SOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS

The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.

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Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli

Journal of Economic Bussines and Accounting (COSTING) ◽

10.31539/costing.v4i2.2043 ◽

2021 ◽

Vol 4 (2) ◽

pp. 712-730

Author(s):

Natalia Suwarsih ◽

Theresia Gunawan ◽

Istiharini Istiharini

Keyword(s):

Social Media ◽

Purchase Intention ◽

Quantitative Research ◽

Brand Image ◽

Positive Influence ◽

Social Media Marketing ◽

Commercial Activity ◽

Generation Z ◽

Social Media Platforms ◽

Positive Effect

Currently half of the world's population uses various social media platforms, so social media is a source of commercial activity. This study aims to determine the effect of social media marketing on brand image on purchase intention of generation Z at a university with brand image as a mediation variable. The method used in this research is to use descriptive quantitative analysis, descriptive that is to explain, analyze and find out the value of a variable against other variables. While the quantitative research method is to examine the population or sample where the sample is taken randomly to collect data with research instruments to test a hypothesis. The results of this study are that there is a positive effect of social media marketing on brand image, there is a positive effect of brand image on purchase intention of generation Z, there is a positive effect of social media marketing on purchase intention of Generation Z, and there is also a positive influence of social media on generation Z purchase intentions by mediating brand image Keywords: Social Media Marketing, Brand Image, Purchase Intention, Generation Z

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Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

International Journal of Asian Business and Information Management ◽

10.4018/ijabim.2016010103 ◽

2016 ◽

Vol 7 (1) ◽

pp. 30-41 ◽

Cited By ~ 1

Author(s):

Graham Romello Perera ◽

Irosha Perera

Keyword(s):

Social Media ◽

Hospitality Industry ◽

Brand Image ◽

Social Media Marketing ◽

Primary Data ◽

Factors Affecting ◽

The Social ◽

Social Media Platforms ◽

Relationship Of ◽

The Relationship

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.

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The Influence of Social Media Marketing on Apparel Brands’ Customers’ Satisfaction: The Mediation of Perceived Value

Asian Academy of Management Journal ◽

10.21315/aamj2020.25.2.7 ◽

2020 ◽

Vol 25 (2) ◽

Author(s):

Yongzhong Yang ◽

Zobi Khan ◽

Yu Zhang

Keyword(s):

Social Media ◽

Perceived Value ◽

Social Media Marketing ◽

Traditional Media ◽

Confirmatory Factor ◽

Practical Guidelines ◽

Social Media Platforms ◽

Marketing Activities ◽

Use Of Social Media ◽

The Relationship

The development of social media has changed traditional media by providing a platform to conduct marketing and advertising activities. Nowadays, social media offers the opportunity to build a relationship between customers and brands. The strategic use of social media marketing has significant importance for customers as well as for marketers. In this paper, the influence of social media marketing activities (SMMAs) is assessed on apparel brands’ perceived value and Chinese customers’ satisfaction. The data was collected through a quantitative survey-based approach from Chinese social media and apparel brands’ users (n = 355). The collected data from respondents were analysed through the confirmatory factor analysis (CFA) and Hayes PROCESS macro. Based on our findings, it is noted that SMMAs play an essential role in improving the brand perceived value and customers’ satisfaction in China. Moreover, it is also concluded that the apparel brand’s perceived value significantly mediates the relationship between SMMAs and customers’ satisfaction. This study provides several theoretical and practical guidelines to the marketers in China to effectively implement their advertising activities on social media platforms.

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The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

Journal of Research in Marketing and Entrepreneurship ◽

10.1108/jrme-07-2020-0097 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Sriparna Guha ◽

Anirban Mandal ◽

Fedric Kujur

Keyword(s):

Social Media ◽

Brand Equity ◽

Purchase Intention ◽

Brand Image ◽

Social Media Marketing ◽

Brand Awareness ◽

Media Environment ◽

Content Type ◽

The Social ◽

Social Media Platforms

Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

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Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

Media Influence ◽

10.4018/978-1-5225-3929-2.ch020 ◽

2018 ◽

pp. 371-383 ◽

Cited By ~ 1

Author(s):

Graham Romello Perera ◽

Irosha Perera

Keyword(s):

Social Media ◽

Hospitality Industry ◽

Brand Image ◽

Social Media Marketing ◽

Primary Data ◽

Factors Affecting ◽

The Social ◽

Social Media Platforms ◽

Relationship Of ◽

The Relationship

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Awareness Of Employer Branding Through Social Media Among Management Students

