文章基本信息

标题：THE INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS OF INTERNATIONAL PRODUCTS: A SURVEY TO INDONESIAN XIAOMI COMMUNITY
本地全文：下载
作者：Fanani Dahlan ; Fanani Dahlan ; Supriono 等
期刊名称：Eurasia: Economics & Business
电子版ISSN：2522-9710
出版年度：2018
卷号：17
期号：11
页码：72-77
DOI：10.18551/econeurasia.2018-11.10
语种：English
出版社：Grodno State Agrarian University
摘要：This research involved several variables of social media marketing known to influence the brand awareness which was regarded an interesting issue. The independent variables of this research were customer engagement (X1), viral marketing (X2), buzz marketing (X3), peer influence (X4), and online communities (X5), while the dependent variable was the brand awareness (Y). This explanatory research was done using a quantitative approach. There were 101 responses given by respondents to be analyzed using multiple linear regression test. The results of the analysis indicated that online community (X5) was found as the most influential variable of social media marketing toward brand awareness.
关键词：Social media marketing; customer engagement; viral marketing; buzz marketing; peer influence; and online communities; brand awareness