The COVID-19 pandemic caused significant changes in many aspects especially towards small medium entrepreneurs (SMEs) as many of SMEs need to shut down their business due to movement control order (MCO) conducted by Malaysia government as SMEs cannot reach their customers. Previous studies show that having an effective digital marketing strategy in place might leave businesses vulnerable to severe setbacks towards SMEs. This research proposal aims to carry out and prove the possible potential effects and factors that influence digital marketing implementation towards online consumers in Selangor during COVID-19 pandemic. The methodology of this paper uses a descriptive qualitative approach by analyzing various previous literature on digital marketing scope of study. The sample size of the study is 235 respondents who were selected based on convenience sampling. The finding has discovered that there is a significant relationship between customer loyalty with implementation of digital marketing towards online consumers in Selangor during COVID-19 pandemic and there is a significance relationship between brand awareness and the implementation of digital marketing towards online consumer in Selangor during COVID-19 pandemic.

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

The purpose of this study is to analyze and explain the effects of cause-related marketing (CRM) campaigns on repurchase intentions in Surabaya, Indonesia, through the mediation of brand awareness, consumer attitudes and corporate image. The study design used a survey and data collection through questionnaires. The unit of analysis includes consumers who bought Aqua mineral water and know of the Aqua campaigns CRM program buy 1 for 10 who live in the city of Surabaya. The research hypothesis was tested using variance-based Structural Equation Modeling (SEM) with Partial Least Square (PLS). The results show that the CRM Campaigns directly had no significant effect on repurchase intentions. Interestingly, the effect of CRM Campaigns on repurchase intentions mediated by brand awareness, consumer attitudes and company image can significantly influence consumer repurchase intentions.

Social media has become one of the most effective tools for marketing and promotion of brands. Given this importance of social media, it is therefore critical for brands to develop quality content for their brand pages and frequently interact with consumers. Using theoretical lens of Stimulus-Organism-Response (S–O-R) paradigm, this research aims to study the impact of content quality and brand interactivity on purchase intention via mediation of brand awareness. To this end, we collected data from n = 282 millennial shoppers of sportswear to test hypothesized relationships. Our findings suggest that content quality and brand interactivity significantly impact purchase intention. It is further revealed that brand awareness mediates the relationship between content quality and purchase intention as well as brand inter-activity and purchase intention. This research provides new theoretical insights into social media marketing and consumer behavior research by linking content quality and brand interactivity to purchase intention.

The purpose of this paper is to examine the relationship between two main dimensions, Brand Association and Customer Loyalty. Besides, the research is also conducted to test other relevant networks of Brand Awareness, Brand Equity and Customers’ Willing To Pay. A survey of which questionnaires using Likert Scale to online retailers’ customers in the North, Central, and the South (8 largest cities in Vietnam) was conducted to collect the data including 380 personally responded answers. Scale Test, Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modeling were used to prove concrete relationships amongst variances, understand factors, analyze the Goodness of Fit of the Measurement model and bring about regression weights, respectively. The results authenticated that Brand Association and Brand Awareness produce remarkable effects on Customer Loyalty. Brand Association holds a cardinal importance to Customers’ Willing To Pay. Not only can the findings be of substance for academic purpose but also they make a great contribution to the development of companies of which Customer’s Loyalty is the lynch pin.

This research aims to investigate the role of internet marketing, word-of-mouth and brand awareness on purchasing decisions in online stores. The respondent sampling technique used in this research is a non-probability sampling technique, which uses a purposive sampling technique. The responses to this research were from 468 online store consumers. Measurements of “Internet Marketing”, “Word of Mouth Communication”, “Brand Awareness” and “Purchasing Decisions” were carried out using a seven-point Likert scale, ranging from strongly agree (1) to strongly disagree (7). In this research, the data was analyzed using the Partial Least Square (PLS) method with SmartPLS version 3.0 software. The stages of research data analysis are outer model testing, namely unified validity and reliability, inner model testing and hypothesis testing. Based on the results of data analysis, it is concluded that internet marketing, word-of-mouth and brand awareness had positive and significant effects on purchasing decisions. Better internet marketing will improve consumer purchasing decisions, brand awareness plays an important role in consumer purchasing decisions, and consumers will carry out word-of-mouth activities and tell other people about consumer experiences after consuming products, electronic word of mouth can help consumers in making buying decisions. Based on the results of data analysis, the study provides managerial implications as follows: online stores should evaluate the Internet marketing strategy used by the company by looking for information about what is currently trending among the public and forming a special team to carry out Internet marketing strategies to make them more attractive and creative and provide more complete information regarding products are marketed so that they attract consumers to make purchasing decisions.

