Search

Purchase intention is a form of consumer behavior that wishes to own a product based on the experience, use, and attractiveness of a product. Purchase intention arises because of stimuli that come from within consumers and provide encouragement or motivation to own a product. This study aims to examine the role of brand awareness in mediating the effect of social media marketing on the purchase intention of Spotify premium services for people in Denpasar City. The population of this study is people in Denpasar City who have never purchased Spotify premium services, the number of which is not known with certainty (infinite). The sample was determined using a non-probability sampling method with a purposive sampling technique. Data collection was carried out by distributing questionnaires to 108 respondents. The analysis techniques used are descriptive statistical analysis, classical assumption test, path analysis, Sobel test, and VAF test. The results showed that social media marketing has a positive and significant effect on purchase intention. Social media marketing has a positive and significant effect on brand awareness. Brand awareness has a positive and significant effect on purchase intention. Brand awareness is able to partially mediate and increase the total influence of social media marketing on purchase intention. The results of this study provide implications for marketing strategies, especially in company management can develop marketing strategies by paying attention to social media marketing indicators and brand awareness that have good performance in this study in order to increase the purchase intention of Spotify premium services. [ABSTRACT FROM AUTHOR]

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

The rapid development of technology in the current era is also utilized in creating environmentally friendly products, amidst the industrial world that is beginning to have social and environmental impacts, which can influence lifestyle and societal behavior, influenced by factors such as economic ability, awareness, and the abundance of goods proportional to the increasing needs of individuals, where appearance is a very important factor to be considered to enhance beauty. With increasingly fierce competition, the Somethinc brand creates quality and environmentally friendly beauty products while still considering the impact on the environment in the future. To address this challenge, this study aims to investigate the factors influencing the purchase intention of Somethinc products. Research data were obtained through an online survey involving 200 respondents. Data analysis was conducted using Structural Equation Model (SEM) with the SmartPLS 4 analysis tool. The results show that Product Innovation does not affect purchase intention, while green marketing and brand awareness influence purchase intention. Brand image mediates the influence of product innovation, green marketing, and brand awareness on purchase intention for Somethinc products among Generation Z in Indonesia. [ABSTRACT FROM AUTHOR]

The rapid development of technology in the current era is also utilized in creating environmentally friendly products, amidst the industrial world that is beginning to have social and environmental impacts, which can influence lifestyle and societal behavior, influenced by factors such as economic ability, awareness, and the abundance of goods proportional to the increasing needs of individuals, where appearance is a very important factor to be considered to enhance beauty. With increasingly fierce competition, the Somethinc brand creates quality and environmentally friendly beauty products while still considering the impact on the environment in the future. To address this challenge, this study aims to investigate the factors influencing the purchase intention of Somethinc products. Research data were obtained through an online survey involving 200 respondents. Data analysis was conducted using Structural Equation Model (SEM) with the SmartPLS 4 analysis tool. The results show that Product Innovation does not affect purchase intention, while green marketing and brand awareness influence purchase intention. Brand image mediates the influence of product innovation, green marketing, and brand awareness on purchase intention for Somethinc products among Generation Z in Indonesia. [ABSTRACT FROM AUTHOR]

This study delves further into the use of viral marketing to boost customer loyalty, brand awareness, and brand trust in coffee shops. By looking at two case studies of coffee businesses that use influencer engagement and organic viral marketing tactics, a qualitative approach is used. By using two case studies with distinct approaches, we hope to shed light on how viral marketing can be successfully applied in a variety of situations. Eleven informants' interview data are evaluated through the use of coding and theming techniques. The study concludes that while the Story, Hype, Actionable, Relevant, and Emotional (SHARE) strategy is applied in both circumstances, the first case, which takes an organic approach, achieves higher levels of trust in the generated content than the influencer-involved case. Furthermore, the study reveals that the utilization of viral marketing tactics in conjunction with the SHARE concept has the potential to enhance consumer awareness, trust, and loyalty. This study makes a valuable contribution by providing in-depth understandings of the ways in which viral marketing can be utilized to improve consumer loyalty, brand awareness, and brand trust. It also closes a gap in the literature by explaining how Viral Marketing strategies can be strengthened through the application of the SHARE concept. [ABSTRACT FROM AUTHOR]

