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International Journal of Scientific & Technology Research

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IJSTR >> Volume 8 - Issue 8, August 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



The Role Of Instagram As The Way To Establish Brand Awareness Of Elhaus

[Full Text]

 

AUTHOR(S)

Mohammad Naufal, Gayes Mahestu

 

KEYWORDS

Brand Awareness, Instagram, Social Media, Top of Mind

 

ABSTRACT

The purpose of this research was to determine the role of Instagram as the way to establish brand awareness of Elhaus. The research method applied in this research was qualitative with descriptive study approach. The data obtained from this research through in-depth interviews and secondary data in form documentation of Elhaus’s Instagram account @elhaus. The result of this research shows that Elhaus applies the six characteristics of social media by Sulianta (2015), as following term: transparency, dialogue and communication, networking relations, multi opinion, multi form and online promotion power. The conclusion of this research is that Elhaus has successfully reached the top level of brand awareness that is top of mind through Instagram as their social media platform.

 

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