The Role of Informative and Entertaining Digital Content in Building Brand Awareness and Brand Image at the Ubaya Center for Aging Wellness
DOI:
https://doi.org/10.47747/fmiic.v1i3.3549Abstract
The rapid development of digital technology has significantly transformed how institutions communicate with their audiences, shifting from traditional to digital methods. In this case, digital content marketing plays a strategic role in establishing communication with audiences, creating value, and ultimately influencing their perception. For this reason, this study aims to determine the effectiveness of DCM, in both its informative and entertaining dimensions, as used by the Center for Aging Wellness (CAW) to build brand awareness and brand image. This study is a quantitative research with 115 respondents from all civitas academia, lecturers, students, and administrative staffs, who have seen the content of CAW Instagram. The data is then analysed using SEM (Structural Equation Modeling). The results show that DCM, with its informational and entertainment dimensions, positively influences brand awareness and brand image. This confirms that DCM is an effective marketing communication tool for building long-term interaction with the audience, helping them remember the brand's existence (brand awareness) and significantly strengthening the brand image.
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