Indonesia Conference Directory

Brand advocacy ratio is one of the marketing productivity measures that can be applied in various industries. In the present study, the authors examined the role of ecommerce in raising customers brand awareness, encouraging purchase, and promoting the brand of Apple in Asia. This study was conducted through a survey on 30 respondents. It was revealed that Google-s search engine managed to raise the Apple brand awareness to the highest level, namely top-of-mind awareness. In addition, the availability of Apple-s products in marketplaces such as Amazon, Shopee, and Lazada was proven to promote sales in Asia. One of its websites www.support.apple.com was proven to increase its brand advocacy ratio because of its comprehensive product information, help service, and information on the nearest Apple-s stores. In today-s digital era, marketing productivity in the form of brand advocacy ration could be improved by search engines (e.g., Google), marketplace (e.g., Amazon, Shopee, and Lazada), and corporate websites.