ANALYSIS OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON UNILEVER BRAND AWARENESS IN INDONESIA

• Main Author: Alifasya Atalario, Mohammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60954
• Institution: Institut Teknologi Bandung

This dissertation analyses the impact of social media marketing activities on the brand awareness of Unilever in Indonesia and investigates the ways in which the social media marketing activities of Unilever affect its overall brand awareness among the local community. A differentiated business identity is expected to result in brand awareness, one among many objectives of company branding is to create brand awareness through the maximization of social media. The objective of this dissertation is to see the major driving factors contributing to Unilever brand awareness in Indonesia, to identify efficient methods in sustaining Unilever Indonesia brand awareness through social media marketing activities, and this research is also to find out how social media marketing activities affect the brand awareness of Unilever