Journal of Marketing Innovation
Vol. 2 No. 1 (2022)

Examination of Advertising on Social Media: The Role of Endorsers in Creating Brand Awareness

Arie Indra Gunawan (Politeknik Negeri Bandung)
Rafiati Kania (Politeknik Negeri Bandung)
Tulastri (Trevosepark, Singapore)

Article Info

Publish Date
19 Mar 2022


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

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Journal Info





Economics, Econometrics & Finance Social Sciences


Journal of Marketing Innovation (JMI) is an open-access journal published by Politeknik Negeri Bandung (Bandung State of Polytechnic), Indonesia. JMI welcomes articles in the field of marketing throughout the world, both theoretical and applied. JMI only accepts manuscripts that have not been ...