Showing papers on "Brand awareness published in 2021"

The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement

Abstract: Gamification has been used by tourism organisations for marketing purposes to reinforce customer engagement and to achieve brand awareness and loyalty. The current study, using the Unified Theory of Acceptance and Use of Technology, aims to investigate the antecedents and consequences of gamification's adoption intention by tourist organisations, and to examine the mediation effect of customer engagement. A quantitative method was employed using a survey to collect data from a random sample of relevant managers in travel agencies. Using structural equation modelling for data analysis, the findings revealed that tourism organisations have positive intentions to adopt gamification to increase customer engagement and to achieve tourist destinations' brand awareness and loyalty. Implications, limitations, and future research are also addressed.

Green innovation research in the field of hospitality and tourism: the construct, antecedents, consequences, and future outlook

Abstract: Firms in the field of hospitality and tourism (H&T) have focused on the green innovation (GI) concept to handle environmental problems to generate revenue strategies and build brand awareness for s...

The Impact of Social Media Marketing Communications on Consumer Response During the COVID-19: Does the Brand Equity of a University Matter?

Abstract: The main objective of the current study is to investigate the impact of social media marketing communication on the consumer response to University in UAE during COVID-19. In addition to that, the study has also examined the mediating role of brand equity of university in the relationship between social media marketing communication and consumer response during the COVID-19. The schedule for the academic session of an academic year, their starting and ending dates, schedule for vacations all vary from country to country; as a result, the conditions were not similar and varied due to the same reason. However, few countries suspended their classic room lectures from March or April 2020 up to further notification. We employed a combination of inferential and descriptive analyses to carry out the data analysis. For this purpose, the PLS-SEM approach was integrated, which is a second-generation technique for structural equation modeling. PLS-SEM is a relatively new approach and provides reliable results when coupled with SEM models. The response rate is above 50%. Customer-Based Brand Equity illustrated the significant indirect impacts of these significant indirect effects on the association among Customer-Based Brand Equity (CBBE) and social media marketing communications. As a result, this research further added the perception of Customer-Based Brand Equity (CBBE) in the perception of UNIVERSITY perception through endorsing the Customer-Based Brand Equity (CBBE), which estimates the brand sustainability, explicit consumers associations, functional brand image, perception, hedonic brand image and experiences with UNIVERSITY brands by brand awareness. This research work also positioned the two levels of social media communication, such as UGC and FCC, into marketing communication through endorsing the degrees of social media advertising, social media promotions, and social media interactive marketing. Hence, the research was capable of discussing the various roles of these social media marketing communications on the consumer response and the growth of Customer-Based Brand Equity (CBBE). Moreover, Customer-Based Brand Equity was illustrated to have significant influences on consumer responses.

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

Abstract: Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).,This study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.,The results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.,First, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.,This study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.,By using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.,This research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives

Abstract: Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels.,A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels.,This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel.,The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts.,Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty.,This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

Personal brand equity: Scale development and validation

Abstract: Crafting a personal brand has become an important factor for career success. Despite the growing literature on topics associated with personal brands, the conceptualization and measurement of personal brand equity (PBE) have received little attention. By drawing upon and integrating the marketing and careers literatures on branding, we reconceptualized the definition of PBE and delineated its dimensions and conceptual boundaries. Furthermore, we developed a 12-item scale to measure PBE. Among seven different samples (total N = 3,273), including two samples of employees, this study tested the construct and criterion-related validity of the PBE scale. First, exploratory and confirmatory factor analyses supported a three-dimensional structure of PBE (brand appeal, brand differentiation, and brand recognition). In two samples, the convergent and discriminant validity of the PBE scale was established. Finally, this study showed that PBE predicts perceived employability, career success, and job performance. The PBE scale offers new opportunities to understand and measure career behaviors by considering individuals’ personal brand positioning.

Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting:

Abstract: Social media sites serve as lead generators for achieving marketing communication and raising brand awareness for casual-dining restaurant firms. This study attempts to measure social media engagem...

The relationship between brand experience and consumer-based brand equity in grocerants

Abstract: This study proposes a model that applies brand experience and customer-based brand equity (CBBE) to verify leading variables that can increase brand loyalty in the fast-growing food service sector of “grocerants.” For the empirical analysis, 384 foodservice consumers with experience of using seven South Korean grocerants were surveyed. The study identifies the influence of brand experience on perceived value and brand loyalty through brand awareness, brand association/image, and perceived quality. The study demonstrates that it is essential to build a CBBE that incorporates sensory, affective, intellectual, and behavioral factors to increase customer brand loyalty in the grocerants sector.

Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam

Abstract: This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer satisfaction and the moderating effect of cultural distance in these relationships are assessed.,The direct–indirect–moderating relationships were assessed by applying covariance-based SEM (CB-SEM), mediating and multi-group analysis. A paper survey was used to collect data from 618 tourists (domestic and international tourists) visiting a destination in Vietnam.,The findings support direct positive links between the dimensions of brand equity and customer satisfaction, except for the effect of destination brand awareness on destination brand loyalty. This work further demonstrates the mediating effect of customer satisfaction on the indirect relationships between the dimensions of brand equity. Cultural distance was found to moderate the connections between the research concepts.,Future research should explore the model’s relationships based on comparisons in different destinations, to better understand the impact of cultural factors.,This study identifies specific factors to increase branding efficiency by developing and testing the relationship between brand equity and customer satisfaction. Using moderating variables through the lens of cultural distance, it proposes a mediated model. This work contributes to practice by informing destination managers on how to improve brand equity and satisfaction based on the cultural characteristics of international and domestic visitors.

Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity

Abstract: The purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand.,The study uses a well-structured questionnaire developed and distributed to 266 millennial respondents using shoping malls and university campus intercept methods. Data were analyzed by applying the structural equation modeling.,The results show that brand awareness has a mediating effect on the millennials’ purchasing behavior toward fashion clothing brands. The study also confirms the active moderation role of brand schematicity on the purchasing behavior toward fashion clothing brands.,Based on these findings, the fashion clothing retailers should aim to maximize their sales from the millennial segments by enhancing brand awareness. The schematic consumers are more engaged in the numbers of quality hints to make their choice on the fashion clothing brands. Therefore, the practitioners must consider such information, and that should be available in the fashion clothing retail outlets.,The study contributes to the existing literature of the millennials’ purchasing behavior toward the fashion clothing brands. Moreover, research on this segment related to brand awareness and brand schematicity is insufficient, and the current study may add significant value.

Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

Abstract: Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to inf...

Digital marketing: engaging consumers with smart digital marketing content

Abstract: The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the deve­lopment of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and docu­men­tation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.

The influence of the online community, professional critics, and location similarity on review ratings for niche and mainstream brands

Abstract: Distinctions in the attributes of niche versus mainstream brands are leveraged to explain differences in the drivers of online review ratings. Specifically, we examine how customer review valence, professional critics review valence, community characteristics, location similarity, and reviewer characteristics may impact a reviewer’s rating. We use a unique dataset on the U.S. beer product category to address our research questions and find that niche brands are more impacted by OWOM activity across the board because consumers are less likely to have established brand awareness and brand imagery formed. Likewise, a reviewer is prone to rating a local niche brand more favorably. Professional critics are generally less influential than the online community for the typical focal reviewer. A prior review from the online community becomes particularly influential when its expertise is high and/or when the prior reviewer has shared geographic locational traits with the focal reviewer. Reviewers that engage more with products/brands tend to align sentiments with professional critics, while those that engage more with the online community tend to align sentiment with that community. Utilizing insights from these results, we provide several guidelines for brand managers in devising appropriate social media strategies.

Customer-Based Brand Equity for Branded Apps: A Simple Research Framework

Abstract: The purpose of this study is to understand how to build strong branded mobile applications, i.e. apps inherently displaying a brand identity. This is pursued by outlining and testing a simple Custo...

Configure the Symmetrical and Asymmetrical Paths of Brand Equity and Relationship of Firm Created Content and User Generated Content as Antecedent

