Digital Content by Online Media and Its Effects on Brand Trust, Brand Credibility, Brand Commitment, and Brand Advocacy (Case on Instagram Account Tirto.id)

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.