Authors - Ronald C. Barriga, Dan Jeward Rubis, Arlene A. San Pablo, Helinor Y. Medina Abstract - Content video marketing has become vital in the world of marketing for the past few years, in which companies are into it using content creators to expand brand awareness. The use of different social media platforms makes all this possible technological advancement like 5G connectivity that makes the connection faster, the continuous and fast innovation in the electronic industry has made everything easy to access. These make content marketing more vital in establishing corporate brand awareness. Brand recall, recognition and dominance through content video marketing has a significant impact to brand awareness, where brand recall essentially a dominant contributor to Brand Awareness. Furthermore, the model Structural Equation Modeling (SEM) shows that for content video marketing to be effective, the quality of each content must be given importance with consideration also to Knowledge Opinion Leader (KOL) and the Electronic Word of Mouth (eWOM) to strengthen brand awareness. Lastly, SEM positively indicates how significant the three factors mentioned are to brand awareness. The SEM model has a very good fit for the data, explaining a large portion of the variance in brand awareness. The results suggest that to improve brand awareness, strategies that enhance brand recognition, recall, and dominance should be prioritized.
