Abstract
Social media has become part of the lifestyle in sharing information, interaction, and discussion between communities. Through a good content marketing strategy, brand awareness can grow for a product. This study aims to identify and analyzes the application of content marketing strategies in building brand equity for clothing brands and determine brand equity mix efforts in increasing consumer buying interest in shopping online. This research uses a qualitative method, using a purposive sampling technique to determine informants consisting of clothing business owners, content creator staff, and consumers. The results of this study are the implementation of the strategy used through the social media platform TikTok which can build value from the brand equity of the clothing business. Efforts to mix brand equity in increasing consumer buying interest have implemented brand awareness, brand association, perceived quality, and brand association, to increase consumer buying interest in shopping online.
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Parasari, N.S.M., Pidada, I.A.I., Purnama Sari, D.M.P., Maheswari, A.A.I.A., Anggreswari, N.P.Y. (2024). Marketing Content Strategy in Building Brand Equity to Increase Consumer Interest Buying in Tiktok Shop. In: Alareeni, B., Hamdan, A. (eds) Technology and Business Model Innovation: Challenges and Opportunities. ICBT 2023. Lecture Notes in Networks and Systems, vol 924. Springer, Cham. https://doi.org/10.1007/978-3-031-53998-5_38
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DOI: https://doi.org/10.1007/978-3-031-53998-5_38
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