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The article analyzes the opinions of different authors on brand awareness raising. It also describes and analyzes the concept of internet marketing, the implementation. The analysis of the most urgent and the most effective online marketing tools brand awareness. Article analysis website; internet advertising; social networks; search engine optimiz...
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This qualitative exploratory and descriptive research study seeks to obtain information on “electronic Word of mouth” via social networking websites. Specifically, it aims to further our knowledge of both the identification of the Uses and Gratifications sought (manifest and latent motivations) by the users through becoming part of eWOM practices o...
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... According to the research, utilising all facets of social network marketing can aid in developing a customer-focused brand value. Isoraite [9] examined and compared the views expressed by many authors on the subject of brand awareness. The study assessed how effectively the author used internet marketing techniques to gauge brand familiarity. ...
... The growth of social interactivity online has allowed brands to gain a deeper understanding of consumer's needs, by listening and communicating directly with them (Caratu et al., in press). Some scholars (Išoraite, 2016) have recognised that quite a few elements of website interactivity-such as keyword search and personalisation-have a significant impact on consumer satisfaction. Other academics (Currim et al., 2015;Noci, 2018) testimony that neuromarketing and some of its tools (EEG, eye-tracking, etc.) are the best methods to understand how this satisfaction occurs in consumers' brains, body and behaviour, since today brand experience has become no more physical but phy-gital (physical and digital). ...
This chapter is centred around the luxury unstitched apparel market of Pakistan and interactive virtual fitting room tools of fashion e-commerce such as 3D mobile app scanners, virtual reality, augmented reality, and mixed reality. Interactive virtual fitting room tools have been developed extensively for the advantage of both consumers and fashion retailers to improve online shopping experience (Idrees et al., International Journal of Economics and Management Engineering 14:318–333, 2020b). Thus, the chapter discusses the Pakistani luxury unstitched apparel market (Faust & Carrier, Textile Research Journal 79:1446–1458, 2009), for the enhancement of Pakistani fashion e-commerce interfaces by utilising interactive virtual fitting room tools. The discussion of luxury unstitched apparel products demonstrates that the products are loved across the borders because of their garment customisation, talent, and craftsmanship, and this demand is flourishing and expanding rapidly due to exquisite quality and design uniqueness (Rehman, A cross-border fashion jaunt, 2014). Unstitched apparel products are sold in separate garment pieces normally declared as 2-piece and 3-piece suits. For instance, the upper garment includes separate fabric pieces or one full piece of fabric offering the front, back, and sleeves along with separate one piece of fabric for the lower garment, which is adorned with various options such as printed and embroidered fabric pieces. Nevertheless, Pakistani fashion e-commerce platforms lacks= the web 3.0 technology virtual fitting room tools. Therefore, there is a need to incorporate virtual size and fit prediction, customisation, and virtual fashion viewing interactive tools. The virtual fitting room tools discussed in the chapter provide customisation approaches along with size recommendations and virtual trying on with 3D product visualisation (in 360-degree rotation), which generate beneficial competition amongst online retailers. The Lemon and Verhoef (Journal of Marketing 80:69, 2016) model is employed to present a sustainable mass-customisation e-commerce business model by combining virtual fitting room tools and luxury unstitched apparel products. The luxury unstitched apparel products are sustainable because they are customised according to personalised body dimensions which adds the benefit of reducing wastage of fabric due to mass production. Moreover, such demonstrations intersecting luxury unstitched apparel product with interactive virtual e-commerce tools would be beneficial for worldwide markets to employ in mass-customisation business approaches.KeywordsUnstitched ApparelPakistanFashion e-commerceSustainableMass-customisationLuxury FashionVirtual RealityAugmented Reality3D Body ScanningMobile app scanner
... The growth of social interactivity online has allowed brands to gain a deeper understanding of consumer's needs, by listening and communicating directly with them (Caratu et al., in press). Some scholars (Išoraite, 2016) have recognised that quite a few elements of website interactivity-such as keyword search and personalisation-have a significant impact on consumer satisfaction. Other academics (Currim et al., 2015;Noci, 2018) testimony that neuromarketing and some of its tools (EEG, eye-tracking, etc.) are the best methods to understand how this satisfaction occurs in consumers' brains, body and behaviour, since today brand experience has become no more physical but phy-gital (physical and digital). ...
