ANALISIS TENTANG PERSEPSI SOCIAL MEDIA MARKETING, KAMPANYE VIRAL MARKETING, DAN DINAMIKA VIRTUAL BRAND COMMUNITY PADA FITUR SPONSOR INSTAGRAM TERHADAP PEMBENTUKAN BRAND AWARENESS ADIDAS
Abstract: Digitalization era
of social media is now used as a tool for advertising. Where Instagram had
established sponsors feature like Facebook ads. Starting from declining issues
from adidas which created a research question: “How does instagram sponsors
feature shaped brand awareness of Adidas?”. This study uses four variables:
social media marketing perception, viral marketing campaign, and dinamics of
virtual brand community to affected brand awareness. This research hypothesis
testing using the data of 130 respondents. The analysis technique used in this
research is to use a software program Statistical Package for Social Science
(SPSS). The result of this study indicate social media marketing perception,
viral marketing campaign, and dinamics of virtual brand community are
positively affect to brand awareness.
Keywords: social media
marketing perception, viral marketing campaign, virtual brand community
dynamics, and brand awareness
Penulis: Doni Prakoso, Rizal
Hari Magnadi
Kode Jurnal: jpmanajemendd170860
