios percibidos son positivos, por ello se puede decir que se ha generado una relación cliente-empresa, existiendo un grado de lealtad de marca intermedio, identificándose como principales asociaciones de marca: servicio personalizado y calidad del servicio, mostrando que el servicio brindado está bien organizado, adaptándose a las especificaciones de los clientes.

Word of Mouth Marketing (WOMM) has been used for a long time and is still called the most effective marketing strategy.When many traditional-manual concepts have been displaced due to changes to the digital era, the emergence of the internet has actually added to the effectiveness of this marketing strategy. By adopting the concept of WOM into digital marketing, a profession was born as well as being considered a new advertising medium called a buzzer that carries out buzz marketing activities (the term WOM in the world of digital marketing). Using case study methodology, this research discuss the effectiveness of buzzer as a new media for digital advertising, using the buzz marketing strategy that has been used by The Scarlett Whitening brand. Buzzers are different from influencers and key opinion leaders (KOL) because buzzers are generally ordinary personal accounts or spam accounts that have no personal branding and reputation to be at stake. The use of buzzers is considered the right choice to increase brand awareness.

Online shopping behavior and online learning using electronic devices, such as smartphones, are currently an interesting phenomenon in Indonesia. The use of smartphones which continues to increase sharply is certainly inseparable from the role of the brand management of the smartphone product. This study aimed to analyze the role of brand experience, brand awareness, brand visibility, and brand reputation in improving purchase intention in generation Z. This study used a research design with a quantitative approach. The data were collected through documentation and online questionnaires. This study used a sample of 180 respondents with the determination of the sample size using purposive sampling formula. Partial least squares were applied to examine the relationship between purchase intention, brand experience, brand awareness, brand visibility, and brand reputation. The results of this study showed that of the four hypotheses developed, one hypothesis was rejected, in which the effect of the brand awareness variable on the purchase intention variable did not have a significant effect. Meanwhile, brand experience, brand visibility, and brand reputation had a significant effect on purchase intention. Based on the findings of this study, it is expected that it can provide additional information for various parties such as traditional stores and online stores, also companies that provide smartphone products to consider the factors that encourage consumer purchase intention so that they gain comfort and trust in these products

Purpose – The aim of this study is to measure the consumer-based destination brand equity of Mardin, which is an important tourism destination in the Southeastern Anatolia region, and to investigate effects of destination brand awareness, image, and perceived quality on destination brand loyalty. Design/methodology/approach – Scanning method was used in the research. First, the reliability and validity of the measurement tool used in measuring the brand equivalence components were tried to be obtained. Afterwards the validity and reliability analysis of the data (n: 212) collected in November and December 2019, the structural model was established, and the proposed theoretical model was tested. Exploratory and confirmatory factor analysis was performed to ensure the construct validity of the scale. Convergent and discriminative validities of the scale were provided as a result of the confirmatory factor analysis of the measurement model. Structural model analysis was performed to test the hypotheses. Findings – As a result of the confirmatory factor analysis, it was confirmed within the framework of the consumer-based brand equity which was modelled by Aaker, (1991) and Keller (1993) and it was determined that it consists of four dimensions. As a result of the analysis of the structural model, the hypotheses based on the theoretical framework were supported. According to findings, the result of the structural model analysis indicated that destination awareness, perceived quality and destination brand image affect positively destination brand loyalty. Discussion – To attain a strong brand, it is required to understand visitors perception of brand equity and needs to be created and followed marketing and management strategies by destination stakeholders. By offering tourists different and unique experiences beyond the known, a strong brand perception can be created by increasing the quality, image and loyalty levels perceived by the visitors towards the destination. Research findings provide important information to destination management stakeholders about the contribution of creating an effective destination brand equity to destination brand competency.

