Digital Marketing Communication to Create Awareness and Engagement by Increasing Sales Channels on the Facebook Platform by Doing Facebook Ads, Case Studies, Pre-order Shops of Artists from the Country South Korea (Boragather)

Abstract

This research is an experimental study aimed to examine digital marketing communication and its efficiency in generating awareness and engagement for the pre-order merchandise of Korean artists, considering factors such as interests, behaviors, gender, age, and residential location. The study consists of two parts: (1) creating four awareness campaigns and (2) creating two engagement campaigns, for a total of six campaigns. The Facebook Ads Manager tool was employed, with picture ads and photo albums serving as advertising media. Data was obtained from Boragather Facebook fan page between February 1st and April 3rd, 2566, a period of 42 days.  According to the testing results, the online advertisements attracted 857 followers for the Boragather Facebook fan page. Campaign 3 was the most effective awareness campaign, with 10,453 impressions and 18,778 clicks, resulting in the most sales. Campaign 6 was the most successful engagement campaign, with 29,743 impressions and 41,327 clicks, effectively drawing the highest degree of participation. Notably, both of these campaigns used the Photo Album Ads format, suggesting that employing photo albums as advertising media helped stimulate curiosity and draw the attention of viewers. These findings suggest that implementing this approach could enhance sales channels, increase sales, and be applicable to Boragather future business ventures related to pre-order merchandise for Korean artists.