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All Journal Benefit : Journal of Bussiness, Economics, and Finance
Marufi, Muqorrobien
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Economics, Econometrics & Finance Education

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Peran Moderasi Brand Awareness dalam Pengaruh Perceived Usefulness, Expert Involvement, dan Playfulness Konten Video Pendek terhadap Lead Generation di Perusahaan B2B Rajabuan, Ance Costansa; Marufi, Muqorrobien; Miswanto, Miswanto; Biyanto, Frasto; Siregar, Baldric
Benefit: Journal of Bussiness, Economics, and Finance Vol. 3 No. 2 (2025): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v3i2.1292

Abstract

This study examines the influence of Perceived Usefulness, Expert Involvement, and Playfulness in B2B short video marketing content on Lead Generation, moderated by Brand Awareness. Data from 200 B2B professional respondents were analyzed using PLS-SEM with SmartPLS. Results indicate that all three content characteristics positively and significantly impact Lead Generation. Brand Awareness positively moderates the relationship between Expert Involvement and Lead Generation. Uniquely, Brand Awareness negatively moderates the relationship between Playfulness and Lead Generation, suggesting that for well-known B2B brands, excessive playfulness can be counterproductive. Managerial implications advise prioritizing usefulness and expert involvement, and adapting playfulness based on Brand Awareness levels.
Co-Authors Baldric Siregar BIYANTO, FRASTO Miswanto Miswanto Rajabuan, Ance Costansa