scholarly journals The Role of Social Media on Sponsorship Activation

2021 ◽  
Vol 66 (1) ◽  
pp. 111-126
Author(s):  
Mihai Constantin Răzvan Barbu ◽  
George Bogdan Burcea ◽  
Dragoş Laurenţiu Diaconescu ◽  
Marius Cătălin Popescu ◽  
Leonardo Daniel Păsărin ◽  
...  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Financial Support ◽  
Brand Image ◽  
Consumer Preferences ◽  
Brand Awareness ◽  
Sport Organizations ◽  
The Social ◽  
Or Organization

"ABSTRACT. Globally, sponsorship has grown impressive over the last 30 years, receiving an increased importance in the communication mix of companies. Sport organizations have understood the importance and the role sponsorship it plays for the financial support they need. Sponsorship is the material support of an event, activity or organization by an unaffiliated partner. It is a good way to increase brand awareness, which helps to generate consumer preferences and promote brand loyalty and also improves the brand image. Brands play an important role in the development of companies because they bring a number of benefits to them. The paper ""Innovation’s impact on sponsorship activation"" aims to present a series of theoretical elements of activating sponsorship, as well as the element of innovation in this process, an element represented by the social media presence in our lives and in the last part of the paper is presented a study based on a survey on our topic."

scholarly journals Young consumers’ insights on brand equity

2015 ◽  
Vol 43 (3) ◽  
pp. 276-292 ◽  
Author(s):  
Jumiati Sasmita ◽  
Norazah Mohd Suki
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Brand Awareness ◽  
Full Time ◽  
Content Type ◽  
Brand Association ◽  
The Social ◽  
Young Consumers

Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire population of Malaysia. Practical implications – Input regarding the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers would help marketers and practitioners to formulate strategies to enhance their brand equity in order to obtain competitive advantage and business sustainability, particularly among young consumer markets. Originality/value – Empirical findings offer academic contributions to the existing body of knowledge of consumer behaviour as the sophisticated quantitative data analyses used will eventually allow future researchers to explicate the contribution of the current study to understand the importance of brand equity among young consumers in Malaysia.

scholarly journals “The Social Media Blue Bird Creating an Online Sensation”: A Sentimental Analysis with Reference to Coke-studio Hashtags

2019 ◽  
Vol 18 (1) ◽  
pp. 15-33
Author(s):  
Anand Shankar Raja Ram ◽  
Amaravathi M
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Consumer Preferences ◽  
Media Analysis ◽  
Social Media Analysis ◽  
Differential Approach ◽  
The Social ◽  
The World ◽  
Huge Impact ◽  
Media Platform

Coke-Studio, an online platform hosted in YouTube has been successful in both countries and has been discussed on another popular social media platform Twitter. However, studies report that Pakistan Coke-studio fares better in terms of its emotive content than its Indian edition. The paper analyses how the ―Hashtag fever‖ which has created a huge impact on brand image and profitability position of firms all around the world leads to the differential approach. Though a detailed Social Media Analysis (SMA), this paper aims to examine how hashtags work on the Twitter platforms and conclude how social-media often offers a glimpse of subconscious consumer preferences and its implications thereof.

scholarly journals Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia

The Winners ◽  
2021 ◽  
Vol 22 (2) ◽  
Author(s):  
Santi Rimadias ◽  
Nesta Alvionita ◽  
Adinda Putri Amelia
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Quantitative Methods ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Engagement ◽  
Tourism Sector

The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.

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

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.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

2018 ◽  
Vol 6 (1) ◽  
Author(s):  
Yusuf BİLGİN
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Performance ◽  
Obvious Effect ◽  
Marketing Activities

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.

scholarly journals CREATING LOVEMARKS THROUGH STUDENTS OF PUBLIC UNIVERSITIES IN IRELAND

2021 ◽  
Author(s):  
Javier Casanoves-Boix ◽  
◽  
Ana Cruz-García ◽  
Maurice Murphy ◽  
◽  
...  
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Public Universities ◽  
Brand Image ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Suitable Model ◽  
Brand Capital

This research was carried out to examine the role of educational brand capital applied to public universities in Ireland. To this end, the main contributions in the literature related to the study of brand capital and its application in the Irish educational sector were analyzed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realized using a sample of 423 valid responses from students at the two main public universities in Cork (Ireland). The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables (brand awareness, brand image, perceived quality, and brand loyalty), while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.

scholarly journals ¿Por qué las instituciones de educación superior deben apostar por la marca?

2018 ◽  
Vol 37 (1) ◽  
pp. 111-127 ◽  
Author(s):  
Javier Casanoves Boix ◽  
Inés Küster Boluda ◽  
Natalia Vila López
Keyword(s):  
Higher Education ◽  
Empirical Study ◽  
Brand Loyalty ◽  
Brand Image ◽  
Education Sector ◽  
Brand Awareness ◽  
Educación Superior ◽  
Educacion Superior ◽  
Brand Capital

A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el mismo en la educación superior. Una vez establecido el modelo de capital de marca susceptible de aplicación en el sector educativo, se lleva a cabo un estudio empírico contando con una muestra cuantitativa de 2.239 respuestas válidas procedentes de distintos agentes universitarios implicados. Los resultados obtenidos muestran la repercusión del capital de marca en lo relativo a las variables que lo determinan, siendo: notoriedad de marca, imagen de marca, calidad percibida de marca y lealtad de marca. This research was carried out to examine the role of brand capital in higher education. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher education sector. Once the susceptible brand capital in the higher education sector was established, an empirical study was carried out using a valid sample of 2,239 responses from different university agents involved. The results obtained show the repercussion of the brand capital relative to the determining variables, which are: brand awareness, brand image, perceived quality and brand loyalty.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

2018 ◽  
Vol 6 (1) ◽  
pp. 128-148 ◽  
Author(s):  
Yusuf BİLGİN
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Performance ◽  
Obvious Effect ◽  
Marketing Activities

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.

scholarly journals Pengaruh Brand Awareness, Brand Image dan Brand Loyalty Terhadap Brand Equity Pada Pengguna Produk Nike di Kabupaten Tangerang

2020 ◽  
Vol 4 (1) ◽  
pp. 70-74
Author(s):  
Rudi Yacub
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Positive Impact ◽  
Brand Awareness ◽  
Sports Industry ◽  
Analysis Technique ◽  
The Social ◽  
Convenience Sampling ◽  
Program Version

The sports industry has a very large potential income and is followed by the enthusiasm of the community to exercise, which is an opportunity for entrepreneurs in the sports equipment industry. The objectives of this study are: First, to explore the effects of brand awareness on brand equity. Second, to explore the effect of brand image on brand equity. Third, explore brand loyalty to brand equity. The data collection method is convenience sampling. The research sample was collected from 160 respondents, who use Nike products in Tangerang Regency. The data analysis technique used in this study is multiple regression analysis through the Statistical Package for the Social Science computer program version 18. The results are: (1) brand awareness has a positive impact on brand equity; (2) brand image has a positive impact on brand equity; (3) Brand loyalty is the main impact on brand equity Keywords : Brand Awarness, Brand Image, Brand Loyalty, Brand Equity

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