What Should Companies Do to Improve Brand Awareness Through Instagram? The Lens of Signalling Theory

IF 0.8 Q4 BUSINESS, FINANCE

Asian Journal of Business and Accounting Pub Date : 2022-12-31 DOI:10.22452/ajba.vol15no2.9

T. Suryani, Abu Amar Fauzi, Moch. Nurhadi

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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.

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公司应该如何通过Instagram提高品牌知名度?信号理论的透镜

研究目的:本研究探讨电子服务质量维度对通过社交媒体平台Instagram提高顾客品牌知名度的潜在影响因素。设计/方法/方法:该研究涉及印度尼西亚爪哇岛的398名受访者，并采用PLS-SEM方法分析数据。研究发现:研究结果表明，Instagram的电子服务质量维度在内容相关性、内容质量、信息质量和联系人可用性方面显著提高了品牌知名度。理论贡献/独创性:本研究通过验证Instagram的四个潜在服务质量维度是提高品牌意识的有效工具，为电子服务质量和品牌意识的文献做出了贡献。从业者/政策启示:本研究为那些将Instagram视为提高品牌知名度的潜在社交媒体工具的公司提供了管理建议。公司应该专注于管理他们的Instagram账户，提供相关的内容，合格的内容，合格的信息，并确保他们的联系方式的可用性。研究局限/启示:为了提高概括性，我们建议未来的研究研究如何在更广泛的客户群(中小企业或大公司)的社交媒体账户中提高品牌知名度。

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来源期刊

Asian Journal of Business and Accounting BUSINESS, FINANCE-

CiteScore

2.00

自引率

11.10%

发文量

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.