The influence of hashtag engagement on customer brand awareness towards Indonesian beauty industry
List of Authors
  • Mahira Priharta

Keyword
  • hashtag engagement, brand awareness, Indonesian beauty brands, social media marketing, marketing strategy

Abstract
  • This study investigates the influence of hashtag engagement on brand awareness in the context of Indonesia's burgeoning skincare and makeup industry, which faces fierce competition among local brands. To stand out and attract customers in the digital era, establishing a strong brand identity and utilizing the right social media tools is vital. The study adopts a quantitative approach, utilizing data from an online survey conducted with 215 Indonesian customers who are daily users of social media and beauty products. The findings demonstrate a positive relationship between hashtag engagement and brand awareness, with certain hashtag characteristics, such as being written in English and including the brand name, proving most effective in enhancing brand visibility. The research contributes valuable insights for marketers seeking to optimize social media strategies and raise brand awareness within the highly competitive beauty industry. However, the study's applicability is limited to the Indonesian beauty brand market, and its reliance on self-reported survey data presents potential constraints on generalizability. Nevertheless, the study adds to the existing literature by shedding light on hashtag engagement's impact on brand awareness for Indonesian beauty brands and identifying specific hashtag attributes that attract customer interest.

Reference
  • 1. Baron, C. (2021). Cosmetics and personal care market in Indonesia. Statista.

    2. Baron, C. (2023). Social media in Indonesia. Statista.

    3. Beauty & Personal Care Report 2021. (2021, December). Statisca.

    4. Bergkvist, L., and Taylor, C. R. (2022). Reviving and Improving Brand Awareness As a Construct in Advertising Research. Journal of Advertising, 51(3), 294–307. https://doi.org/10.1080/00913367.2022.2039886

    5. Celuch, K. (2021, April). Hashtag usage and user engagement on Instagram: The case of #foodfestivals. Journal of Physical Education and Sport ®(JPES), 21(2), 966 – 973. 10.7752/jpes.2021.s2120

    6. Chin, W. W. (1998). The Partial Least Squares Aproach to Structural Equation Modeling. Modern Methods for Business Research, 295, 336

    7. Dewayuningtyas, D. (2022). Digital Marketing Strategy for WRAP IT Bees Wrap to Increase Brand Awareness. Asian Journal of Research in Business and Management, 4(3), 82-91. https://doi.org/10.55057/ajrbm.2022.4.3.8

    8. Digital Commerce 360. (2022, May). Marketing channels influencing online purchase decisions in the United States in 2022. Digital Commerce 360: Ecommerce Research & News. Retrieved March 3, 2023, from http://digitalcommerce360.com

    9. Digital Commerce 360's digital marketing survey. (2022, May). Leading benefits of using social media for marketing purposes worldwide as of January 2022. Social Media Examiner; Frankwatching. Retrieved March 3, 2023, from http://frankwatching.com

    10. Doktoralina, C. M., Bahari, Z., Hassan, S. A., Ismail, N. A., and Mardiyah, S. A. L. (2020). Hashtags as a way to expedite the zakat supply Chain. Uncertain Supply Chain Management, 8(1), 197-206. 10.5267/j.uscm.2019.7.004

    11. Furciu, M. (2022). Social Media Profiling for The Development of Online Marketing Strategies. Studies in Business and Economics, 17(3), 80-89. 10.2478/sbe-2022-0047

    12. Gustafson, T., and Chabot, B. (2007). Brand Awareness. Cornell Maple Bulletin, 105, 1.

    13. Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Oxford Journal, 29(4), 595-600. https://www.jstor.org/stable/pdf/10.1086/346254.pdf

    14. Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.

    15. Kostygina, G., Feng, M., Czaplicki, L., Tran, H., Tulsiani, S., Perks, S., Emery, S., and Schillo, B. (2021, October). Exploring the Discursive Function of Hashtags: A Semantic Network Analysis of JUUL-Related Instagram Messages. Social Media + Society, 7(4), 1-11. 10.1177/20563051211055442

    16. Kumar, N., Qiu, L., and Kumar, S. (2022, February 16). A Hashtag Is Worth a Thousand Words: An Empirical Investigation of Social Media Strategies in Trademarking Hashtags. Information Systems Research, 33(4), 1403-1427. https://doi.org/10.1287/isre.2022.1107 .

    17. Mona, N., Priyandhini, B., and Hermansyah, J. A. P. (2022, December). Digital Campaign Strategy to Increase Brand Awareness for Darlie Indonesia’s New Product. Proceedings, 83(1), 24. https://doi.org/10.3390/proceedings2022083024

    18. Nurhayati-Wolff, H. (2021, August 20). Indonesia: main beauty brand hashtags on Instagram by posts 2020. Statista. Retrieved March 3, 2023, from https://www.statista.com/statistics/1218843/indonesia-main-beauty-brand-hashtags-instagram-by-posts/

    19. Omena, J. J., Rabello, E. T., and Mintz, A. G. (2020, September). Digital Methods for Hashtag Engagement Research. Social Media + Society, 6(3), 1-18. 10.1177/2056305120940697

    20. Stathopoulou, A., Borel, L., Christodoulides, G., and West, D. (2017). Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement? Psychology & Marketing, 34(4), 448-462. 10.1002/mar.20999

    21. Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., and Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people. Technology in Society, 65. 10.1016/j.techsoc.2021.101565.

    22. Zikmund,W. G., J. Babin, B., C. Carr, J., and Griffin, M. (2010). Business Research Method 8th Edition. New York:South-Western, Cengage Learning.