Influencer Marketing Strategies And The Use Of Ai Technology In Enhancing Brand Awareness: A Case Study In The Fashion Industry
Abstract
This article explores the intricate dynamics of the fashion industry, focusing on PT. SRB Depot Tj. Pura. The study investigates the direct and indirect effects of Influencer Marketing and AI Technology on the Fashion Industry and Enhancing Brand. Through a comprehensive path analysis, the research reveals that Influencer Marketing significantly influences both the Fashion Industry and Brand Enhancement, both directly and indirectly through the Fashion Industry. These findings underscore the influential role of influencer-driven strategies in shaping consumer perceptions and fostering positive brand associations. However, the analysis does not provide statistically significant evidence for the direct or indirect impact of AI Technology on the Fashion Industry or Brand Enhancement within the observed context. The results emphasize the nuanced nature of these relationships, highlighting the pivotal role of the Fashion Industry as a mediator in the influence of Influencer Marketing on Brand Enhancement. This research contributes valuable insights for businesses, suggesting that strategic investments in influencer marketing can play a significant role in shaping brand perceptions within the dynamic landscape of the fashion industry.
Keywords: Marketing Strategies, AI Technology, Enhancing Brand Awareness, Fashion Industry
References
Bozkurt, A. (2023). Generative AI and the next big thing. Asian Journal of Distance Education, 18(1), 2023. http://www.asianjde.com/
Fleerackers, T., & Bilgeri, N. (2020). Artificial Intelligence Improving CRM, Sales and Customer Experience. 7–99. https://opus.fhv.at/frontdoor/deliver/index/docId/3646/file/BilgeriNadine_MasterThesis.pdf
Haque, I. U., Khan, S., & Mubarik, M. S. (2023). Effect of Social Media Influencer on Consumer Purchase Intention: A PLS-SEM Study on Branded Luxury Fashion Clothing. Journal of Mass Communication, 28, 65–92.
Hoang, D. S. (2021). Service innovation in customer intelligence from ai perspective: A smart framework for tourist customer experiences. Tạp Chí Khoa Học HUFLIT. https://hjs.huflit.edu.vn/index.php/hjs/article/view/50%0Ahttps://hjs.huflit.edu.vn/index.php/hjs/article/download/50/15
Jain, A., & Meyers, S. (2022). Young Consumer Conformity and Identity Amplified by Social Media: Marketing Applications. Journal of Student Research, 11(3), 1–17. https://doi.org/10.47611/jsrhs.v11i3.3491
Machi, L., Nemavhidi, P., Chuchu, T., Nyagadza, B., & Venter de Villiers, M. (2022). Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 176–187. https://doi.org/10.20525/ijrbs.v11i5.1841
Mel, A., Neolaka, Y., Faulina, M., Akromah, P., Novilasari, T. A., Mikkael, R. H., Tinggi, S., & Immi, M. (2023). Marketing Strategy Using Swot Analysis (Case Study: Stima IMMI)-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(02), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. ul A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10.1108/APJML-03-2021-0221
Rio Haribowo, T., Tannady, H., Yusuf, M., & Wisnu Wardhana, G. (2022). Analysis Of The Role Of Social Media Marketing, Product Quality And Brand Awareness On Buying Decisions For Restaurant Customers In West Java Analisis Peran Social Media Marketing, Kualitas Produk Dan Brand Awareness. Management Studies and Entrepreneurship Journal, 3(6), 4024–4032. http://journal.yrpipku.com/index.php/msej
Szegedi, K., Németh, T., & Körtvési, D. (2023). Employer Branding in the Fashion Industry: CSR Actions by Fashion SMEs. Sustainability (Switzerland), 15(3), 1–18. https://doi.org/10.3390/su15031827
Zanubiya, J., Meria, L., & Duwi Juliansah, M. A. (2023). Increasing Consumers with Satisfaction Application based Digital Marketing Strategies. Startupreneur Business Digital (SABDA Journal), 2(1), 12–21. https://doi.org/10.33050/sabda.v2i1.266
Zhang, Q., & Ahmad, S. (2021). Analysis of corporate social responsibility execution effects on purchase intention with the moderating role of customer awareness. Sustainability (Switzerland), 13(8). https://doi.org/10.3390/su13084548
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. A. (2022). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Frontiers in Psychology, 12(January), 1–15. https://doi.org/10.3389/fpsyg.2021.803348
Copyright (c) 2024 Nur Afifah
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
