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Examination of Advertising on Social Media: The Role of Endorsers in Creating Brand Awareness Arie Indra Gunawan; Rafiati Kania; Tulastri
Journal of Marketing Innovation (JMI) Vol. 2 No. 1 (2022)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (221.109 KB) | DOI: 10.35313/jmi.v2i1.28


This research aims to measure the effectiveness of product advertising in the consumer market, as well as to determine the role of the effectiveness of advertising conducted on social media in creating brand awareness. Exploratory research with a quantitative approach is the chosen research design. A total of 389 data obtained from the questionnaire can be analyzed further so that the results of the study can be concluded that the measurement of advertising effectiveness can be done through celebrity endorsers, message content, and the use of media, in this case social media. Then the results of the study also show that the effectiveness of advertising has a positive and significant influence on the creation of brand awareness. The findings from the study show that advertising for the consumer market product category must be carried out effectively in order to be able to create brand awareness. Another important finding is that celebrity endorsers in the form of well-known public figures do not guarantee the formation of brand awareness