Social Media Marketing Activities, Brand Awareness, and Brand Image of Commitment on Somethinc Product Tiktok Account
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Aug 9, 2022
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Abstract
Social media marketing activities tend to increase and become a trend in the business world. This study analyzes social media marketing activities, brand awareness, and image towards commitment to TikTok products Somethinc. Quantitative descriptive research design by including 305 respondents. Convenience sampling and questionnaires that passed the validity and reliability tests were used to collect the data. The study's findings revealed four variables that affect commitment and have a significant positive effect on some product TikTok accounts: social media marketing activities towards brand awareness (p = 0.000); social media marketing activities towards brand image (p= 0.000); social media marketing activities towards commitment (p= 0.000); and brand image to commitment (p= 0.024), but not brand awareness of commitment (p= 0.086). Hence, Somethinc, product managers need to increase brand awareness for product users.
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How to Cite
Shafa, K. A., & Hidayat, A. (2022). Social Media Marketing Activities, Brand Awareness, and Brand Image of Commitment on Somethinc Product Tiktok Account. Enrichment : Journal of Management, 12(3), 1613-1619. https://doi.org/10.35335/enrichment.v12i3.614
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Heskiano, H., Syah, T. Y. R., & Hilmy, M. R. (2020). Social Media Marketing Relations, Brand Awareness to Brand Loyalty Through the Brand Image. Journal of Multidisciplinary Academic, 4(4), 208–214.
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Saleem, A., Aslam, J., Kim, Y. B., Nauman, S., & Khan, N. T. (2022). Motives towards e-Shopping Adoption among Pakistani Consumers: An Application of the Technology Acceptance Model and Theory of Reasoned Action. In Sustainability (Vol. 14, Issue 7). https://doi.org/10.3390/su14074180
Saputro, A. P., & Hidayat, A. (2020). The Effect of Social Network Marketing on Intention to Choose By Mediating Consumer Engagement. Archives of Business Review–Vol, 8(10).
SAYDAN, R., & DÜLEK, B. (2019). The impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty: A research on university students. International Journal of Contemporary Economics and Administrative Sciences, 9(2), 470–494.
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41.
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Sharabati, A.-A. A., Al-Haddad, S., Al-Khasawneh, M., Nababteh, N., Mohammad, M., & Abu Ghoush, Q. (2022). The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application. In Journal of Open Innovation: Technology, Market, and Complexity (Vol. 8, Issue 3). https://doi.org/10.3390/joitmc8030125
Smith, D., Jacobson, J., & Rudkowski, J. L. (2021). Employees as influencers: measuring employee brand equity in a social media age. Journal of Product & Brand Management.
Sukmawati, D. A. R., Mathori, M., & Marzuki, A. (2022). Pengaruh promosi, harga, dan kualitas produk terhadap keputusan pembelian produk skincare somethinc. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 2(2), 579–599.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644.
We Are Social, H. (2020). Digital 2020 Global Overview Report.
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307.
Zhang, H., Zhang, Y., Ryzhkova, A., Tan, C. D., & Li, F. (2019). Social Media Marketing Activities and Customers’ Purchase Intention: The Mediating Effect of Brand Image. 2019 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM), 369–373.
Zhao, H., & Wagner, C. (2022). How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators. Internet Research. https://doi.org/10.1108/INTR-08-2021-0595
Adnyana, I. M. D. M., & Sudaryati, N. L. G. (2022). The potency of green education-based blended learning in biology students at the Hindu University of Indonesia. BIO-INOVED: Jurnal Biologi-Inovasi Pendidikan, 4(1), 1–9.
Almohaimmeed, B. M. A. (2019). The effects of social media marketing antecedents on social media marketing, brand loyalty and purchase intention: A customer perspective. Journal of Business and Retail Management Research, 13(4).
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: a case in the travel context. Journal of Hospitality and Tourism Technology.
Brooks, R., Christidis, R., Carah, N., Kelly, B., Martino, F., & Backholer, K. (2022). Turning users into ‘unofficial brand ambassadors’: marketing of unhealthy food and non-alcoholic beverages on TikTok. BMJ Global Health, 7(6), e009112. https://doi.org/10.1136/bmjgh-2022-009112
Chang Bi, N., & Zhang, R. (2022). Electronic Word-of-Mouth and Social Media. In J. H. Lipschultz, K. Freberg, & R. Luttrell (Eds.), The Emerald Handbook of Computer-Mediated Communication and Social Media (pp. 37–50). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-597-420221003
Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261.
Choudhary, N., Gautam, C., & Arya, V. (2020). Digital marketing challenge and opportunity with reference to tiktok-a new rising social media platform. Editorial Board, 9(10).
Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Quantitative approach research method (T. S. Tambunan, Ed.; 1st ed.). CV Media Sains Indonesia.
Dayoh, M. L., Ari, L., & Agrippina, Y. R. (2022). The effect of social media marketing activities to purchase intention. Jurnal Ilmiah Mahasiswa Manajemen, 11(1), 65–77.
Dewindaru, D., Syukri, A., Maryono, R. A., & Yunus, U. (2022). Millennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia. Linguistics and Culture Review, 6:397–412. https://doi.org/10.21744/lingcure.v6nS1.2068
Gesmundo, M. A. G., Jordan, M. D. S., Meridor, W. H. D., Muyot, D. V., Castano, M. C. N., & Bandojo, A. J. P. (2022). TikTok as a Platform for Marketing Campaigns: The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials. Journal of Business and Management Studies, 4(2), 343–361.
Heskiano, H., Syah, T. Y. R., & Hilmy, M. R. (2020). Social Media Marketing Relations, Brand Awareness to Brand Loyalty Through the Brand Image. Journal of Multidisciplinary Academic, 4(4), 208–214.
Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer Services, 53, 101774.
Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS Review, 6(1), 1–16.
Keller, K. L., & Brexendorf, T. O. (2019). Measuring brand equity. Handbuch Markenführung, 1409–1439.
Kemp, S. (2020). Digital 2020 Global Overview Report. We Are Social UK.
Laboriel, A. (2021). Playing Through the Motions: A Stylistic Analysis of Brand Identity on TikTok.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Nawi, N. B. C., Mamun, A. al, Hayat, N., & Mohiuddin, M. (2022). Sustainable Customer Retention: A Study on Social Media Marketing Activities, Brand Equity and Smartphone Purchase Intention among Generation Y. Vision, 09722629221096793. https://doi.org/10.1177/09722629221096793
Nurvia, O., & Sarasati, B. (2020). The Influence of Beauty Vloggers on Purchasing Decisions Involving Skin Care Products. KnE Social Sciences, 65–79.
Rifaldo, A., & Wardi, Y. (2021). The The influence of social media marketing on brand awareness and brand image: moderating effect of religiosity. Marketing Management Studies, 1(4), 349–361.
Rismadh, F. I., Jumhur, H. M., & Febrianta, M. Y. (2020). Analisis Pengaruh Social Media Marketing Terhadap Brand Awareness Bisnis Transportasi Gojek Pada Layanan Go-ride (Studi Kasus Kota Bandung). EProceedings of Management, 7(3).
Saleem, A., Aslam, J., Kim, Y. B., Nauman, S., & Khan, N. T. (2022). Motives towards e-Shopping Adoption among Pakistani Consumers: An Application of the Technology Acceptance Model and Theory of Reasoned Action. In Sustainability (Vol. 14, Issue 7). https://doi.org/10.3390/su14074180
Saputro, A. P., & Hidayat, A. (2020). The Effect of Social Network Marketing on Intention to Choose By Mediating Consumer Engagement. Archives of Business Review–Vol, 8(10).
SAYDAN, R., & DÜLEK, B. (2019). The impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty: A research on university students. International Journal of Contemporary Economics and Administrative Sciences, 9(2), 470–494.
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41.
Shafaei, A., Nejati, M., & Maadad, N. (2019a). Brand equity of academics: demystifying the process. Journal of Marketing for Higher Education.
Shafaei, A., Nejati, M., & Maadad, N. (2019b). Brand equity of academics: demystifying the process. Journal of Marketing for Higher Education.
Sharabati, A.-A. A., Al-Haddad, S., Al-Khasawneh, M., Nababteh, N., Mohammad, M., & Abu Ghoush, Q. (2022). The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application. In Journal of Open Innovation: Technology, Market, and Complexity (Vol. 8, Issue 3). https://doi.org/10.3390/joitmc8030125
Smith, D., Jacobson, J., & Rudkowski, J. L. (2021). Employees as influencers: measuring employee brand equity in a social media age. Journal of Product & Brand Management.
Sukmawati, D. A. R., Mathori, M., & Marzuki, A. (2022). Pengaruh promosi, harga, dan kualitas produk terhadap keputusan pembelian produk skincare somethinc. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 2(2), 579–599.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644.
We Are Social, H. (2020). Digital 2020 Global Overview Report.
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307.
Zhang, H., Zhang, Y., Ryzhkova, A., Tan, C. D., & Li, F. (2019). Social Media Marketing Activities and Customers’ Purchase Intention: The Mediating Effect of Brand Image. 2019 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM), 369–373.
Zhao, H., & Wagner, C. (2022). How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators. Internet Research. https://doi.org/10.1108/INTR-08-2021-0595