Leveraging New Media for Brand Promotion_ The Influence of Influencer Marketing and Personalized Advertising on Consumer Engagement and Trust.pdf

Authors

Qize Cai, Jesselton University CollegeFollow
Desmond Cherng En Lee, Jesselton University College
Louis Yuk Su Chin, Jesselton University College
Chia Seng Lee, Jesselton University College

Abstract

This research explores the impact of new media-based commodity marketing on brand promotion. It specifically investigates how different social media content types, digital marketing channels, online advertising formats, and influencer endorsements affect consumer engagement, brand awareness, trust, and purchase intentions. Employing a quantitative methodology, data from 200 respondents were analyzed using structured surveys. Results indicated Instagram as the leading platform for consumer engagement, with visual and user-generated content most effective. Influencer marketing significantly enhanced brand credibility and trust, whereas personalized advertising notably surpassed generic advertisements in effectiveness and consumer satisfaction. The study contributes theoretically to digital marketing literature and provides practical insights for optimizing digital strategies. However, limitations such as sample size and reliance on self-reported data highlight the need for future research with more diverse samples and emerging digital trends like AR and VR.

Recommended Citation

Cai, Qize; Lee, Desmond Cherng En; Chin, Louis Yuk Su; and Lee, Chia Seng (2025) "Leveraging New Media for Brand Promotion_ The Influence of Influencer Marketing and Personalized Advertising on Consumer Engagement and Trust.pdf," Jesselton Journal of Educators and Scholars: Vol. 2: Iss. 1, Article 22.
Available at: https://digitalcommons.jjesjournal.com/journal/vol2/iss1/22