The objective of this chapter is to contribute to the understanding of consumers’ levels of interactivity based around the ‘Online Store Environment Framework’. To this aim, the study has adopted a qualitative and quantitative methodology combined with a neuromarketing test: to measure engagement in 3 distinct surveys within three different samples made up of UK female shoppers aged 18–30. In this study, electroencephalography (EEG) has been used to monitor the cerebral activity of a smaller sample whilst interacting with an online fashion retailer (ASOS.com). A theoretical framework has been designed, and a Structural Equation Model (SEM) has been used to statistically confirm it. SEM results reveal strong associations to a video task demonstrating arousal and absorption as well as a social media task showing absorption. Further, the EEG data—related to engagement and emotions—have been tested with ANOVA and correlations. Findings suggest that browsing a website does not necessarily require high levels of attention, while the participation to social media elicits high levels of emotion. Within them, interaction with videos has stimulated high levels of engagement. Thus, suggesting that social media and video content combined in the form of live selling platforms are most advantageous to consumers evoking emotion and engagement leading to purchase/re-visit intention. The relevance of this article lies on its originality: for the first time, a pure-play fashion retailer has been analysed with both traditional and neuroscientific methods. Findings have implications on the managerial side, as they address emerging future virtual shopping in the metaverse to which there is likelihood of consumers buying more fashion products in the digital world compared to the real world.KeywordsConsumer engagementInteractivityOnline retail websitesElectroencephalographyNeuromarketing
... In the social environment, the company gains increased exposure to its brand, often in highly relevant contexts every time a person uses an application created by or related to a company. (Išoraitė, 2016) Brand awareness is one of the vital elements that contribute to the purchase intention of individuals. However, in existing literature, the conceptual properties of brand awareness were less tapped in finding their impact on the actual purchase as there are factors that are also needed to consider. ...
Modern individuals create social networks to connect. A digital social landscape now exists within the society that enables interactions while providing convenience and efficiency. A social media platform called TikTok consists of comprehensive and diverse videos that empower users to upload and watch content as they desire. The researchers highly considered this feature which led them to explore the deliverance of marketing campaigns created on TikTok. In a more profound sense, since countless brands are scrutinizing TikTok to gather their consumers, the purpose and objectives of this study determined the effect of brand awareness and brand recall on the purchase intention of millennials. This study incorporated the Attention, Interest, Desire, and Action (AIDA) Model and Selective Exposure Theory (SET) to serve as the foundation of the analysis. The study employed descriptive causal analysis. The study surveyed a group of millennials, ranging from 25 to 40 years old, who currently reside in the Philippines' National Capital Region (NCR). The researchers distributed the survey through Google forms and then utilized frequency and percentage distribution, mean and standard deviation, and PLS-SEM to analyze the results. This study determined that marketing campaigns can largely input brand awareness among millennials compared to enhancing their brand recall. Furthermore, marketing campaigns trigger their purchase intention. This study is deemed a resource to business owners, marketing students and professionals, and academic institutions that hope to generate further information on the existence of TikTok and its marketing advantage.
... Promotion plays a major role in increasing the sales of FMCG Brands in the market because these products are the necessity of today's generation. (Isoraite, 2016). The marketers can easily promote their goods and services by reaching the target market through digital mechanism. ...
