Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.
The rise of social media influencer marketing on lifestyle branding: A case study of lucie fink. Retrieved from 5b849ab3ab12ae46335c7cd7/mutualisme-strategi-endorsement-oleh-suatu-perusahaan?page=all. Mutualisme? Strategi "endorsement" oleh suatu perusahaan. The effect of social media on perceived information credibility and decision making. USA: Routledge.Ĭooley, D., & Parks-Yancy, R. Corporate Communications: An International Journal, 16(3), 184-191.īrown, D., & Hayes, N.
Mapping and leveraging influencers in social media to shape corporate brand perceptions. Finally, brand awareness has positive but insignificant influence on purchase decision of Generation Z to restaurants and cafes in Surabaya.įransisca Andreani, Petra Christian University, Surabaya, InonesiaĪrnold, D. Reach has positive but insignificant influence on purchase decisions whereas, relevance and resonance have positive and significant influences on purchase decision. The results of this study indicate that reach, relevance and resonance of SMI have positive and significant influences on brand awareness. This study involved 108 respondents and used SPSS and Partial Least Square (PLS) as data analysis techniques. The three dimensions of SMI include reach, relevance, and resonance and these can influence brand awareness and purchase decision of generation Z consumers. Many restaurants and cafes use Social Media Influencer (SMI) services to promote their products/ services. Petra Christian University, Surabaya, Indonesia You could also be ordered to pay legal costs.Petra Christian University, Surabaya, Inonesia
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The copyright in this website and the material on this website (including without limitation the text, computer code, artwork, photographs, images, music, audio material, video material and audio-visual material on this website) is owned by JPM17and its licensors. Yet when viewed more deeply about the use of social media, manyentrepreneurs who really use social media as a suggestion of their business promotion,whether it is business in the field of culinary, fashion, IT to tourism. It is certainly less useful in the use ofsocial media. In the development of social media today almost all of the majority alreadyhave accounts in social media, but in reality majority social media users are still notaware to utilize social media for positive things. Participate in the sense that someone will easily share information, createcontent or content to be conveyed to others, comment on inputs received and so on.All can be done quickly and unlimited (Utari: 2011). Social media is defined as an online medium where its users can easilyparticipate. In the era of Internet technology that has notprogressed as it is today, the first publication into an expensive thing to do, becausein publishing an information can only through newspapers and television, but withadvances in information technology, especially the internet makes anyone can publishany information very Easy and with very low cost too, especially with the developmentof social media. Publication becomes a very important thing in introducing or promoting thepotential of an area of any kind, be it the potential of human resources and thepotential of natural resources.