Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Jatmiko, Tiffany michelle
Unknown Affiliation
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Mediation of Brand Awareness in the Relationship between Social Media Marketing and (E-WOM) Korean Cosmetics Jatmiko, Tiffany michelle; Setiobudi, Auditia
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No Special Issue (2026): Vol. 10, Special Issue, 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10iSpecial Issue.19317

Abstract

This study aims to analyze the effect of Social Media Marketing on Brand Awareness and Electronic Word-of-Mouth (eWOM) in Korean cosmetic products, as well as to examine the mediating role of Brand Awareness in this relationship. The study employs a quantitative approach with 130 respondents selected through purposive sampling. Data analysis was conducted using SEM-PLS with SmartPLS software. The results of the reliability and validity tests indicate that the research instruments meet the required criteria, with Cronbach’s Alpha values exceeding 0.70 and Average Variance Extracted (AVE) values above 0.50, indicating that the data are reliable and valid. Furthermore, the path coefficient analysis reveals that Social Media Marketing has a positive and significant effect on Brand Awareness (0.690; t = 7.859; p = 0.000) and eWOM (0.484; t = 3.749; p = 0.000), while Brand Awareness also has a positive and significant effect on eWOM (0.427; t = 3.498; p = 0.000). In addition, Brand Awareness is proven to significantly mediate the relationship between Social Media Marketing and eWOM (0.295; t = 3.109; p = 0.002). These findings indicate that effective social media strategies can enhance brand awareness, which in turn encourages consumers’ online promotional behavior. Keywords: Social Media Marketing, Brand Awareness, Electronic Word-of-Mouth
Co-Authors Auditia Setiobudi