ANALYSIS OF THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN INCREASING BRAND AWARENESS AMONG GENERATION Z
Keywords:
Digital marketing, Social media, Brand awareness, Generation Z, Marketing strategyAbstract
The development of digital technology has changed company marketing strategies, especially in utilizing social media as an effective promotional tool. Generation Z, as the most active group in using social media, is the main target for many brands in increasing brand awareness. This research aims to analyze the effectiveness of marketing via social media in increasing brand awareness among Generation Z. The research method used is a literature study by reviewing various previous studies that discuss digital marketing strategies, Generation Z's social media consumption patterns, and their impact on brand awareness. The study results show that interactivity, interesting content, the use of influencers, and data-based marketing strategies have a significant influence on increasing brand awareness. In addition, platforms such as Instagram, TikTok, and YouTube are the main media that are effective in reaching Generation Z. The conclusions of this research confirm that the success of marketing on social media depends on adaptive, innovative, and trend-based strategies that are relevant to Generation Z's preferences.
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