This research is aimed to test an empirical study on UNSOED Press. The study took the title: "The Analysis of Intention to Buy: An Extended Theory of Planned Behavior". The purpose of this research is to know and find empirical evidence of the influence of Brand Awareness, Price, Attitude, Subjective Norm, Perceived Behavioral Control of Purchase Intention. The population in this study were students in Universitas Jenderal Soedirman. The samples in this study were 211 person. Sample determination using the Convenience sampling method. The analysis tool used is multiple regression. Based on the results of the research and analysis of data shows that:(1) Brand Awareness has no effect on Purchase Intention. (2) Price has a positive effect on Purchase Intention. (3) Attitude has a positive effect on Purchase Intention. 4 Subjective Norm has no effect on Purchase Intention. 5 Perceived Behavioral control has a positive effect on Purchase Intention. The implication of the conclusion above is, UNSOED Press has to build awareness among students or target market. Promotion from faculty and lecturers must be improved. Lecturers can provide suggestions for using UNSOED Press during classroom learning. For the price, respondent said the price was not too expensive and have to maintance quality.

The purpose of this paper is to explore the extent to which conversation with a chatbot on an official website can change the value perception of products and influence the customer purchase intention. The study also investigates the role of chatbots on brand familiarity and the influence of previous experience of interaction with chatbots on customer buying intention. Two laboratory experiments were conducted to evaluate the impact of chatbot use on customer purchase intention. Chatbots on websites shift the value perception of hedonic and utilitarian goods towards respectively utilitarian and hedonic values. Chatbots contribute to the brand awareness reducing the effect of familiarity on the customer purchase intention. Retailers should include effective chatbots while operating and designing shopping websites to stimulate the shopping intention of consumers. Companies should design and carefully manage chatbots by monitoring user involvement and quality of customer experience in order to feed a calibrated continuous improvement process on company objectives. The paper represents a first step approach in addressing e-service agents toward the online customer shopping experience. Digital assistants may change the online shopping context increasing the hedonic value experience but at the same time reducing the time for decision making by reinforcing the utilitarian value perception of the utilitarian and hedonic products.

his study aims to analyze the effect of e-WOM, brand image, brand awareness on perceived value and purchase intention with liking behavior as moderation. The object of this research is the Lactona brand on social media. Valid respondents in this study amounted to 145 respondents. Data were collected through an online questionnaire. Consumers often use social networking sites that are studied through electronic word of mouth references, consumers can easily obtain various types of brand information that drive purchase intention. Based on the perspective of consumer behavior, a research model was developed to determine what factors influence consumer value perceptions and purchase intentions on social media. Of all the variables, only liking behavior is insignificant. The results of this study can be used as a reference for further research on research development.

Müzik günlük hayatta ve televizyon reklamlarında önemli bir yere sahiptir. Televizyon reklamlarında kullanılan müzikler hem psikolojik hem de fizyolojik etkileri vardır. Reklamlarda kullanılan müzik, dinleyicisinde eğlence, süreklilik ve hatırlatmada etkili bir değişkendir. Bu çalışmada, reklam müziğinin marka bilinirliği oluşturması ve tüketici satın alma niyeti üzerine etkisi araştırılmıştır. Araştırma için ihtiyaç duyulan veriler çevrimiçi anket ile toplanmıştır. Araştırmacılar hazırlanan çevrimiçi anket formu linkini kartopu örneklemi ile çevresindekilerle paylaşmışlardır. Araştırma 400 katılımcının anket formunu eksiksiz doldurması ile tamamlanmıştır. Elde edilen verilerin analizi için SPSS 22 programı kullanılmıştır. Çalışmaya katılanların dinledikleri müzik türleri sırasıyla pop, türkü ve yabancı müziktir. Çalışma sonuçlarına göre, reklam müziği etkisi hem marka bilinirliğinde hem de satın alma niyetinde etkili olduğu görülmektedir.

E-commerce in Indonesia is currently developing rapidly in line with the era of globalization. Brand equity and electronic word of mouth is one aspect that e-commerce really cares about. Tokopedia, Shopee, Lazada and Bukalapak are competing fiercely to maintain their competitive advantage by creating good brand equity. Therefore, it is interesting to learn about brand equity in building customer satisfaction and customer loyalty. The aim of this study is (1) Analyzing brand equity in the e-commerce marketplace, (2) Calculating the level of overall consumer satisfaction and loyalty to the four e-commerce marketplaces,(3) Identifying the elements of brand equity and electronic word of mouth that affect brand satisfaction and loyalty to the four e-commerce marketplace companies. The sampling technique in research uses non-probability sampling method with convenience sampling technique. This study used a total sample of 100 people service users of the e-commerce marketplace companies Tokopedia, Shopee, Lazada, and Bukalapak. Processed using SEM-PLS. Based on the research results, the elements of brand equity and electronic word of mouth have a positive influence on consumer satisfaction. In the Tokopedia and Shopee brands, there is one element of brand equity that has no effect, namely brand association and brand awareness. Lazada, one element that affects satisfaction, Bukalapak has a positive effect on satisfaction, namely electronic word of mouth. Consumer satisfaction has a significant positive effect on consumer loyalty. Keywords: E-Wom, Brand Equity, Customer Loyalty, Customer Satisfaction, SEM-PLS.

