Page 989 - MARSIUM'21 COMP OF PAPER

RO2: To design the social media brand engagement strategies that may increase the brand awareness and brand image of Chop Kek Lian
Seng.
RO3: To examine the effectiveness of implemented social media brand engagement strategies that could increase the brand awareness and
brand image of Chop Kek Lian Seng.

2.0 LITERATURE REVIEW

2.1 BRAND AWARENESS

Brand awareness is linked to memory information nodes (Ekhveh and Darvishi, 2015) and consumers' ability to recognize a brand
in a variety of situations. Brand acquaintances, people remembering information, and product ideas are important dimensions of brand
awareness (Bilgili and Ozkul, 2015). In addition, brand awareness is the original level of brand knowledge, which involves determining the
brand name or structure through detailed information (Shahid et al., 2017). Understanding a brand is a prerequisit e in consumers'
considerations throughout the decision-making procedure (Langaro et al., 2018; Su, 2016). Consumer repetition and unforgettable exposure
to a brand could generate the brand awareness (Kim et al., 2018). This exposure is contributed by the brand elements such as name, slogan,
packaging of the brand (Keller, 2013) and various types of public promotion (Datta et al., 2017). Furthermore, brand awareness is important
in influencing consumer perceptions, preferences, and behavior (Aaker, 2015).

Brand awareness is a vital factor to influence consumer purchase decisions. This is because when customers want to purchase a
product, usually the name of the brand they think will reflect their loyalty toward the company or brand (Zhang, 2020). In addition, brand
awareness helps consumers to choose products or services when they face difficulties to distinguish products or services dueto similar quality
(Nurhayati and Hendar, 2019). On the other hand, brand awareness is a tool for businesses to emphasize and define the familiarity and
recognizability of the target customer to a brand of product (Foroudi et al., 2016). In addition, Tsimonis and Dimitriadis (2014) stated that
social media is a functional tool to ensure consumer familiarity toward a brand.

Several studies showed that activities in social media marketing have a positive and substantial impact on consumer brand
awareness (Duffett, 2017; Seo and Park, 2018). Yadav and Rahman (2017) defined that social media marketing is "the process that a company
creates, communicates, develops and sustains stakeholder relationships by providing online marketing products through social media
platforms”. For instance, companies can build and create interaction, share brand information, and provide customized purchase advice and
word of mouth to enhance stakeholder relationships. Therefore, social media marketing campaigns are important to remind consumers about
a brand and stay the brand in their minds (Bilgin, 2018). Furthermore, consumers gain brand awareness via effective marketing
communication channels such as television, smartphones, and advertising that promise product quality assurance. This credibility aids to
lower the risks associated with the product evaluation and selection when buying products (Buil et al., 2013; Rubio et al., 2014).

Sasmita and Suki (2015) found that young consumers trust a company that exists on social media. When they are browsing social
media using smartphones, they will notice a product or the brand with different and unique personality, which is distinct from other products
or brands. Therefore, companies need to put information in the minds of customers naturally by advertising on social media wh ich is more
interesting for consumers to increase the brand awareness (Nguyen and Nguyen, 2020). More awareness can increase the likelihood of a
consumer in purchasing a product or service. The high product awareness has the potential to provide the company with a long-term
competitive advantage (Foroudi et al., 2014). Thus, companies need to pay attention to deliver messages that attract attention and increase
their brand awareness (Nguyen and Nguyen, 2020). Social marketers are putting more emphasis on raising awareness among the public with
aim to influence perceptions, associations, and faith about a specific organization or a brand (Foroudi et al., 2014). As such, brand awareness
is important for Chop Kek Lian Seng gain competitive advantage in the pastry market.

2.2 BRAND IMAGE

Brand image is known as consumer's personal view of a company, and this perception is based on the customer’s past experiences
with the company (Wilson and Keni, 2018). Moreover, brand image can be defined as a consumer's judgment on a company or brand’s
ongoing activities (Wilson and Makmud, 2018). Brand image is oriented by the prestige of a company when customers try and purchase its
specific products or services (Habibah and Sumiati, 2016). The brand image is also a key tool for companies to preserve their loyal customers
(Saleem and Raja, 2014).

In addition, brand image plays a vital role to develop and create a brand (Zhang, 2015). High brand awareness can help to increase
brand image, brand loyalty and market brand share (Barreda et al., 2015). The act of designing a company's product and image to occupy a
unique competitive position in the minds of target customers is known as brand image positioning (Egan, 2015). This means that a good
brand image can build a good position in a customer’s mind. The brand image also can generate positive views among customers and build
customer loyalty (Riyadi, 2019).

Fortezza and Pencarelli (2015) highlighted that social media is a tool to interact with customers and build an energetic brand image.
Marketers can use the product itself, brand name, color, logo, labelling and packaging, advertisements, retailers, and other promotions,
pricing, origin country, brand owner, and target market to build a strong brand image (Arslan and Altuna, 2010). Practitioners must establish,
maintain, as well as strengthen strong relationship with social media users because they are influenced by brand promises and a powerful
brand image (Barreda et al., 2020).

Diputra and Yasa (2021) showed that product quality has a positive relationship with brand image. This means that the higher the
quality of the product, the higher the customer's perception of the brand. Therefore, ways to build consumers trust include establishing a

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