| dc.description.abstract | Consumers nowadays are more engage with virtual world, and that lead to the changing in attitudes and behaviors towards brands and products. Social media is considered one of new marketing instrument for brand to interact with its consumers actively, and at the same time get more consumer insights based on their feedbacks.
This research focuses to powdered milk market, and aims to examine the trustworthiness of Social media content, and the effect to customer-based brand equity and purchase intention, from that draw recommendations for marketers to improve the effectiveness in exercising social media marketing.
Brand-generated content and user-generated content are found to have positive effect to brand equity through brand association and brand loyalty. Together with third-parties content, they also proved to positively affect to purchase intention directly. Marketers are recommended to invest more on creating brand-generated content which shows strongest influence, to use tactics that encourage users to share their opinions about powdered milk product, and to be selective and careful in using endorsers.
Keywords: Social media, customer-based band equity, purchase intention, digital marketing | en_US |