Encapsulating the destination's USPs and identity in a logo with high recognition value is a challenge DMOs face. This recognisability as key to a 'strong brand' is particularly based on natural resources and the attractiveness of landscapes that form the basis of touristic USP in most destinations. The paper stresses the importance of the logo and that the destination's 'DNA' or identity must be transposed symbolically and naturally by integrating distinctive landscape elements into the logo. Ideally, they merge authentically and harmoniously, fostering identification among locals and tourists, brand awareness and a positive image, contributing to a strong, authentic brand. A 40% presence of landscape elements (mountains prevailed by 85%) was found in the top 50 Austrian logos. [ABSTRACT FROM AUTHOR]

Introduction: This study investigates the determinants impacting consumer purchasing behavior. Methods: Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses. Results: Findings indicate that green marketing initiatives and green brand awareness positively influence consumers' purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process. Conclusion: This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers' purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers' green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals. [ABSTRACT FROM AUTHOR]

The state attaches great importance to the high-quality development of plateau characteristic animal husbandry. It has brought new opportunities for the sales of mutton in Qinghai Province. However, there are currently some problems with the sales of Qinghai mutton, such as low brand awareness, low sales efficiency and other issues. Based on this, this paper summarizes the current mainstream sales mode, investigates the geographic background of Qinghai mutton, analyzes the current situation sale of mutton in Qinghai according to corresponding production and sales data, and proposes an innovative sales mode and related recommendations for Qinghai mutton sales, thus to provide a reference for the sale of mutton in Qinghai. [ABSTRACT FROM AUTHOR]

This study aims to analyze the role of brand trust as a mediator in building brand equity with the structural equation model on bottled water objects with a high product price value, and it is believed that the Quadrilateral Brand is a powerful brand strategy. The sample in this study was consumers of drinking water AQUA brand in the market in Central Java, Indonesia. Using a sample of 449 respondents, research on Quadrilateral Brand proves that brand equity can be formed from the positive and significant influence of brand authenticity, brand awareness, and the mediating role of brand trust. This research showed that brand trust can mediate the indirect impact of brand authenticity and brand awareness on brand equity. [ABSTRACT FROM AUTHOR]

Introduction: Official endorsement, distinct from celebrity, expertise, and peer endorsement, introduces a new paradigm where local government officials use online platforms, particularly live streaming, to promote local products and brands. Methods: This study examines the influence of official endorsement on consumer responses using the source credibility and source attractiveness models. We developed a framework that considers official credibility and attractiveness attributes as antecedents, and consumer perceived security and enjoyment as mediators, affecting purchase intention and local brand awareness. The study also incorporates variables such as consumer region and power distance belief. Results: Data from 594 responses obtained through an online survey were analyzed using structural equation modeling. The results indicate that official credibility attributes (expertise, trustworthiness, government credibility) enhances consumer perceived security, while official attractiveness attributes (physical attractiveness, interaction friendliness, and similarity with consumers) increases consumer enjoyment. Both perceived security and enjoyment positively influence purchase intention and local brand awareness. These relationships are partially moderated by consumer region and power distance belief. Discussion: This research pioneers the study of official endorsements, expanding the endorsement literature. It also provides practical insights for marketing professionals and government officials on leveraging official endorsements to enhance the value of local products and brands. [ABSTRACT FROM AUTHOR]

Korean culture has emerged and become a phenomenon of Asian-style globalization that has boomed in the last decade, particularly in the Korean drama industry. In the current Korean industry, a coffee candy brand that has won the hearts of coffee lovers, namely Kopiko, represents a phenomenon of a local product going international. The purpose of this study is to determine the influence of product placement and event sponsorship on the brand awareness of Kopiko products in the drama Vincenzo. This study employs quantitative data analysis methods using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 3.0 software. Primary data were collected by distributing questionnaires to 100 viewers of the drama Vincenzo in Cirebon. The results showed that product placement has a positive and significant effect on brand awareness, as does event sponsorship. It is important to explore other variables that can contribute to this goal. Future researchers should investigate these variables further. [ABSTRACT FROM AUTHOR]

