摘要：This research involved several variables of social media marketing known to influence the brand awareness which was regarded an interesting issue. The independent variables of this research were customer engagement (X1), viral marketing (X2), buzz marketing (X3), peer influence (X4), and online communities (X5), while the dependent variable was the brand awareness (Y). This explanatory research was done using a quantitative approach. There were 101 responses given by respondents to be analyzed using multiple linear regression test. The results of the analysis indicated that online community (X5) was found as the most influential variable of social media marketing toward brand awareness.
关键词：Social media marketing; customer engagement; viral marketing; buzz marketing; peer influence; and online communities; brand awareness
