scholarly journals The Effect of Technology-Based Applications on Brand Image in the Telecommunications Industry

2019 ◽  
Vol 9 (2) ◽  
pp. 216-223
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Competitive Advantage ◽  
Mobile Applications ◽  
Brand Management ◽  
Brand Image ◽  
Management Strategies ◽  
Telecommunications Industry ◽  
Media Applications ◽  
Consumer's Perception

The paper investigates the effect of technology-based applications on brand image in the telecommunications industry. The study aims to identify the most influencing technology-based application on brand image and areas of improvements for each application. The study proposes a model that shows the effect of certain applications on brand image in the telecommunications industry. A quantitative survey was used for data collection to support the model. The research shows a significant overall model where technology-based applications account for 28% of variance in the consumer’s perception of the brand image. Websites and social media applications have significant impact on brand image while mobile applications & services have positive but insignificant impact on brand image. The paper can help companies to adopt technology-based applications in their brand management strategies and invest more on technology-based channels to enhance the brand image, attract more customers, and gain competitive advantage. There has been little research focusing on the effect of technology-based applications on the brand image and specifically in the telecommunications industry.

Consumer Socialization Process for the Highly Connected Customers

2020 ◽  
pp. 1-19
Author(s):  
Ree C. Ho ◽  
Teck Choon Teo
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Shopping Behavior ◽  
Customer Engagement ◽  
Purchase Decision ◽  
Consumer Socialization ◽  
Socialization Process ◽  
Brand Engagement ◽  
Engagement Strategies ◽  
Media Applications

Over the past two decades, social media has developed exponentially and significantly changed the customers' shopping behavior. Social media apps enable customers to interact with retailers and other customers closely, and influences their purchase decision. Hence, it is small wonder that businesses are investing time and resources to promote their products and brand image on social media applications. Instagram is best known for its enriched visual features in both image and footage and suitable for developing strong brand engagement. It is a viable platform for businesses to promote their products to customers. This chapter proposes a framework of product learning process with the use of Instagram. It contributes in effective management of social media marketing and provides marketers with the guidelines in using Instagram creatively to roll out customer engagement strategies.

Usability Evaluation of Social Media Web Sites and Applications via Eye-Tracking Method

2017 ◽  
pp. 85-112
Author(s):  
Duygu Mutlu-Bayraktar
Keyword(s):  
Social Media ◽  
Eye Tracking ◽  
Web Sites ◽  
Mobile Applications ◽  
Completion Time ◽  
Usability Evaluation ◽  
Tracking Data ◽  
Tracking Method ◽  
Tracking Movements ◽  
Media Applications

This chapter describes usability studies of website-based and mobile application-based social media sites. In the study including 10 university students, the completion time of assigned tasks were measured along with click numbers and completion situations. These measures were analyzed. Data obtained from eye tracking movements was analyzed, and the results were evaluated. According to the results, the users can complete most of the tasks, but completion time varied. The participants had difficulties completing settings menu tasks except menus previously used in social media. When eye tracking results were examined, it was revealed that they mostly focused on the left side of websites and mobile applications. The participants stated that mobile applications were more useful than websites. According to eye-tracking data obtained in the study and the users' opinions, mobile social media applications were more functional than their websites.

Learning from Theory to Manage Brands in Small Charities: Lessons from the Small Charity Brand Study

2020 ◽  
Author(s):  
Natasha Roe
Keyword(s):  
Focus Group ◽  
Competitive Advantage ◽  
Brand Management ◽  
Small And Medium Enterprises ◽  
Management Strategies ◽  
Organisational Performance ◽  
Practical Information ◽  
Medium Enterprises