This study aims to analyze the factors that influence consumer behavior in the decision to purchase a Suzuki Ertiga car in Cilegon City Banten. The population in this study were customers in the city of Cilegon who bought a Suzuki Ertiga with 200 participants. Methods of data analysis using the Structural Equation Model-Partial Least Squares (SEM-PLS). The software that is used to process and analyze data obtained from this study is the Smart PLS version 3.3.2. The results of the study found that Product Quality, brand awareness and promotion had a positive and significant effect on purchasing decisions.

The article’s purpose is to substantiate scientific and applied recommendations for the using of modern digital marketing tools to promote fashion brands. The subject of research is the theoretical foundations of the formation and operation of a system of priority channels for the promotion of brands of light industry enterprises in terms of increasing business risks. Methodology. The methods of scientific abstraction, analysis and synthesis, systemic, dialectical, expert, analogies and structural-functional research methods are used. Results. The study has shown that most of the world’s brands in the fashion industry determine e-commerce the main vector of their development. This is due to changes in consumer behaviour and due to the significant impact of the pandemic on the retail sector. There are highlighted adverse factors of development of Ukrainian fashion brands. It has been identified promising channels for promoting fashion brands in the online space. The use of User Journey Map and User Flow is justified to ensure the convenience of using the online store and reduce the amount of time spent on shopping. The key elements of the information architecture of the site are highlighted: cognitive load and mental models. The set of brand measures to encourage users to expand interaction with content (official advertising from the social network) (for Facebook, Instagram, YouTube, TikTok, Pinterest), advertising with well-known bloggers whose audience is similar to the brand’s audience (Facebook, Instagram, YouTube), mass following and mass liking (Instagram); mutual PR (Facebook, Instagram, YouTube, TikTok); Giveaway (Instagram)). Brand accounts must be fully consistent with the brand’s corporate identity and complement each other. There are shown the advantages of marketplaces in the promotion of goods of the fashion industry and the criteria for their selection in this market. There are determined the specifics of the use of social networks in the promotion of clothing and footwear brands. There are given characteristics of content in social networks Facebook, Instagram, YouTube, TikTok, and Pinterest. There are proposed options for the development of stages of the sales funnel for fashion brands in social networks. It is determined that the strategy of brand development should be based on the specifics of the range in social networks, the portrait of the target audience, the character and DNA of the brand. It is based on the capabilities and goals of social networks. It is stated that with the correct use of resources and opportunities of social networks it is possible to ensure the growth of brand awareness and increase loyalty to it. Practical implications. The results of the study can be used to develop strategies and tactics for promoting fashion brands of Ukrainian companies in the Internet. Value/originality. The value of the article is due to the presence of recommendations for choosing the most effective channels for promoting fashion brands in the online space. There are proposed the functionality of the online store for fashion brands, the criteria for choosing marketplaces, the relevant social networks for the promotion of brands and the direction of their coordination with the company’s website.

PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.Social implicationsBy using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.Originality/valueThis research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

This creative thesis to solve the problem that KeKa Catering has. KeKa Catering is different with the general catering which serve it daily and has same menu. However, KeKa Catering has different menu which are Banjarmasin’s foods and snacks. Their problem is there is still many people who do not recognize their brand or product. Even though KeKa Catering already has their promotional tool, which is Instagram, but they do not use it properly. That is why developing their Instagram account is the best way. It is because will cost less than marketing booklet and the other tools. There are 12 contents on their Instagram account. The customer of KeKa Catering is around 25 until 35 years old. That is why I use slang or internet word for the choice of language. With Instagram the target customers are broader, and many people will recognize easily.Keywords: brand awareness, catering, social media, Instagram

