The Effect of Content Marketing and Word of Mouth on Brand Awareness of Somethinc Calm Down Moisturizer Among Followers of TikTok @somethincofficial
DOI:
https://doi.org/10.55606/juitik.v6i2.2217Keywords:
Brand Awareness, Content Marketing, Skincare Industry, TikTok, Word of MouthAbstract
The rapid growth of the skincare industry has increased competition between brands, making brand awareness an important factor in influencing consumer behavior, especially in digital media. TikTok is used as a strategic platform for content marketing and driving word of mouth (WOM). This study aims to analyze the influence of content marketing and WOM on brand awareness of Somethinc Calm Down Moisturizer among followers of the TikTok account @Somethincofficial. Using a quantitative approach with a survey method involving 100 respondents through purposive sampling, the results show that content marketing and WOM have a positive and significant effect, both partially and simultaneously, on brand awareness. Regression analysis shows that these two variables contribute 63% to the variation in brand awareness, while 37% is influenced by other factors. These findings emphasize the importance of engaging content strategies and positive WOM to increase brand awareness on TikTok. Therefore, companies need to optimize creative campaigns, interactive communication, and user-generated content to strengthen consumer recognition and maintain competitiveness in the skincare market.References
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