Paket Lengkap Analisis Wacana Persepsi Social Media Marketing, Kampanye Viral Marketing, Dan Dinamika Virtual Merk Community Pada Fitur Sponsor Instagram Terhadap Pembentukan Merk Awareness Adidas
Abstract: Digitalization kala of social media is now used as a tool for advertising. Where Instagram had established sponsors feature like Facebook ads. Starting from declining issues from adidas which created a research question: “How does instagram sponsors feature shaped merk awareness of Adidas?”. This study uses four variables: social media marketing perception, viral marketing campaign, and dinamics of virtual merk community to affected merk awareness. This research hypothesis testing using the data of 130 respondents. The analysis technique used in this research is to use a software jadwal Statistical Package for Social Science (SPSS). The result of this study indicate social media marketing perception, viral marketing campaign, and dinamics of virtual merk community are positively affect to merk awareness.
Keywords: social media marketing perception, viral marketing campaign, virtual merk community dynamics, and merk awareness
Penulis: Doni Prakoso, Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd170860