Ambassador School is a Christian school established in 2011. This school offers 3 main programs which are Baby Class, Preschool, and Elementary. There are 2 schools that are similar to Ambassador School which are Bethany Christian School and CMC/SMI School because of 3 aspects: the location, price, service. The main problem of Ambassador School is related to low brand awareness, in which there are only a small number of people who know about this school and those who know are not able to explain what Ambassador School really is. The best solution of this problem is by increasing Ambassador School’s brand awareness by highlighting its strengths and uniqueness through a website. As the main concern is to increase brand awareness, a website will be the best solution since it does not only tell what a company sells, but also tells other information in detail that other promotional tools may not be able to do the same. There are 4 highlighted USPs: academics, Christian values, character education, and independence education. Highlighting all of this school’s strengths and uniqueness on a website will enable Ambassador School to not only increase the brand awareness, but also lead them to be seen as a more credible and professional school. Keywords: Brand Awareness, Promotional Tool, Website, Unique Selling Point

Customer satisfaction is a measure of how happy the customer is with the product or service offering of a business. Customers could be highly satisfied, satisfied, neutral, angry, or very angry. Similarly, service quality measures how best the service is meeting the customer’s expectations. The customer satisfaction element is new to Pakistan automotive industry. The industry is still depending on selling cheap, low-quality products to the customer in order to increase market share. The purpose of this research is to create a customer satisfaction model for the automotive industry in Pakistan. The result at the end suggested that price, brand awareness, service quality, and Flexibility are the determinants of customer satisfaction for this industry. This research will open the way to expand the growth of industries and allow new competitors to enter the market with quality products.

Humorous advertising has become a famous and regularly used when interacting with the company’s target customers, which helps in the formation of awareness and attention, and in improving attitudes towards the brands. The purpose of this paper is to study the relationship between humorous advertisements and consumer’s purchasing decision through the mediation effect of brand awareness in the Egyptian market. In addition, this research provides a better understanding for humorous advertising and its effect on consumer purchasing decision in the Egyptian market which will affect the performance of marketing communication tools inside companies. This research is a quantitative research in its nature, so a self-administered survey was completed by an intercept sample of 400 respondents drawn frequently from hypermarkets customers inCairo. This study was limited to two hypermarkets (Carrefour – Fathallah) customers. Future studies could compriselarger samples, different sectors and other product or service categories. The researchresults indicated that thestructural equation model analyses for the conceptual model proved that all hypothesizes were supported. Moreover, brand recall and brand recognition are significant mediators between humorous advertising and customer's purchasing decision in the model. The research findings suggest that marketers should employ different humorous advertising strategies to create and increase brand awareness.

Background: For the betterment of an organisation, stakeholder’s percep­tion plays a vital role by helping to alter the environment of the workplace as well as the overall operation and management of the organisation. This study aims to explore the stakeholders’ perceptions about services and management from every aspect by studying the positive and negative re­marks given by them. Methods: A descriptive cross-sectional research design was used among 68 respondents which included- patients, parents, institutional clients and employees. Results: It was found that the stakeholders of the Shine dental clinic, both the staff and clients/customers were satisfied with the by the clinic. Cus­tomers mainly build their perception to be positive or negative in terms of the factors such as the clinic’s environment, effective service delivery, maintenance of the clinic, the treatment and communication of the health workers and timely delivery of the service. Meanwhile, the staff deter­mined the perception of the clinic in terms of salary and benefits, friendli­ness of top management, scope of learning and self-development, and so on. Conclusions: The stakeholders of the clinic perceived the clinic as a prom­ising clinic and were satisfied with all the services and facilities provided to them. More people are becoming aware about the clinic with time, but it is needed for the clinic to be more visible in the social media for additional brand awareness.

The availability of digital technologies for a wide variety of companies opens up fundamentally new opportunities for the collection and analysis of information about markets and consumers, the implementation of marketing communications with customers and the formation of brand awareness. Digital marketing provides interaction with customers and business partners using digital information and communication technologies and electronic means. The purpose of the research is to study the features of digital marketing in the sphere of promotion of organic products based on the investigation of the experience of European Union’s countries. Design/Methodology/Approach: economic and statistical analysis and comparison; economic and mathematical method; formalization; analysis and synthesis; historical and logical methods; generalization. As a result of the study, it has been established that the development of digital marketing in the sphere of promoting organic products is in its infancy. It depends on the structure of producers, which is formed according to the principle of family farms or small farm enterprises with no more than 15 employees without a special position of a marketer. It has been proved that social networks are the main channels of digital marketing of enterprises - producers of organic products, forasmuch as they do not require additional costs to attract a specialist on marketing.