Brands and brand management in commercial organisations have been studied for decades. Research has led to highly developed models and practices, with many studies recognising brand management as an important driver of competitive advantage (Aaker, 2010; de Chernatony, 2001). Similar theoretical and practical studies have been carried out amongst SMEs (Small and Medium Enterprises) (e.g., Krake, 2005) and UK nonprofits (e.g., Frumkin & Kim, 2001) also demonstrating positive connections between brand management and organisational performance. However, the focus of research in UK nonprofits has been on the largest organisations by income, typically the very largest (e.g., Hankinson & Lomax, 2006; Stride & Lee, 2007). By comparison, there are no leading journal published studies into small UK charity brands and brand management. The small charity brand study set out to address this gap in research. One hundred and thirty-seven charities with annual turnovers of £1million or less and a focus group of eight small charity practitioners participated. The study investigated whether small charities are managing their brands and, if so, whether they experienced the performance benefits evidenced in extant research from other sectors. It investigated whether management strategies in small nonprofits made a difference to realising operational advantages. The goal was to develop practical Information, Advice, and Guidance (IAG). The study found that it was necessary to adapt existing models of brand management to make them relevant to small charities and indicated that, when the brand is managed by a team of people across different managerial levels, the longerterm benefits (outcomes) of branding practices are better realised. From participants’ contributions, it was possible to draw up models of branding specific to small nonprofits and identify the IAG required to manage brands across the areas studied; brand benefits, measured in outputs and outcomes.

Effect of Credible Reviews on Brand Image: A Mixed Method Approach

2017 ◽  
Vol 7 (1) ◽  
pp. 13-22 ◽  
Author(s):  
Uttam Chakraborty ◽  
Savita Bhat
Keyword(s):  
Social Media ◽  
Mixed Method ◽  
Structural Equation ◽  
Online Community ◽  
Brand Management ◽  
Brand Image ◽  
Online Reviews ◽  
Mixed Method Approach ◽  
Online Social Media ◽  
Method Approach

Rapid growth of online social media reduces the marketer’s control over brand management. Consumers share their brand-related experiences (through online reviews) in various online social media platforms. It is a major challenge for the marketers to understand the effects of online reviews on a brand’s image. This study addresses the issue and attempts to understand the effects of online reviews on brand image. The concept of brand image is broken up into two parts, namely, functional and hedonic. The study follows a mixed method approach using both quantitative and qualitative techniques. Quantitative techniques have been used to measure the objective experiences of the consumers, whereas qualitative techniques have been used to examine the subjective experiences of the consumers. For quantitative technique, structural equation modelling (SEM) has been adopted to determine the relationships between the variables. For qualitative technique, netnography has been followed. Quantitative data analysis reveals that online credible reviews have more significant effect on hedonic brand image. Qualitative study also shows evidences of functional and hedonic brand images in online community. Future directions for research are mentioned as well.

scholarly journals PERAN BRAND IMAGE MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 9 (5) ◽  
pp. 1962
Author(s):  
Kompyang Gede Sathya Narayana ◽  
Gede Bayu Rahanatha
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Significant Influence ◽  
Sampling Method ◽  
Brand Image ◽  
Social Media Marketing ◽  
Sampling Techniques ◽  
Purchasing Decisions ◽  
Analysis Technique

The purpose of this study was to determine the role of brand image mediating the effect of social media marketing on purchasing decisions on Denara Bali consumers. This research was conducted in Denpasar City by using a sample of 120 respondents who had already purchased Denara Bali products and had followed and had communicated with Instagram @denarabaliofficial admin, with non-probability sampling techniques with purposive sampling method. Data collection was carried out through questionnaires. The analysis technique used in this research is path analysis and sobel test. The results of this study found that social media marketing had a positive and significant effect on brand image. Social media marketing has a positive and significant influence on purchasing decisions. Brand image has a positive and significant influence on purchasing decisions. Brand image is a mediating variable of the influence between social media marketing on purchasing decisions on Denara Bali consumers in Denpasar City. Keywords: social media marketing, brand image, purchasing decisions

scholarly journals IImplementasi Strategi Keunggulan Biaya dalam Usaha Express Laundry Purwakarta

2021 ◽  
Vol 3 (2) ◽  
pp. 141-149
Author(s):  
Anisa Raihan Fadhilah Zain ◽  
Nisa Nurramdhiani Khofifah ◽  
Adriansah Bahrun
Keyword(s):  
Data Collection ◽  
Service Quality ◽  
Competitive Advantage ◽  
Management Strategies ◽  
Market Potential ◽  
Cost Advantage ◽  
Good Service ◽  
Direct Observations ◽  
The Cost ◽  
Keywords Cost

The number of businesses in laundry resulted in the number of competitors getting tougher. One of the management strategies that can be applied in creating and increasing competitive advantage is to implement a cost advantage strategy. This study aims to determine the cost advantage strategy in the Express Laundry business in Purwakarta. Data collection techniques in this study by conducting direct observations in the field and interviews with informants in accordance with the problems studied. The type of research used is descriptive qualitative. The result of this research is the implementation of a cost advantage strategy in the laundry business, Express Laundry provides quality products at low prices to be an attraction for customers. Armed with good service and affordable service prices, this business can have high market potential. Good service quality from a laundry or laundry business is the most important thing in providing satisfaction to customers.   Keywords: Cost Advantage, Laundry Business, Express Laundry

scholarly journals The Influence of Brand Images, Social Media Marketing, Prices and Reference Groups Towards Buying Decision In Swiwings Narotama Outlet Surabaya

2020 ◽  
Vol 1 (3) ◽  
pp. 230-236
Author(s):  
Septia Wahyu Monica ◽  
Santirianingrum Soebandhi ◽  
Ani Wulandari
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Data Collection ◽  
Brand Image ◽  
Reference Group ◽  
Social Media Marketing ◽  
Reference Groups ◽  
Purchasing Decision ◽  
Analysis Technique ◽  
Buying Decisions

This study aims to examine the influence of Brand Image, Social Media Marketing, Price And Reference Groups towards Purchasing Decision in Swiwings Narotama Outlet. Data collection techniques used was questionnaire with the analysis technique of multiple linear regression. The study found that Brand Image, Price have no significant effect towards Purchasing Decision, meanwhile Social Media and Reference Group have a significant effect towards buying decisions at Swiwings Narotama Outlet in Surabaya. Simultaneously, Brand Image, Social Media Marketing, Price and Group References have a significant effect towards Buying Decisions in Swiwings Narotama Outlet.

Country Brand Management

2016 ◽  
pp. 89-115 ◽  
Author(s):  
Neus Soler-Labajos ◽  
Ana Isabel Jiménez-Zarco
Keyword(s):  
Social Media ◽  
Brand Management ◽  
Political Power ◽  
Brand Image ◽  
Public Policies ◽  
The Social ◽  
The World ◽  
Country Brand

In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin. Because the fact that a product is “typical” of a place allows the name of the place to become a geographical indicator of quality. So Nations use the brand country as a tool to promote their products, attract investments and promote activities like tourism. For this reason, they are developing public policies aimed at the construction, promotion and consolidation of the brand image of the country. This book chapter analyzes how the Spanish Government has used the social media to create and consolidate the Spain Brand image with the aim to establish an image of Spain as an economic and political power among the first countries in the world.

Country Brand Management

2020 ◽  
pp. 943-969
Author(s):  
Neus Soler-Labajos ◽  
Ana Isabel Jiménez-Zarco
Keyword(s):  
Social Media ◽  
Brand Management ◽  
Political Power ◽  
Brand Image ◽  
Public Policies ◽  
The Social ◽  
The World ◽  
Country Brand

In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin. Because the fact that a product is “typical” of a place allows the name of the place to become a geographical indicator of quality. So Nations use the brand country as a tool to promote their products, attract investments and promote activities like tourism. For this reason, they are developing public policies aimed at the construction, promotion and consolidation of the brand image of the country. This book chapter analyzes how the Spanish Government has used the social media to create and consolidate the Spain Brand image with the aim to establish an image of Spain as an economic and political power among the first countries in the world.