The Covid-19 pandemic significantly affected the global fashion industry, causing several changes that intensified competition between fashion retailers and brands, making it more challenging to establish or increase clothing brand awareness. Gender plays a crucial role in consumers' perceptions and decision-making, highlighting the importance of understanding the role of gender in effectively establishing and increasing clothing brand awareness. The objective of the study was to determine whether differences exist in the creation of clothing brand awareness of Generation Y male and female students. This study followed a descriptive research design. A self-administered questionnaire was distributed to students for voluntary completion. A total of 625 completed questionnaires were analysed by performing frequency analysis, descriptive statistics, internal consistency reliability, correlation analysis and regression analysis. After establishing the reliability of the measurement instrument, and confirming significant statistical relationships between all the constructs, multiple linear regression analysis was performed. The findings of the regression analysis revealed that for Generation Y male students, product, store image and advertising of clothing brands significantly influence their awareness of a brand; while for Generation Y female students, the price and advertising of clothing brands significantly influence their awareness of clothing brands. This study contributes to the literature relating to gender studies and brand awareness, and provides practical recommendations for clothing brands and retailers to more effectively establish or strengthen clothing brand awareness among Generation Y male and female consumers, respectively. [ABSTRACT FROM AUTHOR]

Small brands face big marketing and branding challenges in a world in which industry giants wield considerable resources. This paper promotes innovation as a catalyst for brand success. It discusses how brands can use innovation to challenge conventions, reshape industries and achieve notable success in a dynamic industry. The paper outlines innovative strategies that empower small brands to carve distinct niches, enhance brand awareness and shine brighter than their larger counterparts. It concludes that innovation, far from being a mere buzzword, is a force that can propel small brands toward growth and market disruption. [ABSTRACT FROM AUTHOR]

Due to new methods and cutting-edge technology, word-of-mouth (WOM) communication has undergone drastic changes over the decades, leading to electronic WOM (eWOM), which is now more widespread. WOM interaction significantly affects buyer habits and purchase intention (PI). eWOM is viewed as an updated variant of WOM advertising, with consumers using a variety of online resources to get firsthand, user-generated content about the products and services they plan to purchase. This paper investigates the impact of eWOM on consumers' PI, in addition to examining how brand awareness and brand image mediate the association between eWOM and PI. AMOS 24.0 was used to evaluate this model using structural equation modeling (SEM). In order to look for model relationships, a self-administered structured questionnaire was distributed to 300 respondents. The results showed that eWOM and brand image have a positive significant impact on consumers' PI, but brand awareness has no significant impact on PI; and brand image acts as a mediator in the relationship, but brand awareness has no mediation effect. The study provides an insight on the effects of eWOM on PI through brand image and brand awareness in the Indian context. [ABSTRACT FROM AUTHOR]

Sellers on online marketplaces such as Amazon.com use a variety of retail and retail media advertising services to improve their brand performance, including awareness, consideration, and revenue. But how can they measure their progress and drive these metrics? For 122,000 brands, we measure Amazon shoppers' brand awareness, consideration, and purchases and test how they change with ad and retail actions. Furthermore, we compare these brands' past media mix with the recommended allocation based on the model's coefficients. We find that new product launches and upper-funnel retail media advertising are particularly effective for small brands. Medium-sized and large brands benefit most from lower-funnel advertising. For the funnel stages, all three metrics benefit from the number of new reviews, % discount, negative keywords, and geo-reach campaigns. These results are robust across different product categories, but we find notable differences in how upper- and middle-funnel ad products succeed in driving sales. [ABSTRACT FROM AUTHOR]

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.

Awareness of a brand provides expectations of customers, while service quality is a measure of the difference between consumer expectations and the service provided. Expectations and perceived service quality generate customer interest. However, the reality is that the brand awareness and service quality provided are good, but customer interest is still unstable, still experiencing increases and decreases in using Sharia KPR products. This study aims to determine whether brand awareness, service quality, and customer interest partially and simultaneously affect customer interest in using Sharia KPR at BSI KC Tanjung Karang and how Islamic economics views brand awareness and service quality. This research uses a quantitative approach method. Data were collected directly through distributing questionnaires to KPR customers. The sample used was 86 respondents using the Slovin formula taken by purposive sampling. The data obtained was processed using SPSS version 24. This analysis includes validity and reliability tests, preliminary analysis tests, multiple linear regression analysis tests, and hypothesis testing (t-test, f-test, and coefficient of determination (R2)). The results of the t-test show that brand awareness and service quality partially have a positive and significant effect on customer interest. And the results of the f test show that brand awareness and service quality simultaneously have a positive and significant effect on customer interest in using Sharia KPR products with an effect of count 82.524> ftabel 2.71 with a significance value of 0.00 < 0.05. Based on the results of the determination test (R2) of 0.657, this explains that the influence of brand awareness and service quality variables on customer interest is 65.7%. In comparison, the remaining 34.3% were influenced by other factors outside the research model. [ABSTRACT FROM AUTHOR]