Adhyayan A Journal of Management Sciences ◽

10.21567/adhyayan.v6i2.7051 ◽

2016 ◽

Vol 6 (2) ◽

Author(s):

Mukesh Kumar ◽

Avaneesh Kumar

Keyword(s):

Social Media ◽

Brand Image ◽

Final Conclusion ◽

Young Generation ◽

Employer Branding ◽

Ample Opportunity ◽

Talented People ◽

Management Students

Employer branding become an imperative part of an organization in these days. Every organization wants to attract, develop and retain talented people in their organization. Employer branding not only attract existing employees but also attract potential employees. It communicates internally to their employees and externally to potential employees through social media. Young generation uses social media rapidly, so it is the ample opportunity for an organization to attract, retain and motivate to their existing employees as well as prospective employees. Employer branding through social media also enhances the brand image of the organization, so it attracts to potential employees to be a part of that organization. The aim of this paper was to study awareness of employer branding through social media among Management students in Allahabad. Researcher interacted with 100 respondents but found 60 respondents who know about it. In this paper, Researcher focused on how students use social media to search a job and what they are looking in a job. The final conclusion of this paper is that Management students know about how to use social media in Employer branding but they need to know more about it.

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The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

Open Access Indonesia Journal of Social Sciences ◽

10.37275/oaijss.v4i2.90 ◽

2021 ◽

Vol 4 (2) ◽

pp. 111-123

Author(s):

Dewi Tamara ◽

Lidiya Heriyati ◽

Tsabita Hanifa ◽

Michelle Carmen

Keyword(s):

Social Media ◽

Purchase Intention ◽

Convergent Validity ◽

Discriminant Validity ◽

Brand Image ◽

Public Awareness ◽

Daily Basis ◽

Purchase Intentions ◽

Generation Z ◽

The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.

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Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

The TQM Journal ◽

10.1108/tqm-03-2021-0074 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Kulvinder Kaur ◽

Pawan Kumar

Keyword(s):

Social Media ◽

Low Cost ◽

Growth Potential ◽

Social Media Marketing ◽

Small Scale ◽

Content Type ◽

Social Media Platforms ◽

Pros And Cons ◽

Marketing Tool ◽

Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

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The use of Twitter and Facebook Social Media in Communicating & Disseminating Weather and Climate Information by Kenya Meteorological Department

Global Journal of Science Frontier Research ◽

10.34257/gjsfrhvol20is5pg11 ◽

2020 ◽

pp. 11-21

Author(s):

Misiani Zachary ◽

Lun Yin ◽

Mwai Zacharia ◽

Xiaohan Zhang ◽

Yanyan Zheng ◽

...

Keyword(s):

Social Media ◽

Research Methodology ◽

Information Dissemination ◽

The Other ◽

Significant Part ◽

Climate Information ◽

Traditional Media ◽

Weather And Climate ◽

Social Media Platforms

Today, traditional media is still a significant part of disseminating weather and climate information, still they have not been able to reach out to all users of the target audience alone. On the other hand, social media platforms such as Twitter, Facebook, YouTube, Instagram, etc. are used as a tool of communicating weather and climate information to various users in a well-organized manner like never before. Using a scientific research methodology of case study, the research was designed to explore how the Kenya Meteorological Department (KMD) is using Twitter and Facebook accounts for weather and climate information dissemination to various users.

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Strong Value Proposition through Social Media Tools

Dynamics of Competitive Advantage and Consumer Perception in Social Marketing ◽

10.4018/978-1-4666-4430-4.ch009 ◽

2014 ◽

pp. 223-252

Author(s):

Avinash Kapoor ◽

Chinmaya Kulshrestha

Keyword(s):

Social Media ◽

Brand Image ◽

Value Proposition ◽

Brand Building ◽

American Express ◽

Social Media Platforms ◽

Social Media Tools

This chapter looks into social media tools being leveraged by marketing groups of various organisations. More specifically, this chapter attempts to identify the usefulness, sustainability, and reliability of social media tools in the context of the brand image of American Express. In the last two years, American Express has launched numerous touch points on various social media platforms, which include Facebook, LinkedIn, and FourSquare. The chapter concludes that social media tools do impact the brand building exercise of an organisation to offer strong value proposition, and therefore, American Express should also invest such effort to stay a leader in the payment industry. However, in order to target younger customers there is a need for revamping and rejuvenation the value proposition so as to remain young, meaningful, and contemporary.

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