Abstract: This study aims to investigate in the relationship FCC, UGC, Customer Experience satisfaction towards Brand Equity and Purchase Decision on the subject of e-commerce research in Indonesia (eg, Lazada, Tokopedia, and Bli-Bli) This study used two research methods: exploratory research (exploratory research) and descriptive research (descriptive analysis) This study's total population was 200 eligible The collection data with online survey This study's testing phase is through three phases: first, the reliability of the construct configuration for brand association, brand awareness, brand reputation, and brand performance on brand equity Second, the relationship that explains the direct and indirect effects of UGC and FCC on brand equity and purchase intention; third, the relationship that demonstrates the impact of variable customer experience satisfaction on brand equity and purchase intention The result of this study shown from the seven symmetrical paths, the direct relationship is found significant results except for variable relationships such as UGC and FCC on Purchase Intention, which states that there is no significant effect For example, the indirect relationship between FCC and Purchase Intention mediated by the Brand Equity variable states that there is no positive and significant effect Except for the relationship between UGC on Purchase Intention mediated by Brand Equity and Brand Equity on Purchase Intention mediated by the Customer Experience Satisfaction variable Both found that there was a positive and significant relationship

Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions

Abstract: The Korean entertainment industry’s popularity and global reach has prompted private companies and destination management organizations to place Korean products and position Korea as a destination to international viewers Korean celebrities have also been found to form positively perceived Korean beauty standards, consequently serving as an antecedent of Korean beauty product awareness and perceived beauty product quality among international audiences Although previous studies have found that audience involvement with entertainment mediums has positively impacted product purchase and visitation, a comprehensive investigation of the audience involvement’s multi-dimensionality has yet to be conducted, specifically, on the distinction between Korean entertainment (movies, TV dramas, TV shows, etc) involvement and celebrity worship The present study attempts to fill the research gap by comprehensively examining the role of audience involvement with Korean entertainment, celebrity worship, brand awareness, and perceived Korean beauty product quality on product purchase intentions as well as intentions to visit Korea A total of 327 female Indonesian Korean entertainment audiences then validated the proposed conceptual framework The structural equation modeling results found emotional involvement, referential reflection, and entertainment-driven celebrity worshipping tendencies to be significant antecedents of Korean beauty product purchase and Korea visit intentions

Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

Abstract: The study was motivated by the need to highlight the roles played by social media marketing on consumers' purchase intention during the COVID-19 pandemic. Since it was a quantitative study, hypotheses were tested to generate findings. We used IBM SPSS 25.0 software to analyze using reliability statistics, descriptive statistics, and IBM SPSS Amos 26.0 software was used to do confirmatory factor analysis for the purpose of developing hypothesis, and SEM used for trying to fit the model. The primary data was mustered by personal interview in an online survey method through a structured questionnaire with five-point Likert scales from 240 Bangladeshi online consumers. These findings publicized that social media marketing (Facebook, Instagram, and YouTube) a significant stimulus on consumers purchase intention during COVID-19, and all factors except discount or coupon offer and brand awareness had an epoch-making and constructive connection with consumers’ purchase intention during the coronavirus malady (COVID-19) epidemic in Bangladesh.

What Increases Consumers’ Purchase Intention of Battery Electric Vehicles from Chinese Electric Vehicle Start-Ups? Taking NIO as an Example

Abstract: As environmental and energy issues are becoming more and more serious, China has seen the birth of a number of electric vehicle start-ups (EVSUs). Although there has been a dozen or so studies about consumers’ purchase intention of battery electric vehicles, few of them were about electric vehicle start-ups. Therefore, it is necessary to explore the factors that influence consumers’ purchase intention of electric vehicles from Chinese electric vehicle start-ups (CEVSUs). This study establishes a theoretical model of the factors that influence consumers’ purchase intentions of electric vehicles from CEVSUs through brand identity, brand image, brand awareness, and perceived risk. The analysis results of 332 valid questionnaires show that the factors that affect consumers’ purchase intention of electric vehicles from CEVSUs include brand identity, brand image, and perceived risk. Brand image will be affected by brand recognition, brand awareness, and perceived risk. The perceived risk will be affected by brand awareness and brand identity. Brand awareness will be affected by brand identity, but brand awareness will not directly affect purchase decisions. The conclusions of this study can be used as a reference for the government, consumers, or practitioners in the electric vehicle industry to promote the sales of electric vehicles to achieve low-carbon transportation, and also to help Chinese start up brands to take a larger share of the domestic market.

