ANALISIS TENTANG PERSEPSI SOCIAL MEDIA MARKETING, KAMPANYE VIRAL MARKETING, DAN DINAMIKA VIRTUAL BRAND COMMUNITY PADA FITUR SPONSOR INSTAGRAM TERHADAP PEMBENTUKAN BRAND AWARENESS ADIDAS

PRAKOSO, Doni and MAGNADI , Rizal Hari (2016) ANALISIS TENTANG PERSEPSI SOCIAL MEDIA MARKETING, KAMPANYE VIRAL MARKETING, DAN DINAMIKA VIRTUAL BRAND COMMUNITY PADA FITUR SPONSOR INSTAGRAM TERHADAP PEMBENTUKAN BRAND AWARENESS ADIDAS. Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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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.

Item Type:Thesis (Undergraduate)
Additional Information:social media marketing perception, viral marketing campaign, virtual brand community dynamics, and brand awareness
Uncontrolled Keywords:social media marketing perception, viral marketing campaign, virtual brand community dynamics, and brand awareness
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:51520
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:17 Jan 2017 14:31
Last Modified:17 Jan 2017 14:31

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