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Analyzing the Influence of Firm-Generated Content on Consumer-s Brand Awareness, Brand Loyalty, and Electronic Word of Mouth, and how this Influences Consumer Purchase Intention
Cara Rodina Joyosugito

Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia
Salemba, Jakarta, Indonesia


Nowadays, companies are encouraged to develop marketing strategy using social media. Social media is one of the most effective marketing strategies for companies to market their goods and services to wide consumer target, where they can post information about their products and promotions in a digital platform. Before deciding on having a purchase intention, most consumers use social media first to get products and services information as many as possible because social media has more information than browsing on offline store, and also it is less hassle, has many product reviewers, and much faster to get sufficient information. This will be a challenge for companies to gain consumers attention when they want to use digital marketing by using social media or firm generated content, because there are many companies that are competing on social media and consumers information becomes broaden. This research has found that, in a case on one of the leading online travel agencies in Indonesia, firm generated content has positive impact on brand awareness, brand loyalty, and electronic word of mouth (EWOM). Also, there are findings that brand loyalty has positive impact on EWOM, and EWOM has positive impact on consumer purchase intention.

Keywords: Brand, Consumer Behavior, Digital Marketing Strategy, Firm Generated Content; Social Media; Brand Awareness; Brand Loyalty; Purchase Intention; AMOS SPSS

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Cara Rodina Joyosugito)

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