The impact of virtual influencer product placement on brand awareness in Indonesia
The increasing use of virtual influencers in marketing has opened new avenues for product placement strategies on social media. This study investigates how virtual influencer product placement affects brand recall and brand salience among university students in Jakarta and Yogyakarta, representing d...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2025-05-01
|
| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22092/IM_2025_02_Cokki.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850276866157445120 |
|---|---|
| author | Cokki Lydiawati Soelaiman Miharni Tjokrosaputro |
| author_facet | Cokki Lydiawati Soelaiman Miharni Tjokrosaputro |
| author_sort | Cokki |
| collection | DOAJ |
| description | The increasing use of virtual influencers in marketing has opened new avenues for product placement strategies on social media. This study investigates how virtual influencer product placement affects brand recall and brand salience among university students in Jakarta and Yogyakarta, representing diverse economic and cultural segments in Indonesia. Data were collected from students at Universitas Tarumanagara [Tarumanagara University], Universitas Trisakti [Trisakti University], and Universitas Krida Wacana [Krida Wacana University] in Jakarta, and Universitas Negeri Yogyakarta [Yogyakarta State University] and Universitas Gadjah Mada [University of Gadjah Mada] in Yogyakarta. Jakarta, the country’s economic hub, represents a high-income urban consumer market, whereas Yogyakarta reflects a more cost-conscious and service-oriented shopping culture. A pre-test and post-test experimental design without a control group was employed, featuring Instagram content from the virtual influencer “Allysa Gladys” promoting Nike and Gucci products. The study involved 319 university students from Jakarta and 211 from Yogyakarta. The results showed a significant increase in brand recall and brand salience after exposure. In Jakarta, brand recall for Gucci increased from 0.6050 to 0.7994 (p < 0.01) and for Nike from 0.8527 to 0.9248 (p < 0.01). In Yogyakarta, Nike’s brand recall rose from 0.4737 to 0.9617 (p < 0.01), while Gucci’s recall increased from 0.5762 to 0.8190 (p < 0.01). Brand salience also showed improvement, with Nike in Jakarta (p < 0.01) and Yogyakarta (p < 0.01) showing a stronger effect than Gucci in both cities (p < 0.01). These findings demonstrate that product placement via virtual influencers effectively enhances brand awareness.
AcknowledgmentThis research was funded by the Directorate General of Higher Education, Research, and Technology – Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia, through the Regular Fundamental Research scheme (Number: 829/LL3/AL.04/2024). The authors would like to express their gratitude to Angely Olivia Putri and Fransisca Tiffany for their assistance during the research process. |
| format | Article |
| id | doaj-art-7ba6c01fac754caeaee534cd63f13859 |
| institution | OA Journals |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-7ba6c01fac754caeaee534cd63f138592025-08-20T01:50:05ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-05-0121211913310.21511/im.21(2).2025.1022092The impact of virtual influencer product placement on brand awareness in IndonesiaCokki0https://orcid.org/0000-0002-1399-1435Lydiawati Soelaiman1https://orcid.org/0009-0003-4526-4296Miharni Tjokrosaputro2https://orcid.org/0009-0003-6209-6837B.B.A., M.S., Ph.D., Lecturer, Faculty of Economics and Business, Universitas Tarumanagara [Tarumanagara University], IndonesiaB.Eng., M.M., Ph.D., Lecturer, Faculty of Economics and Business, Universitas Tarumanagara [Tarumanagara University], IndonesiaB.Mgmt., M.M., Ph.D., Lecturer, Faculty of Economics and Business, Universitas Tarumanagara [Tarumanagara University], IndonesiaThe increasing use of virtual influencers in marketing has opened new avenues for product placement strategies on social media. This study investigates how virtual influencer product placement affects brand recall and brand salience among university students in Jakarta and Yogyakarta, representing diverse economic and cultural segments in Indonesia. Data were collected from students at Universitas Tarumanagara [Tarumanagara University], Universitas Trisakti [Trisakti University], and Universitas Krida Wacana [Krida Wacana University] in Jakarta, and Universitas Negeri Yogyakarta [Yogyakarta State University] and Universitas Gadjah Mada [University of Gadjah Mada] in Yogyakarta. Jakarta, the country’s economic hub, represents a high-income urban consumer market, whereas Yogyakarta reflects a more cost-conscious and service-oriented shopping culture. A pre-test and post-test experimental design without a control group was employed, featuring Instagram content from the virtual influencer “Allysa Gladys” promoting Nike and Gucci products. The study involved 319 university students from Jakarta and 211 from Yogyakarta. The results showed a significant increase in brand recall and brand salience after exposure. In Jakarta, brand recall for Gucci increased from 0.6050 to 0.7994 (p < 0.01) and for Nike from 0.8527 to 0.9248 (p < 0.01). In Yogyakarta, Nike’s brand recall rose from 0.4737 to 0.9617 (p < 0.01), while Gucci’s recall increased from 0.5762 to 0.8190 (p < 0.01). Brand salience also showed improvement, with Nike in Jakarta (p < 0.01) and Yogyakarta (p < 0.01) showing a stronger effect than Gucci in both cities (p < 0.01). These findings demonstrate that product placement via virtual influencers effectively enhances brand awareness. AcknowledgmentThis research was funded by the Directorate General of Higher Education, Research, and Technology – Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia, through the Regular Fundamental Research scheme (Number: 829/LL3/AL.04/2024). The authors would like to express their gratitude to Angely Olivia Putri and Fransisca Tiffany for their assistance during the research process.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22092/IM_2025_02_Cokki.pdfbrand recallbrand salienceInstagramproduct placementvirtual influencers |
| spellingShingle | Cokki Lydiawati Soelaiman Miharni Tjokrosaputro The impact of virtual influencer product placement on brand awareness in Indonesia Innovative Marketing brand recall brand salience product placement virtual influencers |
| title | The impact of virtual influencer product placement on brand awareness in Indonesia |
| title_full | The impact of virtual influencer product placement on brand awareness in Indonesia |
| title_fullStr | The impact of virtual influencer product placement on brand awareness in Indonesia |
| title_full_unstemmed | The impact of virtual influencer product placement on brand awareness in Indonesia |
| title_short | The impact of virtual influencer product placement on brand awareness in Indonesia |
| title_sort | impact of virtual influencer product placement on brand awareness in indonesia |
| topic | brand recall brand salience product placement virtual influencers |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22092/IM_2025_02_Cokki.pdf |
| work_keys_str_mv | AT cokki theimpactofvirtualinfluencerproductplacementonbrandawarenessinindonesia AT lydiawatisoelaiman theimpactofvirtualinfluencerproductplacementonbrandawarenessinindonesia AT miharnitjokrosaputro theimpactofvirtualinfluencerproductplacementonbrandawarenessinindonesia AT cokki impactofvirtualinfluencerproductplacementonbrandawarenessinindonesia AT lydiawatisoelaiman impactofvirtualinfluencerproductplacementonbrandawarenessinindonesia AT miharnitjokrosaputro impactofvirtualinfluencerproductplacementonbrandawarenessinindonesia |