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p-Index From 2021 - 2026
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All Journal Journal of Indonesian Tourism and Development Studies ASEAN Marketing Journal
AJAYI, OLALEKAN EZEKIEL
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Exploring the Dynamics of Umbrella Brand and House of Brand Strategies on Organizational Performance: A Comparative Analysis AJAYI, OLALEKAN EZEKIEL
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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Abstract

The study examined the impact of dimensions of Umbrella Brand and House of Brand Strategies (brand awareness, customer trust, Brand Message, and Brand decision) on Organizational Performance. A sample of 109 Marketing managers and representatives within the Coca-Cola Company in Ido, Lagos Mainland. Data analyse both descriptive and inferential statistics using the IBM-SPSS version 27. There was significant prediction of brand awareness on organizational performance F(1, 99) = 302.14, R2 = 0.46; pcustomer trust on organizational performance F(1, 99) = 102.24, R2 = 0.46; pbrand awareness on organizational performance F(1, 99) = 88.15, R2 = 0.38; pbrand decision on organizational performance F(1, 99) = 78.01, R2 = 0.27; pbrand decision on organizational performance F(1, 99) = 110.01, R2 = 0.48; p<.05).The study concluded that brand awareness, customer trust, Brand Message, and Brand decision predicted organizational performance. The study recommend that management should put up interventions that can help improve umbrella Brand and House of Brand and its dimension in a bid to have an effective organizational performance.
Viral Social Media Content and Tourist Destination Engagement: Evidence from the Gambia Ajayi, Olalekan Ezekiel
Journal of Indonesian Tourism and Development Studies Vol. 14 No. 3 (2026)
Publisher : Graduate School, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jitode.2026.014.03.04

Abstract

This study provides empirical evidence on how viral social media content influences behavioral, emotional, and online engagement with tourist destinations in The Gambia, an area that has received limited empirical attention in tourism research. Data were collected through a structured questionnaire administered to 256 respondents familiar with tourism-related viral social media content in The Gambia. Tourist destination engagement was influenced most by emotional engagement, followed by behavioral engagement, and finally by online engagement. In other words, tourists react to emotional experiences that they have had due to viral content on social media rather than behavioral and online engagement. Although previous research has demonstrated the importance of social media as a marketing tool for tourism destinations, little information exists addressing the influence of viral social media content on behavioral, emotional, and online engagement of visitors at their destinations in The Gambia. The purpose of this article is to address this gap by looking into the impact of the aforementioned engagement characteristics on tourist destination engagement. The findings suggest that tourism destination managers in The Gambia should prioritize emotionally engaging digital storytelling and authentic user-generated content to strengthen tourist destination engagement.
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