Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

doi:10.21512/tw.v22i2.7597

Paper

Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

Published Sep 2, 2021 · S. Rimadias, Nesta Alvionita, Adinda Putri Amelia

The Winners

UNKNOWN SJR score

24

Citations

3

Influential Citations

Full textSemantic Scholar

Abstract

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.

Study Snapshot

TikTok social media marketing positively affects consumer engagement, leading to increased brand loyalty, awareness, and image in the Indonesian tourism sector.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

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Paper

Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

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References

Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

Athletes using TikTok during the COVID-19 pandemic can effectively foster fan relationships, promote branded content, and appeal to new fan segments by creating playful and authentic content.

PENGARUH INFORMATIVENESS, ENTERTAINMENT, DAN IRRITATING TERHADAP ATTITUDE TOWARD SOCIAL MEDIA ADVERTISING PADA MASYARAKAT KOTA MATARAM

Entertainment is the dominant factor influencing people's attitudes towards social media advertising, followed by informativeness and irritation.

The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge

Interaction, electronic word-of-mouth, and trendiness are key social-media marketing elements that strengthen consumer-brand engagement and brand knowledge in Hong Kong.

The Quality of Small and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square (SEM-PLS)

Entrepreneurial behavior positively impacts the performance of small and medium enterprises, with work ethic, motivation, business instincts, unyielding creativity, initiative, energetic, and entrepreneurial knowledge being key benchmarks for strengthening SME performance.

Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing

Luxury brands' social media marketing focusing on entertainment, interaction, and trendiness significantly increases customer engagement, while customization does not.

Citations

Social Media marketing and restaurants’ brand equity after COVID-19: A revitalizing model

Social media marketing positively impacts restaurants' customer-based brand equity, with interaction, trendiness, and customization being key factors, and e-WOM acting as a mediating factor.

Comparative Analysis of Tiktok Marketing based on Buyer and Seller Perceptions

Sellers in Bandung show higher enthusiasm for TikTok marketing benefits than buyers, with superior perceptions of context, communication, collaboration, and connection dimensions.

The Influence of Automotive Brand Awareness on Purchase Interest Through Social Media Usage of TikTok Case Analytics

TikTok usage positively correlates with brand awareness and significantly impacts purchase interest in the automotive industry, suggesting its effectiveness as a marketing tool.

Tourists’ Acceptance Analysis Of Tourism Village Website Towards The Motivation To Visit

Tourism village websites with good information quality, service, and design positively influence tourists' intention to use them, but trust does not significantly influence their intention to use the website.

Exploring managerial perspectives in TikTok adoption for luxury hotel brand communication

Luxury hotel managers value TikTok's universal appeal and user engagement, but face challenges in maintaining consistent brand representation and controlling negative impacts due to potential virality.

THE EFFECT OF SOCIAL MEDIA MARKETING ON AWARENESS AND BRAND IMAGE OF LOCAL FASHION THROUGH CONSUMER BRAND ENGAGEMENT

Social media marketing positively and significantly impacts local fashion brand awareness and brand image through consumer brand engagement.

Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

Sign up to use Study Snapshot

References

Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

Athletes using TikTok during the COVID-19 pandemic can effectively foster fan relationships, promote branded content, and appeal to new fan segments by creating playful and authentic content.

PENGARUH INFORMATIVENESS, ENTERTAINMENT, DAN IRRITATING TERHADAP ATTITUDE TOWARD SOCIAL MEDIA ADVERTISING PADA MASYARAKAT KOTA MATARAM

Entertainment is the dominant factor influencing people's attitudes towards social media advertising, followed by informativeness and irritation.

The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge

Interaction, electronic word-of-mouth, and trendiness are key social-media marketing elements that strengthen consumer-brand engagement and brand knowledge in Hong Kong.

The Quality of Small and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square (SEM-PLS)

Entrepreneurial behavior positively impacts the performance of small and medium enterprises, with work ethic, motivation, business instincts, unyielding creativity, initiative, energetic, and entrepreneurial knowledge being key benchmarks for strengthening SME performance.

Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing

Luxury brands' social media marketing focusing on entertainment, interaction, and trendiness significantly increases customer engagement, while customization does not.

Citations

Social Media marketing and restaurants’ brand equity after COVID-19: A revitalizing model

Social media marketing positively impacts restaurants' customer-based brand equity, with interaction, trendiness, and customization being key factors, and e-WOM acting as a mediating factor.

Comparative Analysis of Tiktok Marketing based on Buyer and Seller Perceptions

Sellers in Bandung show higher enthusiasm for TikTok marketing benefits than buyers, with superior perceptions of context, communication, collaboration, and connection dimensions.

The Influence of Automotive Brand Awareness on Purchase Interest Through Social Media Usage of TikTok Case Analytics

TikTok usage positively correlates with brand awareness and significantly impacts purchase interest in the automotive industry, suggesting its effectiveness as a marketing tool.

Tourists’ Acceptance Analysis Of Tourism Village Website Towards The Motivation To Visit

Tourism village websites with good information quality, service, and design positively influence tourists' intention to use them, but trust does not significantly influence their intention to use the website.

Exploring managerial perspectives in TikTok adoption for luxury hotel brand communication

Luxury hotel managers value TikTok's universal appeal and user engagement, but face challenges in maintaining consistent brand representation and controlling negative impacts due to potential virality.

THE EFFECT OF SOCIAL MEDIA MARKETING ON AWARENESS AND BRAND IMAGE OF LOCAL FASHION THROUGH CONSUMER BRAND ENGAGEMENT

Social media marketing positively and significantly impacts local fashion brand awareness and brand image through consumer brand engagement.

Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing