Pengaruh Daya Tarik Iklan dan Content Marketing Terhadap Brand Awareness
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Meta Sekar Rahmadani
*
Institut Mahaputra ,
Indonesia
- Rahmadani Hidayat Institut Mahaputra , Indonesia
Abstract
In the realm of digital marketing and the era of Digital Synergy 5.0, building Brand Awarenessis crucial, as it influences business continuity and consumer decision-making. This study aims to qualitatively examine, analyze, and synthesize how advertising appeal and Content Marketing influence the formation of brand awareness. A qualitative approach—utilizing descriptive analysis and a systematic literature review—was employed. The analysis reveals that both advertising appeal and Content Marketing exert a positive and significant influence on strengthening Brand Awarenesswhen combined. Individually, Content Marketing is shown to have a strong and significant impact across the literature, both directly and through mediating factors such as customer engagement. Conversely, the effectiveness of advertising appeal is heavily influenced by compelling message delivery, high-quality visuals, and supporting elements such as celebrities or influencers. These qualitative findings offer theoretical contributions to the field of marketing and provide practical guidance for business owners in crafting branding strategies that adapt to digital advancements.
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