Fast-fashion Social Campaign Advertisement in YouTube: Does Brand Storrytelling Impacted Behavior Intention to Use? (Study case in Surabaya, Indonesia)

Brahmana, Ritzky Karina M.R. and SUGIANTO, RAPHAEL VIVALDO (2017) Fast-fashion Social Campaign Advertisement in YouTube: Does Brand Storrytelling Impacted Behavior Intention to Use? (Study case in Surabaya, Indonesia). In: International Conference on Management and Entrepreneurship (i-COME) 2017, 14-07-2017 - 14-07-2017, Denpasar - Indonesia.

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Abstract

One of the common tools that usually to be used is advertising. Today, there are many advertisements in YouTube. Especially for fast-fashion company which needed them to make it easier communicated with their target market. Many fashion lover are really fond with YouTube. But there are later issues about fast-fashion. It’s about waste of the products, children’s employee, fabrics that is not environmental friendly, etc. There are many people gained awareness about these social issues. Many companies also concerned about them and tried to convinced people by social campaign in YouTube. This research analyzed how people will have a behavior intention to use the brand through brand storytelling in their social campaign advertisement by YouTube. The respondents would be 100 people in Surabaya city, Indonesia. The results is brand storytelling is important to make people perceived more about advertisement value and enjoyment to impact the behavior intention to use.

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