Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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The Role of Brand Ambassador on Advertising in Building Brand Awareness (A Case Study of #Selaluadaselalubisa BTS Ads)

Authors
Devi Yung1, Gregorius Genep Sukendro1, *
1Faculty of Communication Science, Universitas Tarumanagara, Jakarta, Indonesia
*Corresponding Author. Email: geneps@fikom.untar.ac.id
Corresponding Author
Gregorius Genep Sukendro
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.190How to use a DOI?
Keywords
e-commerce; brand ambassador; advertising; brand awareness
Abstract

The changing times that are increasingly advanced show the progress of the internet that is so fast, showing the existence of increasingly developing technology, leading to online-based media, so this also applies to the development of e-commerce in Indonesia. Every e-commerce company uses various ways to survive and compete by using brand ambassadors to help companies build brand awareness. This study discusses the role of the BTS brand ambassador in the #SelaluAdaSelalubisa advertising tagline in building brand awareness. The global popularity of the South Korean boy group BTS entrusted to be the brand ambassador of Tokopedia for two consecutive years is expected to build brand awareness in the public’s minds. The theory used in this research is brand ambassador, advertising tagline, and brand awareness. This research uses a qualitative approach with a case study method. Data collection techniques used in-depth interviews with three informants. This study concludes that BTS is suitable as Tokopedia’s brand ambassador for the #SelaluAdaSelalubisa advertising tagline, which is quite memorable and plays an important role in building brand awareness in the minds of the public.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
978-94-6239-567-1
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.190How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Devi Yung
AU  - Gregorius Genep Sukendro
PY  - 2022
DA  - 2022/04/21
TI  - The Role of Brand Ambassador on Advertising in Building Brand Awareness (A Case Study of #Selaluadaselalubisa BTS Ads)
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1196
EP  - 1200
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.190
DO  - 10.2991/assehr.k.220404.190
ID  - Yung2022
ER  -