Brands with a high level of awareness, credibility, quality and loyalty provide a platform for strengthening customers` favourable word-of-mouth, which may contribute to increasing market share in a competitive environment. However, there is few or no research on the effect of awareness, credibility and quality on word-of-mouth through the impact of attitudinal loyalty and behavioural loyalty, particularly in the traditional medicine market. Consequently, this research aims to evaluate the effect of awareness, credibility and quality on word-of-mouth via the impact of the dimensions of loyalty in the traditional medicine market. Survey questionnaires were administered to 265 customers chosen from the traditional medicine market through a systematic sampling strategy. The data collected were statistically analyzed using structural equation modelling through SPSS Amos 20. The study revealed that awareness, credibility and quality positively influence word-of-mouth through the impact of behavioural loyalty. The research further found that awareness and credibility significantly influence positive word-of-mouth through the impact of attitudinal loyalty in the traditional medicine market. Therefore, this paper extends the prior studies by exhibiting the potential role of brand awareness, credibility and quality in strengthening word-of-mouth through the impact of attitudinal loyalty and behavioural loyalty, particularly in the traditional medicine market. This paper also advances managers` knowledge about creating and exploiting brand awareness, credibility, perceived quality, attitudinal loyalty and behavioural loyalty to increase positive word-of-mouth in the traditional medicine market

The study indicates the impact of Brand Image on Customer Loyalty with the Mediating Role of Customer satisfaction and Brand Awareness. A questionnaire is filled by the 300 respondents that are selected through non-probability to measure customer satisfaction and their loyalty to their favorite Brand. The respondent filed the questionnaire according to their favorite brand. In the study 22 statements and 5 points, Likert Scaled survey questionnaire was filled by the 300 respondents. The results were made by using different methods. The result is based on the statistics test which displays that the Image of the brand and customer Loyalty is very significant with Customer Satisfaction and Brand Awareness, but Brand Image is insignificant with Brand Awareness. The result is analyzed through SPSS software for statistical analysis. The study was conducted within a short time and within the limited resources due to the pandemic attack of the COVID-19. In the future study, the major topic is recommended due to the current situation in the world due to the pandemic attack of the COVID-19 impact of any pandemic diseases on customer loyalty. JEL Classification Codes: M31, M39.

Brand equity in reality illustrates the value of a brand from consumer perceptions and experiences of the brand. There are four main categories that make up brand equity, namely brand awareness, brand association, perceived quality, and brand loyalty. Brand equity is used to determine the marketing strategy that a company will carry out. Therefore research is needed to collect data and analyze it. This research on Brand equity in Elzatta's hijab fashion product aims to analyze the elements of Brand equity so that it is expected to contribute data to create a marketing strategy for the brand. The results showed that brand awareness was really at the top of mind. Meanwhile, the three impressions of the Elzatta brand association are quality fabric, good design / design and providing comfort to the wearer. The brand quality felt by Elzatta shows that most of the attributes of Elzatta's hijab fashion products have achieved high performance. Only for the attributes of the thickness of the material and the price it is necessary to increase and improve its performance. On brand loyalty, Elzatta obtained data on consumers who buy because the price is more than consumers who buy out of habit. This is an accident that consumers will switch brands from rising prices. As for consumers who buy because satisfaction is the most, this of course will affect consumer loyalty

