Is the use of influencer marketing and brand community effective for enhancing awareness of a new brand?

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Influencer marketing and brand community have been popularly used as one powerful marketing strategy to enhance brand awareness. This study aims to find out how and to what extent influencer marketing and brand community affect brand awareness in a context of a growing beauty product brand in Indonesia. Using a quantitative approach and in context of Loreca’s brand, this study measured the role of influencer marketing and the beauty community on brand awareness. The brand equity and brand management theory has been used as the theoretical framework, where further influencer marketing and brand community were considered as the antecedents. This method was implemented using a structured questionnaire addressed to the brand community Loreca Babes, with total population of 385 people and 197 respondents. The data were further analyzed with PLS-SEM using SmartPLS 4.0 software. The research results conclude that influencer marketing and brand community have positively and significantly affect brand awareness, in which influencer marketing exhibits a stronger effect (0.558) compared to brand community (0.276). Based on this finding, it is suggested that Loreca shall evaluate its brand community strategy and enhance its use of influencer marketing. This study provides insight into the importance of influencer marketing and brand community in increasing brand awareness.

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    • Figure 1. Research model
    • Figure 2. First iteration of measurement model evaluation with n = 200
    • Figure 3. Structural model evaluation (n = 200)
    • Table 1. Respondent’s characteristics
    • Table 2. Assessment of the measurement model
    • Table 3. Assessment of R-squared, predictive relevance, and model fit
    • Table 4. Hypotheses testing
    • Conceptualization
      Asnan Furinto
    • Formal Analysis
      Asnan Furinto, Mohammad Ichsan, Metta Phannadhika, Sherly Angelika
    • Methodology
      Asnan Furinto, Mohammad Ichsan, Metta Phannadhika, Sherly Angelika
    • Supervision
      Asnan Furinto, Mohammad Ichsan
    • Writing – review & editing
      Asnan Furinto, Mohammad Ichsan
    • Validation
      Mohammad Ichsan
    • Data curation
      Metta Phannadhika, Sherly Angelika
    • Software
      Metta Phannadhika, Sherly Angelika
    • Writing – original draft
      Metta Phannadhika, Sherly Angelika