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All Journal International Journal of Economics and Management Sciences
Baby Karina Fawzeea Sembiring
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Decision Sciences, Operations Research & Management Social Sciences

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The Effectiveness of Instagram Visual Campaigns on Brand Awareness Among Gen Z Lamriama Valintina Chrystina Siregar; Syafrizal Helmi Situmorang; Baby Karina Fawzeea Sembiring
International Journal of Economics and Management Sciences Vol. 2 No. 1 (2025): International Journal of Economics and Management Sciences
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijems.v2i1.392

Abstract

This study discusses the role of social media in enhancing brand awareness among Generation Z (Gen Z), a group known for their digital savvy and high reliance on technology. Gen Z, born between 1997 and 2012, are highly connected consumers on social media platforms such as Instagram, TikTok , and YouTube . Social media has become a major channel for building and increasing brand awareness due to its ability to reach a wide audience , interact directly, and provide a personalized experience. Through a literature review, this article identifies factors that influence the effectiveness of social media in increasing brand awareness. awareness , including choosing the right platform, relevant and engaging content, and user engagement. In addition, the study also discusses the challenges that brands face in building awareness among Gen Z, such as information overload and the tendency of audiences to be more critical of advertising. The results of this review can provide insights for marketers in designing more effective social media strategies for the younger generation and help brands stay relevant in an increasingly competitive market.
Co-Authors Lamriama Valintina Chrystina Siregar Syafrizal Helmi Situmorang