标题：How does social media marketing increase brand awareness? (A case study of the laboratory of YSU office administration)
作者：Purwanto ;Rusdiyanto, Wahyu ;Kistiananingsih, Isti
作者机构：[Purwanto ;Rusdiyanto, Wahyu ;Kistiananingsih, Isti ] Faculty of Economics, Yogyakarta State University, Jl. Colombo No.1, Yogyakarta; 55281, Indonesi 更多
会议名称：2nd International Conference on Big Data Technologies, ICBDT 2019
会议日期：August 28, 2019 - August 30, 2019
来源：ACM International Conference Proceeding Series
摘要：This study aimed at developing a laboratory of the office administration using social media marketing and explaining the influence of an Instagram account, as a social media marketing platform, on brand awareness. Conducted from February to July 2018, this quantitative descriptive research collected the data using an online questionnaire created using a Google form. The research object was adpfeuny Instagram account while the research sample was the followers of this account. The sample was selected using quota sampling technique through Slovin's formula. The data analysis aimed to describe the development of adpfeuny Instagram account by following the stages of descriptive analysis. To determine the influence of social media marketing on brand awareness, this study carried out a regression analysis. The findings showed that (1) in developing laboratory through social media, the adpfeuny Instagram account had 576 followers and 57 content posts, (2) social media marketing through adpfeuny Instagram account showed a positive and significant effect on brand awareness of the laboratory of YSU office administration.
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