The Effect of Social Media Campaign Adoption: Content and Message Quality to Brand Image as a Competitive Advantage

Revita Desi Hertin; Hadi Wijaya; Alfi Maghfuriyah

doi:10.53697/emak.v5i3.1834

Authors

Revita Desi Hertin Universitas Global Jakarta
Hadi Wijaya Universitas Global Jakarta
Alfi Maghfuriyah Universitas Global Jakarta

DOI:

https://doi.org/10.53697/emak.v5i3.1834

Keywords:

Brand Image, Content Quality, Message Quality, Social media Marketing

Abstract

The development of the digital world encourages business actors to innovate in the process of introducing brands to the public. Brand image greatly influences how consumers view a product, this also greatly influences the decision to purchase a product. This brand introduction process is carried out using several methods including using social media marketing. Several factors influence the process of introducing this brand, the use of the wrong message and the use of poor-quality content will affect the results. This study aims to analyze the Influence of Content Quality and Message Quality on Brand Image Brand in MSMEs in Tirtajaya Village. With a total of 50 respondents from MSME actors, data was collected using a questionnaire which made this research method Quantitative. Based on data analysis, it was found that Content Quality and Message Quality had a positive effect on how the public views the brand. Further research can be improved by measuring other variables such as the selection of marketing media.

Downloads

Download data is not yet available.

References

Albert, A. (2014). Enhancing construction hazard recognition and communication with energy-based cognitive mnemonics and safety meeting maturity model: Multiple baseline study. Journal of Construction Engineering and Management, 140(2). https://doi.org/10.1061/(ASCE)CO.1943-7862.0000790

Aripin, Z., Ichwanudin, W., & Faisal, I. (2023a). BRAND SUSTAINABILITY STRATEGY DEVELOPMENT: THE ROLE OF SOCIAL MEDIA MARKETING AND MARKETING MANAGEMENT. In Kriez Academy (Vol. 1, Issue 1). www.Kriezacademy.com

Aripin, Z., Ichwanudin, W., & Faisal, I. (2023b). BRAND SUSTAINABILITY STRATEGY DEVELOPMENT: THE ROLE OF SOCIAL MEDIA MARKETING AND MARKETING MANAGEMENT. In Kriez Academy (Vol. 1, Issue 1). www.Kriezacademy.com

Bermeo, N. (2020). ORDINARY PEOPLE IN EXTRAORDINARY TIMES: THE CITIZENRY AND THE BREAKDOWN OF DEMOCRACY. Ordinary People in Extraordinary Times: The Citizenry and the Breakdown of Democracy, 1–265.

Boisen, M. (2018). Reframing place promotion, place marketing, and place branding - moving beyond conceptual confusion. Cities, 80, 4–11. https://doi.org/10.1016/j.cities.2017.08.021

Chan, K. M. A. (2020). Levers and leverage points for pathways to sustainability. People and Nature, 2(3), 693–717. https://doi.org/10.1002/pan3.10124

Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777–782. https://doi.org/10.1016/j.jbusres.2014.11.027

DeBono, K. G., & Packer, M. (1991). The Effects of Advertising Appeal on Perceptions of Product Quality. Personality and Social Psychology Bulletin, 17(2), 194–200. https://doi.org/10.1177/014616729101700212

Desi Hertin, R. (2023). The influence of e-commerce adoption on the success of MSMEs in Empat Lawang Regency in the Covid-19 pandemic. 3(1). https://doi.org/10.5281/zenodo.7777320

Desi Hertin, R., & Pitra, A. (2024). PENGARUH DIGITAL MARKETING: SOCIAL MEDIA CAMPAIGN TERHADAP MINAT MENDAFTAR DI PERGURUAN TINGGI. JUSPHEN, 3(1). https://doi.org/10.56127/j

Fuchs, C. (2014). Social media and the public sphere. TripleC, 12(1), 57–101. https://doi.org/10.31269/vol12iss1pp57-101

Hafni, S. (2022). Metodologi Penelitian. www.penerbitbukumurah.com Hilty,

D. M. (2018). Social Media/Networking and Psychiatric Education: Competencies, Teaching Methods, and Implications. Journal of Technology in Behavioral Science, 3(4), 268–293. https://doi.org/10.1007/s41347-018-0061-7

Khan, I., & Fatma, M. (2023). CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust. Sustainability (Switzerland), 15(4). https://doi.org/10.3390/su15043409

Khanom, M. T. (2023). Using social media marketing in the digital era: A necessity or a choice. International Journal of Research in Business and Social Science (2147- 4478), 12(3), 88–98. https://doi.org/10.20525/ijrbs.v12i3.2507

La, V. P. (2020). Policy response, social media and science journalism for the sustainability of the public health system amid the COVID-19 outbreak: The vietnam lessons. Sustainability (Switzerland), 12(7). https://doi.org/10.3390/su12072931

Michelle, M., Byhaqi, R., Karyatun, S., & Digdowiseiso, K. (2023). THE INFLUENCE OF BRAND IMAGE, PRICE, AND PROMOTION ON THE PURCHASE DECISION OF WHITE KOFFIE CIVET COFFEE IN THE SOUTH JAKARTA AREA. In Syntax Admiration (Vol. 4, Issue 5).

Salsabila, R., Karyatun, S., & Digdowiseiso, K. (2023). The Effect of Product Innovation, Brand Image and Word of Mouth on Interest in Buying Maybelline Face Powder in Gen-Z Students Of Feb Nasional University. In Syntax Admiration (Vol. 4, Issue 4).

Sugiyono. (2013). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Suthianto, C. F. Y. (2023). The Impact of Brand Equity, E-Brand Experience, and Web Entertainment Toward E-Satisfaction and E-Loyalty on Marketplace. International Journal of Electronic Commerce Studies, 14(1), 95–118. https://doi.org/10.7903/ijecs.2158

Thorbjornsrud, K. (2014). Mediatization in public bureaucracies: A typology. Communications, 39(1), 3–22. https://doi.org/10.1515/commun-2014-0002

Tsekouropoulos, G. (2019). Viral advertising: message quality, trust and consumers intention to share the content in social media. In Int. J. Technology Marketing (Vol. 13, Issue 2).

van der Sanden, R. L. M. (2015). Stigma by Association Among Family Members of People with a Mental Illness: A Qualitative Analysis. Journal of Community and Applied Social Psychology, 25(5), 400–417. https://doi.org/10.1002/casp.2221