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Product Placement on the Virtual Influencer’s Instagram Towards Brand Recall

Year: 2025

Type: article

Abstract: This study aims to examine the influence of product placement on the virtual influencer’s Instagram account (@allysagladys) towards brand recall. The sample size for this study consists of 60 students from Tarumanagara University in West Jakarta. The method used in this study to collect the data is convenience sampling where questionnaires were distributed directly to the respondents. The results of this study shows that respondents brand recall is affected by product placement on the virtual influencer's account. Additionally, this study suggests that companies should enhance their social media promotion through collaborations with influencers to improve brand recall of their product.

Source: International Journal of Application on Economics and Business

DOI: 10.24912/ijaeb.v3i1.367-374

Authors: Cokki Cokki, Angely Olivia Putri, Fransisca Tiffany, Santrista Wijaya, Yenny Natalya

Institution: Tarumanagara University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414948495

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