PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) TERHADAP BRAND EQUITY SERTA DAMPAKNYA PADA E-WOM DAN KOMITMEN RELASIONAL

This study analyzes the effect of Social Media Marketing Activities (SMMA) on Brand Equity and Its Impact on E-WOM and Relational Commitment to Scarlett Whitening's customers. The primary data in this study used a questionnaire and the secondary data was obtained through a literature search. The sample in this study was 115 which were distributed online via google form to Scarlett Whitening customers. The sampling technique in this study used purposive sampling. This study was analyzed through Partial Least Square- Structural Equation Modeling (PLS-SEM), with two tests, namely the measurement model and the structural model. The results of this study indicate that SMMA has a positive and significant effect on Brand Awareness and Brand Image. Brand Awareness has a positive and significant effect on E-WOM. Brand Awareness has a positive and insignificant effect on Relational Commitment. Brand Image has a positive and significant effect on E-WOM and Relational Commitment

The internet as a relationship marketing tool - some evidence from Irish companies

This article explores the strategies underlying the use of the internet as a marketing tool by Irish businesses. Three different approaches to internet Marketing are described: the ornamental, the informational and the relational. It is shown that, theoretically, the internet offers a unique opportunity for marketers to build up and maintain relationships with their clients. However, data collected through a mail survey and a content analysis of web sites reveal that currently the most frequent use of the internet by Irish companies still follows an ornamental or, at most, informational pattern. The authors discuss whether this discrepancy between internet potential and practice is due to the social basis of market relationships or whether it can be seen as evidence that the adaptation of a new marketing tool follows an incremental pattern