Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z?
The increasing of social media and digital-based business, transforms traditional marketing into interactive marketing, where consumers can interact directly with brands. TikTok as one of the popular social media among Generation Z also contributes to SMEs brand awareness. This study aims to measur...
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| Format: | Article |
| Language: | English |
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Fakultas Ekonomi Universitas Sriwijaya
2022-01-01
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| Series: | Sriwijaya International Journal of Dynamic Economics and Business |
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| Online Access: | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/276 |
| _version_ | 1797278189150535680 |
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| author | Genoveva Genoveva |
| author_facet | Genoveva Genoveva |
| author_sort | Genoveva Genoveva |
| collection | DOAJ |
| description |
The increasing of social media and digital-based business, transforms traditional marketing into interactive marketing, where consumers can interact directly with brands. TikTok as one of the popular social media among Generation Z also contributes to SMEs brand awareness. This study aims to measure the role of content marketing, influencers and psychological factors on brand awareness of SMEs from the perspective of Generation Z. This study uses a quantitative approach, with a questionnaire as a data collection tool. With snowball sampling, the targeted respondents reached 238 people. The data is then processed with SPSS version 25. The results showed that content marketing, influencers and psychological factors had a positive and significant effect on brand awareness. However, the factor that has the greatest influence on brand awareness is content marketing (63.5%), followed by psychological factors 34.2% and influencers only 21.6%.
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| first_indexed | 2024-03-07T15:59:41Z |
| format | Article |
| id | doaj.art-112517b5519d46278e5fc03cfffe164c |
| institution | Directory Open Access Journal |
| issn | 2581-2904 2581-2912 |
| language | English |
| last_indexed | 2024-03-07T15:59:41Z |
| publishDate | 2022-01-01 |
| publisher | Fakultas Ekonomi Universitas Sriwijaya |
| record_format | Article |
| series | Sriwijaya International Journal of Dynamic Economics and Business |
| spelling | doaj.art-112517b5519d46278e5fc03cfffe164c2024-03-04T21:53:32ZengFakultas Ekonomi Universitas SriwijayaSriwijaya International Journal of Dynamic Economics and Business2581-29042581-29122022-01-015310.29259/sijdeb.v5i3.273-282139Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z?Genoveva Genoveva0President University The increasing of social media and digital-based business, transforms traditional marketing into interactive marketing, where consumers can interact directly with brands. TikTok as one of the popular social media among Generation Z also contributes to SMEs brand awareness. This study aims to measure the role of content marketing, influencers and psychological factors on brand awareness of SMEs from the perspective of Generation Z. This study uses a quantitative approach, with a questionnaire as a data collection tool. With snowball sampling, the targeted respondents reached 238 people. The data is then processed with SPSS version 25. The results showed that content marketing, influencers and psychological factors had a positive and significant effect on brand awareness. However, the factor that has the greatest influence on brand awareness is content marketing (63.5%), followed by psychological factors 34.2% and influencers only 21.6%. https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/276Brand AwarenessContent MarketingInfluencerPsychological Factors |
| spellingShingle | Genoveva Genoveva Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z? Sriwijaya International Journal of Dynamic Economics and Business Brand Awareness Content Marketing Influencer Psychological Factors |
| title | Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z? |
| title_full | Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z? |
| title_fullStr | Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z? |
| title_full_unstemmed | Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z? |
| title_short | Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z? |
| title_sort | tiktok platform opportunity how does it influence smes brand awareness among generation z |
| topic | Brand Awareness Content Marketing Influencer Psychological Factors |
| url | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/276 |
| work_keys_str_mv | AT genovevagenoveva tiktokplatformopportunityhowdoesitinfluencesmesbrandawarenessamonggenerationz |