Previous research states that viral marketing has an important role in increasing consumer purchasing intentions, viral marketing can also encourage increased brand awareness. This research aims to analyze the relationship between Viral marketing and purchasing decisions, Brand awareness and purchasing decisions, and Viral marketing and purchasing decisions. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 720 selected online shop customers in Indonesia using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are viral marketing and brand awareness, and the dependent variable is purchasing decisions. The stages of data analysis are validity testing, reliability testing, model fit testing, and significance testing of hypothesis testing. The results of this research are that Viral marketing has a positive and significant relationship with purchasing decisions, Brand awareness has a positive and significant relationship with purchasing decisions, and Viral marketing has a positive and significant relationship with purchasing decisions. Viral marketing is one of the factors that can influence purchase intentions. Viral marketing is expected to have multiple effects because many people who receive the message can convey it to tens or even hundreds of other internet users. Brand awareness can influence consumers toward purchasing decisions, which states that brand awareness has a significant influence on purchasing decisions.

This study investigated the impact of social media marketing on Garuda Indonesia's airline customers' brand equity (awareness, image, and loyalty) and online word-of-mouth during the epidemic (E-WOM). In part of the study, 100 frequent Instagram users and passengers on Garuda Indonesia aircraft were questioned or given questionnaires. The data was processed and analyzed by SEM-PLS and the SmartPLS 3.0 software. The findings of the study indicate that social media marketing increases brand recognition, brand image, and brand loyalty. Brand loyalty or reputation has one significant impact on e-WOM as well. While brand recognition has nothing to do with E-WOM. Furthermore, the results of this research definitely point to the importance of the impact on E-WOM while brand recognition has no impact on E-WOM. The study's conclusions also highlight the importance of mediating variables including brand awareness, brand image, and brand loyalty. This study can prove that almost all moderating effect variables are involved in mediating social media marketing on Garuda Indonesia's e-WOM airline, except the brand awareness variable, which has no indirect effect or has no impact on the relationship between social media marketing and E-WOM. The results of this study should be relevant to a social media strategy, particularly for Garuda Indonesia Airlines.

The development of trust among the customers of the organization is a key objective and critical to obtaining a competitive advantage. Therefore, this study was examined to assess the effect of social media interaction, public relations, and electronic word of mouth on brand awareness and trust. This study also examined the mediating role of brand awareness as well. For this purpose, the data was collected from the customers of the retail sector in UAE. This study adopted a quantitative research approach and cross-sectional design. The data was collected in the form of a research questionnaire by adopting simple random sampling. The questionnaire was distributed among 512 respondents. The usable response rate was 69.72%. For the analysis of data, the SEM technique was adopted and the tool used for this purpose was Smart PLS. The findings of the study revealed that all proposed hypotheses are accepted. The findings of the study are helpful for the academicians for further research and development of policies.

Recent research on Social Media Marketing Activities (SMMA) in the airline industry emphasizes on areas of brand equity, but some research has looked into the function of brand equity in determining the impact of SMMAs on customers. This study aims to find out how service users and followers of Airline's Instagram social media profiles respond to SMMA, brand awareness, brand image, e-WOM and commitment. The data collection method in this study was done by distributing questionnaires to respondents as many as 386 service users and followers of the airline on Instagram social media. This study used Partial Least Square Structural Equation Model (PLS-SEM) to analyze data. Based on hypothesis testing, this study shows that SMMA has a significant positive effect on brand awareness and brand image. Furthermore, this study also reveals that brand awareness and brand image have significant positive effects on e-WOM and Batik Air airline commitment.