The impact of social media brand communication on brand awareness and brand loyalty of Cotton Ink.

Jessica, Maria (2017) The impact of social media brand communication on brand awareness and brand loyalty of Cotton Ink. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

This research was conducted to examine the impact of social media brand communication on brand awareness and brand loyalty. This research is objected to research on Cotton Ink’s followers and consumers in Instagram social media to analyze their social media brand communication significant and positively influence their followers and consumers brand awareness and brand loyalty. The results in this research and discussion that is used in accordance with the hypothesis that the purpose of the analysis performed using Structural Equation Modeling (SEM), can be concluded that the Firm-created Social Media Communication and User-generated Social Media Communication increases, Brand Awareness and Brand Loyalty increases; and vice versa. It is imperative to Cotton Ink that social media is one of key mediums of reaching brand communication to create an image to the target market to achieve consumer’s brand awareness and brand loyalty.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Firm-created social media brand communication, user generated social media brand communication, brand awareness, brand loyalty
Subjects: Business > Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Maria Jessica
Date Deposited: 21 Jul 2017 01:59
Last Modified: 21 Jul 2017 01:59
URI: http://repository.ukwms.ac.id/id/eprint/11538

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