This study aims to investigate in the relationship FCC, UGC, Customer Experience satisfaction towards Brand Equity and Purchase Decision on the subject of e-commerce research in Indonesia (e.g., Lazada, Tokopedia, and Bli-Bli). This study used two research methods: exploratory research (exploratory research) and descriptive research (descriptive analysis). This study's total population was 200 eligible. The collection data with online survey. This study's testing phase is through three phases: first, the reliability of the construct configuration for brand association, brand awareness, brand reputation, and brand performance on brand equity. Second, the relationship that explains the direct and indirect effects of UGC and FCC on brand equity and purchase intention; third, the relationship that demonstrates the impact of variable customer experience satisfaction on brand equity and purchase intention. The result of this study shown from the seven symmetrical paths, the direct relationship is found significant results except for variable relationships such as UGC and FCC on Purchase Intention, which states that there is no significant effect. For example, the indirect relationship between FCC and Purchase Intention mediated by the Brand Equity variable states that there is no positive and significant effect. Except for the relationship between UGC on Purchase Intention mediated by Brand Equity and Brand Equity on Purchase Intention mediated by the Customer Experience Satisfaction variable. Both found that there was a positive and significant relationship.

Purpose Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels. Design/methodology/approach A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels. Findings This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel. Research limitations/implications The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts. Practical implications Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty. Originality/value This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

This paper develops the concept of the halal brand personally dimensions introduced by Ahmad which consists of (i) purity, (ii) excitement, (iii) sophistication, (iv) safety and (iv) righteousness on brand awareness. The concept of halal brand personality is vital for service providers to create an awareness about their products and services in the consumers’ mind as this could be the catalyst for service providers to achieve sustainable competitive advantage (SCA). This is because the five factors that contribute to the halal brand personality are being regarded to be an assurance for halal products and services. It symbolizes the value that are not just for Muslims, but for non-Muslims as well. The concept of halal brand personality will assist the marketers, service providers to convince the customers that the products offered are safe and high in quality.

PurposeIn this paper, the authors argue that fine wines can be considered art and as such can be awarded luxury status. The authors discuss the processes of artification, through which such wines are recognized as art (Shapiro and Heinich, 2012), and heritagization, in which the cultural differentiation implicit in the concept of terroir (the various elements of a microclimate that contribute to a wine's specific attributes) connects a wine to its history and provenance. The investigation focuses specifically on fine wines from Bordeaux and Burgundy, which are renowned worldwide for their depth and flavors. What traits are intrinsic to the definition of art, and what social processes culminate in transforming an entity from nonart to art?Design/methodology/approachIt is a conceptual paper that requires blending several viewpoints to present the authors’ own viewpoints.FindingsThis study aims to address the above questions and argues that fine wines, as a source of aesthetic pleasure, are themselves an art form.Research limitations/implicationsThe implications for producers of fine wines and other artisanal products seeking to elevate brand awareness are discussed.Practical implicationsThe findings of this study are of interest to wine scholars as well as wineries. They provide evidence as to how artification occurs.Originality/valueWhile there are papers that address the issue of artification and heritagization individually, the authors bring to bear the importance of both concepts on specific wine regions in France: Burgundy and Bordeaux.

This research aims to determine the revival of local pride tagline or slogan as a social movement for being proud of wearing local sneaker brand. In this research, the branding theory was used to analyze the formation of local pride or being pride of Indonesian-made products slogan or taglines. This research used a qualitative method with an analytic descriptive approach. Meanwhile, data were collected through non-participant observation to obtain an overview or information about objective or event conditions. The research result showed that the local pride movement practiced through cross-industry collaboration with influencers was able to build the brand personality of local shoes on consumers’ buying interests. The level of consumer ethnocentrism in the community resulted in brand awareness providing significant effects on the decision to buy local shoes. It was also in line with the government policy through restriction on imported commodities for products or goods that can be made domestically. The Content digital marketing was adopted by developing a proud Indonesian products theme. It was carried out through a hashtag for #LocalPride to increase the number of local shoes product sales, and it also can be used as a promotional tool that has proven to be effective to increase the number of followers on social media.