This study aims to analyze how much influence the work rotation, physical work environment and work stress on performance. This Study used primary data by distributing questionaires of 92 respondents and the respondents are SATPOL PP in the administration city of east Jakarta. Data were analyzed using Multiple Linear Regression Correlation analysis. The results showed a positive and significant effect on performance, which is shown in the Coefficients table in the regression equation model Y = 6.373 + 0.197 + 0.390 + 0.126. The feasibility test results of the model shown with a significance value of 0,000 shown in the ANOVA table which means that the model in this study is feasible based on the significance value obtained. And the conclusion of the hypothesis by t-test partially obtained the significance value on the variable work rotation by 0.038, then on the physical work environment variable at 0,000, and the significance on the brand image variable at 0.049. Then it is concluded that the three independent variables partially have a significant influence on the dependent variable. In order for the management of related agencies to pay more attention to the work environment that has the greatest contribution value and to be better at managing work rotation policies and procedures as well as maintaining work stress conditions to its members so that employees are more motivated to provide the best performance, which will have an impact on achieving common goals. [ABSTRACT FROM AUTHOR]

Currently, the business world is very competitive, especially in Indonesia. This is shown by the increasing number of traditional businesses that are starting to transition to modern businesses, or perhaps new modern businesses. This study uses Quantitative Research, a research method that collects data in the form of numbers or numerical data to be analyzed statistically. The results of hypothesis testing show that the variable Price Discount, Word of Mouth simultaneously has a positive effect on consumer purchase decisions. From the partial results, the discount has a positive and significant effect on the purchase decision at the Al-Badr src graosir store. Simultaneously, discounts and word of mouth communication have a positive and significant effect on product purchase decisions at the Al- Badr src wholesale store. [ABSTRACT FROM AUTHOR]

This research aims to investigate the synergistic influence between Content Marketing and Influencer Marketing on the formation of Brand Awareness and Purchase Interest of TikTok Shop users in Cirebon City. The aim is to analyze the impact of these two marketing strategies on brand awareness and purchase intention and to test their influence significantly. The research method uses a quantitative approach using research instruments and statistical analysis, especially with SPSS version 24. Samples were taken through non-probability sampling with purposive sampling criteria for respondents aged 17-30 years who are users of the TikTok application in the Cirebon area. Research variables include Content Marketing (X1), Influencer Marketing (X2), Brand Awareness (Y1), and Purchase Intention (Y2). The analysis results show that Content Marketing and Influencer Marketing have a significant influence on Brand Awareness and Purchase Interest, with a high R Square value indicating the influence of these variables on the outcome. In conclusion, this research found that Content Marketing and Influencer Marketing play an important role in forming brand awareness and interest in purchasing products on the TikTok Shop. Recommendations include strengthening content-based marketing strategies and collaboration with influencers, as well as paying attention to the relationship between Brand Awareness and Purchase Interest to improve sales performance through the TikTok Shop platform. This research can be the basis for further research regarding the influence of Content Marketing and Influencer Marketing in the context of digital marketing. [ABSTRACT FROM AUTHOR]

This study investigates the utilization impact of Instagram on restaurants' brand management in emerging economies, particularly in the capital of Lebanon, Beirut. Instagram utilization will include brand personality, brand awareness, brand retention, brand image, and brand advocates as the dimensions of brand management. A quantitative approach "survey" is adopted to collect primary data. The restaurant sector is operating in the capital of Lebanon, Beirut, using convenience sampling to target 549 consumers of these restaurants. It was seen that using Instagram posts in the restaurant's sector will lead to a positive impact on their brand management overall. Instagram posts have the most significant impact on brand awareness and brand image, whereas brand retention and brand advocates are less affected by using them. An insignificant relationship between Instagram and brand personality was found. This is the first study conducted in Lebanon's restaurants' context, and this is crucial since Lebanon is highly dependent on tourism and travel-related services. [ABSTRACT FROM AUTHOR]