A. ANALISIS KELAYAKAN BISNIS PENDIRIAN HOME INDUSTRY ZAHELSAFF HIJAB & FASHION

2020 ◽  
Vol 3 (2) ◽  
pp. 1
Author(s):  
Sandra Lista Wati ◽  
Elma Nur Farida ◽  
Soesilawati Soema Atmadja
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Feasibility Study ◽  
Net Income ◽  
Student Entrepreneurship ◽  
Marketing Process ◽  
Qualitative Descriptive ◽  
Marketing Costs ◽  
Media Applications ◽  
Descriptive Method

ABSTRAK   Home Industry “Zahelsaff Hijab & Fashion” merupakan usaha yang didirikan oleh mahasiswa perguruan tinggi STIE Mahardhika Surabaya pada bulan oktober dengan pinjaman modal sepenuhnya dari kampus, home industry ini pendiriannya dilatar belakangi oleh Program Kewirausahaan Mahasiswa.   Produk yang dijual yakni berbagai macam hijab dan aksesoris baik yang diproduksi sendiri atau dari supplier. Penelitian ini bertujuan untuk mengetahui tingkat kelayakan bisnis dalam pendirian home industry “Zahelsaff Hijab & Fashion” yang beralamatkan di RT 001/RW 001, Dusun Sumberan, Desa Randegan, Kec. Dawarblandong, Kab. Mojokerto. Penelitian ini dilaksanakan pada bulan November 2020 dengan menggunakan metode deskriptif kualitatif dan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. Hasil dalam penelitian ini menunjukkan bahwa usaha ini layak untuk diterusakan meskipun pada aspek produksinya belum maksimal karena masih dalam tahap perintisan sehingga teknologi yang digunakan masih belum memadai. Namun pada aspek pasar dan pemasaran menunjukkan bahwa selama satu bulan, permintaan akan produk setiap minggunya mengalami kenaikan, selain itu proses pemasaran telah menggunakan berbagai aplikasi media sosial untuk memperluas cakupan pemasaran produk dan untuk meminimalisir biaya pemasaran. Sedangkan pada aspek keuangannya, menunjukkan bahwa modal yang dibutuhkan sebesar Rp 2.666.000,00 dan modal tersebut diperoleh dari pinjaman. Untuk laba bersih bulan Oktober sebesar Rp 702.000,00.   Kata kunci : Home Industry, Studi Kelayakan Bisnis, Aspek-aspek Studi Kelayakan Bisnis     ABSTRACT   Home Industry "Zahelsaff Hijab & Fashion" is an effort established by students of College of College in STIE Mahardhika Surabaya in October with a fully capital loan from the campus, this home industry its establishment is motivated by the student entrepreneurship program. The products sold are various kinds of hijab and accessories both produced alone or from suppliers. This study aims to determine the level of business feasibility in the establishment of Home Industry "Zahelsaff Hijab & Fashion which is addressed in RT 001/RW 001, Dusun Sumbaran, Desa Randegan, Kec. Dawarblandong, Kab. Mojokerto. This research was conducted in November 2020 using a qualitative descriptive method and data collection techniques in the form of observation, interviews, and documentation. The results in this study indicate that this effort is feasible for damage even though the production aspects are not optimal because they are still in the pioneering stage so that the technology used is still inadequate. But on market aspects and marketing shows that for one month, the demand for products every week has increased, in addition to the marketing process has used various social media applications to expand product marketing coverage and to minimize marketing costs. Whereas in the financial aspects, it shows that the required capital of Rp 2,666,000.00 and the capital is obtained from a loan. For October's net income of Rp. 702,000.00.   Keywords: Home   Industry,  Business   Feasibility Study,  Aspects  of  Business  Feasibility                   Studies

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