The effectiveness of Instagram influencers towards brand towards bran engagement and brand awareness of men's care product

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Bramantio, Sandika Panji (2021) The effectiveness of Instagram influencers towards brand towards bran engagement and brand awareness of men's care product. Undergraduate thesis, IPMI Business School.

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Sandika Panji Bramantio - The effectiveness of instagram influencers towards brand engagement and brand awareness of men's care product Evidence at men's care product consumers during the Covid-19.pdf
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Abstract

Instagram has become the predominant channel for Instagram Influencers as a part of social media influencers (SMI) in Indonesia and provides brands with an opportunity to engage with their consumers in a unique manner. One of new comers in men's care brand from Indonesia is brand X and they used SMI's strategy to compete with a well-established multinational men's care brand. Author would like to investigate the influencers wars phenomena in Indonesia to support a start-up local brand and focused on both brand engagement and brand awareness those lack of measurement before. This study aims to measure the effectiveness of SMI's activity towards men's care product brand engagement and brand awareness. Within quantitative method and survey, the author collected sample from 90 millennial's and gen Z in Jabodetabek during covid-19 period. The findings show that SMI's resonance has a significant effect on Men's care product brand engagement and brand awareness. Brand engagement has also mediating role between SMI's activity and brand awareness. This study could theoretically contribute to marketing management discipline. It also provides several practical guidelines for industry about SMI's strategy and implementation in Indonesia to more focus on SMI's resonance. Although this study is limited to short period of collecting data and small sample, the results can be applied. The authors recommended a future study should focus on brand engagement and brand awareness with bigger sample and longer period.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HJ Public Finance
Divisions:	Thesis > Master of Business Administration
Depositing User:	Dede Faujiah
Date Deposited:	17 Jun 2022 07:05
Last Modified:	17 Jun 2022 07:05
URI:	http://repository.ipmi.ac.id/id/eprint/1468

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