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The effect of twitter activity on Arsenal Indonesia supporter's brand awareness toward Arsenal football club

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This research aimed to analyze the effect of Twitter activity on brand awareness of Arsenal Indonesia Supporter (AIS). The measurement of Twitter activity was done by using two dimensions is social media communication by company and social media communication by user. The research hypothesis would be used in this research is the effect of social media communication by company on brand awareness, the effect of social media communication by user on brand awareness and the effect of Twitter activity on brand awareness. rnThe research used simple regression method to test the effects of Twitter activity on brand awareness. The samples were involved in this research was 383 members of Arsenal Indonesia Supporter (AIS). The data collection technique was done by distributing questionnaires to members of Arsenal Indonesia Supporter in Indonesia and abroad. rnThe result of this research showed that there is effect of Twitter activity on brand awareness of Arsenal Indonesia Supporter (AIS). This research also showed there are effects either of social media communication by company or by user on brand awareness.

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Availability

B01838

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1838

Publisher

: Swiss German University., 2015

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Brand awareness
PR
Twitter activity
Arsenal Indonesia Supporter

Specific Detail Info

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Statement of Responsibility

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