Brand awareness serves as a crucial factor in setting apart educational institutions amidst competition and enticing potential stakeholders. Utilizing video content emerges as an effective avenue for conveying a university's ethos and values, thereby enriching brand recognition. This study endeavors to explore impactful strategies in video content creation aimed at fortifying the brand awareness of Universitas Pesantren Tinggi Darul Ulum (Unipdu). Employing a qualitative methodology, the research employs in-depth interviews, focus group discussions, and content analysis to glean insights from Unipdu stakeholders. Through thematic analysis, recurring patterns and themes concerning effective video content strategies for brand awareness are delineated. The findings unveil Unipdu's alignment with branding theory, accentuating the emphasis on brand identity development, strategic positioning, and the cultivation of brand equity. Concurrently, content marketing strategies, tailored to each stage of the buyer's journey, are implemented to effectively engage prospective students. In conclusion, Unipdu's concerted efforts in strategic branding and content marketing, underpinned by theoretical frameworks, have propelled the university to the forefront of the education sector. By harmonizing content strategies with audience requisites and assessing effectiveness, Unipdu not only bolsters its brand perception but also beckons stakeholders, thereby fortifying its competitive edge. [ABSTRACT FROM AUTHOR]

This study aimed to find out about the influence of corporate social responsibility (CSR) which consists of the variables of Human Resources (people), Profit (prosperity), and Environment (planet) on the company's brand awareness in this study using the Desa Brilian 2022 Program in Burai Village, Tanjung Batu Subdistrict formed by PT. Bank Rakyat Indonesia. The data used was primary data obtained from the distribution of questionnaires to 100 respondents using random sampling techniques and analyzed using the F-test, T-test, and multiple linear regression analysis. The results of this study showed that there is a significant influence of the variables people, prosperity, and planet towards Bank Rakyat Indonesia's brand awareness either simultaneously or partially and the dominant variable influencing brand awareness in this study is the Environment factor (planet). [ABSTRACT FROM AUTHOR]

This study is intended to examine the parameters of brand equity that impact the customers' purchase intention the most in Cebu City, Philippines. A descriptive approach under the quantitative method was utilized, making use of statistical methods to condense gathered data, establish comparisons, and extend findings to the larger population from which the sample was selected. Three hundred eighty-five (384) randomly selected respondents participated in the survey comprising Cebuano consumers. Using statistical treatments, the study has valuable and meaningful findings. The study revealed a significant difference between variables of brand equity, with brand association having the highest average mean. Also, the following were found: (1) customers who have patronized brand names they have a purchase history, (2) customers who chose brands with products that satisfy them, (3) customers who purchase products from store brands because they have better quality, (4) brand name is important when purchasing a specific product, (5) customers find the brand name as important in making purchasing decisions for brands. As per the respondents, the five items mentioned matter most in shaping their intention to purchase again, which signifies that brand experience, customer satisfaction, product quality, brand image, and informed purchase decisions for brands have the most impact on shaping customer purchase intentions in Cebu City, Philippines. The researchers concluded that local businesses should now start focusing on creating high-quality products that satisfy the needs and wants of their customers and maintain a strong brand image that resonates with them to provide the best customer experience possible and have the highest chances of achieving the desired customer behavior. [ABSTRACT FROM AUTHOR]

The purpose of this study is to examine how brand awareness and YouTube advertising affect consumers' inclination to purchase Honda Scoopy motorcycles from the PT Astra Motor Honda Cirebon Branch. Utilizing a survey approach, quantitative research methodology is applied. Questionnaires were sent to 150 respondents who were considering purchasing Honda Scoopy motorcycles in Cirebon in order to gather data. According to the results of a regression analysis, creative and informative YouTube advertising has the ability to pique customers' interests and has a favorable and significant impact on purchase intention. Additionally, it has been demonstrated that brand awareness positively and significantly influences buy intention; this means that consumers' purchase intentions are higher when brand awareness is higher. In conclusion, brand awareness and YouTube advertising work together to significantly impact consumers' intentions to buy Honda Scoopy motorcycles in Cirebon. PT Astra Motor Honda is advised to continue to improve the quality of advertisements on YouTube and strengthen branding strategies to increase consumer buying interest. [ABSTRACT FROM AUTHOR]

