The influence of advertising online media channels and influencers on brand awareness

Abstract

This research aimed to 1) Identify the extent to which advertising online media channels influence brand awareness of supplementary diet products and 2) Determine the degree to which influncers act as intermediaries in the connection between online media advertising and the public’s recognition of supplementary diet products. This study employs both qualitative and quantitative methodology. The qualitative method is designed to identify the extent to which advertising online media channel and influencer on brand awareness. Through the purposive sampling approach, an in-depth interview was primarily conducted on 10 consumers who have bought supplementary diet products. A quantitative method approach collected data by questionnaire conducted using an online platform of a total of 100 eligible respondents. The results indicate that ad banners and websites significantly impact brand recognition, whereas social media and email have a minimal effect on brand awareness. The qualitative survey questions and interview discussions revealed similarities. Respondents stated that they consistently strive to connect with their customers through private messages, comments, and occasionally by providing phone or email support. The findings of this study indicate that the interaction between social media and experts, ad banners and experts, and websites and experts were strong predictors of brand awareness. In contrast, the interaction between email and experts had a negligible impact on brand awareness.