CONTENT MARKETING STRATEGY OF SHOPEE ON SOCIAL MEDIA : AN ANALYSIS OF BRAND AWARENESS ENHANCEMENT
DOI:
https://doi.org/10.1234/ijebs.v2i2.114Keywords:
Content Strategy Marketing, Social Media, Brand Awareness, Shopee, BrandAbstract
This research explores the role of social media and content marketing strategies in enhancing brand awareness, with a focus on Shopee, a leading e-commerce platform in Southeast Asia. Social media platforms like Instagram and TikTok have transformed marketing practices, enabling businesses to engage consumers, build brand loyalty, and drive purchasing decisions. Shopee leverages content marketing through its Affiliate Program, influencer collaborations, live streaming, and Instagram advertisements to effectively increase visibility and customer engagement. These strategies foster consumer trust, enhance brand recognition, and influence purchasing decisions, particularly in competitive e-commerce markets. The findings underscore the importance of integrating content marketing and social media to amplify brand awareness and maintain a competitive edge. This research contributes to understanding how innovative marketing approaches can shape consumer behavior and improve business performance in the digital age.
This study analyzes the content marketing strategies employed by Shopee on social media to enhance brand awareness in the competitive e-commerce landscape of Southeast Asia. Social media platforms like Instagram and TikTok have become crucial tools for engaging consumers, fostering trust, and influencing purchasing decisions. Shopee leverages strategies such as the Affiliate Program, influencer marketing, live streaming, interactive content, and targeted advertising to effectively increase visibility and customer engagement. These approaches enable Shopee to build brand credibility, drive consumer trust, and enhance community engagement, which are essential for establishing brand loyalty.
Research highlights the effectiveness of integrating content marketing with social media platforms, as demonstrated by Shopee's ability to strengthen brand recognition and influence consumer behavior through creative and relevant content. The findings underscore the importance of leveraging digital marketing innovations like electronic word-of-mouth (e-WOM) and tailored advertising to capture the attention of target audiences. This study contributes to understanding how content marketing, social media, and influencer collaborations can optimize brand performance and maintain a competitive edge in the digital age.
References
Abdjul, F., Massie, J. D. D., & Mandagie, Y. (2022). PENGARUH CONTENT MARKETING, SEARCH ENGINE OPTIMIZATION DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA FEB UNSRAT DI E-COMMERCE SOCIOLLA. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 225. https://doi.org/10.35794/emba.v10i3.41752
Afifa, N. H., & Sudarmiatin. (2023). Digital Content Marketing on Buying Decision: Literature Review. Business and Investment Review, 1(6), 36–40. https://doi.org/10.61292/birev.v1i6.63
Aprilia, L., Candraningrum, D. A., & Pandrianto, N. (2019). Strategi Content Marketing Untuk Membangun Brand Awareness (Studi Kasus Video Aftermovie Djakarta Warehouse Project). Prologia, 3(1), 177. https://doi.org/10.24912/pr.v3i1.6236
Ariani, C. N. S., & Hayu, R. S. (2023). Shopee Affiliate Program: Analysis of Influencer Content Marketing Strategy on Instagram. SIMAK, 21(02), 202–221. https://doi.org/10.35129/simak.v21i02.471
Arma, O. (2022). THE IMPACT OF VIRTUAL ANCHOR PERCEIVED WARMTH AND COMPETENCE ON CONSUMER PURCHASE INTENTION IN DIGITAL MARKETING. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Athaya Nadjla Azzariaputrie, & Fitria Avicenna. (2023). Pengaruh Content Marketing TikTok terhadap Customer Engagement (Studi Kuantitatif pada Akun TikTok SilverQueen Selama Masa Campaign Banyak Makna Cinta). Jurnal Netnografi Komunikasi, 1(2), 20–25. https://doi.org/10.59408/netnografi.v1i2.11
Aulia, R. N., & Harto, B. (2024). Membangun Keterlibatan Konsumen Melalui Strategi Konten Marketing dalam Live Streaming: Analisis Kualitatif Terhadap Brand yang Berhasil di Shopee. Innovative: Journal Of Social Science Research, 4(2), 5721–5736. https://doi.org/10.31004/innovative.v4i2.9848
CHUSNAINI, A. C., & RASYID, R. A. (2022). SOCIAL MEDIA MARKETING: SOCIAL MEDIA CONTENT, BRAND IMAGE, BRAND AWARENESS AND PURCHASE INTENTION. Accounting and Management Journal, 6(2), 46–53. https://doi.org/10.33086/amj.v6i2.3028
