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首页> 外文会议>IEEE International Conference on Computer and Communication Systems >Digital Content by Online Media and Its Effects on Brand Trust, Brand Credibility, Brand Commitment, and Brand Advocacy (Case on Instagram Account Tirto.id)
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Digital Content by Online Media and Its Effects on Brand Trust, Brand Credibility, Brand Commitment, and Brand Advocacy (Case on Instagram Account Tirto.id)

机译：在线媒体的数字内容及其对品牌信任度，品牌信誉度，品牌承诺度和品牌拥护度的影响（以Instagram帐户Tirto.id为例）

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摘要

A brand is a continuous analysis tool in business strategy. Still, it has not been well concerned by the researchers, especially in communication studies. This study aims to determine the role of Digital Content (infographics) and its effect to reader's Brand Advocacy on marketing communication context. Three mediation variables: Brand Trust, Brand Credibility, and Brand Commitment use to see directly and indirectly the effect. Using a quantitative method and a survey for data retrieval tool, with Tirto.id. Instagram followers as the unit analyze. The path analysis found that there is no direct effect on Digital Content (infographics) to Brand Advocacy. Thus, the mediation variables performing their functions perfectly indirect influence occurred in this study.
机译：品牌是业务策略中的连续分析工具。但是，研究人员并没有很好地关注它，特别是在传播研究中。本研究旨在确定数字内容（信息图）的作用及其对读者的品牌倡导在营销传播环境中的影响。三个中介变量：品牌信任度，品牌信誉度和品牌承诺度用于直接和间接地查看效果。使用定量方法和调查作为数据检索工具，并带有Tirto.id。 Instagram关注者作为单位进行分析。路径分析发现，品牌倡导对数字内容（信息图表）没有直接影响。因此，在本研究中，发生了发挥其功能的调解变量具有完美的间接影响。

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