Digital marketing: implementation of digital advertising preference to support brand awareness

Alamsyah, Doni Purnama and Indriana and Ratnapuri, Chyntia Ika and Aryanto, Rudy and Othman, Norfaridatul Akmaliah (2021) Digital marketing: implementation of digital advertising preference to support brand awareness. Academy of Strategic Management Journal, 20 (SI 2). pp. 1-11. ISSN 1544-1458

Text 3.2 ALAMSYAH ET AL P1.PDF Download (397kB)

Abstract

Management information system is important to be part of company operation. Its implementation through digital marketing in marketing side. Based on digital marketing issue, so this study aims to examine the position of digital advertising preference as the implementation of digital marketing on company. The study is conducted by analyzing consumer needs and consumer brand awareness. It is conducted by survey to 205 consumers who have experience in accepting of digital advertising. Path analysis is conducted by using SmartPLS to examine the research hypothesis. The research findings are stated that digital advertising preference can be influenced by consumer needs. Furthermore, the implementation of digital advertising preference has positive impact to consumer brand awareness. Information of research findings is useful for company, before the implementation of digital marketing reviews the position of digital advertising preference that can stimulate of consumer brand awareness.

Item Type:	Article
Uncontrolled Keywords:	Digital advertising preference, Consumer needs, Brand awareness
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	28 Feb 2022 16:36
Last Modified:	26 May 2023 09:44
URI:	http://eprints.utem.edu.my/id/eprint/25609
Statistic Details:	View Download Statistic

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