Dewi, Q. D., & Widiasanty, G. (2023). PENGARUH DIGITAL MARKETING INSTAGRAM PADA PUBLIC RELATIONS SCARLETT WHITENING DALAM MENINGKATKAN BRAND AWARENESS. JURNAL EKONOMI KREATIF DAN MANAJEMEN BISNIS DIGITAL, 2(2), 190–209. https://doi.org/10.55047/jekombital.v2i2.562
Erfiana, W., & Purnamasari, D. (2023). Strategi Content Marketing Influencer Melalui Shopee Affiliate Program Pada Instagram. Jurnal Ilmiah Komunikasi Makna, 11(2), 30. https://doi.org/10.30659/jikm.v11i2.28261
Fahimah, M., & Ningsih, L. A. (2022). Strategi Content Marketing dalam Membangun Customer Engagement. Benchmark, 3(1), 43–52. https://doi.org/10.46821/benchmark.v3i1.283
Gabriella Mayrene, & Natalia Junaidi. (2023). PENGARUH CONTENT MARKETING APLIKASI TIKTOK TERHADAP PEMBENTUKAN BRAND AWARENESS PADA ENGLISH ACADEMY BY RUANGGURU. Jurnal Cakrawala Ilmiah, 2(6), 2237–2252. https://doi.org/10.53625/jcijurnalcakrawalailmiah.v2i6.4892
Gisellim, C., & Yoedtadi, M. G. (2024). Media Sosial sebagai Sarana Meningkatkan Brand Awareness. Kiwari, 3(2), 308–314. https://doi.org/10.24912/ki.v3i2.30256
Gracia Aprina Chita Rahayu, & Siti Aminah. (2024). Pengaruh Content Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Parfum Freshchubs di Kota Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(10). https://doi.org/10.47467/alkharaj.v6i10.2841
Herman, H., Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran Influencer Marketing Online Customer Review dan Content Marketing dalam Keputusan Pembelian Pada Sosial Instagram. Jesya, 6(2), 1348–1358. https://doi.org/10.36778/jesya.v6i2.1059
Ingriana, A., Prajitno, G. G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES. International Journal of Economics And Business Studies, 1(1), 21–42. https://doi.org/10.1234/IJEBS.V1I1.1
Kamuri, K. J. (2021). ANALISIS PERAN DIGITAL CONTENT MARKETING BAGI WIRAUSAHA MILENIAL DI KOTA KUPANG DALAM MASA PANDEMI COVID-19. Journal of Management : Small and Medium Enterprises (SMEs), 14(2), 225–238. https://doi.org/10.35508/jom.v14i2.4784
Kartika, A. S. (2023). Analisis Strategi Content Marketing Pada Bisnis Kuliner (Studi Kasus Pada Akun Instagram @initempeid). Eqien - Jurnal Ekonomi Dan Bisnis, 12(02), 242–250. https://doi.org/10.34308/eqien.v12i02.1427
Kholidah, R., Ramdan, A. M., & Sauri, S. (2024). Analisis Social Media Influencer Terhadap Impulse Buying Melalui Content Marketing Sebagai Varaibel Mediasi Pada Pengguna Kosmetik Di Indonesia. Journal of Economic, Bussines and Accounting (COSTING), 7(5), 614–623. https://doi.org/10.31539/costing.v7i5.11481
Kristina, N. A., & Aminah, S. (2023). Pengaruh Content Marketing dan Online Customer Review di TikTok Terhadap Keputusan Pembelian Produk Sabun Cuci Muka Garnier. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 1107–1114. https://doi.org/10.31539/costing.v7i1.6729
Maha, V. A., Hartono, S. D., Prajitno, G. G., & Hartanti, R. (2025). E-COMMERCE LOKAL VS GLOBAL: ANALISIS MODEL BISNIS DAN PREFERENSI KONSUMEN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 21–44. https://doi.org/10.1234/JUMDER.V1I1.9
Mardhiyah, A. S. (2022). TECHNOLOGY’S ROLE IN RESHAPING THE E-COMMERCE LANDSCAPE. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Mayroza Wiska, Fenisi Resty, & Hidayatul Fitriani, H. F. (2022). ANALISIS CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM ) TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z PADA MEDIA SOSIAL TIK-TOK (STUDI KASUS GENERASI Z KABUPATEN DHARMASRAYA). MANAJEMEN DEWANTARA, 6(2), 153–162. https://doi.org/10.26460/md.v6i2.12524
Misbakhudin, A., & Komaryatin, N. (2023). Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 12(2), 293–307. https://doi.org/10.46367/iqtishaduna.v12i2.1572
Mulyono, H. (2024). Pengaruh Diskon Tanggal Kembar Pada E-Commerce Terhadap Keputusan Pembelian | International Journal of Economics And Business Studies. International Journal of Economics And Business Studies (IJEBS), 1(1), 1–20. https://journal.dinamikapublika.id/index.php/IJEBS/article/view/2
Mulyono, H., Hartanti, R., & Rolando, B. (2025). SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 1–20. https://doi.org/10.1234/JUMDER.V1I1.10
Nirwana, T. R. B., Hamidah, & Muslimin. (2024). Analisis Strategi Komunikasi Pemasaran MS Glow Kepada Konsumen Melalui Instagram dalam Meningkatkan Brand Awareness. Pubmedia Social Sciences and Humanities, 1(4), 14. https://doi.org/10.47134/pssh.v1i4.189