Impact of brand equity on purchase intentions: empirical evidence from the health takāful industry of the United Arab Emirates

Abstract: Although 76% of the population of the United Arab Emirates (UAE) is Muslim, takāful (Islamic insurance) has a much smaller share of business in the UAE than conventional insurance does. The purpose of this study is to highlight the importance of brand equity (BE), which is known as the incremental value that provides reason to buy a brand. This study provides useful insights that can help the health takāful industry to gain a feasible market share in the UAE.,This is a quantitative study in which stratified random sampling was adopted for data collection from 300 respondents through a self-administered questionnaire from August to November 2018. Underpinning the study is the theory of planned behavior (TPB) and the structural equation modeling (SEM) technique has been used to examine the impact of BE on purchase intentions (PI) through the moderating role of demographic factors such as age, income, education and religion. Three dimensions of BE, i.e. brand awareness (BAW), brand association (BAS) and perceived quality (PQ), are evaluated in terms of their significance as dimensions of BE.,The major findings of this study confirm that BE has a strong positive influence on the PIs of health takāful customers in the UAE and that all three dimensions of BE make significant contributions to the overall BE. The results show that education does moderate the relationship between BE and PI while age, income and religion do not. A new finding of this study is the nonsignificant moderating role of religion, whereby it was found that takāful products in the UAE are not limited to Muslim customers but can include potential customers who are followers of other religions.,To the best of our knowledge, the present study is the first of its kind to examine the impact of BE on the PI of health takāful customers in the UAE. The findings of the study give academia, researchers and marketers a better understanding of the importance of BE and of its vital role in promoting takāful products in the Gulf Cooperation Council (GCC) countries such as the UAE.

The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments.

Abstract: Price is considered one of the most important attributes in consumer’s choice. On the other hand, consumer’s knowledge about price tends to be imprecise. This study aims at providing new insights analyzing consumers’ perception of retail store brand (focused on Skin Care Products) comparing with two other skin care products, a premium, and a popular national brand. Second, to analyze the association price versus quality variables in the purchasing decision process. Third, to demonstrate the influence of both, unconscious and cognitive process during the purchase choice intention. Through Neuromarketing tools and protocols (quantitative and qualitative), the study exposes participants to a blind test of the three products and asks participants to talk about their sensory impressions like scent, feelings, and products texture. Using facial electromyography (EMG) and eye-tracker devices we measured consumers’ responses when we introduced price and brand name variables, by this way comparing unconscious and cognitive responses. The findings showed that an unconscious decision could be change when new variables were revealed. The study showed how conscious price variable was the major influence in their purchase intention.

Show products or show people: an eye-tracking study of visual branding strategy on Instagram

Abstract: This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored.,The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition.,Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration.,This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).

The effect of brand heritage in tourists' intention to revisit

Abstract: Utilising brand equity dimensions, this study aims to enhance the literature by conceptualising and testing heritage brand equity dimensions (i.e. awareness, image, quality and value) and the intentions of international tourists to revisit moderated by safety and security within the tourism sector.,The study was cross-sectional in nature and used the quantitative research approach with questionnaires for the collection of data. In total, 392 international tourists were purposively sampled from the departure hall of Kotoka International Airport. The data gathered were analysed using Structural Equation Modeling (SEM).,The findings revealed that heritage brand image, perceived quality and value had positive significant effects on the intentions of tourists to revisit. Nevertheless, heritage brand awareness had a negative insignificant impact on intentions to revisit. Safety and security significantly moderate the relationship between heritage brand equity and the intentions of international tourists to revisit.,The Ghana tourism industry should increase the activities that will create more awareness, to generate the interest of potential tourists within the international community. Such initiatives can increase the likelihood of the destination being visited. In addition, policymakers must guarantee that associated government entities, as well as other stakeholders, work together within the tourism industry to promote safety and security.,This study adds to the ongoing discussions in the hospitality and tourism industry by providing a comprehensive overview of brand equity in heritage tourism, operationalised as heritage brand equity dimensions.

Social media influencer, brand awareness, and purchase decision among generation z in surabaya

Abstract: Many restaurants and cafes use Social Media Influencer (SMI) services to promote their products/ services. The three dimensions of SMI include reach, relevance, and resonance; and these can influence brand awareness and purchase decision of generation Z consumers. This study involved 108 respondents and used SPSS and Partial Least Square (PLS) as data analysis techniques. The results of this study indicate that reach, relevance and resonance of SMI have positive and significant influences on brand awareness. Reach has positive but insignificant influence on purchase decisions; whereas, relevance and resonance have positive and significant influences on purchase decision. Finally, brand awareness has positive but insignificant influence on purchase decision of Generation Z to restaurants and cafes in Surabaya.