The Power of Social Media for Marketing Activities to Boost Brand Love at Local Product Tatik Suryani (a*), Mochamad Nurhadi (a), Abu Amar Fauzi (a)
a) Faculty of Economic and Business, Universitas Hayam Wuruk Perbanas
Jalan Wonorejo Utara 16, Surabaya 60296, Indonesia
*tatik[at]perbanas.ac.id
Abstract
Local brands have become increasingly difficult to compete with global brands, and most foreign brands are perceived as better than local brands. Accordingly, local companies are highly suggested to change the public perception through appropriate marketing communications. Since social media for business purposes can be optimized through social media marketing activities (SMMA) to shape positive customer attitudes and behaviors, it calls for an in-depth investigation of whether SMMA can also affect the likeability of local brands to customers. Thus, this study aims to examine the influence of SMMA on customer love for local brands and the effect of SMMA on increasing brand awareness and image as two essential antecedents for creating brand love. We involved 200 customers and social media visitors of local brands and analyzed using WarpPLS software. The findings showed that SMMA could increase customer love for local brands through brand image, and SMMA can also influence brand awareness of customers towards local brands
Keywords: Social media marketing activities- Brand love- Brand awareness- Brand image