Background: Gold savings products are unique products from sharia banking which have significant growth potential in Indonesia as seen from the increase in gold sales over the last 3 years. Based on previous research stated that promotion, financial literacy and risk perception are the factors that influence customers' saving intention in investment and services product in banking but there isn't any yet study examine the influence of those factors on gold savings products in sharia banking. Purpose: This study aims to analyze the influence of promotion, financial literacy and risk perception on the saving intention of gold savings product of Bank Sharia ABC both directly and through the mediation of brand awareness. Design/methodology/approach: This study uses the SEM-PLS (Structural Equation Modelling Partial Least Square) analysis method with a sample of 206 (two hundred and six) respondent which are customers of savings accounts who do not yet have a gold savings account at Bank Syariah ABC Findings/Result: This study show that promotion variable has a positive and significant influence on brand awareness of gold saving product. Meanwhile, promotion does not have a significant positive influence on the saving intention of gold saving product. Promotion has a positive and significant influence on the saving intention of gold saving product indirectly through the mediation of brand awareness variables (full mediation). As for the financial literacy, the variable has a positive and significant influence on brand awareness and the saving intention of gold saving product. The financial literacy variable also has a positive and significant influence on the saving intention of gold saving product indirectly through the mediation of brand awareness (partial mediation). Conclusion: The study also concluded that risk perception variable has a positive and significant influence on brand awareness of gold saving product. Meanwhile, risk perception does not have a significant positive influence on the saving intention of gold saving product. Risk perception variable has a positive and significant influence on the saving intention of gold saving product indirectly through the mediation of brand awareness variables (full mediation). The brand awareness variable has a positive and significant influence on the saving intention of gold saving product. So that, it can be said that if the brand awareness of customers is increase, the saving intention of gold saving product also increase. Originality/value (State of the art): Several previous studies have examined the influence of promotion, financial literacy and risk perceptions on the saving intention in investment and services product in banking, but there isn't any yet has specifically examined the influence of those factors on gold savings products in sharia banking. This study examine the influence of promotion, financial literacy and risk perceptions on the saving intention of gold saving product in sharia banking both directly and through the mediation of brand awareness. [ABSTRACT FROM AUTHOR]

Marketing and branding are still regarded as aspects of the business world irrelevant to libraries. Understanding the impact of brand and its evolution on the success of academic libraries necessitates elucidating the meaning of brand and its contributions to libraries. The lack of a comprehensive definition of marketing and branding and their functions in Iranian libraries also confirms the idea that they are unnecessary in libraries and prevents libraries from moving in the right direction in marketing and branding. To this end, this study aimed to investigate the brand concept of academic libraries in Iran. This qualitative study employed the grounded theory (GT) methodology based on two of the three coding steps suggested by Strauss and Corbin (1998): "open coding" and "axial coding". Twenty experts in fields such as branding, marketing, and librarianship, among others, were interviewed for data collection purposes. Out of these experts, nine were faculty members, three were researchers, and eight were library employees. Using the MAXQDA software, the content of the interviews was analyzed qualitatively. In addition, the academic library brand was also conceptualized with 12 dimensions, including brand identity, brand associations, brand awareness, brand imagery, brand compatibility, brand quality, brand credibility, brand superiority, brand security, brand excitement, behavioral loyalty, and attitudinal attachment. Therefore, it made sense for the brand to focus on providing its customers with the best possible library experience. This study is the first to define the brand concept for academic libraries in order to shed light on the concept and its significance in these libraries. [ABSTRACT FROM AUTHOR]

Purpose of the study: In the increasingly competitive fashion industry, it is essential for fashion brands and marketers to establish and enhance their customers' loyalty toward their brand as an effective means of survival and success. To achieve this, it is essential to understand the factors that impact their target market's brand loyalty. Although several studies have investigated brand loyalty in relation to various factors, limited research has focused on the interrelationships between the brand equity dimensions, while no such research exists within the South African fashion industry context, particularly from a Generation Y student perspective. Fashion remains significant to Generation Y individuals in particular, and therefore, this study determined the relationship between Generation Y students' fashion brand loyalty, awareness, association and perceived quality. Design/methodology/approach: Following a quantitative research approach, the necessary data was collected from a convenience sample of 750 students registered at a South African higher education institution, using a self-administered questionnaire. The data analysis performed in this study included exploratory factor analysis, reliability analysis, correlation analysis and structural equation modelling (SEM). Findings: The findings imply that Generation Y students' loyalty towards fashion brands is directly and indirectly influenced by their awareness of and their associations with the fashion brand. In addition, it was found that the perceived quality of the brand has a direct influence on their loyalty towards the fashion brand. Recommendations/value: To increase fashion brand loyalty among Generation Y consumers, their fashion brand awareness should first be increased, which could lead to stronger brand associations, improved quality perceptions, and ultimately, a stronger commitment towards the brand. Managerial implications: Fashion brand managers and marketers should consider the interrelationships between fashion brand loyalty, awareness, association and perceived quality when aiming to enhance fashion brand loyalty among consumers. [ABSTRACT FROM AUTHOR]