The impact of firm-generated content (FGC) on brand loyalty to E-WOM : as seen in the evidence of Gojek Indonesia

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Nugraha, Rafid Khairi (2023) The impact of firm-generated content (FGC) on brand loyalty to E-WOM : as seen in the evidence of Gojek Indonesia. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

The emergence of social media has affected Gojek in developing their marketing strategies by combining conventional and digital method to promote their business, compared to conventional method, digital method is not only measurable and relatively cheaper, but also has the potential to reach wider audience, one of which is through firm-generated content (FGC). However, there are limited research that further studied the impact of FGC itself towards the final output from consumers, or known as Electronic Word of Mouth (E-WOM). Therefore, by analyzing Gojek's FGC, this study aims to analyze the impact of FGC towards consumers' brand loyalty which can lead to E-WOM. Using a quantitative method supported by SEM-PLS with smart-PLS and collected samples from 100 respondents to study their perception of Gojek's FGC and how it affected their final outputs, from brand loyalty to E-WOM. The results have answered the hypotheses, demonstrating empirical evidences of how Gojek's FGC have positively influenced consumers' brand loyalty and E-WOM. The findings highlight the importance of implementing effective content strategies in fostering emotional connection with consumers, increasing brand loyalty, and simulating positive E-WOM. By implementing these valuable insights regarding marketing strategies, marketers can effectively leverage FGC to strengthen brand loyalty and generate positive E-WOM, thereby driving brand expansion and attracting new consumers.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 07 Dec 2023 09:50
Last Modified: 07 Dec 2023 09:50
URI: http://repository.ipmi.ac.id/id/eprint/2293

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