Kovshova I.O., Babych Yu.V. STRATEGIC DIRECTIONS OF DEVELOPMENT OF INNOVATIVE MARKETING IN THE MARKET OF HIGH TECHNOLOGIES Purpose. The aim of the article is defining strategic directions for the development of innovative marketing in the high-tech market in order to increase sales of goods or services, increase the efficiency of enterprises and analyse potential markets. Methodology of research. The following methods were used in the research process: abstract and logical - to formulate the concepts of innovative marketing, high technologies and strategies of innovative marketing; analysis and synthesis - to identify certain parts of the innovative marketing strategy and their proper application in the high technology market; economic and statistical - to study the strategic directions of innovative marketing and to establish a quantitative impact on the high technology market; comparative - to compare the development trends of strategic areas of innovative marketing in 2016 and 2020. Findings. The essence of the characteristics of innovative marketing in the high-tech market is deepened and the most effective strategic directions of innovative marketing development of today are identified: software promotion, artificial intelligence, video marketing, personalization and conversational marketing. It is substantiated that to ensure innovative marketing activities, it is important for the company to constantly monitor the market and new tools that will bring goods or services to a new level. It is established that the five areas of innovative marketing have been identified as significantly influencing the marketing tools of high-tech enterprises, artificial intelligence programs are included in all areas of the marketing industry and are actively used by marketers to process, recognize and analyse voice, text, images and decision making. Options for the use of artificial intelligence in the marketing activities of enterprises are substantiated and the main trends of further development are formed. Originality. It is substantiated that these strategic directions of development of innovative marketing today (software promotion, artificial intelligence, video marketing, personalization and conversational marketing), in contrast to existing strategic directions of development, increase sales of goods and services, increase brand awareness, build trust and improve communication with potential and real customers. Practical value. The results of the conducted study can be used by high-tech companies in Ukraine and around the world to increase market competitiveness and bring the product or service to a new level. It will also increase sales of goods or services and increase the efficiency of enterprises. Key words: innovative marketing, enterprise, directions of development, technology market, video marketing, artificial intelligence, marketing.

The fourth Industrial Revolution, known as digital transformation, has made MZ generation to be the focus of the new consumer market, brought about the use of technological platforms a new consumption method. Currently, as various types of content collaboration are emerging that specifically targeting at the MZ generation. Content collaboration are considered an integration of content to create new values through co-existence and co-prosperity. This study identified the characteristics of collaboration of fashion brands from 2018 using literature and online news articles, and identified and classified through case studies of it determined movie content, game and virtual characters. By this research, it shown that collaboration with movie contents have increased the collaborative synergy by using the story in global media content. Collaboration with mobile games was generally used by young casual and sportswear brands. These brands which utilized characters from mobile games popular with to attract more teen consumers and strengthen brand awareness by adding values of high-technology and scarcity to the familiar images. In addition, collaboration with virtual characters has expanded value of the collaborative approach on expanding the range of advanced digital technology, from a promotional strategy during the distribution process through to the use of virtual models. As such, collaboration using the various types of content has developed beyond simple integration of identities among various areas, integrated products or brands that as a new value.

Consumer interest and attention are drawn to the brand through advertisements that feature the celebrity endorser, resulting in heightened brand awareness, increased sales, more favorable brand attachment, and increased consumer intention to purchase the endorsed brand. The effectiveness of a celebrity endorsement depends on the endorser’s inherent meaning, including the authentic lifestyle, personality, and social status that a particular celebrity brings to the brands they endorse. Authenticity provides a brand with a unique identity and a strong association for consumers. The purpose of this study is to examine the relationships between consumer perceptions of athlete authenticity, endorsed brand authenticity, brand attachment and purchase intention. Data were collected from Amazon’s Mechanical Turk and a total of 372 were deemed usable data. Structural equation modeling (SEM) was conducted to examine the hypotheses. This study reveals that consumers’ perceptions of the athlete endorser’s authenticity positively influenced their perceptions of brand authenticity, which then led to attachment to the brand and a favorable intention to purchase it. Athlete endorser authenticity, however, does not have an influence on brand attachment but rather first needs to be inserted into the brand authenticity. The current study expands on the knowledge of brand attachment literature to show that authentic brands elicit strong attachments in consumers.

The development of information and communication technology has been so rapid since the emergence of the internet, especially social media. The use of social media has developed into a way for event organizers to do social media marketing to introduce their consumers through electronic media, one of the applications has been carried out by OMG Event Asia. This study aims to identify and measure the effectiveness of promotional strategies through social media that have been carried out by the event organizer in generating brand awareness and buying interest from potential customers. The results of research conducted that promotion through social media has a significant relationship to brand awareness and purchase interest. Event organizer companies can carry out promotions through social media with clear target segments related to product functions. Submission of information about the product must be in detail related to quality, price, and social value to the target segment.