Novita Nilla Fauzia, & Qoni’ah Nur Wijayani. (2023). ANALISIS EFEKTIVITAS IKLAN DI INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS. JOURNAL SAINS STUDENT RESEARCH, 2(1), 133–143. https://doi.org/10.61722/jssr.v2i1.487
Nurcahyadi, A. (2024). Peran Content Marketing dalam Meningkatkan Loyalitas Pelanggan pada E-Commerce. Mutiara: Multidiciplinary Scientifict Journal, 2(7), 632–639. https://doi.org/10.57185/mutiara.v2i7.220
Paramita, B. B., Watratan, R. B. M. P., & Rupianti, R. (2023). Pengaruh Content Marketing dan Celebrity Endorsement Terhadap Brand Awareness. Prosiding SENIATI, 7(2), 208–219. https://doi.org/10.36040/seniati.v7i2.7923
Pasaribu, M. S., Nurlenawati, N., & Triadinda, D. (2024). Strategi Konten Marketing pada Media Sosial Instagram sebagai Strategi Pemasaran Digital Sate Taichan Senayan. Journal of Management and Bussines (JOMB), 6(1), 327–336. https://doi.org/10.31539/jomb.v6i1.7450
Permana, Z. P., & Rd. M. Noor Izzulhaq. (2023). Pemanfaatan Content Marketing dalam Membangun Brand Awareness pada UMKM Mybayleavess Cake Kota Sukabumi. Ebisma (Economics, Business, Management, & Accounting Journal), 3(2), 106–110. https://doi.org/10.61083/ebisma.v3i2.32
Pramayanti, D. I. (2024). Pengaruh Digital Marketing terhadap Brand Awareness dalam Penggunaan E-commerce. Jibaku: Jurnal Ilmiah Bisnis, Manajemen Dan Akuntansi, 4(1), 28–33. https://doi.org/10.35473/jibaku.v4i1.2905
Putri, L. W. B. (2022). TRACING THE DEVELOPMENT OF MARKETING IN THE AI ERA: A COMPREHENSIVE LITERATURE ANALYSIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Rahardja, B. V., Rolando, B., Chondro, J., & Laurensia, M. (2025). MENDORONG PERTUMBUHAN E-COMMERCE: PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KINERJA PENJUALAN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 45–61. https://doi.org/10.1234/JUMDER.V1I1.6
Ramadhan, F. H. (2024). Pengaruh Penggunaan Social Media Marketing dan Content Marketing terhadap Brand Awareness di Institusi Pendidikan. Jurnal Syntax Admiration, 5(10), 3968–3976. https://doi.org/10.46799/jsa.v5i10.1520
Rolando, B. (2024). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET. International Journal of Economics And Business Studies, 1(1), 57–86. https://doi.org/10.1234/IJEBS.V1I1.4
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION. International Journal of Economics And Business Studies, 1(1), 43–56. https://doi.org/10.1234/IJEBS.V1I1.3
Rolando, B., & Mulyono, H. (2025a). Diverse Learning Environments on Students Entrepreneurial Intentions. International Journal of Pedagogy and Teacher Education-9, 9(1), 119–137. https://doi.org/10.20961/ijpte.v9i1.98592
Rolando, B., & Mulyono, H. (2025b). E-Commerce as a Catalyst for Digital Economy Development: A Study of Marketing Strategies and Their Impact. Journal of Distribution Science, 23(4), 61–79. https://doi.org/10.15722/jds.23.04.202504.61
Rolando, B., Ariyanto, K., Alexia, K. R., & Hartanti, R. (2022). PERAN AI DAN BIG DATA DALAM MENGOPTIMALKAN STRATEGI PEMASARAN DIGITAL. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rolando, B., Widjaja, A. F., & Chandra, C. K. (2025). UNDERSTANDING FASHION PURCHASING DECISIONS: A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOR IN RETAIL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/mosaic
Rusdi Hidayat Nugroho, & Kinanti Sekar Kirana. (2024). Penggunaan Media Sosial Sebagai Peningkatan Brand Awareness pada Tim Digital Marketing PT. Otak Kanan. Reslaj: Religion Education Social Laa Roiba Journal, 6(6). https://doi.org/10.47467/reslaj.v6i6.1549
Setiawan, B. L. T. (2022). ANALISIS PERAN AUGMENTED REALITY (AR) DALAM PEMASARAN DAN DAMPAKNYA PADA PERILAKU KONSUMEN. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Tan, D. M. (2022). A SYSTEMATIC REVIEW OF THE AI-POWERED MARKETING REVOLUTION: FROM TRADITIONAL TO DATA-DRIVEN APPROACHES. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Wijaya, A. J. (2022). PERAN DAN IMPLEMENTASI TEKNOLOGI KECERDASAN BUATAN DALAM PENGALAMAN KONSUMEN E-COMMERCE: SEBUAH TINJAUAN SISTEMATIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Winata, V. (2022). OPTIMIZING BIG DATA PROCESSING THROUGH ARTIFICIAL INTELLIGENCE: A SYSTEMATIC LITERATURE REVIEW. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Yusuf, R., Hendrayati, H., & Adi Wibowo, L. (2020). PENGARUH KONTEN PEMASARAN SHOPEE TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN. JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL, 1(2), 506–515. https://doi.org/10.38035/jmpis.v1i2.289
