THE IMPACT OF SOCIAL MEDIA MARKETING DIMENSIONS, CONSUMER- BRAND ENGAGEMENT TOWARD BRAND IMAGE AND AWARENESS OF SAMSUNG SMARTPHONE IN INDONESIA

Melani, Anggit (2024) THE IMPACT OF SOCIAL MEDIA MARKETING DIMENSIONS, CONSUMER- BRAND ENGAGEMENT TOWARD BRAND IMAGE AND AWARENESS OF SAMSUNG SMARTPHONE IN INDONESIA. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This study examines the impact of social media marketing (SMM) on consumer-brand engagement (CBE) and how it influences brand image and awareness of Samsung smartphones in Indonesia. Indonesia is a rapidly growing smartphone market, and social media is a powerful tool for brands to reach consumers. The study investigates how SMM dimensions, such as entertainment, customization, interaction, E-WOM, and trendiness, influence CBE. The research also investigates the effects of CBE on brand image and brand awareness specifically for Samsung smartphones. Brand image refers to consumers' perception and overall impression of the brand, while brand awareness indicates the extent to which consumers recognize and recall the brand. By examining these relationships, the study aims to uncover how engaging consumers through social media can enhance their perceptions of Samsung and increase their awareness of the brand. The methodology involves a comprehensive analysis of social media interactions and consumer feedback using quantitative research techniques. This research provides valuable insights for marketing professionals and Samsung itself, enabling strategies to be tailored to the specific social media behaviours and preferences of Samsung's engaged audience in Indonesia. The findings have broader implications beyond the Indonesian market, offering a framework for other emerging markets with similar social media dynamics. This research provides valuable insights for marketing professionals and Samsung itself. By understanding how SMM dimensions influence CBE, and how CBE in turn affects brand image and awareness, strategies can be tailored to the specific social media behaviours of Samsung's engaged audience in Indonesia. In conclusion, this study emphasizes the critical role of social media marketing in driving consumer engagement and shaping brand perceptions in the modern digital landscape. It emphasizes the need for brands to adopt a multifaceted and consumer-centric approach to SMM to build strong, positive, and memorable brand experiences.

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