Millennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia
Bibliographic Data
| ID | 22249685 |
|---|---|
| Authors | Deanda Dewindaru (Binus University, corresponding author), Anneke Syukri (Binus University, corresponding author), Rahajeng Angelita Maryono (Binus University, corresponding author), Ulani Yunus (0000-0002-2441-2793, Binus University, corresponding author) |
| Year | 2022 |
| Volume | 6 |
| Pages | 397-412 |
| Publication date | 2022-01-02 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Linguistics and Culture Review (JOURNAL) |
| Journal identifiers | ISSN: 2690-103X • E-ISSN: 2690-103X |
| Publisher | Scientific and Literature Open Access Publishing (PUBLISHER) |
| DOI | 10.21744/lingcure.v6ns1.2068 |
| OpenAlex | W4206613622 |
| Language | EN |
| Citations received | 1 |
| References cited | 13 |
Due to the fierce competition in banking for raising funds, banks have been obliged to develop marketing strategies to attract new consumers, particularly millennials. The marketing communication strategy that is often applied by banks is the loyalty program that is informed through social media. One of the banks in Indonesia with a loyalty program is the Bank Tabungan Negara (Bank BTN) or State Savings Bank whose a more prominent brand image of credit products than savings. This study investigated the effect of Social-Media Marketing Efforts, Brand Awareness, and Brand Image on Millennial Customer Response. This study employed a qualitative method by distributing questionnaires to 400 respondents. The results revealed that Millennial Customer Response was influenced by Social-Media Marketing Effort, Brand Awareness, and Brand Image. To conclude, Social-Media Marketing Efforts, Brand Image, and Brand Awareness of Conventional Banks in Indonesia affect Millennial Customer Response
Advertising · Brand awareness · Brand equity · Brand extension · Brand Image · Brand Loyalty · Brand management · Business · Loyalty business model · Marketing management · Political science · Return on marketing investment · Social media · Consumer Behavior and Marketing Influence · Digital Marketing and Social Media · SMEs Development and Digital Marketing · Marketing
Encyclopedia of Communication Theory
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Public perception of crisis in companies
Influence of Social Media’s Marketing Activity on Local Brand Equity and Consumer Response
Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites
Twitter power
A study on the effects of social media marketing activities on brand equity and customer response in the airline industry
Understanding the appeal of user‐generated media
| Unique citing works | 1 |
|---|---|
| Citations per year | 0,25 |
| Citation span | 2022 - 2022 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |