Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Diponegoro Journal of Management
Prakoso, Doni
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
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; Magnadi, Rizal Hari
Diponegoro Journal of Management Volume 6, Nomor 1, Tahun 2017
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (230.934 KB)

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.
Co-Authors Rizal Hari Magnadi