Digital content by online media and its effects on brand trust, brand credibility, brand commitment, and brand advocacy (case on Instagram account Tirto.id)

Muhammad Mukhsin Sultoni; Ayu Rahma Haninda; Monika Pretty Aprilia

doi:10.1109/CCOMS.2019.8821740

Digital content by online media and its effects on brand trust, brand credibility, brand commitment, and brand advocacy (case on Instagram account Tirto.id)

Muhammad Mukhsin Sultoni, Irwansyah, Ayu Rahma Haninda, Monika Pretty Aprilia

Department of Communication Studies

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

4 Citations (Scopus)

Abstract

A brand is a continuous analysis tool in business strategy. Still, it has not been well concerned by the researchers, especially in communication studies. This study aims to determine the role of Digital Content (infographics) and its effect to reader's Brand Advocacy on marketing communication context. Three mediation variables: Brand Trust, Brand Credibility, and Brand Commitment use to see directly and indirectly the effect. Using a quantitative method and a survey for data retrieval tool, with Tirto.id. Instagram followers as the unit analyze. The path analysis found that there is no direct effect on Digital Content (infographics) to Brand Advocacy. Thus, the mediation variables performing their functions perfectly indirect influence occurred in this study.

Original language	English
Title of host publication	2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	612-617
Number of pages	6
ISBN (Electronic)	9781728113227
DOIs	https://doi.org/10.1109/CCOMS.2019.8821740
Publication status	Published - 1 Feb 2019
Event	4th IEEE International Conference on Computer and Communication Systems, ICCCS 2019 - Singapore, Singapore Duration: 23 Feb 2019 → 25 Feb 2019

Publication series

Name	2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019

Conference

Conference	4th IEEE International Conference on Computer and Communication Systems, ICCCS 2019
Country/Territory	Singapore
City	Singapore
Period	23/02/19 → 25/02/19

Keywords

Brand
Digital content
Marketing communications
Path analysis

Access to Document

10.1109/CCOMS.2019.8821740

Cite this

Sultoni, M. M., Irwansyah, Haninda, A. R., & Aprilia, M. P. (2019). Digital content by online media and its effects on brand trust, brand credibility, brand commitment, and brand advocacy (case on Instagram account Tirto.id). In 2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019 (pp. 612-617). Article 8821740 (2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/CCOMS.2019.8821740

Sultoni, Muhammad Mukhsin ; Irwansyah ; Haninda, Ayu Rahma et al. / Digital content by online media and its effects on brand trust, brand credibility, brand commitment, and brand advocacy (case on Instagram account Tirto.id). 2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019. Institute of Electrical and Electronics Engineers Inc., 2019. pp. 612-617 (2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019).

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abstract = "A brand is a continuous analysis tool in business strategy. Still, it has not been well concerned by the researchers, especially in communication studies. This study aims to determine the role of Digital Content (infographics) and its effect to reader's Brand Advocacy on marketing communication context. Three mediation variables: Brand Trust, Brand Credibility, and Brand Commitment use to see directly and indirectly the effect. Using a quantitative method and a survey for data retrieval tool, with Tirto.id. Instagram followers as the unit analyze. The path analysis found that there is no direct effect on Digital Content (infographics) to Brand Advocacy. Thus, the mediation variables performing their functions perfectly indirect influence occurred in this study.",

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Sultoni, MM, Irwansyah, Haninda, AR & Aprilia, MP 2019, Digital content by online media and its effects on brand trust, brand credibility, brand commitment, and brand advocacy (case on Instagram account Tirto.id). in 2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019., 8821740, 2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019, Institute of Electrical and Electronics Engineers Inc., pp. 612-617, 4th IEEE International Conference on Computer and Communication Systems, ICCCS 2019, Singapore, Singapore, 23/02/19. https://doi.org/10.1109/CCOMS.2019.8821740

Digital content by online media and its effects on brand trust, brand credibility, brand commitment, and brand advocacy (case on Instagram account Tirto.id). / Sultoni, Muhammad Mukhsin; Irwansyah; Haninda, Ayu Rahma et al.
2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019. Institute of Electrical and Electronics Engineers Inc., 2019. p. 612-617 8821740 (2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AB - A brand is a continuous analysis tool in business strategy. Still, it has not been well concerned by the researchers, especially in communication studies. This study aims to determine the role of Digital Content (infographics) and its effect to reader's Brand Advocacy on marketing communication context. Three mediation variables: Brand Trust, Brand Credibility, and Brand Commitment use to see directly and indirectly the effect. Using a quantitative method and a survey for data retrieval tool, with Tirto.id. Instagram followers as the unit analyze. The path analysis found that there is no direct effect on Digital Content (infographics) to Brand Advocacy. Thus, the mediation variables performing their functions perfectly indirect influence occurred in this study.

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Sultoni MM, Irwansyah, Haninda AR, Aprilia MP. Digital content by online media and its effects on brand trust, brand credibility, brand commitment, and brand advocacy (case on Instagram account Tirto.id). In 2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019. Institute of Electrical and Electronics Engineers Inc. 2019. p. 612-617. 8821740. (2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019). doi: 10.1109/CCOMS.2019.8821740

Digital content by online media and its effects on brand trust, brand credibility, brand commitment, and brand advocacy (case on Instagram account Tirto.id)

Abstract

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Keywords

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