social media marketing and brand awareness
20926501
An examination of selected marketing mix elements and brand equity
This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity.
Boonghee Yoo Naveen Donthu Sunghoe Lee
168894808
Social Media Marketing and Brand Equity: A Literature Review
IntroductionSocial media is the usage of web based and mobile technologies to create, share and consume information and knowledge without any geographical, social, political or demographical boundaries through public interaction in a participatory and collaborative way. Kaplan and Haenlein (2010) define social media as "a group of internet based applications that build on the ideological and technological foundations of web 2.0, and allow the creation and exchange of user generated content." Social media encompasses a wide range of online, word of mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer to consumer e mail, consumer product or service ratings websites and forums, internet discussion boards and forums, moblogs (sites containing digital audio, images, movies, or photographs) and social networking websites, to name a few (Mangold and Faulgd, 2009) Social media employ mobile and web based technologies to create highly interactive platforms via which individuals and communities share, co create, discuss, and modify user generated content (Kietzmann et al. 2011) Garnyte and de Avila (2009) argue that social media is a world wide web tool which enables users to become active creators of the content, to communicate with each other actively, and to create and exchange various information. Global social media users have passed 2 billion mark, which roughly amounts to about 29% of the world's population (Kemp, 2015) The emergence of social media platforms (e.g. Twitter, Facebook) has fundamentally altered the marketing landscape.Social media is here to stay and therefore in future, marketers need to learn to coexist and communicate with an empowered customer. Further, customers are little sensitive to old fashioned push/interruptive marketing and by and large are determined to participate on equal footing in the marketing process (Constantinides and Fountain, 2008) Organizations have adopted social media at a remarkable speed (Barnes and Mattson, 2008) Social media has become a powerful networking force connecting people from every corner of the world. It reinforces the process of socialization by being instant, cheap, and easy to use having enormous reach (Miller et al. 2009) While traditional media allows for vertical flow of content from powerful conglomerates to isolated consumers, social media allows information to flow horizontally between consumers (Rosen, 2006) As an integrated marketing medium, social media marketing activities effectively enhance value equity by providing novel value to customers that traditional marketing media do not usually provide. Consumers identify social media as a more trustworthy source of information compared to the traditional marketing communication tools which allow organizations to integrate social media marketing into their marketing mix not only to communicate with customer but to get the feedback also (Karamian et al. 2015).Social media marketing makes use of social media tools as an extension to complement the traditional marketing. Gunelius (2010) defined social media marketing as any form of direct or indirect marketing that is used to build awareness, recognition, recall, and action for a brand, business, product, person, or other entity and is carried out using the tools of the social web, such as blogging, micro blogging, social networking, social bookmarking, and content sharing. It is the new paradigm in marketing that has provided ample space for business organizations to maintain a successful, long lasting and value added relationship with their customers. It allows an enterprise to connect with both existing and potential customers, engage with them and reinforce a sense of community around the business organization's products and services (Mangold and Faulgd, 2009) Through social media marketing, the marketers capture the traffic and the attention of various customers to their company, expose their business and cut considerable amount of cost that they would have spent in other types of marketing and communication tools (Rafiee and Sarabdeen, 2013)
Syed Zeeshan Zahoor Ishtiaq Husain Qureshi
55045942
Social media marketing and advertising
Social media has recently gained tremendous fame as a highly impactful channel of communication in these modern times of digitized living. It has been put on a pedestal across varied streams for facilitating participatory interaction amongst businesses, groups, societies, organizations, consumers, communities, forums, and the like. This subject has received increased attention in the literature with many of its practical applications including social media marketing (SMM) being elaborated, analysed, and recorded by many studies. This study is aimed at collating the existing research on SMM to present a review of seventy one articles that will bring together the many facets of this rapidly blooming media marketing form. The surfacing limitations in the literature on social media have also been identified and potential research directions have been offered.
Yogesh Kumar Dwivedi
167706857
Country as brand, product, and beyond: A place marketing and brand management perspective
This paper examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. It assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.
