Abstract:
The present study aimed to examine the effect of social media communication on brand awareness. The data were collected from 400 valid respondents in Indonesia by using a purposive sampling technique. The data were analyzed using Smart Partial Least Squares software. The result revealed that firm-created social media communication and user-generated social media communication have a significant influence on brand awareness. Further, brand awareness has a positive and significant impact on perceived quality. The results also indicated that the demographic variables of age, gender, and education do not moderate the effect of social media communication on brand awareness. Thus by focusing more on social media communication, a company not only can enhance the awareness of its products and services but can also improvise on the quality by using the feedback provided by the customers, thereby building a strong brand loyalty among existing and potential customers.
