{"title":"What Should Companies Do to Improve Brand Awareness Through Instagram? The Lens of Signalling Theory","authors":"T. Suryani, Abu Amar Fauzi, Moch. Nurhadi","doi":"10.22452/ajba.vol15no2.9","DOIUrl":null,"url":null,"abstract":"Manuscript type: Research paper Research aims: This study investigates potential factors of electronic service quality dimensions on the improvement of brand awareness among customers through the social media platform Instagram. Design/Methodology/Approach: The study involves 398 respondents across Java Island, Indonesia, and employed a PLS-SEM approach to analyse the data. Research findings: The findings indicate that the electronic service quality dimensions of Instagram, in terms of content relevance, content quality, information quality and contact availability, significantly improve brand awareness. Theoretical contribution/Originality: This study contributes to the electronic service quality and brand awareness literature by validating four potential service quality dimensions of Instagram that are effective instruments for improving brand awareness. Practitioner/Policy implication: This study offers managerial recommendations for companies that see Instagram as a prospective social media tool for enhancing brand awareness. Companies should focus on managing their Instagram accounts by providing relevant content, qualified content, qualified information, and ensuring the availability of their contact details. Research limitation/Implications: To enhance generalisability, we suggest future studies examine how brand awareness improvement could be made across social media accounts with broader customer segments, either SMEs or big corporations.","PeriodicalId":54083,"journal":{"name":"Asian Journal of Business and Accounting","volume":" ","pages":""},"PeriodicalIF":0.8000,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Business and Accounting","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.22452/ajba.vol15no2.9","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS, FINANCE","Score":null,"Total":0}
引用次数: 2
Abstract
Manuscript type: Research paper Research aims: This study investigates potential factors of electronic service quality dimensions on the improvement of brand awareness among customers through the social media platform Instagram. Design/Methodology/Approach: The study involves 398 respondents across Java Island, Indonesia, and employed a PLS-SEM approach to analyse the data. Research findings: The findings indicate that the electronic service quality dimensions of Instagram, in terms of content relevance, content quality, information quality and contact availability, significantly improve brand awareness. Theoretical contribution/Originality: This study contributes to the electronic service quality and brand awareness literature by validating four potential service quality dimensions of Instagram that are effective instruments for improving brand awareness. Practitioner/Policy implication: This study offers managerial recommendations for companies that see Instagram as a prospective social media tool for enhancing brand awareness. Companies should focus on managing their Instagram accounts by providing relevant content, qualified content, qualified information, and ensuring the availability of their contact details. Research limitation/Implications: To enhance generalisability, we suggest future studies examine how brand awareness improvement could be made across social media accounts with broader customer segments, either SMEs or big corporations.
期刊介绍：
An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.
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