Philip Kotler David Gertner
159345335
Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
Social media marketing has attracted increasing attention from marketers, being regarded as one of the most important channels to communicate information about brands to consumers. Despite its growing importance, limited research has examined the influence of social media marketing communications on consumers' brand knowledge. This paper addresses this gap in the literature, proposing a conceptual model for examining the impact of social media marketing dimensions on brand awareness and image across products with different involvement levels. The model seeks to enhance understanding of the influence of social media marketing communications on brands, across products with different involvement levels. Suggestions for the empirical investigation of the model are made.
Man Lai Cheung Guilherme D Pires Philip J Rosenberger
53475153
We're all connected: The power of the social media ecosystem
Consumers are adopting increasingly active roles in co creating marketing content with companies and their respective brands. In turn, companies and organizations are looking to online social marketing programs and campaigns in an effort to reach consumers where they 'live' online. However, the challenge facing many companies is that although they recognize the need to be active in social media, they do not truly understand how to do it effectively, what performance indicators they should be measuring, and how they should measure them. Further, as companies develop social media strategies, platforms such as YouTube, Facebook, and Twitter are too often treated as stand alone elements rather than part of an integrated system. This article offers a systematic way of understanding and conceptualizing online social media, as an ecosystem of related elements involving both digital and traditional media. We highlight a best practice case study of an organization's successful efforts to leverage social media in reaching an important audience of young consumers. Then, we conclude with several insights and lessons related to the strategic integration of social media into a firm's marketing communications strategy.
R C Hanna Andrew J Rohm Victoria L Crittenden
205424389
Role of social media in online travel information search
Social media are playing an increasingly important role as information sources for travelers. The goal of this study is to investigate the extent to which social media appear in search engine results in the context of travel related searches. The study employed a research design that simulates a traveler's use of a search engine for travel planning by using a set of pre defined keywords in combination with nine U.S. tourist destination names. The analysis of the search results showed that social media constitute a substantial part of the search results, indicating that search engines likely direct travelers to social media sites. This study confirms the growing importance of social media in the online tourism domain. It also provides evidence for challenges faced by traditional providers of travel related information. Implications for tourism marketers in terms of online marketing strategies are discussed.
Zheng Xiang Ulrike Gretzel
153442665
Social Media Marketing to Increase Brand Awareness
Social networks are becoming more and more widespread and they are literally conquering the World Wide Web. Facebook has managed to arrive even in poor and remote territories which apparently have nothing to do with our always on the move modern world. However, only on the African continent there are more than 100 million active Facebook users who represent 50% of the African population having access to Internet. Thus, it would be huge marketing mistake for businesses not to take into consideration this opportunity to get in touch with prospective customers (Neti, 2011) Social media is hot and has turned into a "must" for businesses looking for brand awareness. Therefore, the techniques used to attract customers by means of social networks have gained quite a high degree of sophistry (Neti, 2011) In an age in which the average internet user accesses his/her social network account at least fourteen times a day, companies cannot afford to be absent from this medium. The aim of the present paper is to present the concept and characteristics of social media and how it can be used in order to increase brand awareness.
Bija Suzana Monica Raluca Balas
166935319
Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Part I: Opening Perspectives Chapter 1 Brands and Brand Management Part II: Identifying and Establishing Brand Positioning and Values Chapter 2 Customer Based Brand Equity Chapter 3 Brand Positioning Part III: Planning and Implementing Brand Marketing Programs Chapter 4 Choosing Brand Elements to Build Brand Equity Chapter 5 Designing Marketing Programs to Build Brand Equity Chapter 6 Integrating Marketing Communications to Build Brand Equity Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity Part IV: Measuring and Interpreting Brand Performance Chapter 8 Developing a Brand Equity Measurement and Management System Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind Set Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance Part V: Growing and Sustaining Brand Equity Chapter 11 Designing and Implementing Branding Strategies Chapter 12 Introducing and Naming New Products and Brand Extensions Chapter 13 Managing Brands over Time Chapter 14 Managing Brands over Geographic Boundaries and Market Segments Part VI: Closing Perspectives Chapter 15 Closing Observations
Kevin Lane Keller
55552791
THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY
The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM) As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.
Yusuf Bilgin