1.1. Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein (2010) define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content. Businesses may also refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for co-creation of value. People obtain information, education, news and other data from …show more content…
Hypothesis: 1. To study the impact of social media on brand awareness, we can consider the following null and alternate hypothesis. H0: There is no significant impact of social media on brand awareness H1: There is a significant impact of social media on brand awareness
2. To study the impact of social media on brand association, we can consider the following null and alternate hypothesis H0: There is no significant impact of social media on brand association H1: There is a significant impact of social media on brand association
3. To study the impact of social media on brand image, we can consider the following null and alternate hypothesis H0: There is no significant impact of social media on brand image H1: There is a significant impact of social media on brand image
4. To study the impact of social media on brand loyalty, we can consider the following null and alternate hypothesis H0: There is no significant impact of social media on brand loyalty H1: There is a significant impact of social media on brand loyalty
5. To study the impact of social media on perceived quality, we can consider the following null and alternate
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Variables in Part I evaluate use of social media and five brand equity dimensions (brand association, brand image, brand loyalty, perceived quality and brand awareness). The variables that appear in Part II of the questionnaire contain demographic profile, including gender, age, marital status and highest academic qualification level. Measurement scales for brand awareness variable were adopted from Kim & Kim (2005) and Yoo et al. (2000). Brand image and perceived quality were selected from Kim & Kim (2005). Finally, measurement scales for use of social media were adopted from Citrin (2001), Wixom and Todd (2005) and Wu & Shaffer (1987). Five point Likert scales have been selected to measure all constructs in this research paper with the measurement from Strongly disagree to Strongly
60% of US consumers discover new brands or product through social media, 59 percent use social media to learn about unfamiliar brands or products, 46% are strongly influenced in their purchase decisions by opinions in social media 39% refer to social media before making purchase decisions.
Social Media are computer-mediated tools that allow people to create,share or exchange information,ideas,and pictures and videos in virtual communities and Networks.(Social Media Definition-Wikipedia the free encyclopedia).Social Media is social instrument of communication that will give information simply by asking,giving comments or recommending of other people with similar interests.This is use by giving your thoughts and the ability to communicate positively or negatively.Examples of Social Media sites are Facebook,My Space,Twitter,Bebo,and Linked-In.For a fast paced technological world,Social Media has a big part of our digital lives.It is the starting point to penetrate in every aspects of our lives,in our personal life,Social life or even professional life.Many engage to
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
The rapid growth of the social media networking makes life different. According to the real time internet live statistics, the internet users in the world are now more than 3,338,000,000 and keep rising every day (Internet Live Stats, 2016). Social media like Facebook, Sina microblog (Weibo), Twitter, Instagram and YouTube are defined as the online communities which allow users to create and share their own content (Bolton et al., 2013). The faster and easier information exchange brings a new trend of marketing communication established and makes traditional peer to peer word of mouth spreading go online. Social media provides a platform for consumer to engage in electronic word-of-mouth. It can be either positive or negative statement on the product brand or service which made by potential, actual or experience users on the internet (Themba & Mulala, 2013). Facebook is one of the fast developing social media. It brings up a new trend of social media marketing. Facebook influenced customer behavior and suggested to be one of the most critical metrics of social media usage (Schultz, Schwepker & Good, 2012).
Social media has a big role in our perception of brands in today’s world. The two companies have both attempted to integrate social media in their continued attempts to one up their competitor. Google has made attempts to cr...
These social media facilitate customers by producing services of information sharing about products and services by which customers are influenced to purchase that product or not. It influences customer’s purchase decision which may effect on the company’s revenue and profit. Researchers are interested to observe the social media affect on
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
This will allow the brand to tailor their message whilst engaging their audience. This analysis will discuss the communication opportunity utilizing the social media platform, Instagram. It will also cover using
The writer finds social media is important in her current organization, Modern Business Concepts, Incorporated (MBC). With small business organizations such as hers, social media is important in spreading information on who the company is and what they do. Also as a business-to-business sales and marketing company, spreading the word is important in gaining customers and potential employees. Ucok (2014) uses research and experiments to prove how social media is essential to marketing. These platforms were essential in Ucok’s research, resulting in higher response with marketing campaigns proving “the importance of social media in marketing strategy and communication” (Ucock, 2014, p. 95).
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
Thus answering my research question and proving my hypothesis correct. This results indicate how the world of technology and social media has taken over even in businesses, and how social media has also being included in the other ways of marketing or promotion before businesses had to advertise their brands on paper but now they can do this electronically and in social networks making it less expensive and customers having their information stored carefully rather than on a piece of paper that can be lost any day. LIMITATIONS Some of the results given in this research might not be really accurate because maybe some of the businesses might have answered incorrectly just to get it over and done with , so this could have altered the results and assumptions could be made based on those results and the literature review . Most of the sources were written in the United States of America, even though their accuracy is completely assured, their content may not be related to the area of my research because they were also basing their results and information based on what American businesses recommended yet my research was conducted in South Africa, Mpumalanga, Blue Haze Mall which indicates that different places have different lifestyles.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
This paper will demonstrate that social networking websites and the social and psychological constructs that they give rise to, are most likely the primary determinative factor in the decision making process of the modern consumer. The sources of this increased influence
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
In the end, social media provide a way of keeping in relations with friends, also allow many companies to reach a large number of costumers and to be more productivity. At the same time, media are changing the ways in which we communicate and interact with others. Social media is a very interesting thing in our life. It was made for the free exchange of lots of information all around the world without boundaries but we have to know well how and why to use these media.