Scrolling and scrolling the social media's feed is the habit of today's generation in order to discover something new and on the other side marketers' focus to be in the spot light as compared to their competitors in order to promote their products in the market. Brand awareness can be created by positioning the brand in customer's mind. Fastest Moving Consumer Goods (FMCG) Sector is one of the growing sectors in the market and is the necessity sector which is to also becoming competitive day by day due to new entrants in the market. Therefore, marketers are trying to achieve their desired position by promoting their brand through digital media. Digital marketing is the cost efficient mechanism used by the marketers to advertise their products in the market which help them to create the brand awareness among the customers through digital marketing strategies. The purpose of the paper is to study the brand awareness development through digital marketing in FMCG Sector and why it is important as well as various strategies which can be used by marketers to increase their brand awareness using digital mechanism in FMCG Sector.
... Study by Homburg pointed out that: brand promotion activity could increase brand awareness and brand value [8]. Cernikovaite believed that brand awareness would be the priority of buying products [9]. Kantar Brandz has been founded by Millward Brown in Warwick, England in 1973, and has been acquired by the world's largest advertising enterprise, WPP Group in 1990. ...
... These interactions, in such forms, can have a positive effect on the word of mouth, including fashion and trend features (Kim & Ko, 2011). According to Išoraitė (2016), this can increase brand loyalty, thus connecting with your audience and getting consumers acquainted with the brand and products a company offers. Consequently, through reviews and interaction with customers, it provides companies with a better access to customers' demands and desires (Ansari et al., 2019). ...
... These interactions, in such forms, can have a positive effect on the word of mouth, including fashion and trend features (Kim & Ko, 2011). According to Išoraitė (2016), this can increase brand loyalty, thus connecting with your audience and getting consumers acquainted with the brand and products a company offers. Consequently, through reviews and interaction with customers, it provides companies with a better access to customers' demands and desires (Ansari et al., 2019). ...
The aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented.
... Therefore, it is necessary to establish brand awareness that aims to compete for consumer attention. Brand awareness can be built with influencer marketing and internet marketing (Sjoberg, 2017 andIsoraite 2016). ...
... Marketing via the internet is one of the digital means that can be used to increase awareness that informs, reminds and convinces consumers of the brand being promoted (Isoraite, 2016). According to Andriyanto and Haryanto (2010), marketing via the internet aims to build brand awareness with the aim of being the top of mind of related consumers. ...
... The company website must be well-organized, well-designed and user-friendly to attract more customers (Rowley in Linh and Tung 2008). According to Isoraite (2016) internet marketing is not only through websites, but also through email and social media. Marketing via the internet can be done in 3 different media, namely paid, owned and accepted media (Barman, 2018). ...
The rapid development of technology makes the smartphone industry developed sharply. Today, in Indonesia, 175 million smartphone users have connected to the internet and many of them spent more than 3 hours to open social media. The developments of smartphone open up the opportunities for companies to build up their brand awareness, one of them is the automatic watch producer companies. The purpose of this study is to determine whether Timeless.co can create brand awareness through influencer marketing and internet marketing and to know which marketing strategies are most effectively used to build Timeless.co brand awareness. This study employed quantitative method with explanative approach. The collected data were taken by convenience sampling and analyzed by SPSS v25. The result of this study indicates that influencer marketing and internet marketing does affect brand awareness Timeless.co. Internet marketing has become an effective strategy at Timeless.co
... Therefore, it is necessary to establish brand awareness that aims to compete for consumer attention. Brand awareness can be built with influencer marketing and internet marketing (Sjoberg, 2017 andIsoraite 2016). ...
... Marketing via the internet is one of the digital means that can be used to increase awareness that informs, reminds and convinces consumers of the brand being promoted (Isoraite, 2016). According to Andriyanto and Haryanto (2010), marketing via the internet aims to build brand awareness with the aim of being the top of mind of related consumers. ...
... The company website must be well-organized, well-designed and user-friendly to attract more customers (Rowley in Linh and Tung 2008). According to Isoraite (2016) internet marketing is not only through websites, but also through email and social media. Marketing via the internet can be done in 3 different media, namely paid, owned and accepted media (Barman, 2018). ...
